E-tailers, SEO essentials to prepare for the holiday season

Three quarters (76%) of UK consumers plan to do at least half their Christmas shopping online in 2015*. Yet again consumers will be turning to the Internet for the Christmas period and the January sales. It’s therefore time for online businesses to review their SEO strategy. SEO Manager Rémi Bacha discusses must-have SEO strategies.

A meticulous SEO strategy is vital if an online business wants to improve its search engine ranking and attract the largest amount of potential customers.

Essential SEO strategies

Ideally you should start by doing an inventory of the indexing of your site’s pages. You can do this easily by typing the command “site: mysite” into Google. This will give you a summary of all of the pages on your website which have been indexed by Google and you can check that the pages which you want to optimise can really be found on Google.

Each page on the web has a history (creation date, number of links, position acquired since creation). It is best to capitalise and focus your SEO efforts on pages which have a strong history.

It is in the interest of any online business to help search engines find the pages that they want to highlight by improving the internal networking of their site with links that make sense to search engines and Internet users alike.

Google AdWords is a valuable tool, which uses keyword research to monitor trends, predicts how they will change by analysing seasonality and finds new opportunities to attract traffic to your site.

Given that 57% of Internet users think that a site should load in less than 3 seconds**, website performance is vital. Especially considering that pogo-sticking (when the searcher clicks on a link on a SERP, sees that it’s not what she is looking for, and immediately goes back to searching) is now one of the criteria that Google assesses. Businesses should optimise their site’s loading time by making sure that their infrastructure can cope with an influx of visitors, and by trying out a number of SEO tools like Webpagetest or GTmetrix.

Finally, Google’s algorithm now requires websites to be Mobile Friendly. It’s better to make sure that your site’s composition has been adapted, so that mobiles and tablets can navigate it. You can use Google’s compatibility test to investigate this. To find out more, read [url="https://www.ovh.co.uk/news/a1733.seo-connected-objects"]Rémi Bacha's expert advice on connected objects.

* [url="http://edelivery.net/2015/09/three-quarters-of-uk-consumers-will-do-half-their-christmas-shopping-online"[/url]