This has been bugging me for months, and it’s time to blog about it.
Several months ago while reviewing some tips from a well known marketer, he said something that made my jaw drop. I was absolutely dumbfounded he said it, and my respect for him dropped quite a bit. What was said? “I don’t build specific holiday pages”.
At first I thought, surely this is a mistake! Can you actually build massive amounts of pages online without having at least a few holiday themed ones? He went on to say the traffic is only temporary, so he doesn’t even bother. He wants to put hard work into pages that are going to be good all year round. WOW, think of all the traffic he’s missing!
Now I have to say that YES it is “temporary”. You only get searches for the holiday when it’s NEAR the holiday (with the exception of Christmas - I see searches for my Christmas pages all year round, just not as much until November and December). I’m also NOT saying that the majority of your marketing should be done around holidays. It’s important to put forth the same effort all year round. Especially physical products - if you work hard all year, it’s going to pay off around the big shopping seasons.
That said, I have to put an emphasis on how very important holiday pages on your site are. I see it every single day on Idea Queen, and have been trying very hard to cover more holidays there. Sure it’s “temporary” traffic, BUT I get hoards of visitors the entire month before the holiday hits.
Now here’s the biggest reason I say holiday pages are a MUST - around big holidays, your “normal” traffic is going to drop, and on the “off season” your “normal” traffic is going to skyrocket. Here’s an example:
The month of October of course had a focus on Halloween. I have several pages on Idea Queen that focus on ideas for Halloween. Those pages accounted for over 2,500 unique visitors last month. That’s around 80 unique visitors per day - just for Halloween pages!
Now that we’re past Halloween, has the number of visitors dropped? Slightly, but not really that much. The recipe pages have now picked back up. In fact, yesterday’s visitor count was higher than the first few Sundays of October. So what visitors I lost in holiday pages people are not searching for anymore, I’ve gained in “normal” pages. The average surfer isn’t looking for holiday ideas this week, but looking for “everyday” ideas instead. Either way, I got ‘em. See how that works?
So yes is bugs me that a well known marketer says he doesn’t bother with holiday pages. For someone that’s suppose to know how to get massive amounts of traffic to his site, he’s sure missing out on large chunks of it. If you cover all the main holidays, guess what? That’s year round traffic. When one holiday ends, the searches for the next begins. “Normal” pages are going to pick up the slack in between. Which if you fail to have holiday pages, you are cutting your traffic in half for the entire year.
So what are you going to do? Are you going to listen to the guru and not bother, or cash in on those large chunks of traffic year round?  :wink: