SEO | 5 minute read
How to use seasonal keywords in your SEO strategy
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What is seasonal SEO?
Seasonal SEO means optimizing content and keywords to take advantage of seasonal trends in search results. By analyzing your previous data, you can maximize your ROI for the year’s busiest seasons. Then, you can start planning your marketing projects ahead of time.
Seasonal fluctuations are an inevitable part of your business. Using seasonal keywords is about identifying the seasonal popularity of products or services and adjusting the search terms you use online to drive sales during these peak times. For instance, you may start by adding specific holiday SEO keywords to attract buyers to a piece about the best holiday buys this year.
Benefits of seasonal SEO
For businesses and marketers, ‘seasonal’ means maximizing the opportunity to capitalize on the changes in your target audience’s behavior throughout the year, and seasonal SEO can help both B2C and B2B businesses.
For example, retail businesses often have increased demand during holidays or events like Christmas or Black Friday. Similarly, the travel sector peaks during summer and winter vacation seasons. Seasonal SEO can increase brand awareness and reach new customers who may not be aware of your company and maximize your ROI during high-demand periods.
B2B businesses can take advantage of business cycles when companies are more likely to buy. Some companies may be spending up unused budgets toward the end of the fiscal year, for example. B2B companies can also gain more leads by creating seasonal content that appeals to other businesses or contractors, such as ‘The best accounting tools for tax season.’
A further advantage is you can keep ahead of your competitors by outpacing other niche businesses that don’t consider seasonal trends.
How to incorporate seasonal keywords into your SEO strategy
1. Start planning 4-6 month before
2. Find your keywords
3. Create engaging content
When creating new content, ensure it’s relevant and engaging by using the right seasonal keywords and making it useful for customers looking for products related to that time. You’ll want to create content specific to each season or holiday and maybe share or refresh older content that fits those themes. By understanding search intent and the buyers journey, you can write more personalized content and post it on customers’ preferred platforms.
Keep your content evergreen: Avoid using dates in headings and titles, such as ‘Best Christmas Gifts for Woman 2024.’ Instead, consider more evergreen phrases like ‘Best Christmas Gifts for Woman’ The same goes for dates in the URL.
Publish ahead of time: Allow content time to rank and ensure it meets Google’s helpful content and E-E-A-T guidelines. Refresh your content to address seasonal trends and add new information.
Add internal linking: Use hyperlinks with keyword-rich anchor text in your main navigation or footer to increase visibility to your seasonal pages one to two months before the holiday. Internal linking can also create a more streamlined journey for the user to reach other relevant pages.
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