For holiday spirit all year round, create SEO content that makes it easy for people to give perfect gifts to their loved ones.

People love to give gifts! A comprehensive study, Gifting Report 2006 , indicated that the average gift-giver spends nearly $2,000 annually on gifts. Sure, holiday gift giving accounts for a significant portion of that – with about 60 percent of those funds going to Christmas presents, Hanukkah gifts and so forth. But, that means that 40 percent of gift-giving purchases – for birthdays, weddings, anniversaries and the like – occur throughout the calendar year.

What does that mean to you and your SEO copywriting?

You should be choosing keywords for gift giving and creating benefit statements that help the gift giver select the best possible presents for their loved ones all year long.

The 2006 Gifting Report provides more cues for creating the most effective SEO content.

This report profiled four main types of shoppers:

• Emotional Ethel/Ed: this kind of shopper becomes very involved in the gift buying process and spends the most; both men and woman fall into this category
• Practical Patty: this type finishes all her holiday shopping by Thanksgiving; she is very organized and she also spends more than the average on gifts
• Gift-Challenged Charlie wants to buy presents, but the process doesn’t come easily to him; he spends less than the average on gifts
• Just-in-Time Justin/Justine shops at the last minute and spends about the average on gift purchases; he or she knows what makes the best gift. About 60 % of people in this category are males and 40%, females.

What does that mean to you and your SEO copywriting?

Keep in mind these personalities when choosing keywords and crafting your SEO content. Consider writing more than one page on a category of gifts, choosing keywords and benefit statements to appeal to different categories of shoppers:

• To help the Emotional Ethels and Eds, be sure to share how happy certain gifts have made recipients and how these gifts will be appreciated and help enrich lives.
• Consider creating optimized checklists on your site to help Practical Patty make her efficient decisions.
• Just tell Gift-Challenged Charlie what the most popular gift items are this year; if you make it easy on him, he may click on more of your recommendations.
• Be ready for Just-in-Time Justine (and Justine!) with text that highlights fast last minute shipping options.

And, remember that 40% of gift giving purchases aren’t happening during the traditional holiday season! Be sure to use your SEO copywriting skills to have year-round SEO content to help shoppers find the ideal presents.