Updated 2. December 2021 by Thomas Bogh

How To Plan An Effective Seasonal SEO Strategy for the Holidays

How To Plan An Effective Seasonal SEO Strategy for the Holidays

Each year, there are a number of selected days that help define success or failure for many marketing budgets. These days are seasonal and are often associated with larger holidays. 

Are you one of the companies that have products that fit in this category? Or does your business – whether it’s a webshop, service company or a SaaS – need more sales on these selected days? 

If so, listen carefully.

In this post, we review what you need to be in control of to be at the top when anniversaries such as Christmas, Mother / Father’s Day or something completely different come around. 

We review the considerations you should make if you – through organic positioning and SEO – want to fulfill the sudden uptick in demand with a seasonal SEO plan.

We hereby prepare you for this year’s seasonal events and holidays.

Why SEO and seasonal sales go hand in hand

Surveys predict that we can once again worldwide expect to see a level of sales that can determine the fate of companies. This “holiday season” is thus expected to exceed $ 25 trillion in total sales.

Emphasis is particularly placed on e-commerce companies (webshops), where growth is expected to reach 16.8% in retail sales this season (equivalent to 4.921 trillion dollars). 

If you compare e-commerce with all retail, the annual growth is also generally greatest in e-commerce year after year.

Sammenligning af vækst for US e-commerce og total retail

The above is an image that we occasionally show those who haven’t bought into SEO yet. 

It’s a chart that simply illustrates how e-commerce has really carried the development for 10 years (and still does). At the same time, it clarifies the potential of those who are visible.

And it’s where SEO comes in. The issue with many seasonal events, like Black Friday, is that many consumers expect large discounts. This means you’re bound to reduce your profit margins at the product level.

At the same time, if you want to catch all this extra holiday traffic, you can do paid ads or SEO to match the search demand. But since paid ads are priced based on supply and demand, you’ll often have to pay out the nose for those holiday shopping clicks. This further reduces your profit margins.

In the end, the math is simple: Organic positioning through SEO means that it’ll cost you no extra to handle the seasonal traffic fluctuations. 

Seasonal SEO starts in good time

If you want to be the obvious choice for consumers when the big events (and the days before) take place, then the strategy must be laid out well in advance.

As with all organic positioning, it takes time – unless you are already at the top. On the volume-strong products, there is often a lot of competition, and therefore you have to be out with strategy and execution well in advance. This is the foundation for achieving good results through seasonal SEO.

A good way to go about this is by:

  • Analyzing products and competitors – what does the market look like today?
  • Lay out a strategy for how to reach your target group – how to concretely achieve the goals
  • You go from strategy to an execution plan – here you must from an organic point of view understand performance and optimize based on the technical user experience, the content on your page and link authority
  • Make sure to get started 2-3 months before

Overall, the strategy should end up in sprint-based roadmaps for every season. If you have an optimized roadmap that achieves commercial success, this can inspire the next sprints (here experience from the Black Friday / Cyber ​​Monday sale can be used). 

But every event is different and so is the optimization behind it.

Get to know your holiday products

If the goal is to achieve the largest possible turnover, it is important that you know your products. This means: what the products can do, why they are important to your target audience and what generally sells?

What can our products do?

Understanding your own products is alpha and omega if you want to be able to sell them. The better you understand the properties of the products, the better you understand who can benefit most from them – and whether it can sell at all. The best thing here is to have products that live up to the demand and that are unique at the same time.

Why are the products important to our target group?

Put yourself in the target group’s place and understand why your products can create value. This is especially important with newer launches that you do not yet have enough data on. If your competitors carry a similar range, the competitor analysis can be extra valuable.

It is also important to understand market trends. Has there been a new demand since last year and how can this be exploited? In continuation of this, you should do a keyword analysis.

See, for example, the development in searches for hand sanitizer in 2020 – a very turbulent trend:

udvikling i søgninger på håndsprit i 2020

What usually sells in the holidays?

If you as a business have existed for a long time you will also be able to see what previously – or in general – sells. Use this data to assess which products and content that will perform – and which in many respects will be a supporting cash cow at selected holidays. 

If you test sales of new products, it can be a good idea to still continue with a core of products that you know deliver results.

Create content that engages and converts

It is not enough that your landing pages describe what your products do. 

No, you need to focus much more on what the intention behind a search for a product is. Focus on delivering engaging content that goes into depth with the questions you as a consumer have before making a purchase.

In addition, it is important to make use of converting signals that can help shift traffic from informative or investigative intentions to transactional action. 

Make sure people know about your content

It is always important to generate a little noise on the content – or the products – you want others to see. Therefore, use your own channels to share what you have to offer. For example, up until Christmas you can be busy as a consumer, so it is good to help them along the way by clarifying what gift ideas you have. This applies to existing as well as new potential customers.

Keep the site technically strong

Keeping the site technically strong means that you must first and foremost make sure that search engines like Google can index the content, and that the domain can handle the traffic that may come. 

Sometimes too much traffic at once has challenged the functionality of websites, which can reduce a potentially large sale.

For the same reason, it will be good to keep track of the speed of your website a few weeks to days before the holidays roll out. Since consumers are picky, the user experience should be as smooth as possible.

If you need an overview of your technical performance, we therefore recommend that you start with an SEO analysis.

Key takeaways

Seasonal events are for many companies an obvious opportunity to increase sales. Therefore, you must prepare in good time and make a plan that leads to increased positioning and thus visibility to consumers. 

It’s about standing out if the competition is to be beaten, and it’s about focusing your time on what creates results. If you do, it seems that once again there is a lot to be gained in revenue this year.

Many of the above tips can generally be used throughout the year. Because when it comes to organic positioning, it is always about having the user in focus, understanding your market and optimizing based on this. 

This is the best investment you can make in your business.