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Is Your Website Holidays-SEO-Ready?

Where did 2022 go? It’s hard to believe it’s late October, and that means that consumers are already starting their holiday shopping. Regardless of whether your target audiences are shopping for Christmas, Hanukkah, or some other holiday celebrated towards the end of the calendar year, it would be a huge marketing mistake to not capitalize on the year-end uptick in online shopping by making sure your website ranks as well as possible for terms related to it.

While the focus of this post is related to retail, e-commerce, and B2C organizations offering physical products, as you read thru it, you’ll see there are applications for organizations trying to sell services, tickets to events, or even looking for someone to make a donation to their non-profit organization as a gift to someone else.

SEO Tactics For The Holidays

Below are both easy, and more time-consuming/complex SEO tasks your organization should complete by early November to support having a successful holiday sales season.

  • Conduct keyword research to determine the search phrases your target audiences are using most related to holiday shopping or holiday gift giving. If you don’t have access to a keyword planning/research tool, reach out and we will share holiday-shopping-related keyword research with you that we already conducted for FREE (a more extensive list than what we share further on in our post.) That’s our holiday gift to you!
  • Incorporate high-volume keywords (search terms) that are relevant to your target audience in:
    • the public-facing content found on a holiday-related landing page (if you plan to have specials/sales/discounts or want to promote certain items that make great holiday gifts) and/or incorporate such terms on existing product-specific pages.
    • website product and landing page headers (H1 and H2), as appropriate.
    • page title tags, particularly if you have a distinct landing page or several such pages for holiday shopping and specials.
  • Use structured data to support your products appearing at the top of Google search results when someone searches on a very specific product need like “yellow pocketbook.” As a result of the aforementioned fall 2022 algorithm change, use of Google “Shopping ads,” a Google Merchant Center Account and/or Google Surfaces is no longer mandatory to have your products shown to individuals who are shopping. This article details Google’s reason for making the change and where your product information may appear when you properly use “structured data.”

The above task/tactic may be a more complicated and difficult one for your organization and may require your website developer’s help. You can learn more about structured data (also known as “schema markup”) via these resources:

Google Search Podcast

Crowdcontent.com

How To Incorporate High-volume Holiday-Shopping Keywords In Your Website Content

Recent holiday-shopping keyword research we conducted indicated the following as being among some of the highest-volume search terms used related to holiday shopping or gift shopping, in general (the number shown represents the average # of monthly searches in Google for that term):

  • gifts for men – 301,000
  • gifts for mom – 201,000
  • gifts for dad – 135,000
  • gifts for women – 135,000
  • Christmas gifts for mom – 90500
  • Gifting ideas for men – 90500
  • mens gifts ideas – 90500
  • gift ideas for women – 90500
  • mom Christmas gifts – 90500
  • women’s gifts ideas – 90500
  • women’s gifts for men – 74000
  • Christmas gifts for men – 74000
  • Gifts for mens Christmas – 74000
  • Christmas gifts for dad – 49500
  • Gifts for girlfriends – 49500
  • Christmas gifts for boyfriend – 40500
  • Christmas gifts for womens – 40500
  • Gifts for womens Christmas – 40500
  • Gifts for wife Christmas – 33100
  • Best Men gifts – 33100
  • Gift ideas for mom – 33100
  • Husbands gifts – 33100
  • Unique gifts – 33100
  • Best Christmas gifts 2021 (note you can use this phrase but change to 2022) – 33100
  • Gift for Christmas for wife – 33100
  • Unique gifts for men — 27100
  • Christmas gift idea for her — 27100
  • Christmas gifts for a girlfriend — 27100
  • Christmas gift ideas for her — 27100
  • Best gifts for men 2021 (change to 2022) — 27100
  • Best gifts for women 2021 (change to 2022) — 27100
  • Christmas Gifts 2021 (change to 2022) — 27100
  • Christmas gf gifts (change to 2022) (reminder people use acronyms like bff, bf in searches) — 27100
  • Gift ideas for boyfriend – 22200
  • Gift ideas for dad – 22200
  • Best gifts for mom – 22200
  • Top gifts for guys – 22200
  • Best gifts for moms – 22200
  • Secret santa gift ideas – 22200
  • Fun gift – 22200
  • Ideas gift boyfriend – 22200
  • Christmas gift teenagers – 22200
  • Gifts for husbands Christmas — 18000
  • Best gifts for dad — 18000
  • Best gifts for dads — 18000
  • Gift ideas for girlfriend — 18000
  • Unique gifts for women — 18000
  • Christmas gift ideas for mom — 14800
  • Ideas for mens stocking stuffers — 14800
  • Good gifts for mom—14800
  • Gift ideas for wife — 14800
  • Christmas gift ideas for moms — 14800
  • Unique Christmas gifts — 14800
  • Secret santa gifts — 14800
  • Mom’s Christmas gift ideas — 14800
  • Christmas gifts to her — 14800
  • Christmas gift ideas for him — 12100
  • Cool guys gifts — 12100
  • Cool gifts for guys — 12100
  • Presents for mom — 12100
  • Gifts for mother — 12100
  • Women best gift — 12100
  • Best gifts for women — 12100
  • Gadgets for men — 12100
  • Cool Christmas gift — 12100
  • Christmas fun gift — 12100
  • Christmas gift ideas 2021 (change to 2022) — 12100
  • Best gift 2021 (change to 2022) — 12100
  • Gift ideas him Christmas — 12100

As mentioned above, we are glad to provide a much more extensive list of holiday shopping terms and their associated average monthly searches in Google. You can e-mail us at gail.moraski@allintheresults.com to have the list sent to you. As we share all the time with our new SEO clients and attendees of our SEO classes, and as we did in this previous blog post, keyword research can also help you identify new products, services or solutions you should offer.

