At Christmas 'Delivery' Should Be A Key SEO Target

Just reading through Hitwise's report on the impact that last delivery dates have for Christmas and it makes interesting reading.

For my Wii site I went through and added all the variations I could think of when peopel were searchign for that term. But for my Valentines Day site I just couldn't be bothered. But I'm sure works just the same way when us blokes forget the big events!


It really does prove that if you've got a site targeted on Christmas or Valentine's Day that you should really have 'delivery' on your main pages - if not in the [title] tag.

The interesting fact is that you'll have to be creative, eBay was the site that recieved most traffic at Christmas with the word 'delivery' in the search string - and there were 348 seperate variations!!

But it was their analysis around the impact that having a later last delivery date has on the traffic for those days. It may seem obvious, but there does appear that people visit the sites earlier, don't buy (enough), remember and come back to buy (or for more).

Another interesting point is that as we get closer to the big day, users visit the sites of highstreet retailers because they'll get the products they want. And I would agree that these are the bargain hunters and not necessarily the 'last-minute' shoppers. It would be interesting to have a look at how the nature of terms over the period. Are people adding 'bargains', 'sale', 'discounts' and 'offers' to their 'delivery' keywords?

But anyway - if you do have Christmas sites, then think about the 'delivery' keywords to go with your other SEO efforts.

Update: I've been working on my blog about cheap Christmas presents and bloody forgot to add "delivery" as a target term! Doh. I'm going to have to build it in somehow!