Retail companies looking to maximise their search engine marketing techniques this Christmas should be optimising their content for holiday shoppers, according to one SEO expert.
Alex Cohen, writing for Search Engine Watch, has highlighted a few key variations in the market at this time of year that could affect a company's performance in pay per click results.
Because gift buyers may well be looking for specific products, branded keywords rather than generic ones are especially important, he says.
Mr Cohen points out that as they are unique, "they get high click-through rates, usually have a lower cost per click and generate a higher return on investment".
Utilising Google's ad parameters effectively is also a key strategy as it will allow an ad to appear more relevant to a user's enquiry, he continues.
According to a report by the Interactive Media Retail Group, UK consumers spent over £5 billion online in November 2009 and this year Mr Cohen expects competition in the market to be tough as advertisers become "increasingly aggressive".
As the sector gears up for its busiest time of year, Mr Cohen reminded businesses that the ability to answer specific queries will be the key to success.
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