- by Mike
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3 hot tips that'll have your summer SEO strategy sizzling
Having a seasonal SEO strategy helps you to look at the bigger picture of your marketing strategy and create a solid plan to help your website gain more visibility during seasonally-specific peak traffic periods.
For example, if you’re an online retailer selling cheap flights, it goes without saying that the weeks after Christmas and the start of the new year are going to be colossal months, followed by last minute deals in the run up to July and August.
Trends can be:
Time Based - Summer, Winter, Monthly, Weekly etc.
Event Based - Christmas, end of financial year, valentines day, half term, New ‘Beers’ Eve…
Weather based - rain, snow, sun, wind, hurricane
Whether you’re looking to rank your content for this summer or prepare for next summer, we’ve assembled three tips to get your seasonal SEO sizzling.
1. Work backwards from last year's data
Often, the best way to predict the future is to look at what happened in the past. This is no different for your SEO strategy. Take a look at your analytics traffic peaks and troughs over the last 2 years and you should see a clear pattern of traffic unfolding throughout the year. Double this up by looking at Google Trends data to see when the peak times are for your business.
Looking at the last 2 years for artificial grass, we can see that traffic tends to peak around April - May which is when the weather really starts to improve. Users are looking out of their kitchen windows and thinking ‘I should probably sort out this garden before the summer rolls around.’
In the same way, we can see that ‘gifts for boyfriend’ gets a huge surge in the run up to Christmas as you’d expect and then gets a second wind around valentines day:
Cheap Holidays….as you’d expect. Peaks in January and July:
If you operate in a seasonal business you can map out when you expect your peak times to occur so you can ramp up your SEO efforts way ahead of time.
2. Create a content plan way ahead of time
So, you want to rank for ‘artificial grass Surrey’ in time for the peak period, which is just before the start of summer. The best way to do this is to start way ahead of time and generate a content plan to position your website as an authoritative resource for artificial grass related terms. One of the best ways to rank for a short tail keyword is to build a long tail keyword content plan that supports your short tail keyword through internal linking:
5-6 months before season - long tail strategy research
You’ll need to establish the questions your audience will be searching for in different stages in the buying cycle and consider what content the site should contain to satisfy their search expectations. Of course this should be driven by keyword research. For example:
Garden ideas for the summer
Artificial grass cost calculator
Which type of artificial grass should I buy?
Artificial grass installation costs
Does artificial grass save water bill?
Benefits of artificial grass?
2-3 months before season - short and long tail content optimisation
Before the purchase decision phase, you’ll want to make sure your landing pages for short tail keywords are well optimised with useful content:
Cheap artificial grass
Artificial grass suppliers
Artificial grass in Surrey
Blue artificial grass
You will also want to make sure your landing pages for subsequent ‘actions’ have been written. For example, if users purchase your item, what is the next thing they’re likely to search for? Installation? DIY guides?
How to lay artificial grass
Artificial grass installation instructions
How to lay artificial grass on a slope
During peak period - Long tail aftercare strategy
So your users have made the purchase - success! However, your SEO strategy doesn’t stop there. Not only should your website be a tool to sell your product, you’ll need your site to provide ‘aftercare’ content to keep users coming back to your site even after they’ve made the purchase. Once again, this should be driven by long tail keyword research. It’s important to get this content out during, if not before the peak period, so that your customers are well supported through the cycle.
How to clean artificial grass
How to maintain artificial grass
Can you vacuum artificial grass?
3. Optimise on-page experience
So you’re now generating tons of traffic to your site, but you aren’t getting any purchases? Why! Traffic is just one piece of the puzzle. You’ll need to give serious consideration to your on page experience and make it easy for your customers to make a purchase. Make sure your products are clearly described and your users can very easily find the exact product they need. Ensure the checkout process is clear and efficient.
Whilst paid search is the best tool for seasonal search campaigns, you can ensure your site is ranked in the best position it could possibly be during your peak times by thinking way ahead of time and creating a content strategy that really heats up your traffic.
“But doesn’t SEO take 3 months”…this is such a vague statement made up by the cowboy SEO companies.
It’s comparable to saying, 'but doesn’t it take 9 months before you see a baby?' Of course it does! But you’ll see visible growth in the meantime.
Working on your SEO will have an immediate affect on the site and you’ll see improvement in rankings, but ranking in positions that will give you a return on investment takes time depending on the competitiveness of your industry, the current state of your website and the amount of time you have to invest.
One of the many benefits of this this seasonal SEO technique is that the content will still be there next year. It’ll need repurposing slightly, but you’ll be in a great position the next time your seasonal peak rolls around.