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How to implement a seasonal SEO strategy

Posted on 11th April, 2018 by Richard Hassall

Search Engine Optimisation

Is your business on top of its seasonal marketing? Have you got a seasonal marketing calendar all mapped out and ready to roll? If not then you could be losing potential customers. After all, seasonality plays a big part in the way we live our lives and can have a big impact on our purchase decisions. In this article, we’ll take a look at how you can create a seasonal SEO strategy for your business.

Use Google Trends

Whether you are looking to target a time-based season such as summer or winter, or an event-based season such as Black Friday or Easter, it’s important to understand when you need to be posting content to get the maximum impact. This is where Google Trends can really help. Using Google Trends you can see when search volumes are at their highest and also get an idea of related topics and queries that people are using. This information can help inform your content strategy and give you some insight into what content is likely to resonate with your target audience.

Using the data from Google Trends you can work out when the best time is for your business to publish relevant content for your chosen seasonal event. In the example below, we’ve focused on Father’s Day and from the graph we can see that searches ramp up from the end of May.


Understand intent

Once you know what people are searching for and when they are searching you can start to look at creating seasonal content to support these queries. But, if you want to succeed then you’ll need to understand user intent in order to help your content connect with your audience. What does this mean? Well, you need to take the time and effort to write content that adds value from a user point of view and gives them what they are looking for.

Using Father’s Day as an example one of the related queries is “Father’s Day gift ideas” which is a query with clear buying intent. Writing a great article on some of the best gift ideas for father’s day will bring relevant traffic to your website with the chance of converting them into customers with clear links to products on your website.

Using human emotions

Content that draws on human emotions offers a powerful way to connect with your audience and can be tailored particularly well for different seasonal events. For instance, using Father’s Day a couple of positive emotions you could use include love and kindness while negative emotions could include sadness or loneliness.

Headlines are one of the best places to use emotion as they can help your content generate more interest. So, out of the two headlines below which would you be more likely to click on?

Top 10 gifts for father’s day

10 gifts that are guaranteed to make your dad happy this father’s day

Yep, the second headline that uses emotion is much more likely to capture the attention of your audience and get them to click.

Utilise a blog

You probably don’t want dozens of pages on your website that are purely focused on seasonal events so one of the best ways to get this content on your website is by publishing a blog. Not only will a blog help with promoting your website for seasonal content, it will also help you promote your website for other long tail keywords that you’d like to focus on. A blog can help bring in additional traffic to your website as well as helping your social media strategy by providing relevant and useful information for your target audience.

If you want to grow your business, then implementing a seasonal SEO campaign is the way to go. Have your say and share your thoughts using the comments section below.

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