Once a year, we celebrate our amazing mothers, and all the love, support and invaluable advice they give us. On the day itself, thousands of mums all over the UK receive Mother’s Day cards, flowers, chocolates and other gifts, and are often treated to a special lunch courtesy of their loved ones. This year, in the wake of the coronavirus it’s entirely possible that more people might take to online shops to purchase cards and gifts for their mums, so digital marketers need a solid mum-focused SEO plan in place in advance of the big day. Read on for our top 5 SEO tips for Mother’s Day.
Pick your keywords
We all know search trends change over time, so simply recycling last year’s keyword list would be a bad move. While keywords popular in previous years included ‘gifts for mum’, ‘buy mum a gift’ and ‘need a Mother’s Day present’, you should research new and alternative word combinations commonly used around Mother’s Day, such as ‘ideas’, ‘homemade’ and ‘wife’. Aside from using keyword tools, take to Twitter or other social media platforms to see what people are talking about online. What exactly will they be giving their mums this year? Has there been a rush of interest for a certain product or brand? Assessing this will give you key insights that will come in useful for your campaign.
Leave plenty of time
Once you have a solid keyword list, you’ll likely be feeling pretty confident. However, don’t fall into the trap of leaving it too late to launch. Although there will always be a last-minute rush for Mother’s Day gifts, a lot of people choose to shop in advance, so you’ll want to ensure these customers are caught in your net early on. Plan out your campaign carefully, make sure your landing pages are indexed in good time, and take a look at tools like Google Trends to get a rough idea when activity might kick off. It’s also good to have a Plan B – consumer habits aren’t always predictable and often other external factors come into play that could affect when people start shopping. For example, for Mother’s Day in 2018, sales in the UK weren’t as high as expected, due to heavy snowfall and freezing temperatures trapping potential shoppers indoors during the crucial months in the run-up to the day.
What are your competitors up to?
In 2019, it was estimated that Mother’s Day spending in the UK increased to £1.6 billion. With this in mind, you really can’t afford to miss out on such a significant opportunity to make some sales. By running a competitor audit and having a look at what your market competitors are doing for Mother’s Day can give you some really juicy intel for your own campaign. Combined with a great keyword list and a thorough campaign plan, competitor inspiration can be the cherry on top of your SEO campaign cake.
Links, links, links
Next, beef up your SEO campaign with some links, whether that’s internal or external. Check that your Mother’s Day page is well-linked internally so that it’s easy for users to find whilst on site. If you are able to add a link from the main navigation, even if just for the duration of the campaign, this can really help. For external links, consider adding influencer or publisher partnerships and digital PR to your campaign – especially if you are planning an event or new product launch centred around Mother’s Day. Valuable external links will raise the value of your site and give you more of that much sought-after link juice.
Save it for later
This last one’s important – don’t be tempted to remove your Mother’s Day pages after the event is over, as it’s better SEO practice to keep pages on-site. Instead, you can simply update and refresh the content for next year’s Mothering Sunday. People are apt to shop at random, and you never know – you might end up hooking some particularly late or early customers shopping for gifts for their mum by keeping your page online.
By following these 5 simple SEO tips, you should have no problem creating and launching a truly mum-believable campaign for Mother’s Day.