We discuss technical issues and how to fix them a lot in the SEO field. Content strategy, keyword research, backlinks, and public relations are all things we consider.
Seasonal SEO, in particular, and how to use it to boost marketing success, is something we don't talk about nearly enough. Building a winning SEO plan, generating insights from your performance data, and presenting accurate reports to your clients all require a thorough understanding of seasonal SEO.
Why Seasonal SEO Is Important
Seasonal SEO refers to how externally predicted annual events like Christmas, Easter, summer, and winter affect your website's performance and business.
Understanding seasonal SEO is important because:
Generally, we need to utilize it for the benefit of our business.
It helps in planning and deciding which SEO projects to execute and when.
It helps us navigate marketing in “low season.”
It can affect our data, reporting, and how we make decisions that take into consideration the impact of seasonality on SEO metrics like clicks, impressions, and rankings.
You'll be able to make better business and marketing decisions if you have a better knowledge of the influence of seasonality on SEO.
Is Seasonality Relevant to B2B Businesses?
"My client(s) are B2B, therefore events like Christmas, Halloween, and so on don't have much of an impact on us," some may remark.
This is largely correct. If you're a financial SaaS client, you're probably not thinking about how seasonality can affect your business. However, here's an example of how seasonality might skew your B2B data. In November, your B2B client migrates their website and follows all of the SEO rules you provided. In December, they still experience a significant drop in traffic to their website.
Is it because of the migration or because of the seasons? The performance drop could be a natural result of the migration process, and it will recover with time. However, when seasonality is factored in, we can see that this drop has been slightly exaggerated as a result of the "down season" that most B2B enterprises experience in December. As a result, you might observe a bigger decline than you'd expect due to the relocation.
Understanding and accounting for seasonality, in this case, can help you communicate with clients about what to expect and evaluate the migration process' effectiveness in a balanced manner without panicking.
In SEO, How Do You Deal With Seasonality?
Yesterday was the optimum moment to begin investigating the impact of seasonality on a company's success. And now is the second-best time.
Regardless of what type of business this is, one of the first questions I ask new clients is regarding seasonality. It may appear simple, but you'd occasionally receive information you weren't expecting. If you're working on a yearly or six-month SEO strategy, now is the time to consider the future seasons and how they should be factored into your strategy. It normally takes three to six months for SEO efforts to begin to bear fruit.
So, if you want to rank for terms like "Black Friday" or "Back to School," prepare four to six months ahead of time to give your content time to be indexed and settle in SERPs. When the time comes, you'll be fine-tuning and expanding on existing assets rather than starting from scratch.
Here are some more places you can start looking into the seasonality of your business:
Google Search Console.
SEMrush and other third-party tools that allow you to compare your performance against competitors.
Online reports about industry trends.
If you need SEO services for your insurance agency, we are here to help with the seasonal swings. Feel free to book some time to discuss our SEO services for Insurance Agents at the link HERE.