By OLIVER ANDREWS
How to Identify and Deal With Seasonal SEO Issues
Seasonal SEO issues are common and businesses must get equipped with tips for diagnosing these issues. Besides, it is essential to know how to overcome them to ensure a continuous flow of revenue even on non-peak months. Here is a step by step process.
Identifying a Seasonal SEO Issue
The traffic on your site is bound to vary all through the year. Therefore, it is vital to be aware of when the critical changes in demand happen in your industry. Top Google searches are the global criteria for recognising general search patterns. By putting up about three short topics that are relevant to your business, you will be able to diagnose your industry patterns. Besides, this will outline which of the four SEO seasonality patterns discussed below is affecting your business.
Event-Based or Festival Seasonality
It is the most common seasonality and aligns with a festivity or cultural and sports event. For example, during the Easter and Christmas holidays, gifts and decorations searches go tremendously high.
This kind of SEO seasonality goes on for about 3 to 9 months then searches begin to decrease. Financial, meteorological and cultural reasons mostly cause it. For example, skiing searches in the UK peak for about three months and then start to drop.
Peak and Taper
Peak and Taper seasonality happens most regularly during the start of a new year. People make many lifestyle and motivational searches at the beginning of a new year. Weight training searches increase tremendously as the year begins.
Continuous Variation in Demand
This type is the most challenging for businesses. The continuous variation complicates the prediction of search volumes because there are regular peaks and lows as a result of major and minor market forces.
Strategies for Overcoming Issues During the Slow Season
After identifying the type of SEO seasonal issue your business is going through, here are a few strategies to help keep your business going during the slow season.
Expand Your Customer Intelligence
Find out the activities your customers engage in during the slow season. Please make use of tools like Facebook Audience Insights to know the sites, social media channels and YouTube channels that your customer is into and improvise a way to add value to their life.
Perform Persona study
Get in touch with your clients and ask them about things that keep them busy all year round. This helps you recognise the external things that your customer is taking part in all through the year.
Initiate Co-Marketing and PR Campaigns
After finding out what your buyers engage in during the low season, it is time to ensure your business is present and significant in their lives. For instance, you can choose to approach the businesses your buyer is interested in during the slow months and run a co-marketed campaign. The campaign will get you new clients and vice versa.
Make a Seasonally-Adjusted Editorial Calendar
It is essential to coordinate your editorial calendar of topics that peak in specific periods with topics and events appropriate for your customers all through the year.
Adjusting From Slow to Peak Season
Here are tips to help you prepare your future search campaigns as you wait for the season to pick.
Balance SEO With Other Marketing Fields
You should identify the SEO chances you can grab as a result of campaigns that other marketing firms are running. SEO is diverse, so grab every opportunity to increase your searches through partnerships, inbound links or PR.
Carry Out a Competitive Topic Examination
This will help you understand how well-positioned you are for every topic that your business should rank for on Google trends.