How to use SEO for big ROI during back-to-school and other sales events
Contributor Karen Bone reviews how to use SEO and content campaigns to boost revenue before, during and after major sales events.
While many of us enjoy longer vacations and sunshine during the summer, major retailers spend the warmer months getting ready for the biggest sales events of the year. In fact, many retailers will report more than 50 percent of their annual profits from a single sales event during the coming fall months.
In 2016, Alibaba’s Singles Day grossed $17.8 billion in 24 hours, and that figure rose to $25.3 billion in 2017:
In the United States, Black Friday and Cyber Monday 2016 sales combinedbrought in $6.79 billion:
These events kick off with Labor Day sales (back to school), which is just around the corner, and end with the holiday shopping season.
With online merchandise selling out in seconds and competitive price wars getting exceedingly high, it’s no wonder retailers utilize summer months to prepare for eager shoppers.
While retailers are focusing on campaigns, commercials, margins and inventory, what can a search engine optimization specialist (SEO) do to help a client’s bottom line? How do we create a competitive advantage over other retailers for these specific sales events?
To start, your SEO strategy should consist of two main themes: team communications and classic SEO tactics (content and links).