As alluded to above, be sure to use the term 2022 once or several times related to holiday shopping, and also be sure to include terms for non-Christmas holidays that are celebrated in December. Plus, think about what acronyms or abbreviations someone might use related to a loved, such as “bff” for “best friends forever.”

Before you begin incorporating high-volume keywords in your content, think about whom would most likely be the recipient of a gift of your product, services, event or class tickets, or a donation, and use terms that the searcher of your product or service might use. Let’s say you offer hand-made jewelry for women, you’d want your site to rank well for terms above like “Christmas gifts to her”  and “Christmas gifts for mom” and should incorporate such or similar terms in your website content. 

We’re Here To Help You Rank Well For Holiday Shopping Search Terms

Got questions or need our help. Reach out today as holiday shopping has already begun!

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Making Infographics and Other Website Images Consumable by Search Engines

Infographics — images that are designed to condense and consolidate a bunch of complex information, and present that information in a fashion that makes it understandable by a variety of target audiences — have a variety of plusses, including, but not limited to, the following key ones:

  • they tend to get shared by others, whether it be in a social media post or on a website, so they have a lot of potential to go viral
  • they provide a vehicle for graphically/visually educating audiences on topics or concepts that may be hard to grasp when simply presented via text

The downside of infographics is when they are added to website pages without what’s known as “embedded text” or an “alt-tag,” they:

  • aren’t accessible to those with vision impairments or learning disabilities who use a screen reader to crawl a site and read the text aloud to them
  • can’t be crawled and indexed by search engines, so even though they may contain many high-volume search terms (keywords) for which you want target audiences to find your site, Google, Bing, and other search engines won’t know that the images contain those keywords or reward you from a search standpoint for using them

Spoon-feeding Google What It Needs to Index Your Infographic

Thankfully, there’s an easy solution to the infographic challenge described above. Regardless of what CMS (content management solution)/website platform your site resides on, your website solution should provide for the opportunity to enter an “alt-tag” or “image description” to describe to search engines or screen readers what an image is all about. This is an opportunity associated with all images used on your site, not just infographics.

How to Write an Effective Alt-tag for Website Images

So, what are some best practices for writing an alt-tag to accompany an image on your site? KEEP IN MIND THAT WITH ALT-TAGS YOU ARE BASICALLY DESCRIBING THE PICTURE TO GOOGLE’S AND OTHER SEARCH ENGINES’ SPIDERS/CRAWLERS WHO CAN’T SEE. Therefore, it’s important to adhere to the following:

  • Keep the tag simple, clean, and authentic, plus descriptive. Imagine describing the image to someone who has their eyes closed.
  • Don’t overstuff/use too many high-volume keywords. Google will ding you for that. Focus on one or two and only use them if you would fairly naturally use them in describing the image in-question.
  • You don’t need to include the terms “image of” or “photo of” in your alt tag – just by the fact that Google is crawling an alt tag, it knows it’s related to an image or photo.
  • Keep to 125 characters (including spaces) or less (you can use the “Word Count” function in MS Word to check for this.)
  • In general, only include the name of your business if you are writing an alt-tag to go with your Logo artwork/image. If you were describing a picture to someone based on what you are seeing, unless the name of the company were in the image/photo, you would not know what organization was associated with the photo and wouldn’t naturally mention it. Exceptions to this might be a photo where you described a staff member of your organization and the alt tag included a phrase like “Gail Snow Moraski of Results Communications & Research donates a check to…”

Alt-Tag Example

The below image which is found in my blog post “Defining Your Differentiator With Detail” employs an alt-tag “a bunch of white balloons with one red balloon standing out and rising above the white ones.”

a bunch of white balloons with one red balloon standing out and rising above the white ones.

For more help on writing alt tags, visit https://www.cincopa.com/blog/the-dos-and-donts-of-writing-image-alt-tags/

An Additional Opportunity to Increase the Positive SEO Impact of an Image

When and where appropriate, consider hyperlinking your images, so that when a visitor clicks on the image, it will take them to another page on your site. Google rewards sites from an SEO standpoint that effectively use “internal links” to support a good user experience (note that user experience is expected to be a key component of Google’s search algorithm in 2021). That said, don’t “link” just for the sake of linking. Only include links when image clicks take site visitors to appropriate content.

Help Implementing The Above and Other Organic/Technical SEO Tactics

Our team is always here to either train your team on implementing organic SEO tactics, such as those that are the subject of this post, or implement such tactics on your organization’s behalf. So, don’t hesitate to reach out. We adore a good SEO challenge!