- 7 Tips for a successful seasonal SEO campaign in 2021
Why seasonal SEO is important to get business?
Nowadays getting seasonal traffic all year round might sound like an oxymoron, but it’s perfectly possible with the right planning.
Demand changes with the seasons provide opportunities for savvy marketers to generate increased business throughout the calendar year.
Not only does seasonal SEO give publishers more muscle at the peak. But it also helps leverage traffic in the troughs.
Seasonal content gives your website a topical and timely presence. And, it’s attracting new searchers and gives returning visitors a reason to keep coming back. Better still, because seasonal campaigns are timebound they generally enjoy significantly higher conversion rates.
Seasonal planning provides a structure for your annual marketing activities and helps allocate resources to boost your business’ bottom line.
Planning is a key part of any SEO campaign. And, one thing you can be sure about is that the seasons come around at the same time every year.
What is seasonal SEO?
Seasonal SEO can be loosely divided into two categories:
Seasonal opportunities that change with the changing seasons. such as increased demand for healthy recipes after the festive period. And, lighter recipes during the summer months or event-based opportunities.
How to find seasonal SEO opportunities?
Google Analytics
Google Analytics is the most obvious starting point when researching seasonal opportunities.
By setting the Date Range to cover the preceding 12-months, you can analyze the data. And, ticking the checkbox to compare to the previous period) you’ll get a clear picture of seasonal peaks and troughs.
It’s important to remember that Google Analytics is a measure of current traffic, rather than overlooked opportunities. Nevertheless, it’s an invaluable tool and provides a benchmark to measure the success of future campaigns.
Google Trend
Tracks traffic trends for search terms over time and can be a great source of seasonal keyword inspiration.
Keyword data can be analyzed by location and language, making Google Trends especially useful for localized and geotargeted seasonal campaigns.
Google Trends also provides suggestions for ‘related queries’ which can be a useful addition to your content calendar.
Google Search Console
Provides a quick visual shortcut to help identify seasonal traffic trends. Select the Performance tab and change the date range for a clear and concise overview. That can be further dissected by date and query.
Competitor Campaigns
The last piece of the puzzle is to analyze your competitors. And, see if there’s anything you are missing or could improve.
Signing-up for competitors’ newsletters is an easy way to stay on top of their marketing campaigns. And, keyword research tools such as SEMrush will help identify traffic trends and pinpoint which keywords are driving Organic and Paid traffic throughout the year.
7 Tips for running a successful seasonal SEO campaign in 2021
Once you have identified seasonal opportunities the next step is to start planning your campaigns as follows:
7 Tips for a successful seasonal SEO:
Content Calendar
Populate your content calendar with seasonal campaigns. And, decide how many resources you are going to dedicate to each marketing channel. And, also how Paid and Social can be leveraged to support Search.
Keyword Research
Keyword research is the backbone of SEO and seasonal campaigns are no exception. Seasonal keywords will naturally have longer tails making them easier to get ranking organically and cheaper to bid on.
Evergreen URLS Using established URLs which have already built-up some link equity is a great way to kick-start seasonal campaigns.
Choosing a generic URL
Choosing a generic URL such as /sale or /offers (which does not contain any seasonal references) allows reuse for multiple campaigns.
And, It can be temporarily redirected with a 302 to the homepage when not in use.
Supporting Content Dedicated landing pages
Supporting Content Dedicated landing pages are a must for seasonal campaigns. But don’t forget to produce supporting the blog and social content to raise brand awareness prior to the campaign. Also, this drive searchers to the site during the campaign.
Internal Links
Also, focus to give your campaign pages a little link love with internal links. This can be from your sitewide navigation, high traffic landing pages, and your homepage.
Calls To Action
Seasonal traffic converts well and you can push rates even higher with incentives such as free shipping.
When deciding on sales incentives consider the lifetime value of a customer. And, what their details are worth in your database.
Force Crawl
Once you have published your campaign pages use Google Search Console’s URL Inspection Tool. Submitting your pages to Google Search Console will speed-up indexing.
Finally, don’t forget to make sure that your campaign pages are included in your sitemap.xml.
We hope you like the 7 Tips for running a successful seasonal SEO campaign in 2021.
To find out more about how Yellow Digit can help you generate seasonal traffic. Fill in our online contact us form. Or, just mobile: 9216900177 to speak with a member of our performance team.