5 Critical Content Considerations For SEO Successful Vacation Shopping


Analysts predict a strong holiday shopping season for retailers, with expected revenue increases of 7% to 9% compared to last year. Holiday sales could reach $ 1.3 trillion between November and January, according to Deloitte.

More than two-thirds of buyers (66%) shoppers looking to buy in-store will search online for the best locations, freebies, and deals. The stakes are even higher for e-commerce retailers, as the competition is tougher than ever.

For real-world and online retailers, a strong online search presence is critical to successful sales this holiday season.

In this column, you’ll find five tips you can implement today to prepare your retail gifts for the rush of holiday shoppers.

1. Put your SEO knowledge to work this holiday shopping season

Businesses are challenged to respond to consumers with optimizations and personalization that meet their needs today, not what they were years or months ago.

Over a year and a half of disruption from the pandemic has proven the need for real-time customer information.


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By only using data from previous holiday seasons to inform this year’s campaigns, retailers will try to respond to an audience that has changed a lot.

The SEO information is as close to the real-time voice of the customer as possible.

Marketers need to examine macroeconomic trends and industry-wide conditions, along with their own consumer research insights, on-site behavior, reviews, and other real-time data to inform content creation. vacation and campaign planning.

Collecting, analyzing and activating this information at any scale requires a technological solution to automate the collection and analysis. Some solutions can also leverage this data immediately with automated personalization.

2. Get ahead of emerging trends

When talking about macro trends, it’s important to be aware of which items consumers are most interested in purchasing this year.

These trends can be influenced by the situation of people in their exit from the pandemic and its restrictions.

For example, Last spring As closures ended in many places across the country, clothing and luxury items such as cologne became popular items.


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It’s important to be aware of what may emerge as trends in the geographic locations you serve and target with your paid advertising.

Analyzing the keywords people use to find your placements, crawling your Google business information, crawling trends, and social listening can all provide clues as to which product or service categories might be. be the next to take off.

For example, our internal data at BrightEdge (my company) shows spikes and declines in growth in different categories. This data suggests that clothing and footwear will be big items this year, as nearly half of the keywords tracked appear to be up 20% from the previous year.

3. Tailor content to meet holiday buying intention and demand

This year, it’s all about making sure your content and campaigns match the search content of consumers looking for products and services like yours.

This means not only understanding the “what”, but also Why specific consumers can search for your products.

Optimizing your videos, image descriptions, and alt text can help them be discovered on YouTube, Google Images, and rich search results.

Make sure each page has headers, titles, and other elements on the page that use appropriate keywords. Remember to go beyond the keywords, with descriptive content that reflects your understanding of the problem your buyer needs to solve.

Make sure that you personalize the entire content experience from start to finish and that the post-click destination matches the intent of the searcher who chose to click on that ad or search result.

Where possible, use AI-based technology to personalize content in real time and better meet the expressed needs of searchers and site visitors. Research shows that personalized product recommendations lead to 26% higher average order value (AOV).

4. Prioritize the researcher’s shopping experience

Make sure your website infrastructure will withstand the demands of holiday season traffic.

Page speed has been essential for customer experience and conversion for several years now. But with the introduction of Core Web Vitals and the page experience update, Google is poised to reward retailers who deliver better experiences with greater visibility on search, local and mobile.


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Simply put, if your competition is optimizing CX and you aren’t, you might not even have good luck with that customer.

Having a technically sound website is key. Make sure the images are compressed enough, use a CDN, and if possible do whatever is necessary to make sure the interaction time is less than 0.1 seconds.

Add a minimum, deploy breadcrumbs, and structure your data with an element schema. Help Google understand exactly why your content is the best answer for every relevant searcher.

5. Think about the interaction all the way for maximum research impact

Holiday shopping is no longer a linear process. Enter store> browse shelves> select item> pay at checkout is now a rarity when it comes to the holiday shopper’s trip.

Customers can be in-store and interact with your customer service agents, but also search online for comparison prices, nearby locations that can sell the same products, and e-commerce options.

Even when you’ve got the click and the visitor interacts with your landing page, they can search and browse for deals as well.


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It’s critical that at every touchpoint and interaction, you deliver the content that makes it easy for buyers to take the next step.

It starts with optimized content that works in search; which is discovered by motivated, open and receptive consumers to new brands, products and ideas.

But then the next phase of that interaction must be effective.

Your main magnets should answer in terms of relevance of the content, loading and display of the content, whether the information provided answers any questions from buyers, etc.

Don’t force them to search for deals, coupons, or reviews. There’s a good chance they’ll just bounce off another retailer who makes shopping a more seamless transaction.

Also, keep in mind that the same customer may choose to interact with you on different channels for a variety of reasons. They can browse the search, turn to Facebook Messenger to ask questions, and then go to the store to complete the purchase.


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In reality, 76% of customers prefer different channels depending on the context of their need.

Look at each trip as a whole and make sure there are no stopping points along the way. For example, you don’t want to serve Google ads to drive traffic to stores outside of their opening hours.

Likewise, there’s no point in spending a budget promoting out-of-stock items.

Quality experiences will win over the quantity of touch points this holiday shopping season

Quality will trump quantity this holiday season – quality interactions, messages and experiences will drive sales among a consumer base tired by the information overload inherent in a long pandemic.

Focus on understanding the types of content that resonate, where you align with high-demand categories, and how you’ll deliver a seamless and exceptional experience from discovery to sale.

Then use AI and automation wherever possible to step up your efforts.

Now is the time to synergize technology, content and workflows to engage, delight and convert customers throughout the holiday season.


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Featured Image: Lightspring / Shutterstock


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