A Holiday & Seasonal Event-Driven Link Building Primer

With the holiday season fast approaching, let’s run through a quick event-driven link marketing strategy primer, with a few examples.

Woody costume courtesy of http://www.justkidcostumes.com

For this column, I’ll focus on the most basic of event-driven link marketing techniques.

With this technique, you get out your calendar, look a few months ahead to see what’s coming, then look for ways to tweak your content in order to capitalize on the natural spike in interest, searches, and editorial coverage the holiday will bring with it.

With Halloween just 5 weeks away, it’s time you took a look at your site through a lens focused on Halloween, to see if there’s some aspect to what you do that would lend itself to new content devoted to Halloween.

As an example of what I mean, take a look a this page of costume ideas on the Disney Family Fun site. (Disclaimer: Disney is a client.)

Disney’s FamilyFun site technically has nothing to do with Halloween, but with their core content focus being on family fun, they do have a logical reason to create content for Halloween.

Here’s a few other examples.

There’s a gift basket for every season and holiday event it seems – just look at this page (not a client).

What exactly do gift baskets have to do with a holiday devoted to 8 year old’s ransacking of the neighborhood looking for skittles? Nothing. But Gourmet Gift Baskets is quite smart to create an opportunity where one might not traditionally think one exists.

And here’s one final example over at the Baby Center blog.

Now that’s adorable stuff. Halloween really has nothing to do with babies or toddlers, but nothing beats an 18 month old dressed as Woody from Toy Story. Hurry though, because the next 5 weeks will go by in a flash, and you need time to not just create content but also promote it.

The quick takeaway here is none of the above sites are about Halloween.

All of these sites would still exist if there was no such thing as Halloween, but…they were strategic and savvy about how to use Halloween as an event motivator to produce content that can inspire links.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: SEO | Link Week Column


About The Author: has been creating linking strategies for clients since 1994. Eric publishes the strategic linking advice newsletter LinkMoses Private, and provides linking services, training and consulting via EricWard.com.

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  • http://www.ericward.com Eric Ward

    Received a series of emails asking if I believed it was still possible, this close to Christmas, to rank a site in the Google top ten for the phrase Christmas Gifts. I think I get these every year around this time. The best answer I can give is the one that always makes people mad, but it’s true. The answer is “it depends”. Is the site you are trying to rank brand new with no links? Is it an existing site with a linking pedigree that has earned page one rankings for other terms in the past? What sites are currently ranking in the top ten? These types of linking assesment questions have to be asked, and answered, in order to know if it even makes sense to pursue that goal. You could try, try, try, and fail. With the competitveness of that term and the timing, I would recommend you spend your time and resources on other online marketing tactics other than organic rankings. I just covered this in an issue of LinkMoses Private at
    If you’d like a free copy of that post which contains alternative holiday linking strategies, I’d be happy to send it to you — Eric


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