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Executing Your Holiday Strategies – Tyson Stockton // Searchmetrics

GUESTS & RESOURCES

Episode Overview:

Join host Ben as he continues Holiday Triage Week with Searchmetrics’ VP of Services Tyson Stockton discussing how to successfully execute your holiday strategies. Together they share how to correctly apply your roadmap to ensure you’re executing your strategy on time.

There is an element to uncertainty this year as major corporations and big-box sellers are unsure how consumers will engage in holiday shopping this year. One method of success is to get top-of-funnel content in front of consumers early, which primes your main execution strategy for success. Starting advertising earlier than normal will likely be the trend for many companies.

The downside to an early approach is that it reveals your organization’s deals to competitors early, giving them opportunities to better optimize their approach. A benefit to launching content, product and category pages early is that Google’s crawlers can scan and index your content quickly. 

A rolling launch of your content, product and category pages is an optimal route to ensure content like sales guides are indexed early without tipping too much of your hand to competitors too early.