tis the season: seo for annual events by laura scott
TRANSCRIPT
![Page 1: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/1.jpg)
#SMX #33A1 @Laura_R_Scott
Tis The Season: SEO For Annual
Events
![Page 2: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/2.jpg)
#SMX #33A1 @Laura_R_Scott
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#SMX #33A1 @Laura_R_Scott
![Page 4: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/4.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 5: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/5.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 6: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/6.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 7: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/7.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 8: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/8.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 9: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/9.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 10: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/10.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 11: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/11.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 12: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/12.jpg)
#SMX #33A1 @Laura_R_Scott
Digital Marketing Report
![Page 13: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/13.jpg)
#SMX #33A1 @Laura_R_Scott
Digital Marketing Report
![Page 14: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/14.jpg)
#SMX #33A1 @Laura_R_Scott
Agenda• Trend spotting• Timing• Seasonal strategy & Site optimization
![Page 15: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/15.jpg)
#SMX #33A1 @Laura_R_Scott
Trend Spotting
![Page 16: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/16.jpg)
#SMX #33A1 @Laura_R_Scott
Google Trends
![Page 17: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/17.jpg)
#SMX #33A1 @Laura_R_Scott
Keyword Planner
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#SMX #33A1 @Laura_R_Scott
Search Console
![Page 19: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/19.jpg)
#SMX #33A1 @Laura_R_Scott
Analytics
![Page 20: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/20.jpg)
#SMX #33A1 @Laura_R_Scott
Dresses
Coats
![Page 21: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/21.jpg)
#SMX #33A1 @Laura_R_Scott
Competitive Analysis
![Page 22: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/22.jpg)
#SMX #33A1 @Laura_R_Scott
Timing is Everything
![Page 23: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/23.jpg)
#SMX #33A1 @Laura_R_Scott
Understand the lifetime of your holiday
![Page 24: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/24.jpg)
#SMX #33A1 @Laura_R_Scott
Holiday Shopping Interest
16 W
eeks
Prior
15 W
eeks
Prior
14 W
eeks
Prior
13 W
eeks
Prior
12 W
eeks
Prior
11 W
eeks
Prior
10 W
eeks
Prior
9 Wee
ks Pri
or
8 Wee
ks Pri
or
7 Wee
ks Pri
or
6 Wee
ks Pri
or
5 Wee
ks Pri
or
4 Wee
ks Pri
or
3 Wee
ks Pri
or
2 Wee
ks Pri
or
Peak
Wee
k
Holida
y Wee
k
Post
Holida
y
2 Wee
ks Po
st Holi
day
3 Wee
ks Po
st Holi
day
4 Wee
ks Po
st Holi
day
0
20
40
60
80
100
120
Valentines Day Gift Mothers Day Gift School Supplies Christmas Gift
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#SMX #33A1 @Laura_R_Scott
Christmas Gift Interest
0
20
40
60
80
100
120 19%
16%
35%8%
58%
![Page 26: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/26.jpg)
#SMX #33A1 @Laura_R_Scott
Make your Plan
20 Weeks
Before
19 18 17 1
6 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 HOLIDAY
Opportunity Analysis Holiday Strategy Keyword Strategy
Development Content
(updating and creating) Linking
Inventory management
Cross-channel support Search Interest
![Page 27: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/27.jpg)
#SMX #33A1 @Laura_R_Scott
Seasonal Strategy & Site Optimization
![Page 28: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/28.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 29: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/29.jpg)
#SMX #33A1 @Laura_R_Scott
• Keyword Strategy
• Content Strategy & Review
• Inventory Management
• Competitive Review
• Linking Strategy
• Mobile
• Local Optimization
![Page 30: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/30.jpg)
#SMX #33A1 @Laura_R_Scott
Keyword
Strategy
![Page 31: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/31.jpg)
#SMX #33A1 @Laura_R_Scott
• Trends• Keyword planner• Internal• Site search• Analytics• Search console• Competition
Keyword Strategy: Identify KW Targets
![Page 32: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/32.jpg)
#SMX #33A1 @Laura_R_Scott
Organize Keywords into Groups
Seasons Holidays Trends
Winter Christmas Moustaches
Spring Valentine's Day Neon
Summer Mother's Day Bomber Jacket
Fall Thanksgiving Patterned Leggings
![Page 33: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/33.jpg)
#SMX #33A1 @Laura_R_Scott
Vet Your Keywords
Intent
Long Term Value
Competitive Gaps
![Page 34: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/34.jpg)
#SMX #33A1 @Laura_R_Scott
Current
Performance Potential Value Pursue?
Keyword Ranking
Landing Page
Impressions
Clicks
Search Volume
Intent
Long Term Value
Competition Priority
Holiday Christmas
Thanksgiving Season Winter Spring
![Page 35: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/35.jpg)
#SMX #33A1 @Laura_R_Scott
Current
Performance Potential Value Pursue?
Keyword Ranking
Landing Page
Impressions
Clicks
Search Volume
Intent
Long Term Value
Competition Priority
Holiday Christmas
Thanksgiving Season Winter Spring
![Page 36: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/36.jpg)
#SMX #33A1 @Laura_R_Scott
Content Strategy & Review
![Page 37: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/37.jpg)
#SMX #33A1 @Laura_R_Scott
Collect all Existing Seasonal Content• Seasonal pages• Top selling products• New releases• Target sales categories• …
![Page 38: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/38.jpg)
#SMX #33A1 @Laura_R_Scott
Content Review• Performance• Rankings• Clicks • Conversions• Duplication
![Page 39: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/39.jpg)
#SMX #33A1 @Laura_R_Scott
Christmas Decor
Movie themed
ornamentsChristmas tree tinsel
Christmas tree skirts
Christmas tree
decorations
Content Strategy
![Page 40: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/40.jpg)
#SMX #33A1 @Laura_R_Scott
Competitive Analysis
VS.
