1. Update Your Meta Data: Important pages within the site you want to drive traffic to should have up to date, specific keyword targeted meta data. Meta data includes your title, descriptions and yes keywords, too!
2. Build Out Pages: Create more pages targeting the products you are focusing on should be targeted. The more those products are out there with unique content surrounding them, the more likely search engines and people will see them.
3. Make it Fun: Create fun and interesting blog posts and insert links to the products you wish to target within those posts. For example, if you’re a flower site, create a post on “3 Fun Crafts with Flowers,” and have links to the product pages you are mentioning in your post. Also, make sure those pages you are linking to within your post have GREAT calls to action, like “15% off” or “free shipping.”
4. Start Yesterday: Search Engine Optimization takes TIME, so stop wasting it by not planning your strategy in Q4. Have a calendar and start brainstorming your ideas ahead of time. Implement them before the holidays. Start the wheels turning so by the time the holidays are around, traffic to your holiday specific products are already ramping up and getting attention.
5. Paid Search + SEO = AMAZING! Do you know what keywords your paid search is targeting around the holidays? I sure hope so! Get those terms and develop mid- to long tail keyword phrases out of those and use your analytics to assist with the best phrases. For example if your paid search keyword is ‘same day delivery,’ then build out some pages using keywords like ‘holiday roses for same day delivery,’ or ‘Thanksgiving table arrangements available for same day delivery.’ Words to consider adding to your main keywords could be terms like “cyber Monday,” and “black Friday.” The more landscape you are taking up in search engines (organic and paid) the more you increase your chances of someone visiting and converting.
6. Repurpose Your Content: So you’ve got pictures on your site that are of products, right? Then create a Flickr account. Rename those images with holiday keyword targeted terms and post them on Flickr. Adding creative and unique (yes keyword targeted) descriptions. The more your products are out on different sites; the more you’ll be seen.
7. Name Your Pictures: Go on your website (in Firefox) and right click with your mouse over an holiday product image and scroll down to ‘properties.’ Does the ‘Alternate Text’ say missing? If so you need to add keyword targeted holiday terms. Search engines cannot see images, so having keyword targeted terms describing your images tells the search engines what they are, therefore increasing your chances of being seen by search engines. SEO is all about making sure your house is in order. Every little piece matters.
8. Tweet Your Deals! If you use Twitter, then let people know what deals you’ve got going on, but do it TACTFULLY!!! Too many sites I see shove deals down people’s throats and tend to over Tweet. Talk about getting unfollowed!!! If you’ve got a couple of people within the Twitter community you communicate with, then reach out to them. For example, a possible tweet could be, “Hey @tallchickvic, Holiday free shipping and 15% off orders over $100, check it out http://bit.ly/holiday-deal.” People viewing your tweets, seeing you communicate or reach out to another, are more likely to check out the link than if you just blasted it out to the universe.
9. While We’re On the Topic of Twitter: Use your Twitter background to promote your holiday’s deals and specials! You’ve got landscape that is available and FREE to do what you want with it, so utilize it! Create a fun, seasonal background and include deals and promotion or coupon codes, so when people see your profile they will be aware of the deals. This is less pushy and if you take note and do this on a semi-frequent basis, people will be more likely to come visit your profile for other promotions and deals.
10. Tell Your Peeps: No one knows you and trusts you like your friends and family, so put them to good use! Don’t abuse the privilege of having amazing people around you, but during the holidays promoting deals through your friends and family could help them and help you at the same time! If you’ve got a sweet holiday deal going on, then e-mail your posse and tell them about it. You can even ask them to spread the wealth and e-mail their friends or see if they can post the deal on Facebook. As said before, use this tactic with caution. If you bug friends and family constantly with e-mail upon e-mail regarding various deals, not only will they ignore you, but you could possibly say good-bye to any cool gift you were GOING to get.
Victoria Edwards, LinkShare SEO Specialist