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Search and the ecommerce holiday season: Capturing key moments that matter

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Search is not static – people don’t consume media in silos – and those consumers demand answers and content in an instant. Customers want information how they want it, wherever they are, in formats that delight — and they want it immediately.

This is especially true during the holiday season where SEO powers insights on consumer intent, behavior and trends across all digital channels.

If the analysts are right, the 2019 holiday shopping season will be one of the biggest in recent memory: 13% YoY growth for U.S. digital revenue ($136B sales[1]) and 15% YoY growth for global digital revenue ($768B sales). And, while the season extends through the end of the year, a full 50% of all sales will be completed by December 6th – the last day of Cyber Week.

With so much shopping concentrated around the start of the holiday selling season – Black Friday through Cyber Week – there’s a lot of pressure on marketers to get the product, promotion and channel mix right ahead of time.

Most guidance on optimizing the search and digital marketing mix revolves – correctly – around the analysis and preparation you should be doing in advance of the shopping season, especially where SEO is concerned.

BrightEdge’s research found that SEO practitioners are using an average of six tools cobbled together and four-hours a day on research[2], reporting, and analysis. With half the day of an SEO practitioner spent on research, reporting, and analysis, it can be hard to find the time to actually make SEO changes and drive strategy over reactionary holiday periods.

Today, preparation and real-time marketing go hand-in-hand – especially when we think about voice, visual and vertical aspects of enterprise SEO.

Holiday seasons and real-time insights

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