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Christmas SEO. What to change and why

9:15 am on Dec 12, 2011 (gmt 0)

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joined:June 7, 2011
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Hi all,
This morning I sat down at my desk, logged into Analytics and saw that the seasonal decline in visits to our site(s) is on the decline, massively. A quick comparison with last year's stats and cross referencing stats from Google as well as checking positions is SERPs shows that there's no Pandas lurking, it's just the seasonal effect.

At present I'm writing and implementing a strategy on the fly to try and get the most out of the seasonal change.

I'm thinking that because of the niche we are in, even if we got 1000 more P1 positions in Google, we're not going to see too much of a dramatic increase.

What about Facebook? Our Facebook page is live and we're firing on all cylinders with about 4,000 likes (not too bad for our size)

We've got Press releases, articles and more going out on a daily basis, but these all reflect back on SERPs, which I feel we need to stay away from.

I was wondering what you thought might be a couple of quick wins that we could implement (or anyone in fact) to arrest the decline in organic traffic.

Should PPC be turned off over Christmas?
Maybe run a couple of competitions?
Create a micro site and brand it for the parent site. Maybe an advent calendar for competitions?
We could use our expertese in the field to give away services and push on social channels.

Anyway, these are just a few ideas, I wondered what you thought were a couple more to re-target for Christmas traffic.
7:44 am on Dec 17, 2011 (gmt 0)

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WebmasterWorld Administrator robert_charlton is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

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votes: 411

Should PPC be turned off over Christmas?

In my experience, if you have high organic rankings, it's a mistake to turn off PPC. Studies suggest a symbiotic relationship between high organic and PPC listings on the same results page.... ie, high positions in both can enhance click-throughs in both. I've felt that traffic does indeed work this way.

That said, the seasonal effect you're seeing might override everything. If traffic drop-off over the holidays is natural in your niche (as it might be, say, in a B2B site), perhaps there's no point in trying to increase search traffic, either paid or organic or both. If your impression data is lower, then it's likely that traffic is going to be lower too.

If it's a question of wanting higher search position, dropping PPC should not affect your organic rankings.