Santa’s Got a Brand New Bag

Jonti BollesSchipul – The Web Marketing Companyjbolles@schipul.com

Seasonal SEM^

Your Seasonal SEM Goody Bag

• History repeats itself• What’s your holiday?• Optimize + maximize• Sweet smell of success

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December Holiday Planning

History Repeats Itself - Mostly

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Source: Google Insights

How Does Your Market Shop?

Source: Google Insightshttp://www.flickr.com/photos/85853333@N00/2949007270//

Q3 / Q4 Critical Trends

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September - You are here.Holidays & Events:• Labor Day• Back-to-School• Fall/Winter sports sales• Fall Apparel Sales begin• Moving Season• Auto Model Year End• National Preparedness• Sept. 16th – Mayflower Set

Sail. • Hispanic Heritage Month

Prep For:• Halloween• National Breast Cancer

Awareness Month• National Diabetes Month• B2C Holiday Bump (online

research begins)• Retail Holiday Campaigns• Oktoberfest• Thanksgiving

Industry Events: TechCrunch50, IS-Conference

Christmas is Easy-Peasy

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• Cyber Monday• Free Shipping• Discounts, Coupons, Gift Certificates• Top Ten Gift Lists, Gifts for Her• Open House

How Early is Too Early?

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Shopping Not for Everyone

Source: Google Insights

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• Low Points of seasonal trends• Editorial Calendar• Ad Planning • Copy Writing

Not Feeling the Spirit?

What’s Your Holiday?

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Make your own holiday!

1st Quarter budgets

Fashion Week Hatch chile harvest Back-to-school Tulip bloom time

Tax rebate time SXSW Festival Flu season

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Optimize + Maximize• Audit Your Channels• Optimize Keyphrases• Social Media Drivers• Track the Topics

Simple - No #Fail

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• Test Contact forms• Test Commerce Carts / Scale• Test Coupon Codes• Look for 404 Errors• Most active pages link to new

holiday traffic pages

The Keyword On the Street

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Meta – Receive the Gifts

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Mardi Gras and Tail Gating

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• Edit Navigation• Reorganize

Internal Links• Place Graphics /

Actions

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SEO Pirate For a Day

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Online Ad Campaign• Consider a promotional

keyphrase in the Title• Use discount amount or pricing

when available• Raise budget at peak times,

but start early to test phrases and conversions.

‘The Cutest Animal in the World’

goes multi-channel!

Video Makes Things Fun(even Tax Day, sort of)

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• Inbound Links• Video Tagging• Complimentary Buzz

TheSweet Taste

of Success

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Measuring Conversions

• Online

• Offline

• Non-Line

• Natural Search Phrases, Social Media

• Phone from online, coupons

• Survey

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Benchmark - Average $$, drive higher sales.

After the Party

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• Time to clean up the place• Leave URL’s, but remove calls to action• Update content with thank you, new actions

Let’s Review

1. Track your patterns2. Pick Your Holiday3. SEO on & off page4. Measure Up

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Now I Feel Like Shopping!

Jonti Bolles

twitter.com/jontitwitter.com/semblog

Find this presentation here:www.slideshare.net/jonti

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