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Hey, what’s going on everyone? This is Chris with StrategyBeam and today; I want to take a look at one of the lesser known impacts for SEO.
To do this, we will look at something called seasonal SEO and how different times and events impact our organic listings.
Today we’re going to take a look at how to understand, identify, and leverage seasonal SEO to drive more qualified traffic to your site and increase conversions. So let’s jump into it!
The first thing that we need to do is to look at what seasonal SEO is. Seasonal SEO is the impact that times and events have on your business Internet marketing strategy. This is seen in the changes throughout seasons and how that impacts your business.
That’s good to know, but what exactly is seasonal SEO? This is like I said before, one of the lesser known elements to consider for SEO and content marketing but every business is impacted by seasonal SEO.
There are two distinct types of variables that impact your seasonal SEO. One of these variables is event-based, and the other is time-based.
First, let’s look at event-based variables that impact seasonal SEO marketing.
Here’s one example of event-based seasonal SEO. To find this information I just typed Christmas trees into Google Trends.
Google Trends as a free tool that you can use to track your industry. With this information, we can see there is a significant spike in searches for Christmas trees right around two months leading up to Christmas.
Now that we see this seasonal trend, how can we leverage this information for our online SEO marketing strategy? Well, this information is valuable because if you’re a Christmas tree seller, you will want to start planning and creating content for your industry.
Since the spike of interest happens in a short window of time, a Christmas tree lot will need to align their content creation and publications efficiently across their various marketing channels.
The second type of seasonal SEO is time-based variables. Instead of looking at something like Christmas, Donut Day or Valentine’s Day, this type of seasonal SEO focuses on other elements to optimize content.
For example, if we operate an air conditioning repair company in Florida, we can see from Google Trends that there is a much higher demand for our services in the summer.
Going back to Google Trends, just type in ‘Air Conditioning,’ and you could see that in Florida, over the past 12 months, you could see a significant spike right there around summertime.
If you’re in the industry for air conditioning repair or sell air conditioners, you want to look at how people use your products. Once you understand how people use your products or service, you will want to align your content with your business goals.
The starting point to learn this information is to look at Google Trends. This free online marketing tool is a great way to see a general overview of trends based on time and location. This information is valuable because regardless of your industry, you will be able to see that there are seasonal shifts in the market.
Now that we know how to identify variables that impact seasonal SEO, how do you track that information for our business throughout the year?
Your business needs to track what’s important.
The first step to track what is necessary to your business is to have analytics set up and look at page views. This data shows you what pages people go to on your website. This information indicates the intent that people have when it comes to your products or services.
You also want to look at who your visitors are by drilling down into demographics. Your business can leverage analytic programs on your websites to break down your customers into segments based on gender, age, location, and activities on your site.
All of these metrics can tell a compelling story to use across your business, and this information highlights user intent when they come to your website.
The most important piece of your online marketing strategy is to drive qualified traffic to your site and boost conversions. This means that conversions on your site are a powerful message because this data shows you how to optimize content that is working for your business goals.
To understand this information you will need to be able to look at when conversions happen, the time frame, what those conversions are for; the products and services and then put that into context.
Along with the other elements, you should also look at revenue. Along with analytics programs on your website, you can even talk with your sales team, and you can speak with your customer service reps who have direct access to your customers. These sources are a great place to get personal information about the needs of your customers throughout the year and overlay that information on your online data.
Do those one-on-one elements to understand your products and how your customers use your products services.
We took a pretty high-level look at Google Trends, but we also want to get a little bit more information about specific items with your business as it relates to seasonal SEO.
The first one is keyword rankings, and you can track this with tools like Ahrefs or any other keyword ranking tools available on the market. These tools are pretty accurate, and you need to manually put those keywords into the program to track throughout the year.
Keywords that you upload to the keyword research tracking tools will reflect the goals of your business. Only upload keywords that you want to rank for and then see what the demand is and also what the competition is throughout the months and quarters.
Industry ranking trends tend to fluctuate throughout the year depending on the needs of your customers and market shifts. Ranking trends are linked to the previous point, where your business needs to track specific keywords and search queries.
