Improving your global holiday ecommerce plan that includes a strong ecommerce SEO strategy can be challenging, but it doesn’t need to be! We can help you improve your global ecommerce holiday strategy with these five tips.
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With the end of 2018 closing in, we’re reminded everywhere we look the holiday season is upon us. And for those of you in retail “holiday season” translates to “busy season.” As an increasing number of consumers take advantage of online shopping ‘tis the season to be thinking about your holiday ecommerce strategy, specifically search engine optimization (SEO) strategy and multilingual SEO.
Optimizing your ecommerce presence for your audience is crucial, but thinking globally and optimizing for your international audience is key. So, you may be thinking, “How do I prepare my ecommerce presence for global success?” Here are five helpful tips to get you on your merry way to ecommerce success during the holiday season!
1. Optimize for mobile
Where are your customers? Most likely, since over 36 percent of the world’s population owns and uses a smartphone (that’s over 2.5 billion people!) they are on their phones, connected to the nearest Wi-Fi, scrolling through various social media platforms and asking search engines, “What to get my significant other for Christmas?” And, within a few clicks they can check “holiday shopping” off their to-do list! The ease with which consumers can shop and buy online promotes connectivity to each other and more importantly, to your online presence.
Make sure your website and social media platforms are not only accessible, but optimized for mobile. Why you ask? Did you know Google even takes how quick your site loads (on mobile devices and desktop) into account when ranking results on the search engine results page (SERP)?
In fourth quarter 2017, mobile commerce (also known as mcommerce) purchases increased 40 percent from 2016, and that trend is expected to continue. The faster your website loads the more impressions and traffic you will receive and it increases the chances of keeping the user on your page longer. Hopefully, this leads to more mobile users traveling through the buyer journey, adding your product to their carts and finally, checking out and awaiting that glorious feeling of having your package delivered to their door in 5-7 business days.
2. Update your ecommerce SEO strategy
To enhance your mcommerce and ecommerce holiday presence even more during the “jolliest time of the year,” keyword your website for SEO. Choose strategic, specific holiday-themed keywords relevant to searchers and their search intent. If the keywords you choose are not relevant to the searcher, the chances of being on the first page are slim. And let’s be honest, how many people sift through multiple search engine results pages (SERPs) to find what they’re looking for? The answer, not many.
To avoid ranking on page two or lower, strategize specific holiday keywords that are important, searchable keywords, long tail keywords and questions. If you are struggling coming up with new ones or don’t have the time, use top-performing keywords from the year prior to predict success for this year.
For the best results, your long tail keywords – whether phrases or questions – should mimic the format or phrasing the searcher uses when typing or voicing their query into the search engine. Then, by placing these long tail keywords in your holiday-themed blogs or (temporarily) on product pages engines will see your content as relevant to those holiday searches and help increase your rank result. (Pro tip: Make sure your content and long tail keywords ARE relevant because users hate being tricked into clicks.)
Creating relevant keywords is not enough; proper placement throughout your content is just as paramount. Place your keywords in URLs, page titles, H1s, meta-descriptions and the body copy. Strategically placing your keywords will help your website rank higher on the SERP, driving more awareness, traffic and an increase in your mcommerce / ecommerce holiday sales.
3. Don’t forget holiday multilingual SEO ecommerce strategy
You may think you’re all set in terms of your holiday ecommerce strategy having just laid the foundation for a successful SEO strategy. But you’re a global company. If you ended your holiday marketing strategy here (as in basic SEO for your native audience) you are leaving out the entire rest of the world!
Take it a few steps further and evolve your holiday ecommerce SEO strategy by implementing multilingual SEO. Wondering how? We’ve got you covered!
After choosing your native-language keywords, ask your language service provider (LSP) to localize them into your desired target language(s) for multilingual SEO. This is not to be confused with simply translating your keywords. The keywords need to be adapted to how your target audience thinks and behaves online.
If your (long tail) keywords are just translated and not localized, then your digital global presence could drop all the way to page 100 of SERPs in your target regions. Yikes, no one wants that! Allow your global audience to find you, and your content, with multilingual SEO – you will be glad you did.
4. Think globally, act locally
What do we mean by thinking globally but acting locally? While it sounds like an oxymoron, it’s not! Thinking globally but acting locally is the perfect balance that makes up a “glocal” strategy.
Think large scale and don’t be afraid to dream big. However, since your goal is to reach different target markets around the world you should also think locally for each market. Reach your target markets strategically by speaking their language accurately with localized content. This will ensure your holiday ecommerce marketing strategies will help build trust with your global audiences.
5. Take advantage of all global shopping days
During the past few years, ecommerce global holiday spending statistics have increased sharply. In fact, Statista predicts a whopping 246.15 percent increase in worldwide ecommerce. And, while it is widely-known the U.S. ecommerce holiday season occurs November 1 to December 26, as a global company it is crucial to consider the cultural differences of your global audiences – including what, how and when they celebrate their holidays. Make sure you do your research to take advantage of key shopping days for all of your global target markets.
Implementing an ecommerce holiday plan with a strong SEO strategy = success
Optimizing your ecommerce holiday strategy for global success takes just a few key steps that we can help you with!
Consider optimizing your site for mobile success, updating your holiday keywords for a strong ecommerce SEO strategy, localizing holiday keywords for multilingual SEO, implementing a glocal strategy and taking advantage of all global shopping days. Implementing these tips for ecommerce holiday success will increase awareness, website traffic, consumer trust and overall revenue.
About the author
Sharon is Director of Marketing Solutions for Global Content & Language Solutions at AMPLEXOR International based in River Falls, Wisconsin, US. She has over 18 years’ experience in the language service industry across marketing and operations roles. Her passion is in creating and implementing solutions for different international companies in various multilingual disciplines from Onsite Search, Multilingual SEO, transcreation, web marketization, crowdsourcing to independent language review services. Sharon holds a BA in languages and an MBA in International Business and Marketing.