How to Leverage Seasonal Content for SEO Campaigns
If you are responsible for executing or managing digital marketing strategy for a business, theirs is a good chance for their digital marketing agency there are seasonal consideration involved. If you’re an SEO and especially when you are working in eCommerce, new you need to be thinking about the holidays.
You need to attract more visitors to earn more customers from your website. And if you want to bring in more visitors from organic search, in the search results you need to rank your pages higher. This is not an easy task, ranking improvement can’t possible overnight.
If you want to enjoy the benefits of search visibility during the holiday season, you have to start optimized now. And start it with your content will be the best place.
Optimizing Existing Content
Fee higher rant of your page, you have to update and repurposing existing seasonal. Content could be your most cost-efficient option to earn search visibility in the upcoming months. In this post. I’m using a world example that is heavily influenced by seasonality.
My running example searching through the company’s blog. I found that they have a Thanksgiving gift guide and a 2018 Holiday gift guide.
These both pages the holidays could be leveraged to bring in qualified organic traffic, but we need to find out further investigation to determine if they are worth updating.
When you analyzing organic search opportunity the first thing you should do is to review the current search results. There is a lot you can learn from these search results examining the SERP’s including.
- Difficulty and Competition:– Are all over page 1 there big brand names plastered? Are on the ranking page have high-quality in terms of content and design? If yes, it’s right to assume it will be difficult to rank for these keywords.
- Formatting best Practices:- Among the ranking pages look for common trends, as these are showing factors to why those pages rank.
- Searcher Intent:- the important things, the ranking pages will give you insight into searcher intent and what pages of people are searching for. For what searchers want to analyze these results for better understanding.
To get an idea of potential traffic we should also analyze the opportunity based on search volume. According to SEMrush, only monthly search result volume 30, we need to use all the associated keywords as well. These smaller volumes easily can quickly add up to a large number on aggregate.
Sometimes, it will be difficult to convince site owners to link to content out of season, be early starting promotion having these “Verbal agreements” in place will highly improve link building success as it circumvents the main problem with contacting people during the holidays. People will be on vacation and unresponsive.
In terms of content creation resources, this is like a low investment opportunity that Digital marketing agency could start executing now to potentially enjoy page 1 Ranking. It could help during seasonal when people searching for you according to your keywords and it could bring qualified traffic also.
Creating Seasonal Content
It may not be enough updating the existing page to take advantage of the holiday season for your business. In this case, you will have to crates new season-specific pages.
Seasonal content creation should always start with keyword research and it is no different to creating seasonal content. You need to analyze past and current trends for targeting the right keywords and seasonality adds on the extra wrinkle. Digital Marketing Agency using the free tool “Google Trends”, and they could compare the query between two different ranking pages. This quick comparison shows that there is some interest in one season and that interest is lower than the interest for another comparative page.
With the help of this information, Digital Marketing Agency can adjust their keyword strategy and focus accordingly.
A farm with the holiday season approaching should identity a content gap they could try to fill relatively easily to potentially earn significant organic traffic. To find this opportunity, you can use keyword research tools, Ahrefs. It makes keyword analysis easy, it can plug websites URL and navigate over to the “Organic Keywords” section to view all the keywords that keywords have a page ranking in the top 100 for.
To analyze these keywords, you should focus on three metrics:
- High Search Volumes
- Low keywords Difficulty
- Ranking positions near page 1 & 2 keywords.
With Aherfs diving in further, you will see the opportunity to create information content around materialize. Ahrefs also shows other phrases that contain the keywords, related question and other terms that the current ranking pages also rank for it. For content creation, this is very powerful information as it gives new ideas for a new page.
While Ahrefs signals low difficulty across the board, you always like to review the current ranking pages for competition understanding.
This is the right time to start planning your SEO content if the holiday season is important to your bottom line. Consider these tips by which you can appear in search when interest in your products and services is highest.
By seasonal fluctuation, every business is influenced, but you can drive your bottom line and with some simple planning you can grow your business. By identifying, you can plan, create and optimize content specification when your seasonal fluctuation occurs for your customers.
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