5 Tips to Capture Organic Search Traffic During The Holiday Season

Published: | By Alan S Lui

Tis the season to boost your online presence and sleigh the competition! Imagine your eCommerce website as Santa's workshop, and your goal is to fill those digital stockings with organic search traffic.The holiday season is a crucial time for eCommerce businesses, as consumers are out spending money on gifts and other items. Now is the time to build your Black Friday marketing campaigns, and stand out amid your competition.

In this article, we've put together 5 tips that will help increase your organic search traffic, and have your website singing carols of success.

5 Tips To Gain More Organic Search Traffic During the Holidays

  1. Evaluate Your Website’s Current Load Time
  2. Analyze Last Year's Trends
  3. Find & Use Relevant Holiday Keywords
  4. Create Holiday-Specific Landing Pages
  5. Update Product Descriptions


1. Evaluate Your Website’s Current Load Time

Evaluating your website's load time is important for ensuring a good user experience and SEO performance. There are several tools and methods you can use to assess your website's load time:

  • Online Speed Testing Tools
    • Google PageSpeed Insights: This tool from Google not only provides load time data but also offers suggestions for improving your website's performance. 
    • GTmetrix: GTmetrix offers detailed reports on your website's performance, including load time, page size, and recommendations for optimization. 
    • Pingdom: Pingdom provides insights into various aspects of your website's performance, including load time and performance grades.
  • Web Browsers
    • Most web browsers, such as Google Chrome and Mozilla Firefox, have built-in developer tools that allow you to assess your website's performance. In Chrome, for example, you can press F12 or Ctrl+Shift+I (Windows/Linux) or Cmd+Option+I (Mac) to open the DevTools. Then, go to the "Network" tab and reload your webpage to see load time data.

Keep in mind that various factors, including hosting, website design, content, and third-party scripts, can affect load times, so it may require a combination of techniques to optimize it effectively.

When evaluating your website's load time, aim for load times under 3 seconds for an optimal user experience.

Regularly monitoring your website's performance and addressing any issues that arise is crucial for maintaining a fast and responsive site.


2. Analyze Last Year's Trends

The holiday season is a critical time for sales, and a sudden drop in traffic can significantly impact the bottom line.

Fortunately, there's an easy way to get a sense of where your holiday traffic will come from: simply look back at last year's Search Terms report in Google Search Console.

Skip down to: How To Find Search Terms in Google Search Console

By following these steps, you can access and review the search terms that led users to your website during the previous year using Google Search Console's performance report.

This information can be valuable for optimizing your website's content and SEO strategy for the future.

3. Find & Use Relevant Holiday Keywords

If you want your holiday shopping season to be merry and bright, you must start with a solid keyword plan. Keyword research is a crucial part of any successful SEO strategy leveraging different SEO tools, which is vital during the holidays.

Shoppers are looking for bargains, and they're also looking for unique gifts, so you need to make sure you're targeting the right keywords.

Remember, during the holiday season, it's not that simple to show your online store on the first page of search results. That's why you need to pick your keywords carefully.

In our opinion, don't go after overly-competitive terms that you'll never be able to rank for effectively. Instead, focus on long-tail keywords specific to your product or service.

By targeting a more narrow audience, you'll have a better chance of getting your website in front of potential customers.

Luckily, there are some other ways to create your holiday keyword plan.

After reviewing your performance report on Google Search Console from last year to see which keywords shoppers used to find you, look into other historical data from past years to see if there are any trends.

Lastly, target a mix of high-volume and long-tail keywords, and include relevant seasonal terms.

With some planning, you can ensure that your website is visible to shoppers looking for what you have to offer.

people searching websitesSource

4. Create Holiday-Specific Landing Pages

The holidays are a busy time for everyone, including your customers. If you want to capture their attention (and their organic search traffic), you need to create landing pages that are both engaging and informative. They also search for the ideal deals and the perfect gifts.

The best landing pages are designed with the user in mind, providing everything they need to know about your products or services in an easy-to-navigate format.

They should also be visually appealing, with high-quality images and videos that showcase your products in their best light.

Finally, your landing pages should be periodically updated with fresh content, keeping them relevant for search engines and users alike.

By following these tips, you can ensure that your eCommerce site is ready for the holiday rush.


5. Update Product Descriptions

As any eCommerce expert knows, product descriptions can significantly impact conversion rates. And with the holiday season coming up, it's even more important to spruce up your copy to stand out from the competition and gain more organic traffic.

You can also focus on the benefits of your products rather than just the features. One way to do this is to use more emotional words in your descriptions. Words like "cozy," "festive," and "jolly" can create a sense of warmth and excitement that will resonate with holiday shoppers.

For example, rather than saying, "our hiking boots are waterproof and have great traction," try something like, "our hiking boots will keep you dry and comfortable no matter what the weather is like."

Using more emotive language in your product descriptions can make a lasting impression on holiday shoppers and boost your conversion rates. So don't be afraid to get a little creative this season.


How To Find Search Terms in Google Search Console

  • Access Google Search Console: https://search.google.com/search-console/ 
  • Select Your Property (Website): If you have multiple properties (websites) added to GSC, select the property for which you want to view the search terms from the property selector in the upper-left corner of the dashboard.
  • Navigate to the Performance Report: In the left-hand sidebar, click on "Performance." This will take you to the performance report for your selected property.
  • Set Date Range: Choose the date range that corresponds to the previous year for which you want to view search terms.
  • View Search Queries: Scroll down to the section titled "Search results" or "Queries." This section will display data related to the search terms that brought users to your website during the selected date range.
  • Filter by Date: To narrow down the data to the previous year's search terms, you can set the date range filter within the "Performance" report. Click on the date range again, and this time, choose the specific year you're interested in.
  • Export Data (Optional): If you want to save or analyze the data further, you can click the "Export" button to download the search query data in a CSV format.

Wrap Up

As the holiday season approaches, remember that your eCommerce website is your very own North Pole, filled with digital treasures waiting to be discovered by eager shoppers.

So, don't let your website be the Grinch that steals your success. Instead, follow these tips, watch your website shine like Rudolph's nose in the night sky, and sleigh the competition with joy and delight.

Wishing you a prosperous and merry holiday season filled with abundant organic search traffic and cheerful customers! 🦌🎉🛍️

About the Author

Alan S Lui is a seasoned executive. He is now Global Head of Shangri-La Circle, the 11-million-member loyalty program of Shangri-La Group, Asia's leading hospitality brand.

He was previously CMO of Fusion Bank, a digital bank based in Hong Kong, and COO of Asia Miles, a 12-million-member mileage program of Cathay Pacific Airways. 

He shares his views on marketing, operations, and investment trends on his blog iamalanlui.com. Connect with him on LinkedIn and email.

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