holiday seo tips to maximize organic traffic with timestamps YoutubeScribe.com

[0:00] The holidays are a beautiful time
for SEOs and marketers.
[0:03] Especially for those in ecommerce
and affiliate marketing.
[0:07] It's that time of year when people spend tons
of money to buy gifts for friends, family, and
[0:11] loved ones.
[0:13] And going a bit over budget is pretty common.
[0:16] In fact, in 2019, American consumers planned to
spend around $942 on just Christmas gifts alone.
[0:24] Now, you could easily go and spend your ad
dollars during the holidays to boost sales.
[0:29] But CPC and CPMs are usually much higher
during this time which will dig into your profits.
[0:36] Or you can implement some dead-simple SEO
strategies to drive organic traffic to your site
[0:42] holiday after holiday after holiday.
[0:45] So in this tutorial, I'm going to cover some simple
SEO tips you can implement for the holidays that'll
[0:50] help you rank your pages higher at arguably
the busiest seasons of the year.
[0:55] Stay tuned.
[0:56] [music]
[1:00] Now, before we get started, it's important
to note a couple things about doing SEO
[1:04] for the holidays.
[1:05] And this will help us set realistic expectations
for the SEO tips I'm about to share with you.
[1:11] #1. SEO takes time.
[1:13] So you need to actually plan and
implement your strategy in advance.
[1:18] For example, a lot of ecommerce sites will
begin promoting the next holiday soon after
[1:23] one passes.
[1:24] And #2. Holiday-related queries
are seasonal - obviously.
[1:29] But what may not be obvious to some is that
many of these queries are freshness-dependent.
[1:34] And that means, these pages need to be updated.
[1:37] And we'll go deeper into this for
some of the SEO tips.
[1:40] Alright, so let's get started with the first
holiday SEO tip and that's to add internal
[1:44] links on high-authority pages to
your holiday pages.
[1:49] So for a lot of sites, the home page is
going to be your most linked-to page.
[1:53] And with backlinks comes authority.
[1:56] So by linking out to these holiday pages and
posts, you're effectively passing PageRank
[2:00] to URLs that could use it during
that time of the year.
[2:04] But you shouldn't stop at your homepage.
[2:06] You should also look for other relevant
pages on your site.
[2:09] To do this, go to Google and search for
site:yourdomain.com and then the name
[2:15] of the holiday.
[2:17] And this will show you pages on your
site that mention the holiday name.
[2:20] Now, you don't necessarily need
to use the holiday name.
[2:23] If there's a specific product or type of product
you're promoting over the holidays, then you
[2:27] can run different searches for those.
[2:30] So I'll just change the holiday name to the name
of a product I want to promote and run the search.
[2:36] Then it's just a matter of visiting the pages
and adding relevant links if possible.
[2:41] Now, again, just because you do it, it doesn't
mean that things are going to change instantly.
[2:46] Consider doing it around 1-2 months in advance
if possible or after the previous holiday season.
[2:53] And this will give Google and other search
engine crawlers time to crawl those pages
[2:57] and discover the new links.
[2:59] Alright, the next tip is to find seasonal
topics and create pages for them.
[3:04] Now, while there are some businesses that
actually see a decrease in revenue during
[3:07] the holidays, most consumer based businesses
have seasonal pages they should be creating.
[3:12] Let's take a not so obvious profession
as an example, like dentists.
[3:17] You might think that this profession doesn't
have much to do with any holidays because
[3:21] it's an essential service and if you can afford
it or you're insured, you'll probably go.
[3:26] But did you know that there's a huge spike
in Halloween dental-related queries every
[3:30] single year?
[3:32] And there's actually even more searches
for Christmas dental queries.
[3:35] In fact, both of these queries have hundreds
of monthly searches in the United States
[3:40] where search intent is mostly based
around dental tips and ideas.
[3:45] And a key thing to note is that search volumes
in SEO tools are based on 12 month averages.
[3:51] Meaning, there's going to be way more searches
that happen in that 1-2 month period, than for
[3:56] the rest of the year, making those months
potentially very high traffic.
[4:00] So to find keyword ideas for these pages,
you'll need to start with a list of seed keywords.
[4:05] So I'd start by listing out the different
products and/or services you sell.
[4:10] For example, if you had an ecommerce store
that sold consumer electronics, you might
[4:14] add in things like air fryer, headphones,
laptop etc.
[4:19] Next, you'll need to run these keywords
through a keyword research tool.
[4:23] And I'm using Ahrefs' Keyword Explorer.
