tis the season: seo for annual events by laura scott

#SMX #33A1 @Laura_R_Scott

Tis The Season: SEO For Annual

Events


Digital Marketing Report


Agenda• Trend spotting• Timing• Seasonal strategy & Site optimization


Trend Spotting


Google Trends


Keyword Planner


Search Console


Analytics


Dresses

Coats


Competitive Analysis


Timing is Everything


Understand the lifetime of your holiday


Holiday Shopping Interest

16 W

eeks

Prior

15 W

eeks

Prior

14 W

eeks

Prior

13 W

eeks

Prior

12 W

eeks

Prior

11 W

eeks

Prior

10 W

eeks

Prior

9 Wee

ks Pri

or

8 Wee

ks Pri

or

7 Wee

ks Pri

or

6 Wee

ks Pri

or

5 Wee

ks Pri

or

4 Wee

ks Pri

or

3 Wee

ks Pri

or

2 Wee

ks Pri

or

Peak

Wee

k

Holida

y Wee

k

Post

Holida

y

2 Wee

ks Po

st Holi

day

3 Wee

ks Po

st Holi

day

4 Wee

ks Po

st Holi

day

0

20

40

60

80

100

120

Valentines Day Gift Mothers Day Gift School Supplies Christmas Gift


Christmas Gift Interest

0

20

40

60

80

100

120 19%

16%

35%8%

58%


Make your Plan

20 Weeks

Before

19 18 17 1

6 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 HOLIDAY

Opportunity Analysis Holiday Strategy Keyword Strategy

Development Content

(updating and creating) Linking

Inventory management

Cross-channel support Search Interest


Seasonal Strategy & Site Optimization


• Keyword Strategy

• Content Strategy & Review

• Inventory Management

• Competitive Review

• Linking Strategy

• Mobile

• Local Optimization


Keyword

Strategy


• Trends• Keyword planner• Internal• Site search• Analytics• Search console• Competition

Keyword Strategy: Identify KW Targets


Organize Keywords into Groups

Seasons Holidays Trends

Winter Christmas Moustaches

Spring Valentine's Day Neon

Summer Mother's Day Bomber Jacket

Fall Thanksgiving Patterned Leggings


Vet Your Keywords

Intent

Long Term Value

Competitive Gaps


Current

Performance Potential Value Pursue?

Keyword Ranking

Landing Page

Impressions

Clicks

Search Volume

Intent

Long Term Value

Competition Priority

Holiday Christmas

Thanksgiving Season Winter Spring


Content Strategy & Review


Collect all Existing Seasonal Content• Seasonal pages• Top selling products• New releases• Target sales categories• …


Content Review• Performance• Rankings• Clicks • Conversions• Duplication


Christmas Decor

Movie themed

ornamentsChristmas tree tinsel

Christmas tree skirts

Christmas tree

decorations

Content Strategy


Competitive Analysis

VS.


Current Performance

Content Strategy Focus?

KeywordRanking Terms

Ranking

Impressions

Clicks

Revenue

Target Keywords

Intent

Content Quality

Competitive Assessment

URL.com/holiday URL.com/christmas URL.com/thanksgiving URL.com/season URL.com/winter URL.com/spring


(Semi) Evergreen Seasonal Content• Recycle your pages• Update internal linking• Update on-page copy


Inventory Management


Inventory Management

Low stock

Out of stock

In stock

Low stock

Out of stock

In stock


Temporarily out of stock. Expected to return May 7.

Temporarily Out of Stock


Permanently Out of Stock

See ya! We’re not coming back

• 301 or 4XX• Popular page

suggestions• Internal

linking• Sitemap


Linking Strategy


Seasonal Linking Strategy

• Include prominent links to in-season content• Remove internal links to out of season content• Seasonal external linking strategy


Mobile, Local & Speed

Food for Thought…


Mobile/cross device


Digital Marketing Report


Ensure your mobile site is well-optimized: Fast site speed Intuitive content Mobile-friendly design Structured data Crawlability Proper signaling between mobile and desktop sitesNow might be the time to move to responsive design

SEO for E-commerce Playbook: Mobile


Seasonal Micro-Moments


Local


SEO for E-Commerce Playbook: Local

NAP (Name, Address, Phone Number)

Alignment

Domain Optimization

Reputation and Customer Experience

Backlinks and Industry Specific listings

• Google My Business• Bing Places• Data Aggregation –

Local Listings Managemet (Ex: Moz Local, Yext, RIO, localeze, etc.)

• On-page optimizations

• Schema (store hours, events, geo-coordinates, offers, etc.)

• Reviews• Local content• Internal Linking

• Customer Reviews• Optimized images• Mobile: speed,

friendliness, apps

• Local backlinks• Complete industry

specific listings (ex: Yelp, Angie’s List, TripAdvisor, etc.)


BOPIS


Track & Measure Performance


Track & Measure Performance• Establish a baseline• Track overall growth

and specific seasonal/holiday targets

• Evaluate & Improve


Last Minute Marketers


Keywords • What are you already converting for? • What do you want to target? Content • What do you have? • What do you need? Linking • Can customers find your content?

Last Minute Marketers


Thanks!@Laura_R_Scott