The traditional logic around Christmas SEO goes something like this:
Sadly these days this is not really the case. The main fallacy in the above logic is that SEO always takes this long to take effect. It’s a view based on an old fashioned approach to SEO when slowly building up authority by acquiring links consistently from July onwards was the name of the game, freshness was an unheard of concept and social media and blogging was in its infancy. Today, freshness is usually the focus of at least 3 or 4 Google algorithm updates every month, which shows us just how important it is. It means that search engines are much more reactive to what we as marketers do, and as a result “slow and steady wins the race” isn’t always true anymore.
This was rammed home to me a couple of years ago when we were approached by a company wanting to rank for “world cup shirts” about 3 weeks before the 2010 World Cup. Utilising digital PR distribution the campaign we executed for them pushed them into the top 3 results on Google in less than a week (in the absence of any further freshness signals this is actually a ranking spot they still hold to this day).
It’s true that when you sit down to plan out all the activity you will need to do in the lead up to Christmas it will end up spreading across 6 months. Also, several key milestones remain the same and probably always will, such as the need to alter site structure before and after Christmas in order to increase (and then decrease) the importance of Christmas pages in your site. But as the example we put together this year shows (available in a different day of the Christmas advent calendar) much more of this time should be dedicated to monitoring, analysis, and strategy, and integrating SEO activity with Social Media and Paid Search.
With all this in mind, here are Greenlight’s top five tips for a successful SEO Christmas.
Fancy an HTC Wildfire smartphone? Enter your details below and it could be yours! The winner will be announced on our Twitter page @GreenlightMKTG on Friday 13th July, at 16:30 BST.