How to Optimise Your Website for the New Year Sales

How to Optimise Your Website for the New Year Sales

Retail sales rose this autumn, driven by a particular rise in spending on toys and clothes, as some feared a potential shortage of goods due to supply-chain issues. However, more recently, shoppers have pulled back from Britain’s high streets, amid concerns over the Omicron variant of the coronavirus.

Latest figures showed that the usual surge of festive footfall in the crucial final weekend before Christmas did not materialise this year. That means online spending is likely to be particularly vital to retail when the time comes for the January sales. Equally, e-commerce SEO will be of paramount importance.

Here are some tips for optimising your website, so that you target queries to align with your customers’ intent:

  • Concentrate on researching your keywords

You can use a number of third-party keyword search tools. However, equally, review the Search Engine Results Pages (SERPs) manually to identify which keywords best match the product’s intent. The information you find will help determine the SEO strategy for your January sales. Get it right and you will meet the needs of both customers and the major search engines.

You could decide to have a dedicated landing page optimised for your sales products and call it January sales or deals and have it active from Boxing Day until around January 5.

  • Draw up a supporting strategy for your content

Identify products for your sale and create blog posts or a guide for buyers to these specific items. This kind of product-based content means you can use internal links across this content, stimulating buyer interest and encouraging traffic to those product web pages. Try and have it written by an industry expert or insider and link to their bio or author page, to boost credibility.

With product pages, try and include videos, 360 ° images and unique, highly specific information about your products.

  • Optimising title tags

A title tag is the HTML code tag which allows you to give a web page a title. In terms of SEO organic ranking, they’re very important. Keep to 60 characters, targeting a keyword or two plus your brand name if you can. Using dynamic title tags gets rid of the manual aspect and within your content management system or CMS, you can typically customise the way they generate.

  • EAT signals

Search engines want to give searchers the most relevant and useful results. Their algorithms try to understand the domain quality of each website, and to do this Google uses EAT – or Expertise, Authority and Trust. Search engines will scrutinise e-commerce websites especially carefully, as people are spending money there. In turn, you can send signals for EAT which the search engines pick up on, for example by having product-specific customer reviews on the relevant product pages. Additionally, have up-to-date Contact Us and About Us pages. Another tip is to have contact info in the footer, making it easier for customers to get in touch with your business.

Implement the above, along with the usual SEO basics and you will be in prime position to maximise your profits during January sales time. Talk to us whatever your industry or business size and whether or not you’re already a Front Page customer. With our SEO expertise across a huge range of sectors, we’re ideally placed to help.