Four Seasons

Four Seasons

Seasonal trends and changes affect almost all businesses at one point or another. Some companies sell products that align with seasons such as pool supplies, Halloween costumes, or Christmas trees. Others may have stores that are open year round but offer different products depending on the season such as clothing retailers. In order to make the highest volume of sales it’s important for these companies to market to their target audiences with season-specific information. The point of SEO best practices is to get a site in the highest possible position in SERPs. Seasonal SEO is very effective, it will put the website at the right place in the right time in order to take advantage of the traffic. Companies can learn to use seasonality to their advantage and help make the peak times for their business even better.

Planning

Serious advanced planning is needed in order to have the best seasonal SEO practices in place for Halloween or back to school seasons. An ideal start to the season would see your company already high in the search rankings at the beginning of the season. Fresh, new content can help and might get some traffic moving your way but potential customers are much more likely to identify with more current content. Seasonal SEO starts with getting the content for your site linked and indexed ahead of time. Search engines may not index your site immediately and there is no guarantee that it will instantly be at the top in SERPs. To gain an edge in for the season start before the season has actually begun to get the most advantage out of the campaign.

Not everyone is so proactive and luckily, if you waited until the last minute, all hope is not totally lost. Guest blogging is a possible way out of trouble. You can write fresh content for the site and obtain some links from blogs. Let your friends who blog in on it and get some help!

SERPs and Keywords

SERP displays are updated on a regular basis by most major search engines such as Google and Yahoo but it is a good idea to do a SERP inventory on your target keyword. If Google displays a lot of images, work on optimizing images. If there are several Shopping results for a keyword then get your inventory listed in Google Shopping.

Writing your own appropriate content for the targeted keywords is extremely effective as well. If you are targeting ‘menswear’ and ‘men’s cold weather gear’ as keywords on your sight, you might consider writing some articles on the subject for your site. These articles can be about a variety of topics surrounding your target words. It is a good idea to put fresh content pertaining to the event on your blog because SERPs will often show blog results.

What to do with Optimized Pages

Do to the nature of their businesses, seasonal business may only sell goods during a certain time of year, which means that the pages and content may not get too much attention for a large amount of the year. These pages should not be removed during the seasons where they are not receiving a lot of traffic. Search engines don’t rank entire websites but individual pages. One of the factors that a search engine uses to determine a site’s level of trust or its reputation is how long the site has been around. An optimized page shouldn’t be taken down when not receiving a lot of traffic because that would harm how search engines perceive the longevity of a site. When an optimized seasonal page is left up during times when there might not be a lot of traffic such as the off-season it has time to build generic links. Seasonal SEO will build on itself over a period of time even if there is not a huge amount of traffic on a page so it is a good idea to save your optimized pages for next season. When the season is just around the corner, you will want to put up some fresh relevant content and start over with seasonal SEO strategies. By leaving these seasonal pages up, you will be making progress from year to year or snowballing, instead of starting from scratch each season.