Understanding Recurring eCommerce Events<\/h2>\n\n\n\n
Every shopper, including us, waits for recurring e-commerce events. They are events that happen regularly and are widely popular in the market. User engagement is very high during this time, and the shoppers are actively looking to make purchases that fit their box.<\/p>\n\n\n\n
Black Friday and Cyber Monday, Prime Day, Anniversary, and Flash sales are good examples of recurring e-commerce events. As an E-commerce store owner, you can\u2019t miss out on promoting your brand during this time as there are maximum possibilities of selling more items than any other time of the month.<\/p>\n\n\n\n
Your SEO strategy also needs to be quite powerful during this time as there are many e-commerce store owners like you trying to rank higher and get capture the shopper\u2019s interest.<\/p>\n\n\n\n
Preparing an Effective SEO Strategy for Recurring eCommerce Events<\/h3>\n\n\n\n1. Setting clear goals and objectives<\/h4>\n\n\n\n
Setting a clear goal and objective is essential to carry out the entire campaign effectively and successfully. When you are moving with a specific goal in mind you can make decisions based on the end goal instead of taking any decision in haste.<\/p>\n\n\n\n
Here your goal definitely is to have more sales and sell more items from your store. Some other goals which you can keep in mind are:<\/p>\n\n\n\n
- \n
- Set a goal to acquire X number of new customers.<\/li>\n\n\n\n
- Aim to improve customer engagement on your social media platforms.<\/li>\n\n\n\n
- Try to increase your customer retention rate.<\/li>\n<\/ul>\n\n\n\n
2. Conducting thorough keyword research and analysis<\/h4>\n\n\n\n
Your keyword research and analysis are a very critical part of your planning process. Based on your keyword research you can easily plan your content strategy mindfully.<\/p>\n\n\n\n
Start with listing down the seed keyword and refine the process of finding the focus keyword based on volume, relevance, keyword difficulty, and more. We recommend using tools like Ahrefs or Semrush while conducting your analysis.<\/p>\n\n\n\n
These tools are power-packed with information about a particular keyword and other keywords surrounding it. Let\u2019s do a small activity using Semrush\u2019s keyword overview feature. Here we have entered our seed keyword as cat food. <\/strong><\/p>\n\n\n
\n![\"Semrush](\"https:\/\/meetanshi.com\/blog\/wp-content\/uploads\/2023\/05\/Keyword-Semrush.png\")
<\/figure>\n<\/div>\n\n\nIn the first fold of the result, we get information about the volume, keyword intent, and ads cost. As we scroll down, there is a goldmine waiting there. Here, you will find different variations for your keyword that you can sprinkle while writing your product description.<\/p>\n\n\n
\n![\"Semrush](\"https:\/\/meetanshi.com\/blog\/wp-content\/uploads\/2023\/05\/Questions-phrase-Semrush.png\")
<\/figure>\n<\/div>\n\n\nAnd furthermore, you can do a SERP analysis based on the keyword you have entered and see how other pages are ranking for it.<\/p>\n\n\n
\n![\"Semrush](\"https:\/\/meetanshi.com\/blog\/wp-content\/uploads\/2023\/05\/SERP-analysis-Semrush.png\")
<\/figure>\n<\/div>\n\n\nWe have just touched the surface of this tool, as you big deeper and deeper you can get perfect keywords that can help you bring the needed traffic to your site.<\/p>\n\n\n\n
3. Optimizing website structure and navigation<\/h4>\n\n\n\n
Here offering smooth navigation is extremely important because if your shoppers find even a little inconvenience while scrolling through your site they will instantly leave and find other sites.<\/p>\n\n\n\n
Good page navigation is a must for shoppers to have a positive user experience. 38% <\/a>of consumers go through the page layout and other navigational links when they land on the website for the first time.<\/p>\n\n\n\n
The better the navigation on your site, the more time your shoppers would like to spend on your site. Carefully plan your page\u2019s hierarchy, keeping flexibility in mind.<\/p>\n\n\n
\n![\"Website](\"https:\/\/meetanshi.com\/blog\/wp-content\/uploads\/2023\/05\/Website-navigation.jpg\")
Image source <\/a><\/figcaption><\/figure>\n<\/div>\n\n\n A visual representation, like this, will help you see and analyze ways you can hold your shopper\u2019s attention for longer. And areas of losing them in the journey. You can also use tools like Hotjar to analyze how your shoppers are communicating with your site and make changes as needed.<\/p>\n\n\n\n
