When it comes accepting new clients at The Search Initiative, we broke a lot of our own rules when we took on this site.
Namely, because the site was brand spanking new. It was registered days ago.
However, what I did see is that our client had secured an EMD for the year’s #1 hit toy of the Christmas season.
I could already see that search volume was trending.
Looking at the product pages on Amazon, I could see that they were already out of stock on their pre-orders.
This was going to be big. As a result, my team and I worked with the client and mapped out a plan to basically move 3x as fast as normal than a typical site.
The site we were handed only had 3 pages of
The homepage was duplicating content on one of its inner-pages as well, so that had to be remedied by bringing that content onto the homepage.
So instead of having one page that was simply talking about the toy, we built a full site with individual pages covering:
• What the toy is
• Where to buy it
• How to operate it* (more on this later)
• The different varieties of the toy
• Return policies
• When it will come into stock
Now we had a site with over 20 pages that could potentially bring in traffic, social signals, and links… rather than just the homepage.
My team and I started working on this site at the end of October and knew we had one month to get it ranked before Black Friday, when the sales would start to pour in.
First, we applied my anti-sandboxing technique.
Once the trust was built, we hit the site with over 25 new high quality links in one month. As a result, we got the client to #2 in the SERPs, right under the actual brand
As just mentioned, the #1 ranker was the actual brand of the product. They had the .com and the client had a .net.
It was unlikely we were going to get many of the clicks, so the team got creative.
The #1 had a title tag like: “________ – Which one will you get?”
To me, this didn’t address any of the demand surrounding this hot product, which was virtually on backorder throughout the whole season.
So we wrote the title tag like this: “______ – NOW Available. Get your ____ Now” If you were a parent who desperately wanted to get your child the hit toy of the season, which would you be more inclined to click on?
The team had a sense that this product and niche would have specific trends for specific keywords.
For example, “get ____ before Xmas” was extremely popular in the first week of December.
And “____ instructions” blew up on December 25, when thousands of kids opened their presents and their parents had no idea how the damn things worked.
By cleverly targeting the right keywords on the right days, we were able to hit huge peaks in traffic, like in the screenshot you saw earlier.