It’s almost October, so the holiday shopping season is gearing up. This means that you should cast a critical eye over your site now, to see what can be improved so you get found and earn as much as you can over the next few months.

The Yahoo Search Marketing blog offers “Holiday Search Marketing Strategies”, a post with some great tips, because online shopping is likely to be hot:

If you were to ask the Magic Eight Ball if 2007 is likely to be a good year for online retail, the answer might well be: “All signs point to yes.” According to comScore, online consumer spending grew 26 percent in 2006 to $24.4 billion. More than 80 percent of consumers did at least some shopping online (BizRate and Shop.org Holiday Mood Study 2006), and 50 percent of shoppers bought more stuff online in 2006 than 2005 (NielsenNetRatings research). It’s a pretty telling trend. (For what it’s worth, last year I did all of my holiday shopping online for the first time.)

Every page on your site is a landing page

As a copywriter, the best tip I can give you is to remember that every page of your site is a landing page. Make sure that all the information your customers need is on each page, and that each page provide useful links to the rest of your site.

When you’re advertising, use specific page links, don’t just provide the link to your home page. You must make sure your advertising is relevant (taking Google’s Quality Score guidelines into account), and doing so makes good business sense. Once a customer lands on your site, you don’t want to lose them.

Whether they buy or not is in your hands: give them everything they need to make the right decision.

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