Black Friday, Cyber Monday, Christmas, Boxing Day, and all the other holiday shopping days are not too far away. Really. Black Friday is just over 90 days away as of this writing.
If you have a client or business dependent on the seasonal end-of-year holidays for revenue, there are a few reasons why you should already be actively preparing your SEO campaigns for the holiday season:
- It can take eight weeks (or more) to index a page, if it gets indexed at all.
- Creating or updating related content can take time to write and approve.
- Consumers are being more intentional about purchases and researching more.
Preparing for the seasonal sale period, particularly if you have technical optimizations you want or need to implement to remain competitive, should ideally start in the first quarter of the year.
Starting in the third quarter will already be a bit of a sprint to the finish line, but it is doable.
Indexing
New pages can take time to show up in Google’s index, and we know this.
Logically, that also extends to pages that have been bounced between live and 404’d or 302’d for long periods of time.
This often happens with seasonal pages, if there’s nobody to advise otherwise.
In those instances, the state of the page has changed, and it takes Google time to reconcile that. (Remember, Google has said they’ll go back and check 404 pages regularly before delisting the page).
While many pages get indexed in a week or less, we want to be conservative and assume the worst – eight...
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