How SEO contributes to the advertising of eCommerce Sales, Discounts, and Promotions
SEO strategies pumped up in time for eCommerce sales days can generate big ROI. The most successful of these campaigns are known to increase revenues before and after sales events as well.
For some, more than 50 percent of a company’s annual revenues can be generated from specific sales days and events throughout the year. Black Friday and Cyber Monday are two shining examples of sales days that generate millions of dollars for key brands.
Studies have shown search engine optimization strategies to be quite effective at targeting an audience and bringing them into an eCommerce store. For brands looking for that extra competitive advantage, you may have just found it.
Before implementing your SEO, it’s integral to prepare and plan. That involves identifying what products or categories you want to emphasize and to place these products in view on your website. Subsequently, a schedule should be established highlighting content releases. Decide on whether a new sales page or landing page will be created, if there’s a specific sales-friendly URL, and any external linking strategies to keep in mind.
From there, research, research, and research some more. Know your target audience and leverage past data to craft appropriate content campaigns. In the past, look at what caused traffic to increase, what the sales funnel journey was at the time, what type of content performed best, and the role that organic search played. Keep in mind, when building an SEO content marketing plan, one must know when to execute. Publishing on the day of or a few days before is not good enough. To maximize sales on sales and promotions days, publish early. If you publish when sales-related queries begin to show up, that should give enough time to have the content indexed and ranked in time.
If the purpose of an SEO campaign is to structure everything around a single day, consider a range of keywords – some broad and some specific. Create and establish a landing page long before the sales day and supply it with deals from last year, potential upcoming sales from this year, information on how to shop, an email newsletter sign-up sheet for exclusives, and social media buttons. When building content for individual products, ensure you are not using duplicate content as this can be very damaging to one’s SEO standing. Be sure that the content written is useful and unique.
Link building strategies are also smart to support SEO campaigns. Consider auditing current internal and external links. Links should be directed towards the most valuable and relevant pages to the sale. When publishing content or press releases, do not link direct to the home page – always link to the product category or product directly. The more specific, the better and the less pages a consumer has to click through, the more likely the sale.
After your special sales event has passed, update the landing page to reflect next year. Keep that landing page active year-round. This will build authority, give it the chance to acquire backlinks, and open it up for reuse next year.
As a digital marketing and SEO company in Toronto, Unlimited Exposure knows a thing or two about maximizing search engine optimization (SEO) strategies for big sales days. Contact a representative immediately if you want to increase revenues and see momentum that will last long after the big day has passed!
