That music is starting to play in nearly every store you walk into. The smell of pine needles is rising in the air and, suddenly, that big winter coat must be awakened from its slumber in the bowels of your closet.
What does it all mean? The holidays are coming, of course, and with them, the holiday shoppers. Now, we’ve talked previously about some basic and affordable SEO services that you can utilize to prepare for the stampede.
So, for information on how to ensure your directory listings are accurate, on researching and redeveloping your keyword strategy, on some basic webpage work, and on the value of mobility and social media, check out our previous blog, The Holidays Are Coming: Prepare or Brace for Impact.
However, this post is going to focus on user intent, how it adjusts during the holiday season, and some of the things you can do to accommodate these altered intentions and, ultimately, benefit from doing so.
Why you should go by user intent rather than products.
First, a little homework is always in order. You want to start by reviewing your history of holiday activity to judge the website performance and make changes accordingly, but that’s easier said than done.
In a perfect world, a company in any given industry would never have to adjust their collection of products or the services they offer. That would give them a huge history to base their performance on, as well as necessitate less content creation for promotional reasons.
In that case, businesses would know exactly which items to push. However, that’s not the case. Things go out of style, services become obsolete, and the products or services you offer have to change or evolve over time. They all have a shelf life.
That’s what makes it hard to predict which products or services will be the driving force behind holiday sales. A different set of factors contribute to sales during the holidays, so intentions must be the determining factor.
Luckily, there are some affordable SEO services that can be used to help you find and take advantage of these distinct intentions.
How those intentions change during the holidays.
It’s not just about introducing new holiday-themed product lines, which can work. It also comes down to factors as simple as which products would make better gift ideas, a consideration that wouldn’t dictate decisions any other time of the year as it does during the holiday season.
During the holidays, people are looking for deals, gift ideas, and information that can help them make a decision. If you go by the pure sale’s patterns that occurred over the whole year, you’ll get a misleading idea of what they want.
A little trick: Just go back through October or the past couple months. That way, while you’re still not getting information specific to holiday shopper’s intentions, you are getting a better feel for what’s hot right at that very moment.
How you can put the pieces together to cater to those intentions.
Once you’ve educated yourself about the ways user intent changes in your industry during the holidays, you need to come up with methods to ensure their experience on your website is tailored to those specific intentions.
Like with any other aspect of internet marketing, dishing out consistent, relevant content is crucial. Content creation isn’t easy, but it is one of the more affordable SEO services. You just want to customize it for the holidays and provide useful information that satisfies the holiday shopper’s unique intentions.
That could mean creating a post about the top five gift ideas for a certain demographic and tying in your company’s products, or posting an article about crafty gift wrapping ideas. The point is, satisfy those holiday needs and desires, and present yourself as a go-to source for all holiday needs.
It’s not just written content either. Try to customize any images, infographics, or videos that you put up on your site for the holiday season. Google, and people, love supplemental media.
Also, doing what you can do to get customers to leave reviews on sites and social media about their experiences with your products or services is another must. Remember, people are looking for deals during the holidays and many go to reviews to find out about them.
Getting reviews out there will gain you overall trust as well as provide additional opportunities to use keywords.
Again, though, which products or services you strive to get people reviewing should be based on the different customer intent that comes with the holidays.
Find a balance of old and new, and of offline and online.
Like every other aspect of modern society, digital media has essentially given a facelift to the entire holiday shopping experience. Now, that doesn’t mean you can discard all the tried-and-true SEO tactics that have been working for years.
To the contrary, the company that manages to find a balance between these old school methods and the new platforms, and between the offline and online shopping experience, will also find new levels of success this upcoming holiday season.
It really only takes a few tweaks here and there. It just comes down to educating yourself about some affordable SEO services that can help you make the necessary adjustments. Then, you can have a truly happy holiday season.
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