With Easter just around the corner, you may already have some new seasonal marketing campaigns in place – but have you thought about SEO? During specific holiday seasons, some keywords can perform much better than they do throughout the year. However, if you haven’t planned ahead and optimised your content, you could miss out on that valuable traffic. Below, we’ll give you some tips to help you nail your seasonal SEO strategy ahead of Easter and any upcoming holidays.
What is seasonal SEO?
If you aren’t familiar with the concept of seasonal SEO then you should know that this is a strategy used to drive traffic for a limited period of time. Perhaps your seasonal SEO strategy will be focused on products or services that typically perform well at a certain time of the year. Or, maybe your affiliate program has an offer on that is only active during a holiday period. With the right optimisation, these products or services can get the traffic that they deserve.
So, how do you make it work for you?
Research your keywords
Like with any SEO strategy, you need to make sure that you are researching your keywords carefully before you make any big changes. The great thing about seasonal events like Easter is that they have been going on for years and so the historical keyword data is there for you to check out. We recommend looking at some keyword planners or Google Trends to help you curate a list of keywords that are going to perform well during the seasonal period.
Audit your site
You may have spent a lot of time organising your website to suit the needs of your visitors but if you have gone for a faceted navigation system, you need to think about the impact that this will have on SEO. When creating a system that improves the browsing experience, you need to consider issues that might occur such as diluted external and internal link equity, keyword cannibalisation and crawl budget problems. If you spend some time performing an audit of the site, you can avoid these issues and make sure that your site is performing well.
Create seasonal landing pages
Finally, you should consider spending some time creating some seasonal landing pages. This not only gives you the opportunity to include some more of the seasonal keywords naturally, but it also allows you to send your visitors directly to the right page. If you are using PPC campaigns during this season, you should directly link the ads to the landing pages. Simplify the user journey and make it easier for Google to recognise the work that you have put in. It doesn’t hurt to have some seasonal landing pages set up that you can push live when the time comes.
There is still time to target some Easter keywords for your campaigns, although it might not work as effectively had you planned in advance. Remember that seasonal SEO can be very beneficial in driving sales over a short period of time. If you get this right, you could see an increase in traffic to your affiliate site in no time.