The shift in search behavior and
SERP results during the holidays
Black Friday vs. Cyber Monday 2013
Amazon won online with new time-sensitive promos every
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
Black Friday now starts the week of
Thanksgiving.As early as MONDAY.
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
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.
How do people search during the
Long-tail “categories” – they know
what they want to buy, but they don’t
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.
Categories, not brands
Categories: tablets, movies, sweaters… anything non-
Remember, long-tail searches mean they want to buy.
One-word searches mean they want to learn.
Undecided and uncertain searches: these include
phrases like “popular” or “best” and have a high conversion
Popular books for teen girls
Best mouse for gaming
Newest hobbit movie on blu ray
How do the SERPs change?
Google changes what displays in the SERPs based on trends,
They want to answer searchers’ questions, spoken or unspoken:
Where to get it
Google responds with:
In-depth articles, news, images, sponsored ads in the Knowledge
What to do?
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
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!