Does Seasonal SEO matter?
Is your digital marketing program in big trouble? It might be if your current SEO strategy does not include Seasonal SEO. Failing to take into account seasonal fluctuations when projecting SEO strategies may expose your company to a new type of risk. There are many valuable seasonal opportunities that your company will not be prepared to take advantage of if you are not in a position to capitalize with a certain SEO season.
You make ask yourself, what is Seasonal SEO and why is it important to my business? Wikipedia defines it as… oh wait. They don’t define Seasonal SEO! You know why? Because no one does it. Few even know about it. That is why it is so important for you to know about it and take advantage of this opportunity.
What is Seasonal SEO?
Seasonal SEO are techniques that will help your website gain more visibility during seasonally-specific peak traffic periods. Seasonality refers to the changes in the way users interact with search engines throughout the year. For example, if you are an online Halloween costume shop, you know how short-lived the costume-selling season is. A month or two leading up to that October 31st holiday is your only opportunity to sell costumes (unless you count the bachelorette parties). After that All-hallows-eve, your moment in the spotlight is gone. You as a Halloween costume shop will basically wrap up the selling season and start working on the costumes for Santa’s little helpers in the malls.
This is why it is so critical to think about how Seasonal SEO can impact and optimize keyword search for your website. Which we know is the only way to make your website relevant during your peak selling season.
When is the best time to start a Seasonal SEO campaign?
The most crucial part of seasonal SEO is timing. It takes 3-4 months of planning and implementation in order to have an effective Seasonal SEO strategy. So if your website focuses on fireworks for Independence Day, when its 100 degress outside, you might want to be working on your SEO strategy when there is still snow on the ground. I cant stress it enough that the sooner you start working on your seasonal keyword search strategies, the more effect it will have on users landing on your website.
How to plan and implement Seasonal SEO
Everyone likes a step-by-step SEO strategy, so that is what I will give you.
1. Research historical data from previous years and seasons.
You need to understand the seasonality of your website and your competitors as well. You need to see when there is an increase in website traffic. One suggestion is go to your Google Analytics and look back at least the last three years of your website stats. This is how you will gain a clear picture and find out those keyword search goldmines that you will be able to use for your SEO campaign.
2. Do keyword research
Find out which keywords are already performing well and which terms could benefit from some Seasonal SEO TLC. Incorporate these seasonal keywords into your content to improve traffic organically. Like most SEO campaigns, this is where you need to come up with a long list of keywords based on the product/service you are offering. Its critical at this juncture to capture as many of those long-tail keywords as possible.
3. Make a plan for your content
No one knows your product/service better than you do. This is where your expertise and experience kick in. You are in charge of your content plan, but a few things to remember to help your landing page convert more visitors into customers are:
- A clear offer
- A strong call-to-action
- Make sure your customers know what you want them to do.
4. Last step- promote!
You have to promote your content. There are many ways to advertise your seasonal campaign. Here are some very effective ones in case you need some help.
- Email (duh)
- Sites that specialize in seasonal events
- Social media: Facebook, Twitter, Pinterest, LinkdIn.
That’s it! This is how you plan and implement a strong Seasonal SEO campaign. Just remember one important thing- after the season ends, do not be quick to take down the tent. Leave your content and all that hard work you have done for the last few months on the website, you will catch all the lingering users and it will set yourself up for another strong SEO campaign next season. Leave the pages alone until a new version is created. Reuse the same URL’s and archive the old content to a different URL. This will give you a jumpstart to your Seasonal SEO strategy next year.