How to prepare a site for New Year's sales

New Year's holiday excitement should be used to the maximum. But in order to succeed, you need to work in two directions: check the technical readiness of the site and conduct optimization.

Vitaliy Tsud, CEO of SEO-studio.ua, told the League No edition what methods will most effectively achieve this. We offer the most useful of this material.

Freezing site code

Define the period after which you cannot make changes to the code. If a code error is found during the holiday season, this can significantly reduce the number of conversions, and it will be impossible to quickly fix the problem. Forced pause in the site will give a signal to search engines that the site is under construction. This will negatively affect the positions in the search results.

Make New Year and Christmas URLs

For SEO, your URLs are important. Pages that are created specifically for the New Year promotion, inspire confidence among both search engines and users.

The site should be ready for traffic growth

You need to check the adaptability of the site to mobile devices, the simplicity of the interface and download speed. At the stage of preparation for the holidays, check the site loading speed (Pingdom.com) and its performance. In order to avoid a decrease in speed, it is advisable to take a more advanced hosting tariff for the holiday period.

Indexing Check

Check for duplicate pages, how the site is generally indexed. Most online stores do not delete pages with goods that are not in stock. Most likely, search engines will remove such pages from the general index. Therefore, if you plan to sell these products during the holiday season, prepare their pages in advance for indexing.

New Year Search Engine Marketing

Do not forget to notify about your promotional offers: indicate the date and time of the start of the action, put on the website pages a counter for the countdown of the time remaining until the end of the New Year offer.

Use last year’s New Year page

It is impractical to create a new page for the holidays if you have last year's indexed page. Update the content, check the relevance of the terms and product categories. Thus, you will not only keep the rating of your New Year’s page, but will also increase it from year to year.

New Year Keyword Analysis

Keyword analysis needs to be done regularly; in a festive shopping rush, this is even more relevant. Based on the relevant holiday requests received (preferably keywords and phrases with “long tails”), analyze your site: do you have landing pages that match them.

Use the experience of past years

Study analytics again. What products did you buy the most in past years? Complete the landing pages with high-quality and useful reviews in these categories, activate the collection of reviews, add micro-markup.

Deploy Advanced Snippets

Snippet is a short description of a page in search results. Its task is to stimulate the user to go to the page. Come up with holiday, creative, original snippets and symbols - this will attract the attention of potential buyers.