How to use SEO for big ROI during back-to-school and other sales events – Info Marketing

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).

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Karen is the SEO Director for Ayima Canada. With over 14 years of digital experience, she has been growing companies’ online market share by bridging gaps and leveraging the relationships of a multi-channel strategy. While working on clients big and small for all industries across North America and internationally, her approach to e-commerce, visualizing site data and marrying to analytics, has helped develop unique and profitable strategies. She’s been brought in as an event speaker and a guest teacher to several Canadian universities to share her knowledge on both SEM and SEO to our future generations. Several years ago, she joined Best Buy Canada’s e-commerce team to later develop their in-house SEO department. Today, working for a global digital agency, Karen has been leading e-commerce site strategies and educating both internal teams and clients on successfully competing online. Her long-standing passion for the digital industry ensures she’s never left a rock unturned. Every detail is accounted for and analyzed — much to some people’s annoyance and great appreciation!