By Ben Visee, Account Executive – Products
E-commerce continues to be the fastest growing area of retail. With numbers increasing to include at least one online touch point in all buying journeys, consumers are consistently showing retailers that they enjoy a detailed and engaging online shopping experience.
While e-commerce is crucial all year long, there is one time of year that drives more revenue than all the others – the holiday season. It is no secret that the holiday season can essentially make or break a business’ year. In fact, holiday shopping can account for up to 30% of some retailers’ annual sales.
Additionally, the past several years have shown us a major shift towards digital purchasing. As families were encouraged to avoid public spaces to reduce exposure to illness, those who were already shopping online increased their digital purchase volume and in person shoppers became familiar with remote commerce methods.
In 2016, more than half of consumers planned on doing their shopping in-store, while the 2021 data shows the paradigm has shifted, and more than half of consumers planned on shopping online for their gifts.
This trend is only expected to continue with more and more shopping being done online each day, and we see that reflected during the holiday season as well. The US Department of Commerce projects a 6.1% increase in 2022 holiday e-commerce sales. While that leap may seem somewhat modest, it equates to $12.9 billion.
With consumer behavior adapting to a digital-first environment, it is more important now than ever before to make sure that you are able to be found online this and every holiday season. Cyber Monday sells out pace Black Friday and online deals start before the holiday and end well after.
How to Take Advantage of the Digital Shift
The short answer is to be on page one.
The Keyword Experience Manager (KEM) tool from Sitation enables you and your team to take advantage of this shift to digital and allows your website to show up in the top-ranking positions on Google.
Being on the first page and as close to the number one spot as possible makes all the difference in drawing a significant portion of ever increasing digital traffic. More than 27% of Google clicks go to the number one position in an organic search. More exciting than that, moving up a single ranking position increases your clicks by 32%.
While these rankings are driven by a number of factors, SEO (Search Engine Optimization) is the primary factor within your control.
KEM’s approach to SEO helps you visualize where and how to identify areas of opportunity and execute a strategy to get the keywords most relevant to your business into the top-ranking positions. This taxonomy based approach uses your own company’s product/service hierarchy to structure a workflow for relevant and specific keywords to improve the efficiency and effectiveness of the SEO methods and remove a lot of unnecessary keyword research, ultimately streamlining the process as a whole.
This unique method allows for quick and dynamic SEO changes to make sure you are getting the most out of this holiday season. If you are interested in learning what the KEM tool can do for you and your business this holiday season, please contact us as we’d be happy to meet.