holiday branding and seo
Post on 15-Jul-2015
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Ch-ch-changes Black Friday vs. Cyber Monday 2013 � Amazon won online with new time-sensitive promos every
10 minutes. � Online Cyber Monday sales topped online Black Friday sales
by 31% and increased from 2012 by 20%. Mobile sales increased by 55%.
� 30% of consumers will begin their holiday shopping before Halloween.
Black Friday now starts the week of Thanksgiving. As early as MONDAY.
How would you search for…
� A good deal on a pair of winter boots. � A hotel in Manhattan for Christmas
with the best view of Central Park. � A new laptop for your son. He needs
something for college, but he loves gaming too.
� A video game you know comes out this year but you can’t remember the name. You remember something about The Lord of the Rings.
How do people search during the holidays?
� Long-tail “categories” – they know what they want to buy, but they don’t know where. � 55 inch plasma tv under $1000 � ladies knee length red wool coat � assassin’s creed unity collector’s
edition video game
Get it? Long tail? Ha.
� Categories, not brands � Categories: tablets, movies, sweaters… anything non-
branded � Remember, long-tail searches mean they want to buy.
One-word searches mean they want to learn.
� Undecided and uncertain searches: these include phrases like “popular” or “best” and have a high conversion rate. � Popular books for teen girls � Best mouse for gaming � Newest hobbit movie on blu ray
How do the SERPs change? � Google changes what displays in the SERPs based on trends,
including holidays � They want to answer searchers’ questions, spoken or unspoken:
� What type � What brand � Where to get it
� Google responds with: � More/fewer ads � In-depth articles, news, images, sponsored ads in the Knowledge
Graph area AND…
What to do?
� Start early � Stay top-of-mind (Amazon) � Optimize every image: holidays are very visual � Create video, infographics, and in-depth articles � Offer deals like free shipping or coupons, free nights or
breakfast, BOGO � Encourage social sharing (Buzzfeed) � Spruce up your mobile site � Remember the post-holiday bargain shoppers � Determine your users’ holiday needs—hotels, jobs, weight
loss, coffee—and meet those needs!
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