The internet never sleeps: It takes time for new content and URL’s to build enough authority to be recognized as a good destination result for searchers. With that said, it’s best to activate and promote these pages as soon as you can to maximize their value. If you’re not ready to send customers to your holiday gift guide content, you can still activate the URL and allow search engines to crawl and index the page. Display a countdown timer to launch. Include an email capture field that encourages users to subscribe to your email list to receive an update (and/or a promotional offer) when the new content arrives.

Create dedicated landing pages that tease content for major promotional periods like:

  • Black Friday
  • Cyber Monday
  • Last day to ship for in home delivery
  • This applies to other major shopping holidays for your brand too:
    • Halloween
    • Valentine’s Day
    • Labor Day

The best way to spread holiday cheer: … is to shout it loud for all to hear! Seriously though, as soon as you’ve uploaded your site’s holiday content, start promoting it heavily through all social media and amplification channels. These links not only solidify the context of the content page in question via valuable anchor text links from your social media properties, but they also open the door for influencer networks to start building an organic backlink profile for you.

I-want-that moments: Perhaps the most significant trend inspiring eCommerce teams these days is the opportunity to leverage omni-channel shopping paths for maximum conversions. Your ability to capture users at the point of interest (whether it be directing them to your digital properties or physical location to close a sale), depends heavily on the built-out content and capabilities which can be called upon in that exact moment of need.

To start, you need to consider:

  • Can in-store customers find additional information about your featured products on your site?
  • Do you offer promotions online that can be redeemed in-store from a customer’s phone?
  • Can desktop or tablet searchers save products to a wishlist at home? Can they quickly call that list to their phone when shopping in-store?

If you need additional information on this topic, feel free to reach out to one of our SEO managers for more guidance: