You probably hear plenty of contradicting views about managing a business website. Some owners say that it is difficult to generate traffic, while others say that it is easy.
But which is which? Is it hard or a piece of cake?
Truthfully, it is neither of the two. Given you have an e-site; it means that you have considerable knowledge about the Web. This further indicates that you have an idea on the right things to do.
Then again, this learning will not make your online marketing campaign a breeze because the Internet is always advancing, which means that you have to be on the lookout for new strategies. And, nowadays, one of the most vital ways of increasing traffic is using seasonal search engine optimisation (SEO).
WHAT IS IT?
It is a method, which allows you to boost website visibility by ranking well in results pages during a particular sale season.
To give you a better idea on seasonal SEO, let us check out this table.
The keyword used here is “gifts”. As you can see, the searches related to shopping amount up to 75% and the interest over it is highest before the Christmas holidays (December 11-17). This is the period, when many people are looking for presents. Additionally, the queries on “gifts” are also high before Valentine’s Day.
WHAT SHOULD YOU DO?
Whatever your company is selling, take advantage of the season, when your offers are most saleable. You can do this by modifying your SEO techniques in order to appeal to high search volumes. More specifically, take note of important seasonal optimisation tricks.
1. Plan and implement your strategies at least three to four months before the peak period begins.
You have to remember this because your campaign will not produce results overnight; it needs some time before it can take effect. The great advantage about starting early is that you have an edge against other online retailers who have not begun yet. As such, you have a higher chance of ranking in SERPs.
2. Perform keyword research.
While you are doing this, use Google products like the Keyword Tool, Trends, AdWords, and Insights for Search. You can also use other applications that allow you to conduct thorough analysis, so you can come up with more accurate data and findings.
Additionally, you have to comprehend the results for your primary keyword. Assuming that you are offering pet products and that your target search term is “pets”, you will notice that the top results (based on the image below) provide different information (e.g. care tips, travel, apps, and news).
With that said, proceed to the next tip.
3. Create content relevant to the season.
Basing from the search engine results of “pets”, you can produce unique and engaging topics. You can write about gift ideas for dogs or dressing them up for Christmas. Then, link the content to your products page. Of course, gain the favour of search engines by adding the meta description, title, and article body with seasonal keywords.
Now, let us say that the results show several images. If this is the case, create a webpage with plenty of adorable pet photos. Then, place brief descriptions with your target keywords.
4. Determine the effectiveness of your campaign.
Using your analytics tool, find out which search terms are driving traffic to your site. Afterwards, start generating fresh content integrated with the high-traffic words. Next, link these to the other pages on your site.
5. Look into your sales.
You have to remember that one of your goals is to make high sales. Therefore, you should keep track of this aspect too and find out if you are getting traffic and selling or just the former. If you do not have both, this means that you need to improve your optimisation strategies.
At first, using seasonal SEO may seem difficult. But once you get the hang of it and you know its ins and outs, the next stage of your marketing campaign will not be as tough. So, have patience and you will reap the benefits in no time.