Seasonal SEO refers to optimizing according to predictable behavior of user that will change at some point in future. The intervals of such changes are regular throughout the year, and most of the relate to events, occasions and holidays.
Hang on – what’s the point if your business isn’t operating on seasonal calendar like most others?
Every niche and industry has its own calendar. Your first step is to observe behavior changes of customers through different information sources. There are tools such as Google Analytics and Google Trends to help you know more about seasonality.
These resources will help you identify key phrases that are being used excessively during certain intervals of the year and their consistency as well. Your own promotional calendar will help you identify the periods when you needed proactive marketing. Other option is to see the changes in traffic during specific periods of the year. You can rely on SEO Company India to help you come up with seasonal SEO strategy for your business.
For majority of businesses, seasonal SEO is associated with holidays and occasions, but let’s dig deeper and find common events based on Google Trend data that you may consider while devising you SEO strategy.
- Holiday Season:Holidays like Hanukah, Kwanza and Christmas are few examples of holidays, and people start to show interest in shopping right after Thanksgiving. The trend continues until New Year’s Day. In reality, holiday searches start to go up around Halloween. With steep rise in searches and purchases, retailers publish holiday deals and offers to entice customers.
- Valentine’s Day:This season is profitable for businesses that sell flowers, jewelry, food and confectionary items. You can observe high searches starting in January and reaching the peak by February 14th.
- Easter:Easter season falls in March or April. This season favors religious organizations and businesses. Easter-related searches start just after a week from Valentine’s Day, and begin to rise in March through April. Searches are at their peak during Easter holidays.
- Halloween: Search activity for Halloween starts in September. People normally search recipes, decorations, interior items, costumes and confectionaries. The activity drops sharply after October 31st but it takes a week before ending as people search for clearance sale.
- Back to School: People start searching for school supplies by the end of June. And the activity continues until September. Then it starts to move down in October.
- Wedding Season: While wedding season remains consistent throughout the year, businesses agree that most weddings take place between May and August. But the trend is different from actual season.
- Wedding planning searches rise in January
- Wedding dress searches steep in Spring,
- Searches for last-minute items increase during May through August.
- Summer Vacation: People start to plan for vacations and picnics months before actual summer vacation. According to travel and planning industry data, search for tours and destination starts in January, rises in April and reaches its peak in June. In September and October, searches start to fall.
Then there is tax season in which people start to search tax consultants in January and February. Graduation Day searches starts from April through July. Searches related to Super Bowl start from January and February.
Best Practices for Seasonal SEO
While you can use Google Trend and Google Analytics to know the best time for you, here are some SEO practice tips to give you best results
- Begin by planning general SEO calendar, followed by identifying periods where you can implement seasonal SEO. You can use Google Trends to see shift in behaviors related to your industry.
- You can place seasonal pages and have them live throughout the year. In this way you can maintain visibility and don’t have to construct them from scratch. At the same time, keep updating your pages with something to engage your customers.
- Avoid creating identical pages and stacking them. For instance if you have Christmas 2013, Christmas 2012 and Christmas 2011 pages and all of them are live and indexable, they will start to compete with each other, making it difficult for the people and search engines to find more relevant one.
- You can avoid specific dates and create evergreen pages that can be reused every new year. For example, websitename.com/Christmas is better than websitename.com/Christmas-2014
- Make it simple. Start your keyword research at least 8 months before the occasion. Your page must be live at least 3 months prior to the occasion. It helps people adopt to your content.
If you look at it closely, seasonal SEO is almost similar to traditional marketing methods which require complete market analysis and understanding about people’s preferences. Seasonal SEO practices may change from place to place, so, the best way to do it is to hire a local SEO company.