Why Seasonal SEO Matters & 3 Ways to Optimize for Seasonal SEO

As the seasons change, so do the products your audience buys. While some products are needed all year round, others fluctuate in popularity with the changing seasons. To ensure you’re reaching people when they’re most likely to look for your product, you must optimize for seasonal search engine optimization (SEO).

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Seasonal SEO will help you boost your seasonal products to reach more leads when they’re ready to buy.

On this page, we’ll dive into detail about seasonal SEO and provide you with three tips for optimizing for seasonal SEO. If you need help optimizing your campaign, call us today at 888-601-5359 to speak with a strategist.

Let’s get started!

What is seasonal SEO?

Seasonal SEO is a branch of traditional SEO. It utilizes the same basic strategies that SEO uses, but instead, looks at the seasonal popularity of different products or services. The goal of seasonal SEO is to drive conversions in a small period of time.

There are two main types of seasonal SEO strategies:

Time-based: This type of SEO focuses on larger seasons within the year. This can be a specific season, such as summer or winter. It can also be a certain time period, like a month.
Event-based: Event-based seasonal SEO centers around specific events that happen that trigger people to purchase products. Some common event-based occurrences include Christmas, Thanksgiving, Halloween, and Valentine’s Day.

These two categories are the main focus for seasonal SEO. You will often find yourself optimizing for both, as many event-based factors go hand in hand with the season.

For example, many people associate Christmas with winter when they buy products for Christmas gifts. Some people will buy toys, decorations, or clothes that connect to both Christmas and winter. This makes it that much more important to optimize for both time-based and event-based seasonal SEO factors.

Why does seasonal SEO matter?

Seasonal SEO is crucial for helping your business boost conversions. If you’re marketing your products or services at a time when they are most likely to be needed, you’ll boost sales. It opens new revenue streams for your business.

You want to market your products when they are most likely to be purchased, especially if your products are a seasonal item. Rapidly selling your products during peak times will help balance out the months when product sales are low.

How do I find out my products’ seasonal popularity?

Some products are very obviously popular during certain months. Shovels and rock salt are more popular in the winter months, while pools and pool toys are more popular during the summer months. You may have some products, however, where you’re unsure about where they fall.

To help you figure out your product’s seasonal popularity, check out these three tools.

1. Google Trends

Google Trends is a great way to see the behavioral change of your product over time. You can see when your product is highly searched to pinpoint the best time to market your product.

For instance, some foods are more popular during certain times of the year. Watermelon is more popular during the summer, while pumpkins are more popular during the fall and holiday season. By looking in Google Trends, you can see these different fluctuations in product popularity.

Google Trends allows you to see how people search for different terms over time. You’ll see when your terms are most likely to be searched and can narrow it down to different cities for more refined results. This helps you identify the right time to boost your products.

2. Google Keyword Planner

Google Keyword Planner is another great tool to help you find relevant terms. When you enter a keyword into this tool, you’ll get a list of related keywords to consider.

You will also see the interest in your search terms. This enables you to see how interest in your keyword changes over time. You can pinpoint the times when your search terms are most likely to be searched.

3. Google Search Console

Another great tool you can use is Google Search Console. This tool helps you identify trends on your site currently. You can see what pages your audience is engaging with the most.

You’ll see information about clicks, impressions, position, devices, and more. All the data is within a 90-day period. You can see terms that are popular within that 90-day period and see which topics are highly likely to be searched.

The only downfall of his tool is that you can see year over year data. This makes it challenging to prepare for upcoming seasons. It does, however, allow you to get insight into your campaign and alter it as needed as keyword popularity changes.

How do I optimize for seasonal SEO?

Now that you know the importance of optimizing for seasonal SEO, it’s time to put it into action. Here are three tips to help you optimize for seasonal SEO.

1. Optimize content for seasonal trends

Content creation is a powerful tool that helps your business earn valuable leads and conversions. It drives interested traffic to your site and gets them to check out your business. If you’re trying to optimize for seasonal SEO, your content is a great place to start.

To drive the right traffic, you’ll want to optimize your content for seasonal trends. This means that your content should focus solely on pushing products and services that benefit your audience during the current season.

For example, let’s say you own a clothing store. During the winter, you may create a piece of content titled the “5 Winter Clothing Essentials.” In this content, you would focus on pieces of clothing like scarves, hats, and gloves.

You wouldn’t promote this same piece of content in the summer, but you could use a similar concept. Instead of “5 Winter Clothing Essentials,” you may change it to “5 Summer Clothing Essentials.” This type of content would match the specific needs of people during the different seasons.

Your season content should meet your audiences’ needs. If many people are looking for scarves, create an article about different ways to tie a scarf and promote your scarves in the process. This will boost sales and keep people coming back to your business for your helpful information.

This content is reusable, too. You can keep this content each year and simply update it as the peak season arrives. It allows you to stay on top of the incoming seasons and provide your audience with relevant content that gets them to check out your products or services.

2. Segment your strategy

If you want to create an effective campaign for seasonal products, you must segment your strategy. Segmenting your strategy will help you focus on promoting your product in the best way possible for the time.

Here are the three segments you’ll want to create to optimize your strategy.

Ramp up period: These are the few months that lead up to your high season. It’s an important time to increase brand awareness and start getting your audience familiar with your product. You’ll want your messages to be marketed about the upcoming season.
Engage period: This is the height of your item’s popularity. When people are most likely to buy your item, you want to focus on getting them to take immediate action. Create content and ads that focus on getting your audience to buy your products.
Slow down period: The slow-down period occurs when the season is over. At this point, you’ll want to start to transition towards other products or services that your audience is likely to need next.

By segmenting your strategy, you’ll have a better understanding of the type of marketing content to create and the right time to create it. This will help you build a successful campaign that drives people to your business.

3. Add seasonal visuals

Seasonal visuals add another dimension to your website. It helps get people in the mood for the season and makes your products more relevant. As you market different products for the season, ensure that you’re using visuals that convey that message.

For instance, if you’re trying to start marketing your winter hats and scarves, a picture of a woman in a bikini on your homepage won’t make sense. People don’t want to see swimwear when they’re looking for scarves. Instead, optimize the images on your page to focus more on winter attire.

You can do the same with videos, too. Your videos should have a seasonal tone to them, whether it’s set with a beachy background or wintery background. When you convey the feelings of the seasons through images, you make people more inclined to check out your products.

WebFX will help you optimize for seasonal SEO

If you want to help your business continue to grow and earn more conversions, you must optimize for seasonal SEO. Seasonal SEO ensures that you reach people at the height of the popularity of your products. At WebFX, we have over 25 years of experience optimizing SEO campaigns.

We’re a full-service digital marketing company that specializes in seasonal SEO campaigns. Our team of 500+ experts will bring their knowledge and expertise to your campaign. We’ll help you optimize your site for seasonal changes to drive maximum results.

If you’re looking for a company that knows how to drive results, look no further than WebFX. In the last five years, we’ve driven $3,021,182,299+ in sales and 7,839,684 leads for our clients. We focus on helping our clients grow their business.

Don’t believe us? Just ask our clients! Check out our 1020 client testimonials that attest to the awesome work we do for them!