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The shift in search behavior and
SERP results during the holidays
Ch-ch-changes
Black Friday vs. Cyber Monday 2013
—  Amazon won online with new time-sensitive promos every
10 minutes.
—...
How would you search for…
—  A good deal on a pair of winter boots.
—  A hotel in Manhattan for Christmas
with the best ...
How do people search during the
holidays?
—  Long-tail “categories” – they know
what they want to buy, but they don’t
kno...
—  Categories, not brands
— Categories: tablets, movies, sweaters… anything non-
branded
— Remember, long-tail searches...
—  Undecided and uncertain searches: these include
phrases like “popular” or “best” and have a high conversion
rate.
—  ...
And nostalgia!
(It sells)
How do the SERPs change?
—  Google changes what displays in the SERPs based on trends,
including holidays
—  They want t...
Google tells them the answer
What to do?
—  Start early
—  Stay top-of-mind (Amazon)
—  Optimize every image: holidays are very visual
—  Create vi...
EnVeritas Group
864-241-0779
enveritasgroup.com
info@enveritasgroup.com
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Holiday branding and seo

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Holiday branding and seo

  1. 1. The shift in search behavior and SERP results during the holidays
  2. 2. Ch-ch-changes Black Friday vs. Cyber Monday 2013 —  Amazon won online with new time-sensitive promos every 10 minutes. —  Online Cyber Monday sales topped online Black Friday sales by 31% and increased from 2012 by 20%. Mobile sales increased by 55%. —  30% of consumers will begin their holiday shopping before Halloween. Black Friday now starts the week of Thanksgiving.As early as MONDAY.
  3. 3. How would you search for… —  A good deal on a pair of winter boots. —  A hotel in Manhattan for Christmas with the best view of Central Park. —  A new laptop for your son. He needs something for college, but he loves gaming too. —  A video game you know comes out this year but you can’t remember the name.You remember something about The Lord of the Rings.
  4. 4. How do people search during the holidays? —  Long-tail “categories” – they know what they want to buy, but they don’t know where. — 55 inch plasma tv under $1000 — ladies knee length red wool coat — assassin’s creed unity collector’s edition video game Get it? Long tail? Ha.
  5. 5. —  Categories, not brands — Categories: tablets, movies, sweaters… anything non- branded — Remember, long-tail searches mean they want to buy. One-word searches mean they want to learn.
  6. 6. —  Undecided and uncertain searches: these include phrases like “popular” or “best” and have a high conversion rate. —  Popular books for teen girls —  Best mouse for gaming —  Newest hobbit movie on blu ray
  7. 7. And nostalgia! (It sells)
  8. 8. How do the SERPs change? —  Google changes what displays in the SERPs based on trends, including holidays —  They want to answer searchers’ questions, spoken or unspoken: —  What type —  What brand —  Where to get it —  Google responds with: —  More/fewer ads —  In-depth articles, news, images, sponsored ads in the Knowledge Graph area AND…
  9. 9. Google tells them the answer
  10. 10. What to do? —  Start early —  Stay top-of-mind (Amazon) —  Optimize every image: holidays are very visual —  Create video, infographics, and in-depth articles —  Offer deals like free shipping or coupons, free nights or breakfast, BOGO —  Encourage social sharing (Buzzfeed) —  Spruce up your mobile site —  Remember the post-holiday bargain shoppers —  Determine your users’ holiday needs—hotels, jobs, weight loss, coffee—and meet those needs!
  11. 11. EnVeritas Group 864-241-0779 enveritasgroup.com info@enveritasgroup.com

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