Just because your business is seasonal, doesn’t mean you can’t or shouldn’t optimise your website for search engines.
In fact, SEO is even more important for seasonal businesses, as you want to make sure that your site is showing up as high as possible on the search engine results pages (SERPs) when people are looking for your products or services.
SEO can take time to implement effectively therefore you have to make sure you are working on it long before you actually need to rank for your chosen keywords.
In a lot of cases, seasonal keywords are quite competitive to rank for, especially for things like Christmas, etc, therefore it’s important to work on the SEO strategy for your website long before you need to rank.
If you are a Christmas business you need to think about working on your SEO at the start of the year and not just a few weeks or months before Christmas.
Planning out your content, knowing what you want to blog about, how you will get your website ranking so that you can drive more traffic to it and get more page views in the run-up to your most important season.
Truth be told SEO will be a huge asset to your seasonal business and can help your increase website traffic, brand awareness, and sales.
Here are some of the main benefits of SEO for seasonal businesses:
1. Increased website traffic
One of the most obvious benefits of SEO for all businesses including seasonal businesses is that it can help increase website traffic, especially at the time when searches are highest for your niche.
Let’s be honest as business owners we love getting more traffic and worry about it when our sites aren’t getting web visitors.
For a seasonal business, this is even more important because depending on your niche you have a shorter window to convert visitors into customers and therefore you will want it to maximize the number of people finding your site from the search results to increase those sales.
By optimising your seasonal website for SEO, you can make sure that your site appears as high as possible in SERPs when people are searching for your products or services.
This means that more people will be exposed to your website and may be more likely to visit and purchase from you, join your email list, enquire about your service or even share your blog posts to help you gain further reach.
If you can optimise your website for these factors, you will be more likely to rank high in Google search.
SEO can be a long and sometimes difficult process, but if you can make your website the best it can be then you will be well on your way to success.
2. Increased brand awareness
People are more likely to visit your website if it is appearing at the top of the search engine results pages (SERPs) and may be more likely to purchase from you if they are already familiar with your brand.
The more people can see your website, the better they get to know your brand and if they like what they see will be more inclined to talk about you to others.
3.Grow Your Email List
Another one of those ways is if you use that traffic to help you grow an email list.
The great thing is you can grow your email list from your search traffic all year round, it isn’t limited to the time your products and services are in season.
This allows you to keep in touch with potential customers all year round to build your relationship and gives you the chance to use emails to sell your product or service when the time is right.
Having an opt-in on your blog posts is a great way for your to grow your email list. So when your blog posts start to rank you are making it easy for your search visitors to join your mailing list.
Then you can grow that into an eager and active email list that can provide you with a chance to sell directly to your ideal customers when the time is right.
So while your business is seasonal, SEO gives you the chance to grow it all year round to ensure you get the maximum impact at the right time.
4. Increased sales
Another benefit of SEO on your Seasonal business may seem like an obvious one but it’s one of the most important and that is that it can help to increase sales.
By increasing website traffic, improving brand awareness, and growing your email list, you can make it easier for potential customers to find and purchase from you.
In other words, SEO is a powerful tool that can help improve visibility in so many different ways that will benefit your seasonal business.
How To Implement Your SEO Strategy
So now you know the benefits, let’s take a look at how you can implement an SEO strategy to make sure you can gain access to the benefits that come with increased traffic.
1. Update your website content regularly.
Keeping your website up to date, won’t online increase your Search traffic but it will also boost your conversion.
Your website should be one of your main marketing tools, therefore you want to make sure it’s as up-to-date and easy to use as possible.
2. Optimise your website for keywords.
SEO tools such as Keywords Everywhere or Ahrefs and websites such as answer the public or google trends can help you identify the best keywords for you to target.
Season keywords tend to be quite competitive, so you will want to start targetting those keywords long before you need to rank for them.
You can’t just choose keywords right before your busy period and expect to rank.
If you run a Christmas site you will want to start targeting keywords around the start of the year (Jan, Feb) for the hardest to rank keywords, so you have a chance of ranking for Nov/Dec.
Or if you are targeting valentines day then you will want to start prepping and publishing content the summer before.
If it’s a summer-based business you run, then you want to start targeting keywords months before the start of the summer season.
So for example, our client Jolly Festive came to us months before Christmas to see what they do to improve their SEO and we saw straight away that there were some quick wins available based on what keywords they were currently ranking for.
We identified some keywords that were already ranking on page 2/3 for a variety of search phrases and then we put a plan in place to improve their content for those search phrases.
We added some more content, increased internal links, refocused the keyword direction on the pages, updated the image optimisation, and drove some backlinks to those pages which meant that by the time we had hit mid-November those keywords were already on page 1 and driving traffic to the site.
3. Promote Your Website Everywhere.
The more people who visit your website, the better it will rank in SERPS. You can achieve this by promoting your website through social media, online advertising, using platforms such as Pinterest, and the better your visitor numbers are the higher your website rankings in the search engines will be.
A lot of people make the mistake of only promoting their seasonal business during its main season but you should also be promoting it during its off-season as not only will it help your SEO rankings but it keeps your business relevant and in people’s minds.
4. Research your competition.
By following these tips, you can help optimize your website for SEO during the off-season, and ensure that your site is seen by as many potential customers as possible when you’re on your busy time.
Is SEO Worth It For Your Seasonal Business?
The benefit of running a seasonal business is that you can do a lot of the SEO work during the off-season so during your busy spell the SEO is working away in the background while you focus on the job at hand.
If you have any questions about how to manage the SEO for your seasonal business then please just get in touch.
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