Seasonal SEO Tips & Examples For Year-Round Search Improvements


We often talk in the world of SEO technical issues and how to solve them. We specialize in Content Strategy, Keyword Research, backand PR.

But one thing we don’t talk about enough is seasonal SEO – specifically its impact, and how to take advantage of it to improve marketing performance.

A solid understanding of seasonal SEO is essential to building a winning SEO strategy, deriving insights from your performance data, and providing accurate reports to your customers.

In this column, you’ll find actionable tips and real-world examples to help you navigate seasonal trends and make them work for your SEO strategy.

What is Seasonal SEO and Why is it Important?

Seasonal SEO is the way your website performance and business are affected by external estimates annual event As if ChristmasEaster, Summer, Winter, etc.

It is important to understand seasonal SEO because:

  • In general, we need Use it to the advantage of our business,
  • It helps Planning and deciding which SEO projects To execute and when.
  • it helps us Navigate Marketing in “Low Season”.
  • It may affect our datareporting, and how we make decisions that take into account the impact of seasonality on SEO metrics such as clicks, impressions, and rankings.

Having a more detailed and in-depth understanding of the impact of weather on SEO will help you make better business and marketing decisions.

If you are a B2B business, do you need to think about seasonality?

I can hear some people saying, “My clients are B2B, so events like Christmas, Halloween, etc. don’t really have much impact on us.”

This is mostly true. if you are one SaaS Clients in the Financial IndustryYou’re probably not thinking about how seasonality can affect your business.

But here’s an example of when seasonality can interfere with your B2B data.

Your B2B client does a website migration in November and follows all the SEO guidelines you shared with them.

They still see that their website is down drastically in December.

Is it due to migration or maybe seasonality?

The performance degradation can be a natural effect of the migration process and will just take some time to recover.

But when adding seasonality to the equation, we understand that this decline has increased slightly as a result of the “low season” most B2B businesses go through in December.

So you can see a deeper drop than you expected for the migration.

In this situation, understanding and taking into account seasonality can help you communicate to customers what to expect as well as evaluate the performance of the migration process in a balanced manner without panicking.

How to Navigate Seasonality in SEO

1. Start Tomorrow

Tomorrow is the best time to start analyzing the impact of seasonality on a business’s performance. And the second best time is now.

Asking about the season is one of the client onboarding questions I always ask, regardless of what type of business it is.

It may sound basic, but sometimes you get information you didn’t expect.

If you are working on Annual or six month SEO planThis is the perfect time to look at the upcoming season that you should integrate into your plan.

It usually takes three to six months to see the impact of any SEO effort.

So if you want to rank for “Black Friday” terms or “back to school,” plan for it four to six months in advance. Give your content a chance to be indexedAnd settled in SERPs.

When the time comes, you are not working anew, but fixing and building on existing properties.

2. Know Your Hills and Valleys

Here are a few more places where you can start checking the weather for your business:

  • Google Search Console.
  • Google Analytics.
  • Google Trends.
  • SEMrush and other third-party tools that allow you to compare your performance against competitors.
  • Online reports about industry trends.

GSC Tips

google search console This is where any SEO expert should ideally be, and when analyzing seasonality, it is the best place to start.

Try to map your performance data for the last 12 months season wise. If you find unexplained dips or peaks, look to match those with the current season (summer, weekend, information from your customer, etc.).

You may also want to look at the month-to-month change for the last 16 months to understand the expected percentage change for each season.

regex gscScreenshot from Google Search Console, February 2022

There are a few things you need to consider when analyzing GSC performance data for seasonality:

View data with and without brand search terms,

You can filter brand search terms using a custom regex in the query filter. Just a pipe “|” to all the different forms of your business brand name. List apart from.

See how other B2B or B2C (whichever is more relevant) clients performed over the same time period.

This is especially helpful if you work in an agency and have access to a variety of properties.

See if there are dips and peaks in common between them. Personally, I see a decline in the performance of most B2B clients in December.

Important Tip: GSC will show you data of last 16 months only.

Always back up your data so that you can save your historical data for future reference.

Be aware of other marketing activities.

Increases and decreases in overall performance due to increases and decreases in brand keyword search volume may not be directly related to your SEO efforts, but to the impact of marketing campaigns from other marketing channels (such as Facebook or LinkedIn Ads).

