How to Get Best SEO Traffic for you Diwali Campaign? Case study for e-commerce SEO

1. As soon as the holiday (Diwali) season comes up, heavy discounts and offers
starts doing round over Internet, TV, mall and offline stores. To standout in the
flood of digital marketing campaigns, here we bring some essential points to keep
in mind
HOW TO PLAN A BRILLIANT DIWALI/HOLIDAY SEO CAMPAIGN

2. To come out with desired results, it is important to plan your campaign well in advance.
It’s better to start off at least 90 days prior to D-Day (Diwali).
CAMPAIGN PLANNING
90
Days
Campaign
Planning
Campaign
Kick-off
Analysis &
Recommen
dation
Changes
Implementa
tion
Measuring
Results/RO
I

3. To start off with planning and
designing a cost effective online
campaign, SEO is the way to
begin with.
Search Engine Optimization is the
only way, which would not require
any major investments or capital
like Paid marketing to start
promoting business offers in search
results.
CAMPAIGN SELECTION &
DESIGINING

4. SEO demands time and
simultaneous efforts in all
corners like technical
issues, content, user
experience, design etc.
So, if you are thinking to
push out your brand and
its offers organically, then
get ready to work on all
corners parallelly.
STARTING OFF WITH SEO

5.  Increasing the visibility of
client’s offer page in organic
search results for queries
related to festive season gifts,
Diwali gifts & other generic
queries pertaining to festive
offers on FMCG category
goods.
 Driving organic traffic to client
website offer page specifically
looking for Diwali offers and
gifts from FMCG category.
WHAT WAS OUR TARGET (GOAL)?

6. Identify & Target Specific Interest Audience –
It’s important to first identify the audience and its
and its search behaviour and then target them.
them.
 Do thorough research of previous year
festive/holiday season search trends and queries.
queries.
 Modify content, meta data & platform design
accordingly.
WHAT & HOW WE DID IT?
Contd. Next

7. FESTIVE SEASON & SEARCH TRENDS
Festive season & search trends
share a strong bond. Consumers
search behaviour tend to shift
from usual product searches to
deals/offers related to product
they desire to buy.
Similarly, the trend of gift product
searches also starts pushing in.
A large hike in search
trend is seen for
certain brand as well
as occasion based
queries in festive
month.

8. 12 MONTHS SEARCH TRENDS SEASONALITY
12 months search trend seasonality showing dynamic hike in search
volume around festive months.

9. Tweaking Offers Landing Page –
The best way to win in the game of festive
of festive season campaign is to stick
stick with our evergreen offer page and
and tweak the landing page to sync up
sync up festive season queries &
business goals.
WHAT & HOW WE DID IT?
Contd. Next
 Tweaks in designing and content update as
per the upcoming festival/holiday season.
 Leverage rankings as well as relevant traffic
with the help of long built “offers” page
authority over time.
Don’t Forget the User Experience
–
 Page Speed
 Page Layout

10. Leveraging Traffic – Apart from holiday/festival offer landing page,
it’s important to look for smart ways and spots to leverage the traffic,
we’re already receiving through SEO.
 Identify the landing page which acquires maximum organic traffic.
 For our client, it was the homepage, the best place to advertise
the festival offer page to the established audience base with
attractive banners, buttons and navigational links.
WHAT & HOW WE DID IT?

11.  Post majority of
implementations in the month
of August, Spencer’s website
organic traffic saw a whopping
growth of 102.73%in the
month of October.
 The promo offers landing page
consisting Diwali offers was
the second highest organic
traffic contributor to the
website.
RESULTS
Organic Traffic Growth in
Oct’16
102.73%

12.  Keyword/search terms strategies is the key player for a successful festive SEO
campaign. Thorough analysis of previous year’s best and most relevant festive search
terms targeted, GA (Google Analytics) page conversion, traffic and keywords data served
as an insightful starting point for organic strategy.
 Sticking to the evergreen offers landing page for festival/holiday season helped in
achieving rankings swiftly within expected timeframe due to page authority and legacy
factor.
 Seasonal content update on offers as well as on other potential areas brought the
festive appeal for the audience. Also, the refreshed content served as new food for
search bots and helped in uplifting the business visibility in organic search results.
KEY TAKEAWAYS

13. THANK YOU
Contact:
https://www.linkedin.com/in/anilkumarsingh/
https://twitter.com/anilkumarsingh