![Page 41: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/41.jpg)
#SMX #33A1 @Laura_R_Scott
Competitive Analysis
VS.
![Page 42: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/42.jpg)
#SMX #33A1 @Laura_R_Scott
Current Performance
Content Strategy Focus?
KeywordRanking Terms
Ranking
Impressions
Clicks
Revenue
Target Keywords
Intent
Content Quality
Competitive Assessment
URL.com/holiday URL.com/christmas URL.com/thanksgiving URL.com/season URL.com/winter URL.com/spring
![Page 43: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/43.jpg)
#SMX #33A1 @Laura_R_Scott
Current Performance
Content Strategy Focus?
KeywordRanking Terms
Ranking
Impressions
Clicks
Revenue
Target Keywords
Intent
Content Quality
Competitive Assessment
URL.com/holiday URL.com/christmas URL.com/thanksgiving URL.com/season URL.com/winter URL.com/spring
![Page 44: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/44.jpg)
#SMX #33A1 @Laura_R_Scott
(Semi) Evergreen Seasonal Content• Recycle your pages• Update internal linking• Update on-page copy
![Page 45: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/45.jpg)
#SMX #33A1 @Laura_R_Scott
Inventory Management
![Page 46: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/46.jpg)
#SMX #33A1 @Laura_R_Scott
Inventory Management
Low stock
Out of stock
In stock
Low stock
Out of stock
In stock
![Page 47: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/47.jpg)
#SMX #33A1 @Laura_R_Scott
Temporarily out of stock. Expected to return May 7.
Temporarily Out of Stock
![Page 48: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/48.jpg)
#SMX #33A1 @Laura_R_Scott
Permanently Out of Stock
See ya! We’re not coming back
• 301 or 4XX• Popular page
suggestions• Internal
linking• Sitemap
![Page 49: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/49.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 50: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/50.jpg)
#SMX #33A1 @Laura_R_Scott
Linking Strategy
![Page 51: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/51.jpg)
#SMX #33A1 @Laura_R_Scott
Seasonal Linking Strategy
• Include prominent links to in-season content• Remove internal links to out of season content• Seasonal external linking strategy
![Page 52: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/52.jpg)
#SMX #33A1 @Laura_R_Scott
Mobile, Local & Speed
Food for Thought…
![Page 53: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/53.jpg)
#SMX #33A1 @Laura_R_Scott
Mobile/cross device
![Page 54: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/54.jpg)
#SMX #33A1 @Laura_R_Scott
Digital Marketing Report
![Page 55: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/55.jpg)
#SMX #33A1 @Laura_R_Scott
Ensure your mobile site is well-optimized: Fast site speed Intuitive content Mobile-friendly design Structured data Crawlability Proper signaling between mobile and desktop sitesNow might be the time to move to responsive design
SEO for E-commerce Playbook: Mobile
![Page 56: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/56.jpg)
#SMX #33A1 @Laura_R_Scott
Seasonal Micro-Moments
![Page 57: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/57.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 58: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/58.jpg)
#SMX #33A1 @Laura_R_Scott
Local
![Page 59: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/59.jpg)
#SMX #33A1 @Laura_R_Scott
SEO for E-Commerce Playbook: Local
NAP (Name, Address, Phone Number)
Alignment
Domain Optimization
Reputation and Customer Experience
Backlinks and Industry Specific listings
• Google My Business• Bing Places• Data Aggregation –
Local Listings Managemet (Ex: Moz Local, Yext, RIO, localeze, etc.)
• On-page optimizations
• Schema (store hours, events, geo-coordinates, offers, etc.)
• Reviews• Local content• Internal Linking
• Customer Reviews• Optimized images• Mobile: speed,
friendliness, apps
• Local backlinks• Complete industry
specific listings (ex: Yelp, Angie’s List, TripAdvisor, etc.)
![Page 60: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/60.jpg)
#SMX #33A1 @Laura_R_Scott
BOPIS
![Page 61: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/61.jpg)
#SMX #33A1 @Laura_R_Scott
![Page 62: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/62.jpg)
#SMX #33A1 @Laura_R_Scott
Track & Measure Performance
![Page 63: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/63.jpg)
#SMX #33A1 @Laura_R_Scott
Track & Measure Performance• Establish a baseline• Track overall growth
and specific seasonal/holiday targets
• Evaluate & Improve
![Page 64: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/64.jpg)
#SMX #33A1 @Laura_R_Scott
Last Minute Marketers
![Page 65: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/65.jpg)
#SMX #33A1 @Laura_R_Scott
Keywords • What are you already converting for? • What do you want to target? Content • What do you have? • What do you need? Linking • Can customers find your content?
Last Minute Marketers
![Page 66: Tis The Season: SEO For Annual Events By Laura Scott](https://reader038.vdocuments.us/reader038/viewer/2022110219/58e4aa131a28abbb038b5257/html5/thumbnails/66.jpg)
#SMX #33A1 @Laura_R_Scott
Thanks!@Laura_R_Scott