Filtering them can help you remove the noise and give you a clearer picture of the weather and SEO.

semrush tips

semrush Provides a “traffic analysis” tool that allows you to compare the performance of your website with some of its competitors over time.

Here is a traffic analysis graph showing the performance of zara.com against hm.com for the past six months:

SEMrush Competitive Seasonal ReportScreenshot from SEMrush, February 2022

From graphs, you can get any number of insights.

For example, you can see that for both websites, there is a peak in November.

This is something you will want to keep in mind when reporting. This growth in organic traffic, while a positive, will not continue at the same level until next month. Keep this in mind when reporting November and December.

You may want to highlight this; Otherwise, you would report the temporary seasonal high in November as an overall improvement in organic performance, and then in December, you would report what your average or above average performance might be as a monthly decline.

wheel of seasonal

Another thing that can help you know how your business will be affected by seasonality throughout the year is this diagram. VennDigital.co.uk,

The diagram gives you an idea of ​​what to expect in terms of seasonality for the four major industries: automotive, retail, travel and finance.

Your business probably falls under one of those categories, and by studying this diagram, you can get a better understanding of seasonality and why your data is the way it is.

Seasonal SEOImage from Wayne Digital, February 2022

4. Talk to Business Stakeholders

There are two things that need to be done when it comes to the effect of weather on your SEO plan.

First things first, talk to your stakeholders.

Don’t wait until low season arrives and then discuss reporting why many of your metrics went down. do it quickly.

This helps all parties stay on the same page and reduces reporting stress when a drop occurs.

If you know your B2B business is likely to experience a low season in December, start this discussion in October or November.

PDF Seasonal SEOScreenshot from Google Trends, February 2022

If you want:

  • Design a simple deck outlining various seasonal trends and their impact on business performance, Adding supporting data from a tool like Google Trends can certainly help. Below you can see, that even for a technical term like “PDF” there is some weather over time.
  • Provide an action plan if necessary For each major trend affecting seasonality.
  • Always leave a footnote for monthly reporting When relevant and explain the results.

5. How

Now, let’s talk about the actual SEO work.

You have read all this and now you are asking yourself what should I do?

Here are 10 seasonal SEO tips to add to your arsenal:

  • Start by analyzing your present material property And see if any existing seasonal ingredients need a refresh.
  • Make sure you have a category page for each season that is relevant to your business; For example, pages for Black Friday, Christmas, Back to School, etc.
  • For each of those category pages, you can have as many child pages as necessary to target the long-tail search query. Your Christmas page may link to other pages for Christmas trees, Christmas gifts, and more.
  • Ideally, the URL could be homepage.com/christmas/christmas-trees.
  • Use breadcrumbs Similar Home > Christmas > Christmas Tree
  • For seasonal pages, do not use the date or year in the URL.
  • Don’t use the date or year in the title or H1, unless you plan to update them annually.
  • Link to seasonal pages from the header and footer, at least 30 days prior to the season.
  • After the season ends, remove the links from the header and footer. Don’t delete the page, but instead, you can update it with a relevant message for your customers and provide links to other valuable pages on your website.
  • Last but not least, plan your backlink acquisition ahead of time as well. To give Google enough time to capture the value of your content, build backlinks beforehand.
travel season seoImage from Alamosfar, February 2022

A great example of how you can customize your website seasonally is how some travel agencies update their footer links based on which destinations are popular in a specific season, as well as They also have a consistent list of the top destinations overall.

A final note on the effect of seasonality on SERPs

We cannot discuss seasonality in SEO without discussing the great research done by Tom Capper, Distilled in who observed that “SERPs change when they are ingested”.

Tom tracked the behavior of the SERPs for the keyword term [mothers day flowers] In the two-week period before Mother’s Day and how it affected the top results in Google.

From the graph below, we can tell that as we get closer to day 0 (Mother’s Day), while the search volume for “Mother’s Day flowers” is increasing, the rankings of many of the top results for that term change. Has been.

Mother's Day Seasonal SEOScreenshot from Distilled, February 2022

This is one of the most powerful graphs that shows how influential seasonality can be on a website’s performance in the SERPs.

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Featured Image: Yuganov Konstantin/Shutterstock





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