For obvious reasons, the holidays are one of the busiest seasons for Internet browsing. People are searching for the perfect gifts, researching and booking holiday travel, and spending their time off surfing the web. That can translate into a lot of potential new traffic for your site, not to mention a huge increase in revenue from affiliate content, especially from gift guides. Holiday content can increase your traffic by quite a lot if you put some effort into it.
A survey by eMarketer revealed that e-commerce increased by 16.7% between 2018-19. Considering the current situation, 2020 is deemed to be even bigger.
What are you doing to capture your part of the ever-increasing online marketplace? Have you written holiday posts on your blog? Have you compiled great gift-giving guides that lead to affiliate products? If you don’t want to miss out on the influx of holiday traffic, now is the time to start thinking about your strategy.
Best Time To Start Publishing
So when does the holiday season shopping start?
While previous studies show that October is when e-commerce shopping kicks off, Pinterest has reported search on their platform starting as early as August!
Black Friday through to Cyber Monday which takes place the last weekend in November sees big wins for online brands so aim to be prepared if you plan to take a slice of the Black Friday pie.
You can check out our Black Friday deals for bloggers guide here.
5 Ways to Benefit from Holiday Traffic
1. Create Holiday Content
If you haven’t already written holiday content, take a minute to consider what your audience might benefit from.
There’s no “one-size-fits-all” content.
You need to create content that your audience can identify with, and that fulfills a need they may have.
Maybe your audience likes listicles with practical information for traveling, so you might write 10 ways to deal with holiday travel delays.
Maybe they like in-depth guides on how to tackle Christmas consciously so you could write a guide on say, zero waste Christmas celebrations.
If you are an Amazon affiliate, you may also want to consider writing a Christmas gift list, with curated gifts that you know your audience will love.
As we detail in our course SEO the Easy Way, the ideal situation would be for your content to be created with keywords you can rank on Google in mind however, holiday content has stiff competition so you will need to get crafty with your keyword research.
Since there are hundreds of gift lists being created every year, yours needs to be different and personalized for your particular audience.
As it is very unlikely you can rank for a gift list, instead focus on sending the list to your followers via social media and your email list.
2. Update Existing Holiday Content
If you already have holiday-related content or gift guides, make sure you spend time updating and optimizing them now.
Start in summer to Google enough time to crawl and index your update, and even begin to rank it higher if you’ve updated it well enough.
Here are a few ways you can update existing holiday content to rank higher:
- Revive it using our Revive Old Content strategy
- Replace outdated content. You can even consider adding a year to the post to show its current relevance.
- Add new photos and multimedia.
- If it’s a gift post, you probably want to change out the gifts for newer models, hot products on the market, or add any new items you find exciting.
- Answer popular questions surrounding the gifts – battery life, flat pack, waterproof, sizing, etc.
These posts don’t have to be republished to gain new traffic, they just need to be updated in a significant way.
Just changing a few words is obviously not significant, and unlikely to gain any higher ranking from Google.
3. Utilize the Power of Pinterest
If you’re not already on Pinterest, I have just two words for you. JOIN NOW. You’ve got some work to do.
Check out our Pinterest guide to get started. Pinterest is very much like any other search engine.
In fact, it’s so popular among regular users because of its ability to show your search.
What I mean is, you search for “Christmas gifts for men” and a never-ending list of gift images are displayed, enticing me to scroll for hours.
For the sake of this post, I’m going to assume you’re already set up on Pinterest and know what you’re doing.
The first step then is to create new attractive Pinterest pins for your holiday posts.
Make sure your pins are seen and shared by adding them to relevant boards and Tribes.
And make sure you use the relevant keywords a user would type into the search box to find your pin.
4. Facebook Communities
If you’re not already participating in networking groups on Facebook, the holidays are a great time to start.
There are many groups that will help boost your traffic.
We’ve put together a huge list of groups you can join.
Many of them have sharing threads that will increase your reach beyond your own audience.
Share your holiday content as much as possible in sharing threads, especially in November so that content is circulating during the holidays.
Connect with your audience in niche Facebook groups too. Just make sure that sharing your own content is not against the group rules.
5. Don’t Stop There! Keep Updating
Once you’re on a roll, you shouldn’t stop there!
Updating old content is a great way to drive more traffic to your blog all year around, especially when you don’t have time to add new content.
Once you’ve updated your holiday content, why not choose another 20-30 old posts to update as well?
You will be surprised at how much new traffic you can generate by doing this.
Our ebook, Revive Old Content will show you exactly how to update your old content with a proven SEO strategy.
It even comes with a free workbook that shows you how to do each step.
You can start growing your blog right now. So why aren’t you?
Regardless of the time of year, there is some work associated with holiday content that you could be doing whether that be research, creation, tracking, nurturing or promoting!
Has this worked for you? Tell us in the comments below
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