Case Study: Product-Focused SEO to Capture Thousands of Seasonal Shoppers

The online visibility of your products directly affects how much revenue you generate, especially during seasonal peaks. 

Competition for seasonal keywords gets tougher every year, and relying solely on existing rankings or generic SEO tactics usually isn’t enough. A focused SEO approach helps you pinpoint which search terms will attract more visitors when it matters most. Here’s our strategy for one of our clients.

About

We implemented a targeted SEO program for a major premium wine distributor. Recognizing the substantial impact of seasonal searches on their revenue, we worked on increasing visibility during key sales periods in November and December.

The client wanted to capitalize on seasonal opportunities, so we identified valuable gift-related search terms and strategically optimized multiple pages. Additionally, we improved existing pages targeting highly specific seasonal products.

Project goals

• Increase organic visibility and secure top-ranking positions for competitive gift-related keywords
• Improve click-through rates (CTR) and drive substantial traffic growth during peak seasonal demand.

Approach

Gift keywords: new page creation

The client knew from experience that gift-related searches spike during November and December, mainly due to Christmas shopping. They suggested prioritizing gift-related pages to capture this seasonal demand.

Product review

Before planning the content, we reviewed the client’s products to identify their strongest offerings—products that were clearly better or different from competitors. We also picked out items ideal for gift pages. A product review gave us a clear sense of which products to highlight in our SEO strategy.

Keyword research and competitor analysis

We carried out keyword research to get the exact phrases users typed when looking for wine gifts. We grouped these keywords into clusters, including synonyms and related terms, and measured their total search volume to spot the biggest opportunities.

We also analyzed top-ranking competitor pages, checking carefully for weaknesses or gaps. This way, we could see exactly where we had room to create stronger content that outranked existing competitors.

Content planning and page structure

After the research phase, we created a detailed pillar page outline. This outline clearly listed the most important topics and subtopics. We based this directly on product strengths, competitor analysis, and keyword findings.

The outline included:

• Topic hierarchy and the most important topics and subtopics
• Keyword usage recommendations
• Suggested page titles and meta descriptions
• Main headings

Once we delivered the pillar page outline, the client created supporting cluster pages. They linked these cluster pages back to the pillar page strategically, helping users and search engines easily find related content.

Content creation and implementation

The client followed our SEO recommendations to create the new gift pages with the following:

• Clear, structured content matched closely to user search intent
• Strategic internal links helping users and search engines navigate the site easily
• A carefully organized selection of gift products grouped by occasion, recipient, type, and specific features

Advent calendar keywords: quick wins

For advent calendar-related searches, the optimization was straightforward but delivered big results quickly.

We found the client already had a live page for advent calendars, but it wasn’t fully optimized for key search terms. The page had potential but wasn’t visible enough in search results.

Simple metadata updates

We adjusted the page’s meta titles and descriptions to better align with important advent calendar keywords the page aimed to target. The quick metadata changes immediately improved the page’s relevance to search queries.

Results

Our strategic SEO approach delivered major YoY improvements for seasonal keywords, increasing the brand’s visibility, traffic, and revenue.

This product-led approach for gifts secured the #1 position for a highly competitive keyword with 3,000–4,000 average monthly searches, peaking at 20,000–30,000 during the holiday season. Additionally, the page ranked in the top 3 positions for over 75 related keywords, further increasing traffic and revenue. 

Gift-related searches

• +4326.47% clicks
• +676.82% impressions
• 1.7% CTR (0.3% last year)

The quick metadata improvements nearly doubled the clicks and significantly increased impressions. Due to this rapid increase in visibility, the advent calendar sold out faster than in previous years, running out of stock before the end of November.

Advent calendar searches

• +83.12% clicks
• +134.58% impressions

Our takeaway? Strategic SEO can dramatically boost seasonal traffic and sales. Small but targeted changes, like metadata updates, can quickly deliver strong results. For this project, close collaboration between our SEO team and the client made it possible to spot valuable product opportunities and implement effective content optimizations.

Want to capture more traffic with strategic SEO? Reach out to scandiweb—we’ll create a personalized strategy to grow your revenue!

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