4. Creating compelling and SEO-friendly landing pages<\/h4>\n\n\n\n
Your landing page is your online salesperson that not only communicates your offer but also encourages your shoppers to make a purchase. Creating SEO-friendly landing pages helps to drive relevant traffic and maximize your conversion rate. You can also once go through landing page statistics<\/a> and facts to know the trends that will help you optimize your landing page. Here are some best practices while SEO-friendly landing pages.<\/p>\n\n\n\n
- \n
- Don\u2019t use too many CTAs:<\/strong> When they are too many CTAs involved, your shoppers might get confused about what action should they take. One or two clear CTA buttons are enough to encourage them to take action.<\/li>\n\n\n\n
- Avoid creating duplicate pages and content: <\/strong>Duplicate pages and duplicate content will not only affect your shopper\u2019s experience but can do serious harm to your SEO. Since there will be multiple similar URLs, it will be hard for search engines to rank the one with maximum relevance. At times, the search engine can also penalize your page for using duplicate content.<\/li>\n\n\n\n
- Include social proofs:<\/strong> Social proofs are a great way to build authentic relationships with your shoppers. You can use the power of social proof by creating testimonials, sharing product reviews, and rating to win the trust of your shoppers.<\/li>\n\n\n\n
- Write well-optimized product descriptions:<\/strong> Get fun and creative while writing your product description and highlight the key factors of your product. It is a good practice of including your keyword here (please avoid stuffing keywords).<\/li>\n<\/ul>\n\n\n\n
5. Leveraging customer reviews and testimonials for SEO<\/h4>\n\n\n\n
You can use your customer reviews and testimonials to your full advantage. Each review can add new relevance to your site, which even the search engines love. You can encourage your customers to leave detailed reviews about your product or service.<\/p>\n\n\n\n
You can dedicate a section on your website for reviews or send emails asking for the customer\u2019s feedback.<\/p>\n\n\n\n
Your customer reviews can also help you analyze the language and tone of your customer. You can see the keywords they use and the emotions they express while purchasing your product. And if it is a positive one, you can definitely implement it in your content.<\/p>\n\n\n\n
6. Monitoring and measuring SEO performance during recurring events<\/h4>\n\n\n\n
Analyze your SEO performance<\/a> to know if your efforts are moving in the right direction or not. On a weekly basis, you can monitor your activities and see if the efforts are getting you results. Some of the key metrics to consider are:<\/p>\n\n\n\n
- \n
- Conversion rate<\/li>\n\n\n\n
- New Users<\/li>\n\n\n\n
- CTR (Click-Through-Rate)<\/li>\n\n\n\n
- Traffic on site<\/li>\n<\/ul>\n\n\n\n
Leveraging Seasonal Sales for SEO Success<\/h2>\n\n\n\n
Seasonal sale is a golden opportunity to turn a few months of efforts into a profitable year. As the name suggests, seasonal sales are the ones that are available once or twice a year with good discounts and deals that a shopper wouldn\u2019t like to miss. Holiday sales, Back-to-school, or even summer sales are good examples of seasonal sales.<\/p>\n\n\n\n
Here, even the shoppers are looking for discounts and offers from various e-commerce owners. This makes it essential for you to build and implement a powerful SEO to rank higher than the other players.<\/p>\n\n\n\n
Here are a handful of SEO strategies to maximize your visibility during seasonal sales.<\/h3>\n\n\n\n
1. Keyword research and optimization<\/h4>\n\n\n\n
Conducting in-depth keyword research should be your first focus while optimizing your store for better SEO. In SEO for E-commerce, your goal should be to pick keywords with transactional intent instead of informational keywords. Not sure what transactional intent is?<\/p>\n\n\n\n
Here is our complete guide for you: What is search intent?<\/a><\/p>\n\n\n\n
Just to give you an idea of transactional intent. A transactional intent is where the shoppers are directly looking to buy a product. For example \u2013 Coffee cups<\/p>\n\n\n
\n![\"Transactional](\"https:\/\/meetanshi.com\/blog\/wp-content\/uploads\/2023\/05\/Transactional-intent.png\")
<\/figure>\n<\/div>\n\n\nHere the shopper\u2019s intent is pretty clear they want to buy coffee cups, and the search results are completely satisfying the search queries. We recommend you have a quick rundown on which keywords you are targeting and align your efforts accordingly.<\/p>\n\n\n\n
