For online retailers, driving website traffic during the holiday season is critical to meeting sales goals. Even major retailers have to ramp up efforts to increase visibility this time of year. Whether traffic is sluggish, or you just want to add some new strategies to your plan, here are 5 ways to increase website visibility this holiday season.
#1 – Advertise
This may seem obvious, but it’s true that sometimes you have to spend money to make money. Advertising is a fast, effective way to drive traffic to your website. During the holiday shopping season, people are quite literally looking for places to spend their money. They want to hear about your deals!
Here’s how to get in front of potential customers with paid advertising:
Retargeting – Also called remarketing, retargeting basically “follows” your website visitors around the web and conveniently shows them ads of the products they viewed on your site. This is a great way to combat shopping cart abandonment and get shoppers to return and complete their transaction, especially if you include a special offer on the ad.
Social Media – Every major social media platform offers some type of paid advertising. What’s great about this form of advertising is that you don’t have to have a lot of followers to reach a lot of people with your ads. Social ads offer very granular targeting; you can show ads based on demographics, geographics, interests, and browsing history.
Pay-Per-Click – PPC allows your website to compete with organic results in the SERPs (search engine results pages). You are essentially “bidding” on specific keywords (meaning, if a competitor has a higher budget for the same keyword, their ad will rank above yours), and paying that amount every time your ad is clicked.
Onsite – Capturing shoppers’ attention and getting them to make a purchase while they’re already on your site is the ideal time. It’s also the most affordable. You can use banner ads, videos and even pop-up offers to promote your holiday deals and convert visitors into buyers.
#2 – Leverage Google
Google holds a lot of power when it comes to your website’s visibility in the SERPs. While the precise algorithms used to rank sites and content are somewhat of an enigma, Google provides a ton of helpful resources and very clear guidelines for the type of content it does (and does not) like.
If you’re not already using Google Search Console (formerly called Webmaster Tools), you’ll want to get onboard with this super useful tool. Most notably, you can use the console to submit your website and sitemap to Google – essentially telling Google that your site exists and should be indexed.
Additionally, you can view your site’s backlinks and tell Google if they should ignore any, view and resolve any crawl errors, analyze your site’s traffic and performance, and submit individual URLs for crawling, such as when you create new content on your site (i.e. blog post or landing page), and get helpful tips for optimizing your website.
#3 – Get Social
In addition to paid social media advertising, you can leverage social media in a variety of free or cheap ways as well. The ultimate goal is to get potential customers’ attention and drive them to your website to make a purchase. You can do this by:
- Sharing holiday gift-giving “guides” – This is ideal for retailers that cater to a wide audience (something for everyone), as well as those that sell items that are often compared (i.e. “Ninja vs. InstantPot”).
- Holding contests – You can do traditional contests where you direct visitors to a landing page to “enter to win,” or something more social like a hashtag contest with customers sharing pictures, tagging friends, sharing your posts, etc. The key with contests is to make the “prize” something valuable, which is easy to do around the holidays! Think free shipping, a gift card, dollar or high percent off, or even free products or services.
- Promoting sales – This is the most obvious use for social media during the holiday shopping season – and it’s completely FREE! Don’t underestimate the power of simply telling your followers what kinds of deals you’re offering. Link to specific products, provide discount codes right in your social posts, and even offer referral specials for customers that share your posts.
#4 – Press Releases
Of course, we’d be remiss if we didn’t mention the power of press releases for promoting your holiday offers. While a news release is a great way to… share your news… it’s also a fantastic SEO tool. When a press release is published on a news or media site, particularly a prominent one when you’ve taken the time to write a stellar release with relevant news, it creates a backlink to your website. Within each release, there are also helpful and well-optimized anchor text links that are pointing back to your website.
When used as part of a well-rounded SEO and link-building strategy, press releases spread your news while also helping your site rank better. Better rankings equal improved visibility and increased organic traffic.
#5 – Use Commercial Intent Keywords
This last tip ties into all of the above strategies for increasing visibility, especially around the holiday shopping season when you have a singular goal of increasing sales.
If you’ve done any amount of keyword research for your company, you likely have discovered various buckets of keywords. Words used in search queries when someone is in the research stage are called “informational” intent keywords. Words used when someone is looking for place or business are called “navigational” intent keywords.
When someone is ready to purchase goods or services, they use transactional intent keywords. These keywords usually have a product or service plus intent words such as buy, deal, discount, special, coupon, free shipping, etc.
When shoppers use these types of keywords in their search query, they’re signaling their intent to BUY something. So using these keywords in your ads, social posts, and press releases signals to Google that your content is relevant to the shopper’s search query. Meaning, the content is more likely to be shown in the SERPs, increasing your visibility, and driving more traffic to your website.
Online PR Media Is Here To Help
Press releases are a great addition to your visibility strategy this holiday season. If you’re new to writing press releases, or you need some help during the process, the editors at Online PR Media are ready to help! You can reach us at firstname.lastname@example.org, or get in touch via our online contact form.