Today we will study a simple and seasonal case study: the key word “Christmas tree”. At the end of the year, the famous Christmas tree is one of the most sought-after products on the Internet. It is in fact a month and a half of intense activity during which producers of natural trees as well as resellers and manufacturers of artificial Christmas trees deploy all their resources in order to sell as many trees as possible.
Christmas tree, a SERP open to big fish
If we study in detail the search results for the topic on Qwant, we notice de facto that large distributors monopolize the majority of the search results. The same goes for Google and Bing, even if sporadically, on long-tail keywords, we see Pure Players sites from time to time.
How content and SEO influence positioning on the keyword “Christmas tree”
When it comes to content strategy, we feel lucky because people generally love looking at Christmas photos. It has become essential that we hone in on the warm nostalgia of Christmas.
To achieve this, we focus on working with bloggers, magazines and even major film productions to achieve content that encompasses the beautiful Christmas scenes that our customers admire. We then take the content and share it across our social media platforms and website. We will also use some of the imagery in retargeting ads.
After optimizing our visual content and presenting beautiful christmas trees, we make sure to achieve excellent SEO performance on the most important keywords. This includes optimizing all relevant fields – like product titles, descriptions and labels.
We have found that our customers are generally looking for niche seasonal products. For example, even for Christmas garlands, one of our main keywords is “pink Christmas garlands“.
We know we’ll perform better by focusing on keywords that match our broad product offering rather than a general term like “Christmas wreaths.” To ensure we stay on top of niche products or trends, each year we review our blogs and lists, allowing us to focus on the items we know will be important to us.
By combining our visual content with leading SEO performance in key terms, our customers see our company as the first choice for all things Christmas.
Choosing the right keywords
Timing is everything and even if brands are aware of seasonal SEO keywords and want to create landing pages/blog posts around these terms, waiting until November is too late. In general, search engines do not index pages correctly immediately (this depends on the authority of the website). This is why it is best to plan SEO around Christmas keywords.
- Create Christmas-specific landing pages
These are static pages that you need to create on your site based on terms related to the donation keywords that we will select in step 1 (“ask Qwant”). We need to identify a number of products on our site that we could combine into a single landing page based on the key term (for example, best Christmas tree for colleagues). Once these pages are created, they can be promoted and used as landing pages for PPC and email campaigns to boost keyphrase conversion.
- Create one or more blogs from the list of “best Christmas gifts
These blog posts are a lot of fun to produce and read. Once these pages are keyword optimized, they also have the potential to drive a substantial amount of targeted traffic to your website. Top-ranked blogs not only add value, but the format can be copied across different giveaway categories to drive a greater volume of shopping traffic.
