If you’re an online store, or a site that offers services such as flowers, skydiving, or even accommodation, chances are there will be times of the year that you are busier than others, or attract a particular type of market. If you’re a florist, for example, you’ll know that flowers are always generally popular as birthdays and weddings occur all the time, but at certain times of the year you might find yourself busier with a particular market, such as in the lead up to Valentine’s Day or Mother’s Day. So, if you’ve heard that SEO is a long term strategy, you might now be wondering how it can be used for strategies based around a specific day.
A specific day doesn’t change the fact that SEO does take two or three months to start being effective. The first step should be to assess how much business you get from these times of the year. If Valentine’s Day, Father’s Day, or even Easter is amongst your most popular days, then incorporating them into your strategy could be a good move.
To begin with, if you’ve focused on this event before, assess the amount of traffic that keywords around a particular event bring to your site. If you find that almost 100% of your traffic comes from these keywords, and your site has a low bounce rate with a good average time on site, then it’s safe to say that SEO focus around these will be beneficial to you.
Only focus on seasonal days and events that are actually beneficial and relevant to your business. Chances are if you have a bath products online store aimed at females, that it won’t be appealing for Father’s Day. Determine your business’s appeal before taking steps to utilise SEO for certain events throughout the year.
How should I start focusing on special events with SEO?
If you have decided that it’s worth focusing on a specific event, then planning ahead is required. As SEO does take a few months to become effective and start bringing in results, you will need to start focus around these keywords at least a few months before the event takes place, if not sooner. This is to give you the best chance of ranking for these search terms by the time people start to search for them.
Determine the keywords you wish to focus on, and start incorporating them into your strategy. Update the content on your site to include a paragraph around these keywords (don’t exclude your other keywords in favour of a seasonal event, as your site still needs to be relevant to your other keywords to maintain rankings), and also write up blog posts and articles that will further promote your site in relation to these keywords, and help to ascertain your authority for the seasonal keywords.
Author:- Angela likes the potential that SEO can bring to businesses, and enjoys writing articles that answers questions and discusses possibilities. She is an essential part of an Australian SEO Company.