What is Seasonal SEO ? A Sustainable Strategy Guide!

With seasonal SEO, you can reach more potential customers just when your seasonal products hit the shelves. It is the opposite of what we know as Evergreen Content.

This content will provide detailed insight into seasonal SEO, and provide three tips to consider when optimizing it. If you’re finding yourself stuck with optimizing your campaign, don’t hesitate to reach out to us through our contact page to be consulted with a strategist.

Let’s get started!

What is Seasonal SEO?

Traditional SEO is the mother of seasonal SEO. SEO, is similar except that it focuses on seasonal popularity of products or services. Seasonal SEO is aimed at increasing conversions in the shortest time possible.

There are two main types of seasonal SEO strategies:

Time-based: This type of SEO looks at the greater seasons of the year. For instance, it could be during a certain season, either summer or winter, or at a specific time of period which is a month.

Event-based: Seasonal SEO around event-based venues happens when there are certain events which incentivize people to buy certain products. Some examples of events and how they are based on occasions include Christmas, Eid, Halloween, and Valentine’s Day.

Seasonal SEO focuses on these two categories. Many event-based things tend to go together with the seasons, so you’ll often be optimizing for both.

For example, if you are sourcing goods to purchase as Christmas gifts, many people would naturally associate Christmas with winter. They too could purchase Christmas items such as toys, decorations, or even dress people up in Christmas or winter apparels. With this in mind, it’s even more imperative to manage both time based and event based seasonal SEO factors.

Why should you care about Seasonal SEO?

Seasonal SEO is important because it helps your business convert more. If you sell your products or services at a time when they are needed the most, you’ll benefit from increased sales. This provides new revenue streams for your business.

If the products you sell are seasonal, you want to market them at the times they are most likely to be bought. Selling your products quickly during peak periods can offset the months your sales are slower.

What About the Seasonality of My Products?

There are products that are quite obvious from when they tend to be more popular. For instance, shovels and rock salt are favored in the winter while pools and pool toys tend to be popular in the summer. But you might also have some products for which you aren’t quite sure about their seasonal demand.

Take a look at these three tools which can help you understand the seasonality of your product.

Google Trends

Google Trends will give you a great sense of behavioral change over time of your product. You can tell the best time to market your product by seeing when your product is highly searched.

For instance, some foods are more normal during a period. Pumpkins are more popular for fall and holidays, but watermelon is more popular in summer. You can see these different fluctuations of product popularity by checking Google Trends.

Google Trends lets you see how people searched for certain terms over time. You’ll be able to look at when your terms are likely to be searched and even narrow them down by cities if you want more focused results. This allows you to know when exactly to draw attention on your products.

Google Keyword Planner

Another good place to find relevant terms is Google Keyword Planner. If you put a keyword into this tool, you will get a list of related keywords to contemplate.

You’ll also know the interest in your search terms. First, it allows you to see how interest for your keywords has varied over time. This helps you know when your search terms are most likely searched.

Google Search Console

Another great tool you can use is Google Search Console. This tool is intended to help you know how your site trends are. You can also see which pages your audience is engaging with the most.

You’ll learn more about clicks, impressions, position, devices, and much more. It’s all within 90 days. To identify the topics people search, you can see which terms were popular then.

The tool’s only downside is that you can only see data on a yearly basis. It also makes anticipating what will occur throughout season harder. It doesn’t provide as much insight about a campaign or allow you to adjust on the fly as popularity of a keyword changes.

Optimizing for Seasonal SEO: How to do it?

Since you understand the merits of optimizing seasonally for SEO, it is time for the action. Below are three tips to help you optimize for seasonal SEO.

1. Tailor your content to seasonal trends.

Creating content could be a very powerful tool to get you worthwhile potential customers and conversions. It brings in relevant traffic to your site and gets people to come visit your business. If your goal is to optimize for seasonal SEO, your content is likely where you want to begin.

You will need to optimize your content with seasonal trends (to push the relevant traffic). Therefore, your content would only be about the products and services that would be of help to your audience at the time of the current season.

Suppose, for instance, that you run a clothing shop. You could write about 5 Winter Wardrobe Essentials in the winter months. The focus of this content would be on articles of clothing such as scarves, hats, gloves.

You wouldn’t share the same piece of content during the summer, but the same idea can be used. Rather than “5 Winter Wardrobe Essentials,” you could alter it to read “5 Summer Wardrobe Essentials.” This type of content will serve the people based on the needs that people have during different seasons.

Your seasonal content should be oriented towards the consumer needs of your target audience. If scarves are being sought after by many people, then create an article about different ways to tie scarves and advertise your scarves when doing so. This will increase sales and result in people coming back to your business for other useful information.

This content can be reusable. It’s easily updated as the peak season approaches, and you can keep it every year. This allows you to stride ahead of the upcoming seasons and serve your audience with the content that will get them to look up your products or services.

2. Segment Your Strategy

If you want to create a successful campaign for Seasonal products you need to segment your strategy. Dividing your strategy in segments allows you to promote your product as it should be, during each segment.

There are three segments you’ll want to create to optimize your strategy:

Build-up phase: This is a few months before your peak season. It’s a high time to brand awareness and introduce people to your product. If you are planning to market for the upcoming season, you’ll want to tailor your messaging.

Engagement phase: This is when your product is most popular. At this time, you want to be using your time to get people to act immediately, which is when they will most likely buy whatever you’re selling. Make content and ads to convince your audience to buy your product.

Wind-down phase: The wind down phase is when the season is toward its conclusion. At this point, start transitioning your audience to other products or services they might need further down the road.

Segmenting your strategy helps you determine the type of marketing content to create and when it should be created. This will help you to build a successful campaign that pulls in people towards your business

3. Add Seasonal Visuals

Another way to spice up your website with seasonal visuals. They create atmosphere and help your products feel more tied into the season. In the event you are marketing several products in a single season, make use of visuals that expresses the season you’re promoting.

Imagine that you are the subscriber of your ecommerce brand that sells winter hats and scarves. There wouldn’t be a sense to place an image of a woman in a bikini on your main page because it would be unlikely to stimulate the sales of your product. If you’re selling scarves, you don’t want to be selling swimwear. But, you should focus more on optimizing images on the page, regarding winter clothes.

Videos can be done in the same way. No matter if your videos feature winter and stay home background or beach background, they must carry seasonal tone. In other words, if the images you show them reflect feelings of the season, people are more inclined to see your products.

Here is Digipeak for Your Seasonal SEO!

To ensure your business continues to grow and maximize conversions, you need to be optimizing for seasonal SEO. With seasonal SEO, you can connect with those who want your products when they’re at their most popular.

As a full service digital marketing company we are experts in SEO campaigns for years. We will bring our expert knowledge and experience to your campaign. If you’re not looking to do everything yourselves, we’ll help you optimise your site for seasonal changes to get maximum results from your site.

As you search for a company that drives results, Digipeak is the obvious choice.

If you’re ready to start optimizing for seasonal SEO now is the time to score some brownie points. Get in touch today and chat to a strategist.

If you’re looking for the best of the best to help get your business soaring to new heights, we’d be happy to lend a hand!