Internet activity is not constant. It varies according to events and seasons. This is even more true for e-commerce. Many companies see their activity increase occasionally during specific times of the year. At the start of the school year, for example, many Internet users search the internet for school-related products. So to be able to convert as many leads as possible for this period, it is important to work on seasonal SEO.
What is seasonal SEO?
As its name suggests, seasonal SEO involves developing a SEO strategy punctual in time. To better understand the principle, we will take the following example: in order to increase its turnover during the holidays, a jewelry store sets up a publication schedule including articles encouraging Internet users to offer jewelry and accessories to his beloved ones.
How to take advantage of seasonal SEO?
Seasonal SEO is a gold mine for e-commerce sites. They represent an opportunity to considerably increase their turnover and convert as many leads as possible. Here we are going to offer you a short guide to get the most out of it.
Identify your season
A seasonal SEO strategy is punctual over time. It depends on a very specific event. So to know your season, that is to say the time when you have the most traffic, you must analyze your audience. Studying audience reports over a period of several years allows you to clearly identify times when your curve signals a traffic spike.
Search for keywords
Once you have defined your season, you will be able to begin the first step in creating content: keyword research. You must in fact first identify the queries on which you are going to position yourself. This way, you will be able to predict your conversion rate and develop a targeted and effective communication plan.
Set up an editorial plan
In order to increase your sales during your season, it is important to publish quality content that can convince your customer to take action. To do this, you must proceed step by step:
- Identify the need: the first articles or videos posted on your site must identify and validate the customer’s needs. You must explain why the Internet user must obtain this or that product in a given period.
- Present a solution: to encourage customers to make a purchase, you must present them with an appropriate solution. You must present your products or services as the ideal answer to their needs.
- Offer additional products or services: once the customer has confirmed the purchase transaction, you can present additional services to them.
Create an event landing page
A landing page is an effective way to attract the attention of your Internet user to your exclusive products. This is also an important element in the development of your seasonal SEO strategy. It is actually advisable to create a special landing page for each event.
Conclusion
Although momentary, seasonal SEO can help you increase your sales. To achieve this, you must clearly understand the needs of your customers at a specific time and offer them suitable content. Don’t forget that obtaining results in natural referencing takes time, several months, so consider developing this strategy sufficiently in advance.
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