Optimizing for Christmas - 'Tis the Season Op-ti-mize...
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It is at this time that marketing managers should be thinking of special offers for the festive period. It can be anything, from 'two for the price of one,' a limited time discount, or special Christmas only product/item or even some kind of Christmas competition. Whatever you decide to do, it gives you a fantastic opportunity to create new pages for your website. This of course enables you to optimize those new special offer pages for search terms your existing pages may not cover. The more 'Special offer' pages you can add, the better. In my experience, most webmasters add Christmas offer content to existing pages, a paragraph or two about their special Christmas offer just at the time the offer starts; this a big mistake.
Uploading Christmas offer pages well over a month before the festive season causes a little bit of a dilemma in that the offer may well not have started yet. What you need to do is get the pages up now, however, and if the offer doesn't start until say December, simply add something like 'Our forthcoming Christmas offer, starting on Dec 1,' 'Special Christmas offer starts soon,' or suchlike. It is however imperative you get the pages up now, or else the search engine spiders are not going to index your new content and rank it in time to be found during the Christmas online shopping period.
Use these new pages to add secondary keywords to your website. For example, if you sell DVDs online and have optimized on your existing pages for 'DVDs online,' 'DVD online shop,' and 'DVD films,' you might want to make sure your new pages include some other search terms such as 'new DVD releases,' 'DVD Movies,' 'Discount DVDs,' etc. From a search engine optimization perspective, the period before Christmas gives you a golden opportunity to get found on terms you weren't previously found on. In short, develop Christmas offer pages optimized for terms you are not currently found on that are of course relevant to your site.
Creating new web pages for new keywords should not, by the way, just be limited to Christmas, but for whenever you have a special offer for one or more products/services.
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