Firms 'should optimise ahead of the holiday season'

07/11/2008

Companies have been advised to optimise their websites ahead of the Christmas holiday season.

According to search marketing firm Increase Visibility, the window of opportunity for altering web pages is growing smaller.

The company recommended the hiring of professionals to make changes of this sort because amateurs can often make critical errors that are unnoticed.

Jim Lisi, president of Increase Visibility, said: "A skillfully reciprocal link building program which connects with related websites can significantly increase traffic and can easily add to a website's holiday sales."

He added that landing pages associated with a pay per click program need to be carefully created then optimised, otherwise shoppers will not be enticed to buy products and the click fees will be wasted.

Mr Lisi noted that if the site does not offer lower prices than the competition, the web design needs to be more impressive.

According to USA Today, retailers are offering features such as cheaper shipping, bolder promotions and product reviews on their websites in a bid to attract customers.