Swiss Observer

Holiday Marketing: SEO Strategies for Peak Season

CategoryBy Ilias Ism
holiday marketing 2023

The 2023 and 2024 holiday shopping season is fast approaching, and businesses in Switzerland are preparing for the sales rush. With consumers projected to spend over CHF 11 billion this Christmas season, it’s a peak period that smart brands cannot afford to miss out on.

This year comes with its own unique trends and challenges. Top of mind is the rising adoption of AI-powered tools like chatbots and voice assistants that are shaping modern customer experiences. Economic uncertainty also lingers, making discounts and promotions as appealing as ever.

In this article, we provide an overview of the holiday landscape and explore actionable SEO strategies to help businesses in Switzerland make the most of the critical Christmas sales peak.

You’ll learn:

  • Key consumer trends to factor into your holiday campaigns
  • How to optimize your website for relevant Swiss Christmas keywords
  • Tips to improve local SEO and tap into Switzerland’s seasonal markets
  • The role of content and technical SEO in boosting holiday visibility

With the right preparation, businesses can deck their halls with higher holiday sales. Read on to explore SEO opportunities this Christmas season.

Understanding the Holiday Landscape

The first step in creating a successful holiday SEO strategy is understanding the consumer trends shaping the 2024 holiday landscape. For instance, on average, 21% of consumers complete their seasonal gift purchases by mid-October. Therefore, it’s essential to start your holiday campaigns early, keeping up with major retailers who roll out Black Friday and Christmas campaigns as early as September and October.

Key trends to consider include the rise of generative AI and conversational AI like Bard and ChatGPT, which are shaping interactive shopping experiences. The “buy now, pay later” trend is also expected to rise, accounting for 7% of all online orders in 2022. Discounts continue to drive sales, especially around the holiday window.

SEO Strategies for the Holiday Season

Keyword Optimization

One of the most effective ways to boost your SEO during the holiday season is by optimizing your content with the most searched Christmas keywords. Including these keywords in your holiday marketing campaigns can help your content rank higher in Search Engine Results Pages (SERPs) during the holidays.

Local SEO in Switzerland

Switzerland, with its multiple cultural regions and four official languages, presents a unique case for SEO. Local SEO in Switzerland can be compared to developing four different websites, making it a challenging but rewarding task. Therefore, it’s crucial to understand the local dialects and cultural nuances when planning your SEO strategy in Switzerland.

Content Creation

Creating fresh, well-optimized content is a key part of your holiday SEO strategy. This includes creating new pages for Cyber Monday and Black Friday, preparing sales and discounts content, and ensuring your local business listings are accurate.

You can use a tool like Typeframes to create a video from a tweet fast and then share the video on Twitter.

Technical SEO

Technical SEO should be in top shape during the holiday season. This includes ensuring your website can handle traffic increases, planning site migrations, and other major changes well in advance.

Leveraging Swiss Christmas Markets

Switzerland is known for its beautiful Christmas markets, such as those in Basel and Lausanne. These markets attract a large number of visitors and can be a great opportunity for businesses to increase their visibility. For instance, you could create content around these markets, optimize it with relevant keywords, and promote it on your website and social media platforms.


The holiday season is a crucial time for businesses, and having a robust SEO strategy, the best SEO tools can make a significant difference in your sales. By understanding the holiday landscape, optimizing your content with relevant keywords, focusing on local SEO in Switzerland, and leveraging popular events like Swiss Christmas markets, you can maximize your visibility and drive sales during the peak season.