There are many ways you can improve your Search Engine Optimisation (SEO) and optimise your digital strategy to get the most out of the festive period. Planning in advance is very important to help get a head start on your competitors. Here are some tips you can use to maintain good levels of traffic over the festive season.
When should you start preparing?
It’s never too early to start preparing, as achieving a good ranking on the search engines doesn’t happen overnight. When publishing new content, it will need to be indexed by Google before being visible to all, this can take up to 6 months to happen. After your page initially appears in Google, it will take more time to improve content, get your page reindexed and climb further up the rankings.
How to start preparing:
Reviewing your performance from last year, using analytics, will help you see which pages performed well and how people reacted to them. You can then use these statistics to pick a goal to focus on this year.
Create appropriate Christmas content
Producing Christmas content is a great way to keep up the steady flow of traffic that is visiting your website. We would always recommend to schedule some content to go up on your website, on social media and email newsletters so that customers know you are there!
Seasonal Pay Per Click (PPC)
Adapting your PPC campaigns to change around the holidays is a great way to encourage more visitors. Take a look at your keywords and see if there are any seasonal focused keywords that may work better for your campaign during the Christmas season.
Broken links on websites tend to get forgotten about, but are very important to keep on top of. It is important to check that your links are going to the right pages. If the user clicks on a broken link, it will take them to a 404 page (Page not found) and this creates a negative reputation and can harm your SEO.
Well Written Content
Well written content is one of the best ways to gain more traffic through SERPs (Search Engine Results Pages). Go through your content and read it from the user’s eyes. Does it make sense? Would you understand what service was being provided? Are there clear call to actions?
Page load speed & Mobile friendly
When you are preparing your website for the festive season, it is important to check and optimise your website for speed and mobile use, as these are vital for providing a good user experience. Loading speed could make the difference to your conversion rates and how you are ranking in Google.
Analyse your results from last year to find out what worked and what didn’t and adapt your content accordingly.
Imagery / Video content
Visual elements in content helps the user become more engaged and interested in your content.
Planning your digital marketing strategy early is a great way to get ahead of your competition.