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As the ultimate shopping period of the year kicks off, it’s critical for any ecommerce site to maximise their visibility to capture last-minute shoppers. While a full SEO strategy takes time to develop, the team at we’ve made a list of five quick and effective steps you can take to attract that last-minute traffic to your Shopify store throughout November to Black Friday and through to Christmas.
1. Optimise Product Pages with Seasonal Themed Keywords
Your product pages are often the first point of contact for potential customers, so make sure they’re optimised for both search engines and shoppers.
Add Seasonal Keywords: Include holiday-specific keywords like “gifts for him,” “Black Friday deals,” “gifts under £50,” and “last-minute deals” into product titles, descriptions, and meta tags to rank higher for holiday-related searches.
Update Meta Descriptions: Use holiday language in descriptions to highlight special deals, shipping deadlines, or exclusive offers. For instance, “Find the perfect gift with fast shipping – order today!”. Handily, Shopify will update your meta descriptions as you type when you’re creating new products and pages.
Feature Limited-Time Offers: Prominently display Black Friday promotions or sales on product pages to boost conversions and show search engines that these pages are relevant to seasonal shoppers.
Offer discounts to enhance customer loyalty: Holiday discounts boost SEO by increasing click-through rates, lowering bounce rates, and enhancing page relevance in search results. They encourage social sharing and backlinks, while structured data for discounts improves visibility.
2. Leverage Seasonal Content in Your Blog
Holiday-focused content can drive valuable organic traffic. Even on a tight schedule, adding targeted blog posts can help you capture seasonal searches.
Identify Trending Keywords: Phrases like “best holiday gifts for…” or “Black Friday deals” work well for quick, valuable blog posts or gift guides.
Refresh ‘Evergreen’ Content: Update past holiday content with new keywords, relevant information, and current products for a quick SEO boost without starting from scratch.
Write Holiday FAQs: Address common holiday shopping questions in a dedicated FAQ section, such as “last-minute Christmas shipping” or “top holiday gift ideas,” which improves on-page SEO and meets customers’ needs.
3. Strengthen Internal Links to Guide Shoppers
Plan a solid internal linking strategy to help shoppers easily find holiday deals and boost SEO.
Link to Gift Guides and Best-Sellers: Feature links to holiday gift guides, best-selling products, and sale items on your homepage and key pages. This enhances link equity, which can improve SEO.
Use Holiday Keywords in Anchor Text: Include holiday-related terms like “last-minute gifts” or “top Christmas deals” in anchor text for internal links. This helps search engines identify the page content, potentially boosting rankings.
Cross-Link Related Products: Promote upselling and cross-selling by linking related products within product pages, such as pairing winter coats with matching scarves or gloves.
4. Simplify Site Structure for Quick Navigation and Improve Customer Satisfaction
A clear site structure ensures shoppers and search engines can quickly find essential pages, especially during the busy holiday season.
Create Holiday Categories and Subcategories: Add holiday categories like “Christmas Gifts” or “Holiday Specials” with subcategories like “Gifts Under £50” to enhance user navigation and SEO by grouping relevant products.
Feature ‘Key Pages’ on Your Homepage: Temporarily reconfigure your homepage to spotlight holiday collections, gift guides, or popular items, driving more internal traffic to these high-converting pages.
Minimise Clicks to Purchase: Make products accessible within three clicks from the homepage to reduce bounce rates and keep shoppers engaged, boosting overall SEO performance.
Answer questions with Shopify Inbox: Quick responses lower bounce rates, encourage longer site visits, and increase conversions, which all positively impact SEO. Satisfied customers are more likely to return, share, and recommend your site, driving referral and repeat traffic.
5. Highlight Deals, Shipping Deadlines and Delivery Options
Deals and delivery timing are at the top of holiday shoppers’ priorities. Addressing them directly on your site can improve conversions and attract last-minute buyers.
Promote deals with Shopify Email: Shopify Email lets you drive traffic and boost sales by promoting timely deals directly to customers, encouraging clicks and site engagement, while building loyalty and attracting new traffic through sharing.
Emphasise certain shipping types: Shopify suggests championing carbon-neutral shipping is a way to boost Black Friday sales.
Create a “Holiday Shipping Deadlines” Page: Consider adding a dedicated page or banner highlighting your last shipping dates for Christmas delivery. This can rank for terms like “last-minute Christmas shipping” or “holiday delivery options.”
Optimise for Local Search: If you offer in-store pickup, add “buy online, pick up in-store” content on product pages and use a store locator with structured data. This helps you capture last-minute traffic from shoppers searching for same-day or nearby options.
Whilst nothing beats a comprehensive SEO plan, our quick actions can help boost seasonal traffic and conversions in time for the Black Friday shopping surge. Have a go at implementing these tips now to give your store a strong finish to the year!
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