Various ranking trends reflect real-world changes, such as the demand for specific keywords, search volume, and also how people are using the products. A freelance copywriter will know how to look at ranking factors and help you develop content that will get found and drive sales!
As you identify, track, and optimize your content around ranking factors you should not forget about search engines outside of Google.
There are some businesses that rely on Pinterest, LinkedIn, Twitter, Facebook, Bing, Yelp. You should track performance on the search engines that matter most to your customers. You can do this with analytics and programs to help you understand the context and growth of these search engines.
So we talked about what seasonal SEO is, what it looks like, the time-based and event-based and then also what to track. But now, how do you prepare for seasonal SEO.
This is where the Content Marketing aspect of organic SEO marketing strategies comes into play and putting the pedal to the metal to make your business money. So, let’s look at how you can prepare for seasonal SEO.
The first thing is you always want to start early when it comes to preparing for seasonal SEO and Content Marketing. From my experience, many businesses, startups, and marketers tend to get wrapped up on the day-to-day activities of their marketing strategy and forget that time is cyclical and summer is going to come at the same time pretty much every year.
So, you always want to start early, and I recommend looking at your upcoming quarter.
Create a quarterly content calendar that you and your team can use to map out and schedule content from. With a small investment of time, your entire marketing team will know what is coming up in the next months and prepare your marketing channels appropriately.
Your content calendar will look different based on your industry and business, but if you prepare for each quarter, you will be able to view ahead easily. During the first quarter of the year, you will be preparing for the second quarter content, and this gives about 2 to 3 months for preparation.
Creating, optimizing and publishing content can be time and labor intensive. If you are not preparing throughout the year, you could get stuck in a situation where you are constantly playing catch up with your content needs and not meeting the needs of your customers.
As a result, your company will miss out on opportunities to drive qualified traffic to your site and increase sales. You can only do this with great website content and other types of content to use on your website and across your online brand.
Of course, you do have to be flexible because there is going to be one-off needs that come up. But in all, the better prepared you are usually, the more impact you can have.
Also, listen to your data, look at how your keywords are ranking, look at your analytics and look at year over year data and then quarter over quarter. Utilizing some timeframes will help you understand and optimize your website content and make your team more efficient.
A lot of marketers like to only look at data, and they forget that customers are the sole purpose of their business. So, send out surveys; you could do this with Survey Monkey or some other survey tools.
Use one on one customer reviews and see what your customers are thinking. You can also talk to your salespeople and customer service reps.
A lot of businesses like to jump in and take on 20 marketing channels; Facebook, Twitter, Pinterest, LinkedIn, email, blogging. However, if you have a small marketing team or you are operating with limited resources, then you can’t take all that on.
You have to be realistic, and that’s where that is starting early and planning a quarter comes in and schedule content for each channel.
Track your business and industry trends throughout the year. Record each season so you can leverage your findings for years to come.
Winter, spring, summer, fall; it’s going to happen every year.
If time-based seasonal SEO factors apply to your business, like if you sell snow shovels, then you should probably start ramping up and use different content and figure out what people are are asking at different points.
Just because peak season for the air conditioning industry is in the Summer months, businesses in this industry should not neglect content in the seasons throughout the year.
For example, the report from Google Trends that we looked at doesn’t mean that they should shut off all marketing outside of the summer months, but we should anticipate what our customers are looking for outside of that peak season.
While an air conditioning company may not drive as many sales during winter or spring, the company could produce content to answer questions or address needs of air conditioner owners throughout the year.
Well, there you have it guys. Thanks a lot for your time. And we just went over a seasonal SEO– how to identify it, how it applies to you, how to track it and then what to do about these trends. If your business incorporates seasonal SEO into your Internet marketing strategy, you will be able to promote and grow your business and make more sales.
If you have any questions, feel free to shoot me an email at [email protected]. Also, go ahead and give a like, comment and subscribe to this video if you liked it and please share it with your friends because it helps us out a lot.
Until we meet next time guys, hope you have a great time with marketing and ramping your business up to the next level. We’ll talk to you later!
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