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Conducting Holiday Research – Tyson Stockton // Searchmetrics

GUESTS & RESOURCES

Episode Overview:

Join host Ben as he kicks off Holiday Triage Week with Searchmetrics’ VP of Services Tyson Stockton discussing how to execute a successful holiday campaign. Together they discuss what research to conduct to successfully kickstart SEO holiday planning during an unconventional shopping season.

Coronavirus has closed most brick-and-mortar stores, turning ecommerce into the predominant space for holiday shopping. Analyzing user search demand for different product categories and subcategories should be the foundation of your SEO holiday research and planning. Examine your and your competitors’ performance last year and build your keyword set based on your findings while also examining existing trends.

Online event type pages should take priority as you begin SEO holiday planning. There are three types to look out for this coming season – Black Friday/Cyber Monday event pages, holiday event pages and regular category and product pages.

Big box stores like Walmart and Best Buy will continue to own a significant part of the ecommerce landscape this holiday season. Smaller brands can stay competitive in their respective niches by applying their research findings to identify competitor weakness and optimize specific product pages.