Link building, how to evaluate the effectiveness of your strategy. Have wondered why given phrases…
Seasonal, how to do SEO for a specific period of the year. It may seem that seasonality isn’t an issue for your online business.
But are you completely sure of that? In this blog article you will find out how to sell seasonal products online. Many people still believe that the online environment and the non-digital one are two completely different things.
As it turns out, they can’t be more wrong.
There are many factors that determine how much the season affects sales volume. The type of industry is the most important of them.
Do you want the SEO process of your online store to be fully effective? You need to pay special attention to product seasonality. However, this requires adopting tailored-made marketing strategies.
Seasonal e-Commerce SEO
Depending on the number of product searches, two major types of seasons can be identified. These are peak season and off-season. They vary in terms of duration and periodicity.
These facts are related to an important issue that shouldn’t be ignored.
The number of visits generated by particular keywords is not necessarily the same throughout the year. That’s why when you observe a drop in web traffic, there is no need to panic and take rash actions.
1. Peak season
The peak season refers to repetitive periods during which product sales are high. The common examples of peak seasons can be the summer vacation months and the Christmas season.
It is also worth paying attention to major sports events that become popular in a particular period.
Off-season brings less revenue and this is an absolutely normal process. After all, we usually don’t buy skis in the middle of summer or a bath costume in December.
For stores that sell seasonal products, you can take advantage of holidays and special events. These are, for example, Mother’s Day, Valentine’s Day, Christmas, New Year’s Eve.
External factors (weather, competitors’ activities, cultural events) can contribute to increased sales. Unfortunately, it’s practically impossible to predict these trends. In such situations the most important thing is to react quickly.
Take full advantage of such a sudden situation.
Why Analytics is important for seasonal SEO?
You can’t deny that doing the local SEO process for an online store requires expertise, know-how and experience. Fortunately, there are many great tools that make analytics so much easier.
They provide various reports that show which products are most searched and bought in a given period. Industry expertise, experience and intuition are also a big plus when planning marketing campaigns.
Tools that will be helpful in this process are: Google Analytics and Google Search Console.
Top activities to boost your seasonal SEO traffic
You know when to expect more interest from potential customers? In this way you can get down to creating an effective strategic plan. Don’t prepare for every potential peak season.
It is much better to pick a few and concentrate on them.
You can devote up to 2 weeks to an in-depth planning process. Select periods and events with the greatest potential to boost web traffic and increased sales.
After one month or so, you should have a dedicated page optimized for the selected keywords. A factor that has a direct impact on increasing conversion rate is showing customers a sneak peek of your offer.
The next month is the time when you should distribute your seasonal content. There are many channels you can use. For example, a company blog or a newsletter.
Do you have an extra budget? You can consider sponsored articles on various industry-related blogs. Comments on online forums and posts on various social media platforms will also play an important role.
The right time to start a seasonal SEO campaign
SEO doesn’t bring instant results. You should start the seasonal campaign several months before the peak season. Once the peak season is over, you can’t discontinue the SEO process.
Otherwise, the web visibility in search engines will begin to drop.
When cooperating with an external SEO company pay attention to keywords’ ranking in the search results. Watch out for the number of keywords that bring users to your website.
It’s normal to experience a lower website traffic drop after the peak season. Fewer users will search for particular products then. The off-season is a great time to prepare your online store and product range for the peak season.
Is contextual advertising a good solution?
Another option worth considering is to launch a Google Ads campaign. This solution is recommended especially to new online stores that want to achieve quick results.
Keep in mind that during the peak season, the number of competitors can increase dramatically. Consequently, the cost per click will also increase.
You can support your seasonal SEO process with additional contextual advertising. Google advertising can also be helpful at the end of the peak season. You want to “get rid” of your products and sell them out as quickly as possible.
How to increase your conversion with on-page optimization?
Do you want to increase your sales? Remember that it’s not enough to bring users to your website and boost web traffic. Even the well-planned SEO process won’t do much good if the online store doesn’t attract customers.
What does it mean? Once you have launched a seasonal SEO campaign, you should also make sure that your online store is user-friendly.
This is where UX/UI expertise comes into play. Google values secured sites so you have to remember to implement an SSL certificate.
Selling seasonal products may seem a bit challenging for several reasons:
- user interest is not consistent;
- it’s hard to predict whether the next season will be successful.
That’s why you should plan your marketing strategies well in advance. Make well-considered data-driven decisions. It is a huge mistake to start just before the peak season.
Building visibility and brand awareness should be an ongoing process.
Remember to enhance your activities, especially before and during the peak season. When the peak season is over it is a good idea to analyze the effectiveness of your campaigns. Start planning the next ones. Contact us for more info!