In the world of SEO, we often talk about specific issues and ways to solve them. We look at content planning, keyword research, backlinks, and PR.
But one thing we’re not talking about is the timing of SEO – specifically its impact, and how it can be used to improve marketing.
A solid understanding of the SEO season is essential for building a successful SEO plan, getting insights from your performance data, and providing accurate reports to your customers.
In this column, you’ll find practical information and real-world examples to help you manage analytics and put them to work for your SEO plan.
What Is Seasonal SEO & Why Is It Important?
Seasonal SEO is the way to affect your website performance and business with annual special events such as Christmas, Easter, summer, winter, and others.
Understanding the SEO era is important because:
Having a better account and in -depth understanding of the impact of the season on SEO will help you make better business and marketing choices.
Do You Need To Think About Seasonality If You’re A B2B Business?
I can hear some people say, “My client is B2B, so things like Christmas, Halloween, etc., don’t have much effect on us.”
This is largely true. If you’re a SaaS expert in the financial industry, you’re probably not thinking about how your business will be affected over time.
But this is an example of when the season can interfere with your B2B data.
Your B2B client makes a visit to the website in November and follows all the SEO guidelines you shared with them.
They still see their website drop deep in December.
Is this due to travel or maybe the season?
Failure to do so can be a natural result of the travel process and will require some time to repair.
But when we add the season to the comparison, we understand that this decline has been exacerbated as a result of the “low prices” of most B2B businesses by December.
So you may see a deeper drop than you expect for travel.
In this case, understanding and paying attention to the season can help you communicate with potential customers and also evaluate the travel performance in a balanced way without worry.
How To Navigate Seasonality In SEO
1. Start Yesterday
The best time to start analyzing the impact of the season on yesterday’s business performance. And the second best time is now.
The question about the tenure of one of the clients on the question I always ask, no matter what type of business it is.
It may seem familiar, but sometimes you get information you didn’t expect.
If you’re working on an annual or six -month SEO plan, this is the right time to look at future seasons that you should incorporate into your plan.
It usually takes three to six months to start seeing the impact of any SEO effort.
So, if you want to rank for the “Black Friday” keyword or “Back to School,” plan this four to six months ahead to give your content a chance to index, and stay in the SERPs .
When the time comes, you don’t work from scratch but improve and build on existing assets.
2. Know Your Hills And Valleys
Here are some places you can start looking during the season of your business:
Google Search Console is where any SEO professional should live, and when researching the season, this is the best place to start.
Try to map your performance data for the last 12 months against the seasons. If you get unexplained scores or peaks, make sure they match that to the current season (summer, weekends, information from your client, etc.).
You may also want to look at the month -to -month change for the past 16 months to understand the expected percentage change for each season.
Image from Google Search Console, February 2022
Here are a few things to consider when reviewing GSC performance data for the season:
View data with or without research data.
You can refine test labels using the traditional filtering query. Just list all the different variations of your business name to separate them with a “|” pipe.
See how other B2B or B2C (whichever is appropriate) is performing at the same time.
If you work for an agency and have access to different properties, it is very useful.
See if they are drooping with normal peaks. Personally, I see a drop in performance in a lot of B2B customers in December.
Important Tip: Only GSC will show you information for the last 16 months.
Always back up your data so that you can save your historical data for future reference.
Be aware of other marketing activities.
The increase and decrease in overall performance due to the increase and decrease in the number of clinical studies are not correlated. direct your SEO efforts but the impact of sales is other marketing methods (such as Facebook or LinkedIn Ads).
Cleaning it out can help you remove noise and get a clear picture of the season and SEO.
Semrush offers a “Mobile Analysis” tool that allows you to compare your website performance against some of your competitors over time.
The following graph of the trade breakdown shows zara.com’s performance against hm.com over the past six months:
Photo from Semrush, February 2022
From the graph, you can pull any number of data points.
For example, you can see that for both websites, which has a high in November.
This is what you may want to refer to the report. This increase in consecutive trades, but fortunately, will not continue at the same level for the next month. Keep that in mind when you report in November and December.
You may want to mark this; otherwise, you’ll report the high-stakes fixed as a general improvement of cultural performance in November, and then by December, you’ll report what your average might be or higher in on average performance is a monthly fall.
Another thing that can help you figure out how to impact your business during the year -round season is this photo by VennDigital.co.uk.
The diagram gives you an idea of what to expect over the season for the four major businesses: Automotive, Shopping, Travel & amp; Tupe.
Maybe your business falls under one of those categories, and by studying this picture, you can gain a better understanding of the season and why your data is the same.
Photo from Venn Digital, February 2022
4. Talk to clients
Two things need to be done when it comes to the impact of the season on your SEO plan.
First things first, talk to your partners.
Don’t wait until a low season arrives and then discuss the report and why so many of your metrics are falling. Do that quickly.
This helps both parties stay on the same page and reduces reporting disruption when a crash occurs.
If you know your B2B business is likely to have a low season in December, start this discussion in October or November.
Image from Google Trends, February 2022
5. The How
Well, let’s talk about real SEO work.
You have read all this and now you are asking yourself, what should I do?
Here are 10 SEO tips to add to your arsenal:
Photo from almosafer, February 2022
One of the best examples of how your website can be up -to -date is for some travel agencies to update their links. according to the places mentioned in a particular season, add them to their continuous list of top results.
A Final Note On The Impact Of Seasonality On SERPs
We can’t discuss the era in SEO without discussing the great research done by Tom Capper, in Distilled who observed “SERPs change when they get higher rankings”.
Tom checked the behavior of the SERPs for the keyword [mother’s day flowers] during the two weeks before Mother’s Day and how it affected the top results on Google.
From the graph below, we can see that as we approach day 0 (Mother’s Day) as the search for “mother’s day flowers” increases, the conditions have changed for most of the top results for that period.
Photo from Distilled, February 2022
This is one of the most powerful graphs to show the impact of the season on a website’s performance in SERPs.
Photo Credit: Yuganov Konstantin/Shutterstock
Meta Tags are the most important part of On Page SEO. There are four main categories: Meta Title, Meta Description, Meta Keywords, and Meta Robots Tag.
How do I optimize my website for Google?
Use text: Do not leave your website or page titles only with images, videos, entertainment, or other non -text that is difficult to understand. Google like writing. If you are using a graph for your website name, include the name on the text page as well. Get referrals: Introduce your website to useful sites on the internet.
How do I upgrade my website for search engines? Follow these tips to improve your search engine optimization (SEO) and see your website generate rankings at the top of search-engine rankings.
- Advertise, Edit. …
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- Metadata. …
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- Use alt tags.
What are the three main components of SEO?
We have covered the three main areas of SEO: Technical SEO, Content/Relevance SEO, and Promotion/Authority SEO.
What are the 3 most important on page SEO? In the end, the most important things on page SEO include good writing and originality, a good title and descriptive information, organization and proper use of a title and titles, the use of images and their information, and properly embedded URLs. it has the most important word and it doesn’t last very long.
What SEO important?
SEO stands for Search Engine Optimization. In simple terms, good SEO optimizes your visibility on the web. This means that the more people who see your website, the more traffic you have online, and the better your chances of delivering your products or services to a large number of people.
What is the type of SEO?
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What is the SEO response in summary? SEO stands for Search Engine Optimization, which is an example of increasing the volume and quality of traffic to your website. website through live search results. This is why SEO is effective in increasing the number of visitors to the website. Many strategies and techniques are used to complete the web page.