With just 4 weeks left before Christmas, most retailers will have had their Christmas SEO strategy in place weeks, if not months, bynow. But even if your website is in lock-down there are still opportunities to help ensure you have a bumper haul this festive season. Like the Three Wise Men, I come bearing gifts (tips) so that this Christmas ‘tis indeed the season to be jolly:
Gold: Stop Bleeding Page Rank to Maximise Rankings
Identify pages with crawl problems, such as 404s/broken links. Conduct a quick site crawl, or if that’s a problem because we’re in a peak period, use Webmaster Tools. Or if you have the time then another great tool for checking links – and old friend of SEO specialists who’ve been kicking around since the early days of search – is Xenu’s Link Sleuth. Internal links pointing to 404 pages should be cleaned up to avoid detrimental SEO impacts and a poor user experience. Any external links pointing to 404 pages should be the subject of a link reclamation project which 301 redirects any old pages that happen to have useful external links pointing to them.
Frankincense: Review your Category and Product Pages
Make them more unique, engaging and relevant to the language which consumers are searching for. Understand your customers language, intent and tone by compiling all search query data from your analytics, adwords and internal site search. I see it all the time where retailers use different naming conventions to the language used by customers. In the example below, a retailer has used a number of different ways to refer to a 12v lead acid rechargeable battery without using the term “Car battery”. Lead acid rechargeable batteries has about 1200 searches a month, whereas car battery has over 18,000 searches per month.
Myrrh: Reprioritise your Hierarchy
There is a general SEO rule that the higher up a page is in your website hierarchy the better chance it has to rank. Consider what categories and products are your best sellers at Christmas and create direct links from your home page to maximise ranking potential. A good example of a retailer doing this well is boohoo.com. They’ve created a deep-link within their mega-nav for Christmas jumpers, taking an item that is usually 3-clicks away from the home page to just 1-click away and consequently they rank highly in Google .
SEO plays a vital part of delivering the trading strategy for retailers during the Christmas peak, but recent study by Internet Retailing highlighted that many retailers find it a challenge to research trends and implement changes for seasonal peaks. OneHydra’s SEO automation software, enables retailers to scale, manage and maximise every opportunity at Christmas and peaks throughout the year. So if you’d like “Gold”, “Frankincense” and Myrrh” delivered every day of the year, please do get in touch.