Soon the New Year and Christmas and it’s time to pump up your SEO to earn money in the season and outpace the competition. How? Tell us more! We have prepared a step-by-step checklist, which we need to do in order to increase sales by the end of the month and go up in search.

Step 1: Check your SEO

How well is your site optimized? After fixing a few technical errors, you will go up in search and as a result, you will attract traffic.

Set up scanning speed and page limits. For weak sites set a small speed, but most modern domains will be suitable for Middle or Max settings.

When you finish scanning, see the SDO score. It shows the percentage of optimization of the site. It’s useful to use eCommerce dashboard to Instantly see what’s going on with your sales

Step 2: Write down holiday Title and Description

Preparing for New Year’s holidays, people often face three problems:

  • What can I get you?
  • How to choose?
  • Where is it cheaper to buy?

If you close these three questions in your snippet, the potential customer is likely to follow your link.

For example, I want to give my son a gift. I know that he is fond of Lego. But there is a lot of Lego now and it is difficult for me to choose the right set. There are City, Technic, Duplo series, special, classic and creative sets. And also at the end of December, discounts, promotions and festive mood.

What to do?

Title and Description are meta tags that together form a snippet. The snippets consist of an organic issue in search.

You already know your technical mistakes and instead of just fixing the meta-tags, completely rewrite them for holiday requests.

How to draw up a title:

Write down all the most important things in 65 characters or 600 pixels. If the title is longer, it will be cut in the most unpleasant place.

Write your keywords in the beginning, don’t forget to say about New Year’s promotions and discounts.

  • Do not duplicate keywords.
  • Do not list the entire range, tell about one product or category.
  • Do not write in the UPPER REGISTER.
  • All words should be agreed between yourselves.

How to make a description:

  • No more than 300 characters, optimally 170-290.
  • Keywords in the first half of the text.

Step 3: Fix the headings

For large online stores, prescribing all the headings is problematic, so start with the popular product cards. Make the headings h1 attractive, corresponding to the festive theme and the mood of the site.

See what pages bring the most traffic. To do this, open Serpstat and go to the tool Domain Analysis, SEO-analysis. Select the report Pages-Leaders. Sort the Potential Traffic report. The top will have the most traffic pages.

How to arrange h1:

One h1 header per page. If there will be more, get sanctions from search engines.

H1 does not duplicate Title. Although the headers are similar in meaning, they perform different tasks. The title attracts you to the page, and h1 – stimulates you to study it.

Readability. H1 – this is the first, after the title and desktop, which analyzes the search robot when it goes to the page. But the title is necessary for a person, not a search robot, so it must be humane and understandable.

Write in the title no more than 1-2 key phrases.

Step 4: Update the design

Once you’ve attracted potential clients, they need to be held. To do this, add thematic images, promotions, and texts.

Transform your site for the holidays. New Year’s banners create a festive mood among buyers and increase their involvement.

Add holiday articles and categories

Like the advice block: “What to present…” Write several thematic articles depending on different age groups, professions, etc. For a children’s toy shop, you can write an article on “New Year’s gifts for children under 3 years of age”. In the article add links to toys so that the customer can make a purchase right away.

Update profile design in social networks

Social media is a great source of traffic. Optimizing the profile for the holiday themes, you can involve the client at a stage when he only has a desire to buy.

Just posting product cards on social networks is a bad strategy. Most cards are standard images that show the product but do not carry an emotional message. During the holidays such posts look boring.

So think about festive design for your social networks.


To generate UGC and increase your engagement.

UGC is content that users create themselves. For example, comments under a product card in an online store or a review on a Facebook page.

User-generated content helps to use the social evidence mechanism. For example, from two similar smartphones, I will choose the one under which more positive comments are made. This is how social proof works.

Step 5: Customize contextual advertising for holiday requests

Contextual advertising is one of the fastest ways to attract new customers. In contrast to the slowly changing SEO, you can get results in PPC right away.

  1. Tell us about seasonal promotions and discounts

Create new ads for holiday requests and special offers.

  1. Optimize your ads by clicking

When you think through the text of the ad, set it up for holiday requests. Make sure that it fully reflects the request and the content of the landing page.


Write the relevant keywords at the beginning of the announcement. Instead of just using one keyphrase, set up dynamic keyword insertion. Combine several similar phrases into a single category so that AdWords will substitute the one that responds most to the user’s request.