What is Seasonality?
Each SEO who has performed analysis on web traffic understands that many sites content has been merely not striking all year long. If you are pro in search engine optimization you can understand such sites content is popular only on special periods such as summer or winter holidays, or other special occasions that brings them huge traffic.
Example : dictionary Wordhippo.com
You can take dictionary website wordhippo.com as an example site which gets seasonal traffic. Many will get shocked how this can be a seasonal content site as far as the web traffic is concerned but to the matter of fact this site gets huge traffic during school year but the traffic significantly decreases at the influx of the summer. Such student oriented sites gets low traffic for that specific period of time keeping in view of the fact there are billions of students who are internet savvy.
There is a great deal of other sites which provide seasonal content. You will find a number of sites on the web that provide clothes and costumes especially on special occasions such as Halloween and Christmas. We are a part of a society which is fond of dresses and costumes. Sites which sell Halloween costumes get a huge boost of traffic during Halloween and get a very low traffic during normal days of the year. See Google Trend
Example: Colleges and Schools admissions
College and Schools also get seasonal traffic for admissions. generally it’s on the peak during may-june and lowest in October, November and December
Sites devoted to season specific marketing possess a lot of pages which can be indexed by Google and other search engines and optimized for a great number of keywords. These sites avail benefit of seasonal traffic.
While making your seo strategy consider seasonality of your business for success your seo campaigns.
Here are some tips to synchronize your content marketing plan and seasonal keyword.
You can use Google Trends with Google Planner to do seasonal keyword research. These are free of cost and really resource tools to find out peak trending keywords/phrases. In addition you can compare various search phrases at a time and use its additional features such as locations and time ranges.
Furthermore, you can use Trellian’s Keyword Discovery Tool, SEMrush and SearchMetrics to research your seasonal keywords and find out your low difficulty and low difficulty long tail keywords which you want to see on top of SERPs.
To compete in the seasonal search all you need to do is plan and execute SEO tactics before time. Now is a good time to plan coming year’s content. You can take help and get an idea from Wikipedia’s list of commemorative days. Apply some creativity with the content and you could relish endless seasonal traffic to your site.
Company initiatives and planning:
Seasonal SEO is not easy as of the augmenting cutthroat online shopping space. Many marketers develop sites committed exclusively to promotional events for instance Thanksgiving Day and Halloween. Such sites are difficult to surpass but through right initiatives and planning you can beat them for marketing specific keywords. Below are some significant points to do it:
Promotional Schedule: Build a promotional event schedule by means of Rich Snippets Event Formatting. The schedule of holiday event needs to roll up straightly on SERPs giving a unique element to arrest the interest of a visitor.
Feeds about products: You can create unique product description to stand out the rest on search engines. Moreover you can create seasonal product copy or eyeball grabby product images.
Add saleable media: Develop unique content utilizing numerous media types. You should comprehend which types of catchy content could be marketed for seasonal searches, seasonal applications, games, contests etc. Search engines like giving you varied set of results for your search queries. Therefore, developing promotional material in numerous digital types will help you a lot in many different means.
Seasonal link building tactics:
Find out where is your target audience: This is really significant! If you’re targeting local shoppers who lives in a few kilometers away from you, say between 0 to 300 kilometers, then it’s no big deal to target them but if your target audience resides around-the-globe you need to pay attention to a few critical things for instance what are the country-specific holidays for the country you’re doing your seasonal SEO, annual events occurring of your concerned area etc.
Create impactful content: Add videos, infographics etc. that can give you some quality backlinks. Also make certain you are adding impactful content well before time.
Internal linking: If you want to target an essential seasonal product, ensure you link to it from your home page. Moreover this practice can help your important seasonal product page to get indexed soon.
Promote your content: You will find a number of sites on the web devoted solely to seasonal events, get in touch with them well before time and figure out how you can avail advantage of them.
How social can help you with your seasonal SEO efforts:
The part of social media isn’t goal-oriented like search. It needs to be utilized for the objective of making users aware of your product/services and/or brand. They might not convert into customers from visitors from a first visit, however in case you are there prior to the holidays & you utilize remarketing, visitors might return when they are set to purchase.
Talking about current social media they are featured with a lot of powerful tools which are not there few years earlier. With the help of these tools you can show up your ads to the right people (an end to random guessing who is going to see your ads)
Set up Google webmaster tools:
To find out crawling and indexing errors: You can use Google webmaster tools to identify errors such as DNS errors, server failure, robots.txt failure and moreover to find URL errors.
To find out bad links to your site: If Google finds out your site is linked with unnatural (often paid) links to manipulate page rankings, it can penalize you as it considers it a spammy practice. Remove these links through help of Google webmaster tools.
Enable email notifications: Google recommends doing it via signing up to Google webmaster tools & configure the message center to forward the entire notifications to an email address.