[4:25] So I'll just paste in this list of keywords
and run the search.
[4:29] Next, I'll head over to the Matching
terms report.
[4:32] Now, to narrow in on relevant queries, I'll hit
the Include box and paste in a list of holidays.
[4:38] I'll also hit the Any word tab and
apply the filter.
[4:42] And now you'll see a list of relevant keywords to
your products and services along with their metrics.
[4:47] Now, relevant keywords to holidays don't have
to include the actual name of the holiday.
[4:52] It can be related to the person that
people are buying for.
[4:55] Mother's day and Father's day are
the most obvious examples.
[4:59] For example, if we use "golf" as our seed
and go back to the Matching terms report,
[5:04] we can hit the Include box and type in
phrases like "for mom" and "for dad."
[5:10] Again, I'll choose the Any word tab
and hit Apply.
[5:13] And as you can see, we found out that "golf gifts
for dad" seems to be a pretty popular query.
[5:19] Now, if I click on that keyword, you can
actually see the trend of searches.
[5:23] And as you can see there are some
noticeable spikes every year.
[5:27] One around June, which is around Father's day,
and one in December which is Christmas time.
[5:32] Now, if you're able to find some good holiday
topics for your website, you'll need to create
[5:36] pages for them.
[5:37] So you'll have to do things like see if you
can match searcher intent and analyze your
[5:42] chances of ranking for that keyword.
[5:45] And we have a full SEO course that teaches you
how to do this so I'll link that up in the description.
[5:50] And this brings us nicely to the next tip,
which is to update your seasonal content
[5:54] to make it evergreen.
[5:56] An oxymoron, but hear me out.
[5:58] It's obvious why holidays are seasonal.
[6:00] And as I showed you before, there are usually huge
spikes in search volume during the holiday season.
[6:06] But holidays like Valentines day, Mothers' and
Father's day, Black Friday, and Christmas are
[6:12] always going to be big shopping seasons
for the foreseeable future.
[6:16] And from an SEO perspective, search
intent is unlikely to change much.
[6:21] So rather than creating new pages every
year and deleting the previous year's, create
[6:26] an evergreen page, keep it alive in the off season,
and update it around a month or two before
[6:32] the holiday to give it time to rank.
[6:34] In this way, you'll retain the link equity, continue
to build authority to that one page and hopefully
[6:41] appear at the top of Google for your
query every year.
[6:44] And this is what both TechRadar, a content
site, and Best Buy, an ecommerce site, have
[6:50] been doing on Black Friday every single year.
[6:53] And as a result, they get a ton of organic
traffic throughout the holiday season.
[6:58] Now, if you've already created seasonal pages
for previous years, it's probably worth redirecting
[7:02] them to your evergreen page.
[7:04] For example, Indy Star created a video
games Black Friday deals page in 2017.
[7:10] And they created another one in 2020.
[7:13] Now, if I take these URLs and toss them into Ahrefs'
Batch Analysis tool, you can see the number of
[7:18] referring domains to the pages and see whether
they're worth redirecting to your evergreen page.
[7:24] Alright, the next tip is to improve
click through rate or CTR.
[7:28] Now, whether CTR is a ranking signal or
not, more clicks equals more visitors.
[7:33] And for commercial queries, especially during the
holidays, that probably means a lot more sales.
[7:39] Now, in order to improve your CTR in the SERPs,
you have to test it because each SERP is going
[7:44] to be different.
[7:46] So one way to do this would be to test title
and description combinations with search ads.
[7:51] But seeing as holidays only run for a short
period of time, it might be tough to find
[7:56] a winning combination.
[7:57] So instead, you can use a tool like Ahrefs'
Site Explorer to see how your competitor's
[8:02] paid ads have performed in search.
[8:04] To do this, just take the ad URL from
a competitor and search for it in Site Explorer.
[8:10] Then head on over to the ads report.
[8:12] And you'll see things like the actual ad copy,
which you can use for inspiration, keyword
[8:17] metrics, and the percentage of paid
traffic generated by a given ad.
[8:22] There are obviously tons of ways to experiment
with title tags so if you want to learn more about
[8:27] that, then I recommend watching our video
on how to write a title tag to improve CTR.
[8:32] I'll link that up in the description.
[8:34] Now, these are just a few low-hanging tips
to get more organic traffic during the holidays,
[8:39] and if you have your own, I'd love to hear
about them in the comments.
[8:42] And if you enjoyed this video, then make sure
to like, share and subscribe for more actionable
[8:46] SEO and marketing tutorials.
[8:48] I'll see you in the next one.

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