As we head towards the end of the year, gifting is on everybody’s mind. From Black Friday to the holidays, sales are ramping up and exclusive deals are to be found across the retail landscape.
In stores, temporary sale sections can be built to capture seasonal demand and showcase gifting products before they’re taken down in January and stored away for the next season. The same thing can be said about your beauty website.
In this article, we’ll talk through temporary landing pages, and how they can benefit your beauty brand during key shopping periods. We’ll discuss how to use temporary landing pages correctly, when to upload them, and how to maintain them for best effect.
Temporary VS Permanent Landing Pages
Landing pages are the various digital touchpoints that your website visitors use to navigate your brand, products, and content.
There are some pages that will remain pretty consistent during your website’s lifetime without substantial changes. These will include pages such as ‘Contact us’, Privacy Policies, Terms and Conditions.
Yet most others are more dynamic and likely to be refined over time with proper optimisation and aesthetic tweaks in order to improve user experience, grow search visibility and optimise conversion rates.
You can learn more about developing highly optimised product pages here: SEO For E-Commerce Product Pages- The Do’s And Don’ts
However, what if these pages aren’t created with seasonal search demand in mind? After all, people make thousands of Black Friday-related searches for beauty products every year – with most of those searches predictably starting in November.
There’s a choice to make for your SEO strategy. You want to target the thousands of people searching around Black Friday, but do you:
a) Take an existing landing page and optimise that for seasonal terms?
b) Create a temporary page specifically for that search intent?
We believe option B is the best. Here’s why:
Why Use Temporary Landing Pages?
There are a few key reasons why we think temporary landing pages are so powerful:
1. Refining Page Purpose Across the Site
Every eCommerce site will have many dozens of existing landing pages, some of which you could feasibly tweak to suit the intent of your temporary landing page.
However, while you could spend a bunch of time optimising the closest-relevancy page you have, you’ll never truly be able to get things just right. Pages that are live all-year round generally perform better when tied to a specific purpose, and introducing drastic changes to those pages for just a couple weeks out of the year can really throw Google off, reducing their visibility.
Creating pages around a hyper-specific user intent allows you to target longtail keywords. These terms will be relatively low in search volume (such as ‘[your brand] christmas deals’), but you know that anyone searching them are ready to convert.
2. Boosting Your Website’s Seasonal Relevancy, Over the Long Term
As we’ve seen time and time again, Google heavily favours websites that are constantly looking to improve their relevancy. Temporary landing pages help you do just that.
Ask yourself: how many times have you visited a Black Friday page outside of November? The answer is probably never, and Google feels the same way. But it’s important to have that page on your site all year round. The only thing temporary about this kind of landing page is the search demand it’s built to attract.
It’ll still sit on your domain, gradually building authority with search engines, hopefully earning links from your digital PR activity – ready to rank for the next year’s Christmas deal-based search intent.
Remember that SEO is a long game. If you’re building a temporary landing page today, it isn’t just about Christmas 2022, it’s for many festive seasons from now.
3. Reducing Cost-Per-Click (CPC) in Paid Campaigns
With your competitors all vying for audience attention in the latter months of the year, it’s only natural to expect cost-per-click (CPC) numbers to increase. Therefore, making your ads as targeted and relevant as possible can have a very strong effect on how much you end up spending.
Shoehorning ad copy about Christmas bundles to your generalised shop page is going to send your costs right up, but having a Christmas landing page itself is a much different story.
4. Driving Your Own Data
There are plenty of third-party sources, such as Google Trends and SEOMonitor, which we use to track how people behave around seasonal shopping events.
However, creating temporary landing pages around a specific event means that you can start generating your own data when people start landing on those pages. This data, whether it’s through Google Analytics, Google Search Console or other platforms, is yours and yours only, giving you highly-accurate information to base your tactical decisions on.
Doing this can help to inform when your paid campaigns begin, or what typical conversion rates are during key shopping events. It could tell you when Google starts ranking your seasonal page, or whether it’s ranked all year round.
Or it might show that people start researching their Black Friday shopping many weeks in advance, while Boxing Day deals are strictly a last-minute thing.
Whatever the learning is, creating a temporary landing page gives you the data you’re learning from.
Temporary Landing Page Best Practice
We at Foundation have built up a set of rules that we advise our clients to abide by at this time of year. Here’s our best practice guide for temporary landing pages:
1. Research, research, research
The research phase can be applied to pretty much any aspect of SEO work, but it’s one that simply cannot be missed out.
One good way of giving yourself a head start is to take the keywords your storefront or maybe even clearance pages are already optimised for and littering in “black Friday” or “Christmas” at the start, middle and end of each query.
You’ll give yourself a healthy list of keywords to target.
Be sure to also look at your competitors, but not just at this time of year. Some tools like ahrefs’ Site Explorer can allow you to retrieve historical information about a webpage, including the estimated amount of traffic and its keywords, all of which can help you point out the peaks and troughs of a page’s lifetime.
This information can allow you to determine the when part of your strategy.
2. Always Be Linking
Because these pages are only live for a set amount of time, you’ll want to give them as much authority as you can. One way of doing this is through internally linking to your new page wherever relevant.
Your website’s blog can come in especially handy here. By publishing an article to coincide with the launch of your new page, you can link back to it with the right anchor text to get it associated with being relevant for that keyword.
Do this as much as possible in the weeks leading up to the page going live and the URL’s authority shall start to grow.
3. Use. The. Right. Redirect
Of course, Black Friday only lasts for about 2-3 weeks, and Christmas is only really talked about for a maximum of 60 days in the year. After which, the relevancy of your temporary landing page decreases significantly.
The importance of the right kind of redirect can never be overstated, especially for temporary landing pages. 301 redirects indicate a permanent change in location from one page to the other, while a 302 indicates a temporary change.
In this scenario, we advise putting in a 302 redirect as soon as your Black Friday sale is over that funnels visitors to another relevant page like your storefront or perhaps even your home page.
Using a 301 would be a major error, as you’re essentially telling Google that your Black Friday page will no longer exist, ever.
4. Keep Track Of Your Changes
For beauty retailers, the gifting season is perhaps one of the most hectic times of the year. During which, mistakes can be made. That’s why it’s so important to keep a backup of all the changes you make to pages to introduce internal linking while your temporary landing pages are live.
Whether you revert those changes by restoring a backup (providing your redirects are in order) or simply adjust a dynamic content element of your website, it’s important to note what you changed, why, and what affect it had.
5. Never, Ever Delete!
Just because the sales are done or the festivities have ended, doesn’t mean your landing page should be deleted. Instead, ensure you place a brief message enticing your visitors to come back later in the year.
Read more: The Ultimate Guide to Black Friday
Need Help With Your SEO Strategy?
If there’s anything we can learn from temporary landing pages, it’s that nothing’s ever cut and dry. There are so many variables to account for when creating one, that it might be beneficial to hand over the heavy lifting to an agency that knows their stuff.
At Foundation, we can help you launch a winning strategy around SEO for beauty brands that gets results throughout the year. With a permanent finger on the pulse, we’ll help you jump on the newest trends, as they arise. Get in touch with us today and speak to a professional consultant.