Ranking for the wrong keyword becomes futile after a point, as it will not help to convert the traffic into paid customers.<\/p>\n\n\n\n
Also, keep your eyes fixed on your competitors and see which keywords they are targeting that you might have missed. Or if they have missed a certain keyword and you can get that competitive advantage. Either way, it will be a win for you.<\/p>\n\n\n\n
2. Content creation and promotion<\/h4>\n\n\n\n
Based on your keyword research, create your content resources. Keep your focus keyword in mind while creating any content material. We are not saying to stuff keywords anywhere in your content, but keep your intent in mind.<\/p>\n\n\n\n
And after creating your content, you can move ahead with promoting it on the desired platform and especially on channels that bring you the maximum traffic. You can use Google Analytics<\/a> to know the high-performing channels for you.<\/p>\n\n\n\n
3. On-page SEO techniques<\/h4>\n\n\n\n
You can\u2019t miss on-page optimization even during any seasonal sales. The search engines stay alert, taking on-page activities seriously with or without any sale or discount. Here are some on-page SEO techniques you need to work on.<\/p>\n\n\n\n
- \n
- Analyze your page content: <\/strong>Scroll through your store\u2019s page and see if there is any piece of content that is old that your shoppers might not find relevant. Also, look for opportunities to refine your content as per your latest offer.<\/li>\n\n\n\n
- Title:<\/strong> Carefully check if you have added the focus keyword in your title without extending the character limit.<\/li>\n\n\n\n
- Meta description:<\/strong> We recommend keeping your meta description crisp and direct without beating around the brush. Ensure your focus keyword is present here, too.<\/li>\n\n\n\n
- Internal & external links:<\/strong> If you have added any internal or external links, ensure the links are correct with proper anchor text. Also, there are no broken links.<\/li>\n\n\n\n
- Schema Markups: <\/strong>Schema markups are a way to help search engines access the extra information on your site, which can help to improve your ranking. Based on the content pieces available, add the schema accordingly. You can add FAQ schema, video schema, and more.<\/li>\n<\/ul>\n\n\n\n
4. Link-building strategies<\/h4>\n\n\n\n
Creating successful link-building strategies helps to create sustainable results. A clear strategy can be a roadmap during the seasonal sale period to keep your focus on the much-needed task. Here are a few ways you can build an impactful link-building strategy.<\/p>\n\n\n\n
- \n
- Analyze your audience: <\/strong>Understanding your audience will help you understand their liking and preference, telling you the kind of sites they like to visit regularly.<\/li>\n\n\n\n
- Analyze your competitor\u2019s links:<\/strong> Competitors are like friends who speak in silence. All you need to do is understand them. You can analyze your competitor\u2019s link using tools like Semrush or Ahrefs and know the kind of sites they are targeting and how their approach differs from yours.<\/li>\n\n\n\n
- Target-specific pages:<\/strong> You can list down the site you found in your research and study them carefully to know the areas where you can place your content based on different anchors or share your expertise via a guest post.<\/li>\n\n\n\n
- Conduct outreach: <\/strong>Outreaches are the most effective way to exchange links. But do make sure while conducting your outreach you are offering valuable exchange in return to make it ideal for both parties.<\/li>\n<\/ul>\n\n\n\n
5. Social media integration<\/h4>\n\n\n\n
Shoppers are most active during sale season on their favorite social media platforms. You can grab their attention and increase the visibility of your store. Social media is also a great way to interact with loyal customers who follow your brand for a long time. Here are a few things you can do to leverage your social media during seasonal sales:<\/p>\n\n\n\n
- \n
- Create theme-based posts<\/strong> to create a buzz about your sale. You can also use specific hashtags to make your offer much more exclusive.<\/li>\n\n\n\n
- Build an online community<\/strong> to bring like-minded shoppers together. You can keep rolling out updates about your new store or about new stock.<\/li>\n\n\n\n
