Digital veteran shares actionable strategies on preparing for the early holiday surge and adapting to AI-powered search for maximum visibility.
Alicia, with nearly two decades dedicated to helping small and medium-sized businesses thrive online, what originally inspired you to build your career in digital marketing and SEO?
I’ve always been inspired by the idea of helping small businesses stand out. Early on, I realized digital marketing and SEO could give local shops and service providers visibility they’d never get just from foot traffic. The internet gives them a chance to compete and connect with customers beyond their neighborhood. Seeing a business go from unnoticed to thriving online is what’s kept me passionate about this work.
Holiday shopping habits are shifting earlier every year, with consumers starting as early as October. How does this trend change the way SMBs should plan their digital campaigns?
Holiday shopping now starts before the leaves even change. Customers are researching gifts in September, building carts in October, and buying before Thanksgiving hits. For SMBs, this means your digital campaigns need to be ready weeks, sometimes months, before the traditional holiday rush. It is not just about Black Friday anymore; discovery starts now. Businesses should focus on updating their website, social profiles, and Google listings early, so they are visible when customers begin their search. The window to get found online is shrinking, and those who wait are already behind.
Many businesses still think November is early enough to begin holiday promotions. What are the real consequences of waiting until then?
If you wait until November, you are missing the wave of early buyers who are actively searching and ready to spend. By that time, ad costs are higher, organic visibility takes time to build, and you are competing with businesses who started their holiday planning weeks or months earlier. It is like opening your shop after the morning rush, only to find that most customers have already made their purchases elsewhere. If your business is not showing up in search results during this critical period, you are essentially invisible, and that means lost revenue and missed opportunities.
AI-powered search and chatbots are influencing how consumers discover products. How are these tools reshaping the visibility landscape for SMBs?
AI-powered search and chatbots are changing how customers discover businesses. People now ask very specific questions, and AI often delivers just a handful of results back. For small businesses, that means having website content that directly answers customer questions is critical. The good news is AI is also helping businesses build and update their sites faster, even if they don’t have big teams. The ones who adapt early are the ones customers will see.
From your perspective, what does being “AI-ready” mean for a business that wants to stay discoverable in this evolving search environment?
To be AI-ready, a business needs to make sure its online presence is structured for both people and technology. This means having a website that is up to date, easy to navigate, and filled with content that answers the questions customers are actually asking. It is also about regularly reviewing how your business appears in both traditional and AI-powered search results, and using new tools to keep your information current. Being AI-ready is about staying adaptable and making it easy for customers to find and trust you, no matter where or how they search.
Mobile optimization continues to play a big role in consumer discovery. What are the most common gaps you see when SMBs try to optimize for mobile?
The biggest gaps I see are usually around speed, navigation, and clarity. Many SMBs have websites that look fine on desktop but are slow to load or hard to use on a phone. Sometimes buttons are too small, text is hard to read, or important information like holiday hours or promotions is buried. With over half of holiday ecommerce revenue coming from mobile devices, it is crucial to make sure your site loads quickly, displays key offers up front, and makes it easy for customers to take action whether that’s buying, booking, or contacting you.
Beyond visibility, how important is content strategy in ensuring SMBs remain competitive during the holiday rush and beyond?
Content strategy is what turns visibility into action. It is not enough to show up in search results; you need to give customers a reason to choose you. Compelling content that evokes emotion and tells your brand story can help you stand out, whether that is through heartfelt customer testimonials, creative holiday gift guides, or engaging videos that showcase your products or services. Long term, it is about building trust and keeping your business top of mind.
For SMBs working with limited resources, what are the key priorities they should focus on right now to capture early holiday demand?
If you are short on time or budget, focus on the essentials. First, update your website homepage with your holiday offers or products. Second, refresh your main social media profiles and Google Business Profile with holiday photos, designs, and any changes to your hours. Third, create one simple seasonal landing page that is easy to share in emails or on social. Take advantage of AI website builders and content creation tools to quickly adapt your messaging and designs across channels, making your updates more efficient and consistent. Keep your messaging clear and make it as easy as possible for customers to buy or contact you. A few intentional updates can make a big difference.
The pace of change in search and online marketing can feel overwhelming. How do you recommend business owners strike a balance between adopting new technologies and sticking to proven fundamentals?
It is important to start with a strong foundation: a website that is up to date, accurate business listings, and clear, helpful content. From there, stay informed about new tools and trends, but focus on those that genuinely support your business goals and customer experience. Don’t be afraid to experiment with emerging technologies like AI-driven analytics or automation tools. Testing them on a small scale can help you discover what works for your business without overcommitting resources. Rather than trying to do everything at once, prioritize improvements that align with your strengths and resources. Staying curious and open to change helps, but consistency and authenticity are what build lasting customer relationships.
Looking ahead, what trends in digital visibility and online search do you believe will most significantly impact how SMBs connect with customers in the coming years?
I think we will see even more personalized, intent-based search experiences, driven by AI and voice assistants. Customers will expect faster answers and more tailored recommendations, whether they are searching on Google, asking a chatbot, or browsing social media. With the rise of AI bots and agents, we may also see more third-party means of business discovery, where customers hear about your business through a variety of channels not directly controlled by you. For SMBs, this means it will be even more important to have a clear, up-to-date online presence and content that directly addresses customer needs. The businesses that succeed will be those that are prepared, consistent, and ready to meet customers wherever they are searching.
A quote or advice from the author
“I wish more small business owners knew that a few focused marketing moves, done early, can make a huge difference. You don’t need a massive campaign, but you do need a solid foundation: a website that reflects what you’re offering this season, a Google Business Profile that’s accurate and up to date, social media posts that reflect your brand’s personality, and content that helps you show up in search when people start looking.”
Alicia Pringle
Senior Director of Online Marketing, Network Solutions
Alicia Pringle, Senior Director of Online Marketing at Network Solutions, brings over 19 years of expertise in SEO, content marketing, and social media. With a commitment to authenticity, Alicia believes in the power of bringing one’s true self to the table. She is passionate about crafting effective digital marketing strategies for small businesses, fostering strong relationships, achieving aggressive organizational results, and driving team collaboration to achieve ambitious goals. Alicia is dedicated to nurturing a people-centric, inclusive culture, supported by an incredible team. Outside of work, she enjoys diving into a good book, running, and hitting the ski slopes.
