The British calendar has a number of dates and national holidays that are considered to be some of the important dates in a year for each person. As a result of these dates being so important to your consumers, they start to prepare for these well in advance; to order or buy products for the special day. This means that they have time on their hands before the event, so they no longer have to go the shops the day before. This means they can take their time and order the right product for their occasion online well in advance without leaving their home. This could be a range of products, from ordering a bike for their summer holiday, to a gazebo for the party they are holding on bank holiday Monday.
This is why it is important that any company knows what holidays relate to their business, and plan how they are going to attack the shopping of their customers for that event. This could be with marketing campaigns both offline and online depending on what business model you are operating and which channel you would like to push. It is claimed that 2012 is going to be the year of the mobile and the true birth of the digital revolution, meaning that this is a channel that companies both large and small cannot afford to ignore when planning their marketing strategy. With the trend moving more towards digital shopping it is important that your company has a full online marketing strategy in place so you can move with the market. A major part to any online strategy is making sure that your website is as visible as possible in Google natural search results.
This will involve you performing advanced keyword research around your keywords plus a holiday event handler attached; for example if you are in the travel market a person may search for bank holiday Monday holidays or half term holidays. Be careful as the keyword results may show low volume if you are out of season, so it is important that you still target these keywords as people will be searching for these keywords near the event. SEO is not about simply targeting the keyword a month before it is about making sure that you are targeting the keyword at least six months in advance, so that you are ranking for the keyword when the event comes around.
The best way to target these keywords is to create unique landing pages around each term to make sure that you are targeting different variations of the keyword and not just valentines gifts when you can rank more highly for valentines gifts men. This type of SEO is known as longer tail SEO keyword targeting as this will return the best results in the short term as it less competitive. As well as targeting the right keywords you need to make sure that your website is set up correctly with target title tags, headers and keyword rich content. If you target the right keywords and get the right mix of SEO your website will return high ROI for what you have invested.