Post on 14-May-2015
description
Santa’s Got a Brand New Bag
Jonti BollesSchipul – The Web Marketing Companyjbolles@schipul.com
Seasonal SEM^
Your Seasonal SEM Goody Bag
• History repeats itself• What’s your holiday?• Optimize + maximize• Sweet smell of success
www.flickr.com/photos/crystalflickr/50295719
www.flickr.com/photos/andrewmorrell/66188254
December Holiday Planning
History Repeats Itself - Mostly
www.flickr.com/photos/lioliz/4237362895
Source: Google Insights
How Does Your Market Shop?
Source: Google Insightshttp://www.flickr.com/photos/85853333@N00/2949007270//
Q3 / Q4 Critical Trends
www.flickr.com/photos/bliss1955/3113814834
September - You are here.Holidays & Events:• Labor Day• Back-to-School• Fall/Winter sports sales• Fall Apparel Sales begin• Moving Season• Auto Model Year End• National Preparedness• Sept. 16th – Mayflower Set
Sail. • Hispanic Heritage Month
Prep For:• Halloween• National Breast Cancer
Awareness Month• National Diabetes Month• B2C Holiday Bump (online
research begins)• Retail Holiday Campaigns• Oktoberfest• Thanksgiving
Industry Events: TechCrunch50, IS-Conference
Christmas is Easy-Peasy
http://www.flickr.com/photos/22196205@N03/3134644560/
• Cyber Monday• Free Shipping• Discounts, Coupons, Gift Certificates• Top Ten Gift Lists, Gifts for Her• Open House
How Early is Too Early?
http://www.flickr.com/photos/24993523@N05/3025578363/
Shopping Not for Everyone
Source: Google Insights
http://www.flickr.com/photos/98005720@N00/3134315818/
• Low Points of seasonal trends• Editorial Calendar• Ad Planning • Copy Writing
Not Feeling the Spirit?
What’s Your Holiday?
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Make your own holiday!
1st Quarter budgets
Fashion Week Hatch chile harvest Back-to-school Tulip bloom time
Tax rebate time SXSW Festival Flu season
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Optimize + Maximize• Audit Your Channels• Optimize Keyphrases• Social Media Drivers• Track the Topics
Simple - No #Fail
http://www.flickr.com/photos/hartnupj/55712408/in/photostream/
• Test Contact forms• Test Commerce Carts / Scale• Test Coupon Codes• Look for 404 Errors• Most active pages link to new
holiday traffic pages
The Keyword On the Street
http://www.flickr.com/photos/88701134@N00/949556/
Meta – Receive the Gifts
http://www.flickr.com/photos/30551653@N08/4172413624/
Mardi Gras and Tail Gating
http://www.tonychachere.com
• Edit Navigation• Reorganize
Internal Links• Place Graphics /
Actions
http://www.cmhouston.org
SEO Pirate For a Day
http://www.flickr.com/photos/72418619@N00/2075310775/
Online Ad Campaign• Consider a promotional
keyphrase in the Title• Use discount amount or pricing
when available• Raise budget at peak times,
but start early to test phrases and conversions.
‘The Cutest Animal in the World’
goes multi-channel!
Video Makes Things Fun(even Tax Day, sort of)
http://www.youtube.com/watch?v=yNxZd11aFDQ
http://www.youtube.com/watch?v=xUcxvwAQ_n4
• Inbound Links• Video Tagging• Complimentary Buzz
TheSweet Taste
of Success
www.flickr.com/photos/27533945@N06
Measuring Conversions
• Online
• Offline
• Non-Line
• Natural Search Phrases, Social Media
• Phone from online, coupons
• Survey
http://www.flickr.com/photos/68634595@N00/116220689/ /
Benchmark - Average $$, drive higher sales.
After the Party
http://www.flickr.com/photos/82763263@N00/3127765466/
• Time to clean up the place• Leave URL’s, but remove calls to action• Update content with thank you, new actions
Let’s Review
1. Track your patterns2. Pick Your Holiday3. SEO on & off page4. Measure Up
www.flickr.com/photos/pinksherbet/470038257
Now I Feel Like Shopping!
Jonti Bolles
twitter.com/jontitwitter.com/semblog
Find this presentation here:www.slideshare.net/jonti
http://www.flickr.com/photos/36656847@N06/3387654163//