Seasonality is the predictable movement that comes during a certain time of the year. While many people think that it’s about how to make the most out of the holiday seasons by increasing web traffic, seasonal SEO is actually more than that. It’s about engaging in well-planned organic search engine campaigns that’ll move from month to month.
Understanding how seasonality works is something tech marketers should know, especially since it’s one of the leading formulas in spiking organic search campaigns. But how do you do it?
1. Study previous records and look for trends.
Before you begin, it’s important that you know exactly when your web traffic tends to spike. It’s done better if you purchase business site a year before you start this campaign so that you can track the record for each month of the year.
If you don’t have analytics of your own, you can use Google Analytics to get a clear picture about what keywords are searched for a period of time. By knowing this data, you’ll be able to get to know your audience better, too and craft a more relevant content.
2. Do your keyword research.
Know which keywords are performing well at one time of the year and which do not, so you can devise a plan to increase brand popularity. You can use the former to further build your site’s traffic and help the latter by using a seasonal lift.
To do keyword research, you can use effective tools like Google Trends and SEMrush to see how search volume spikes and declines and predict which ones will be popular during a month. There are also tools that use Geo-targeting to see what keywords perform best within your target locations. List all the relevant words down and add a seasonal word, service name, and the name of the target country into it to form long-tail keywords.
3. Make seasonal content.
You can optimize a seasonal keyword when you use that in a content that targets a specific occasion. Just make sure that the title, description, and headline tags are unique and well targeted.
You might want to publish a seasonal content 2-3 months in advance because your aim is to have it indexed in the search engine. For example, if you aim to spike web traffic by December, post the content by October. By December, the web post will have gained enough traffic to make push it to the top of the search engine results page. If the event is recurring, you can just reuse the same pages.
4. Promote the content.
There are many things that you can do in order to advertise your campaign. It includes e-mail marketing, Pay-Per-Click (PPC), social media campaigns, and capitalizing on sites that focus on social events. Once you’ve chosen your advertising strategy, the next thing you have to do is execute your plan.
Remember, your competitors are doing exactly what you are doing. So instead of simply making social media posts and sending e-mails, you can step up your game and run more creative campaigns like giving special offers, making content with unique, helpful information, or holding an event your customers can participate in. Whatever it is, just make sure you carefully plan it.
Every industry has peak and off seasons. However, this fluctuation in trends is not good for business. Luckily, seasonal SEO can give you a good edge over competitors and maximize return on investment (ROI).