As I’m typing this it’s 7:30 on a Thursday night in July.
I’m sitting in a Starbucks watching people seem to melt outside.
The holidays are the furthest thing from most people’s minds.
But not me.
I’m already starting to help several companies get their strategies in place to make the 2018 holidays one for the record books.
So, What’s going to matter for the 2018 Holiday Season?
If I had to break down what businesses need to focus on this holiday season, it’s the following:
- Mobile Experience (Extra Focus on Customer Experience)
- Cross Platform Experience
- Voice Search Presence
Let’s dive in a little bit…
It’s extra critical this year to know that you are delivering the absolute best user experience possible.
This is the time to make sure that your bounce rate is at it’s best, and that you are taking care of as many abandoned carts as possible.
Page speed will also be a top priority. I highly recommend using a tool like GT Metrix to make sure that you have a page load speed at less than 3 seconds.
The important thing to remember is that people are on the move. They are dependent on their phones and if you’re not able to answer their questions accurately and quickly, they will find someone else.
Cross Platform Experience
The reality is that a lot of shoppers are price shopping nowadays.
They will start their search on Google, get to your site, jump back to Google, look at someone else, repeat repeat.
You obviously don’t want to lose that potential sale if you’re actually the best online.
Make sure you have retargeting and email capture mechanisms in place. This will allow you to stay in front of your potential buyer and build an impression of your brand.
Old school marketing note: it takes 7 “touches” before someone recognizes you. Search Presence, Your Website, Retargeting, and Your email list takes care of four of them.
Voice Search Presence
Voice Search will be the difference maker for 2018.
But, being present for voice searches are tricky because the way we use voice devices is so different.
In the old days of SEO, you optimize for a phrase.
In voice search, someone could say anything related to your topic.
So, how do you stay in front of all the possibilities?
Optimize your content topically, not by keyword. You can do this by using LSI. Latent Semantic Indexing is the art of essentially telling a story around your topic.
My favorite example is always chocolate cake…
In the old days of SEO, we’d just use “Chocolate Cake” over and over.
Using LSI, we tell a story using phrases like “Cocoa”, “Birthdays”, “Icing”, etc.
Which do you think would be more appealing?
So, are you ready?
The reality is that this stuff takes time. If you wait until October to optimize, you’ll be behind the game from the start.
If you want to talk about how to get your website Holiday Ready, you can schedule a Holiday Readiness Consultation.