When the sales period comes, e-merchants prepare their products, look at their stock and imagine the marketing campaign that will accompany this event. The sales period is an opportunity not to be missed to see your sales take off!
You have to put in place good strategies and follow the good SEO practices: this often-neglected aspect is essential for an e-commerce! In this article, we will discuss the measures to implement in an SEO strategy capable of boosting your traffic and sales during the sales period.
1. Focus on Long Tail Queries
We consider the keywords as the starting point of any SEO strategy. Balances generate a spike in search engine queries and the first step is to analyse those queries for your industry.
Of course, the e-commerce giants trust the main requests such as “high tech sales”, “smartphone sales” … but there is always the long tail!
The key words around the sales will mainly look like “Sales + Brand”, “Sales + Product” or even “Sales + Theme”.
Remember to stay in the lexical field related to the products you sell!
Here are some tools to help you find keywords:
a. Search Console
If you already have sales pages on your site, you’ll start by retrieving information from Search Console.
In the “Coverage” tab, select a period of 16 months to display data covering the last 2-3 sales periods in order to collect as much information as possible. Finally, filter the queries containing the word “balance” or “balances”.
b. Google Suggest
By typing in the search bar and analysing what Google suggests, you can pick up a lot of keywords. Then, for each letter you type, words that you might not have thought of are also displayed.
c. Google Trends
Google Trends is another tool from Google that helps analyse searches and trends. It is easy to identify if there is a strong demand during the sales period thanks to this tool.
d. Keyword Magic Tool
With the Keyword Magic Tool, from SEMrush, you will find the keywords related to sales in your theme. By using this tool, one can identify “long tail” requests related to balances.
e. Internal Search Engine
It is quite possible that during the last sales, visitors directly typed in your search bar the various sale products they were looking for. By analysing the results on the dates of the sales, you will discover what Internet users have come to look for on your site.
2. Create Special Sales Pages
Now that you know the keywords you want to rank for, you can create the pages, or optimize them if they already exist. For the most contested requests, it will be necessary to create semantically solid pages, with optimized content. You will need an efficient internal mesh, and a consistent product classification.
For less competitive or very precise requests, you can only optimize the native pages of your e-commerce site: often this is enough to position you since the competition does not necessarily work on the long tail.