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Conducting Holiday Research


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.


Tyson Stockton

Tyson Stockton

Tyson has over 10 years' experience in the digital marketing industry. As Vice President of Client and Account Management, Tyson manages the Enterprise Client Success team and SEO Consulting efforts at Searchmetrics. Tyson has worked with some of world’s largest enterprise websites including Fortune 500 and global eCommerce leaders. Prior to Searchmetrics, Tyson worked on the in-house side managing the SEO and SEM efforts of a collection of 14 sports specialty eCommerce companies in the US, Europe and Australia.

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