6 SEO tips to get your site ready for peak shopping season

With Black Friday, Boxing Day and New Year sales just around the corner, there’s not a lot of time to make huge improvements to the SEO of your website.

However, there are some quick fixes you can implement NOW to get your site ready for peak season!

1. Use Evergreen landing pages

If you start every New Year sale with a new url, the authority for that new url will have to start from scratch.

For example:


Instead of this, you should use the same url year after year and build its authority up over time:


You can then simply update the content within that page to match your sale

2. Build link authority

You can build up authority throughout the year back to your sales page url:

Jan – March: Retrospective reporting on sales profit figures – Now’s a great time to report on how well your sales went, any unusual products that sold out fast and overall figures for the previous year.

April – June: This is when national media titles start to think about putting together their Christmas gift guides, with events like ‘Christmas in July’ it pays to get prepared for the festive season early and reach out to journalists with your key Christmas products.

June – August: This is when digital media titles and bloggers will start to think about their Christmas gift guides, to stand out from the crowd it’s great to have a quirky product to push to create a story (Think Lidl Wine Advent Calendar)

Oct – Dec: Ride the hype! Journalists and bloggers love to talk about how crazy the sales season is going, be reactive and look for opportunities to comment on how the season’s sales are going.

 3. Check your internal links

Internal links are links within your site from one page to another. A page with lots of internal links pointing to it tells Google that it’s an important page on your website.

It’s a quick win to fix your internal linking structure and ensure your key sales page has the optimum link authority.

To do this you can use Google Search Console, a free tool from Google. This will show you how many links you have pointing to your key pages.

internal links

You can also use Google to search your own domain using your chosen keyword.

This will show you:

Which pages on your site Google thinks are relevant for that particular keyword
Which of the pages Google thinks is the most relevant to that keyword

Using this information you can then internally link to the pages that you believe Google should find more important.

search console

4. Optimise your site speed


People are impatient! You could lose out on a lot of sales during peak season if your site is slow. 53% of visits are abandoned if a mobile site takes longer than three seconds to load.

To improve your site speed there are some quick fixes you can make:

Upgrade your hosting

Make your files smaller/clean up your code

Test your pages outside of the office – most office wi-fi is very fast, so test your site on your mobile outside of the office to see how your site loads for real consumers.

Better site speed also results in improved rankings, as Google has a limited time to crawl your site. The quicker the pages can load, the more pages that can be indexed.

5. Get Secure

From October 2017, Google will notify users that a website isn’t secure if that website doesn’t have a HTTPs certificate and captures user data.

Data capture doesn’t just include taking bank details, but any function where the user types into a data box i.e a site search.

Without a HTTPS certificate, Google will display a warning message to users that your site may not be secure.

Obviously, for any e-commerce sites, this could have a detrimental effect on sales.

The good news is that the fix for this is very straightforward. A HTTPs certificate costs around £150 and any good developer will be able to implement the changes.

Check out our full checklist of how to migrate your site to HTTPS.

check list 2

6. Mobile first

Google has shifted its focus to rank pages by mobile first. In 2016, 56% of sales season queries were on mobile.

Check you are happy that the mobile version of your site is the one you want Google to see.

Design for the fat finger! Consider user experience. Is it easy to navigate? It is legible? Are the buttons clear? Etc.

David Ingram