The magical Christmas SERP

One of my favourite views in the Position Explorer application, without fail, reveals itself during the run up to Christmas. This year I've decided to see what it looks like for the single search term "Christmas" and yes, I know that not many products get purchased on this search term alone but it is Christmas and today not all things are about money.

As the big retailers gather their gifts, create their content, mobilise their online assets and publish their pages, it does not take long to see who's done the best job.

On-Page theme score based on the search term "Christmas". Top 4 retailers 12th of December 2014

The charts, I think, speak for themselves and I'm always curious about who is not featured and then the really interesting part, why?

Happy Christmas.