- Use key social media features<\/strong> to keep communication going. For example, Instagram stories, Instagram Reel, Facebook stories, tweets, and more.<\/li>\n\n\n\n
- Optimize your personal social media<\/strong> accounts. Shoppers like to know about the owner and know a little about the brand they are buying from.<\/li>\n<\/ul>\n\n\n\n
Tips for Nailing SEO During Seasonal Sales<\/h3>\n\n\n\n
1. Creating seasonal landing pages and optimizing their content<\/h4>\n\n\n\n
Creating a separate landing page helps to turn your visitors into customers. Many store owners specially design such pages during seasonal sales to capture the traffic and turn them into customers. Creating a landing page is different from creating a product page. Here the focus is to promote your offer as much as possible. Here are some effective tips while creating a landing page.<\/p>\n\n\n\n
- \n
- Make your landing page stand out from the rest of the pages in terms of design, content, and structure.<\/li>\n\n\n\n
- Keep your communication clear and direct.<\/li>\n\n\n\n
- Display your offer prominently on your landing page. The most common places to display the offer are banner images, the header of your page, and also create interactive pop-ups.<\/li>\n\n\n\n
- Use strong and action-driven CTAs.<\/li>\n<\/ul>\n\n\n\n
2. Targeting long-tail keywords specific to seasonal sales<\/h4>\n\n\n\n
A long-tail keyword is a little longer (3 to 4 words long) than a normal keyword. They have a lower search volume, less competition, and are very specific to the shoppers\u2019 needs. For example, white sneakers without lace keyword is more specific to just white sneakers, which helps you to know what the shopper has in mind while shopping online. The simple way to find long-tail keywords is by using Google auto-suggest. Just start typing your focus keywords, and you will see different variations there.<\/p>\n\n\n
\n![\"Long](\"https:\/\/meetanshi.com\/blog\/wp-content\/uploads\/2023\/05\/Long-tail-keyword.png\")
<\/figure>\n<\/div>\n\n\nHere you can also check the end-of-the-page results.<\/p>\n\n\n
\n![\"Long](\"https:\/\/meetanshi.com\/blog\/wp-content\/uploads\/2023\/05\/End-of-the-page-results-.png\")
<\/figure>\n<\/div>\n\n\n3. Optimizing website speed and mobile responsiveness<\/h4>\n\n\n\n
Website speed is a prominent ranking factor. Slow website speed can significantly lower your ranking on the search results. Therefore, you must optimize your landing page to load faster when a visitor clicks on your store. Make a powerful ultimate checklist for your landing page optimization<\/a> to increase conversion rate.<\/p>\n\n\n\n
While working on the website speed, don\u2019t forget to optimize for your mobile devices. 48% of searches are happening using mobile in the retail section. You would not like to miss out on the shoppers coming to your site from these mobile devices.<\/p>\n\n\n\n
- Build an online community<\/strong> to bring like-minded shoppers together. You can keep rolling out updates about your new store or about new stock.<\/li>\n\n\n\n
- Analyze your competitor\u2019s links:<\/strong> Competitors are like friends who speak in silence. All you need to do is understand them. You can analyze your competitor\u2019s link using tools like Semrush or Ahrefs and know the kind of sites they are targeting and how their approach differs from yours.<\/li>\n\n\n\n
- Title:<\/strong> Carefully check if you have added the focus keyword in your title without extending the character limit.<\/li>\n\n\n\n
- Analyze your page content: <\/strong>Scroll through your store\u2019s page and see if there is any piece of content that is old that your shoppers might not find relevant. Also, look for opportunities to refine your content as per your latest offer.<\/li>\n\n\n\n
- Avoid creating duplicate pages and content: <\/strong>Duplicate pages and duplicate content will not only affect your shopper\u2019s experience but can do serious harm to your SEO. Since there will be multiple similar URLs, it will be hard for search engines to rank the one with maximum relevance. At times, the search engine can also penalize your page for using duplicate content.<\/li>\n\n\n\n
- Don\u2019t use too many CTAs:<\/strong> When they are too many CTAs involved, your shoppers might get confused about what action should they take. One or two clear CTA buttons are enough to encourage them to take action.<\/li>\n\n\n\n
![\"Google](\"https:\/\/meetanshi.com\/blog\/wp-content\/uploads\/2023\/05\/google-my-business-optimization-1.png\")