Search engine optimization (SEO) is still an option for marketers looking to increase their online profiles over the holiday season, says Chris Boggs, writing at Search Engine Watch.

Boggs argues that not only is search engine optimization (SEO) still an important consideration heading into the holidays, it demands different strategies than during the rest of the year. Rather than springing into existence for the holidays and living in its own content hierarchy, holiday-specific pages should be integrated into the site’s regular content and should be live year-round, in order to gain links and build authority with search engines.

Boggs also recommends caution with syndicated articles and press releases as holiday content, as these can easily be mistaken for duplicate copy and unceremoniously dumped from search results. However, properly targeted, this content can help boost a site’s search engine optimization (SEO) and reputation as an authoritative source.

The head of Google Australia’s retail department, Ross McDonald, told Smart Company that a good way for search engine optimization (SEO) professionals to test their holiday readiness is to search for it themselves. If it’s not readily available, said McDonald, it could be time for a shift in strategy.