Have you ever noticed that there is Halloween candy in stores in August or how you can drink a pumpkin spiced latte when it is still summer? Whatever your opinion is on marketing for holidays more than sixty days away, seasonal marketing is effective. Not only does seasonal marketing increase sales on specialty items and services, but it also allows companies to target specific customers based on search intent. So when you see fall decorations for sale in August, it might be time to consider getting started on seasonal SEO. As an SEO agency knows, changes made on your website’s SEO strategy today won’t take full effect tomorrow. If you are planning on doing seasonal SEO to boost your traffic for those important holiday months, you will want to start working as soon as possible.
What Is Seasonal SEO
A seasonal SEO strategy uses the core concepts of traditional SEO, but instead, it applies them to seasonal content and landing pages. A seasonal SEO strategy can either be time-based or event-based.
- A time-based strategy would include a clothing retailer focusing their efforts on getting conversions on their outerwear landing pages during the winter season.
- An event-based strategy would include a toy retailer that wanted to highlight Christmas or Black Friday sales to their customers.
The benefit of seasonal SEO strategy is that you can both increase conversions and also get more valuable conversions by focusing on customer intent. Another example of a seasonal SEO strategy would be for contractors that want their air conditioning service to rank high in the summer and their heater repair service in the winter.
How To Optimize Content Seasonally
Generally speaking, SEO strategies are best employed over a long period of time. Because of this, seasonal SEO can be challenging. To gain short-term success requires a thoughtful SEO strategy and a lot of preparation. You need to have new content ready, updates to existing content, and other beneficial SEO practices ready to launch at the beginning of the season. Your seasonal SEO strategy should have three unique phases.
- Preparation Phase: During this time your active SEO strategy should be to increase general brand awareness with regular social media, blogging, newsletters, and even Google Ads and PPC strategies. Meanwhile, you should research keywords and prepare content for the seasonal time period. This is a good time to create a content calendar for the busy season.
- Seasonal SEO Peak Season: Once the event or busy season begins you will want to execute your content calendar. You will also want to closely track landing pages, conversions, and keyword performance. If you own a company that has consistent peak business seasons, you should compile year over year data for keyword performance so that you can continually improve.
- The Off-Season: When the season or event you marketed for ends, you should resume your general SEO strategy. Basic SEO strategy focuses on equally highlighting all of your services and increase brand awareness/following. During this time it is helpful to go over successes, challenges, and areas for improvement that you noticed during your seasonal SEO and prepare for next season.
Creating Pages That Convert
Above all though, you want to make sure your landing pages convert. Increasing the ranking of specific service or event pages for a season is meaningless if that page is not optimized with appropriate and meaningful calls to action. You want to make sure your landing pages are designed to be easily navigable and contain customized calls to action that are more compelling than the standard “contact us,” “learn more,” or “book an appointment”. Create meaningful calls to action that are designed around the service or event that you are marketing.