How to Optimize for Seasonal SEO Keywords

Written by: Jason Bayless | July 14, 2017

Serious SEO practitioners end up marrying the content creation process. Long gone are the times when effective SEO was merely optimizing for a specific keyword. Marketers must optimize content to meed the user’s needs in today’s world. Content creators have to guess what the user’s next search query will be. Seasonal keywords are those words searched for the most during a particular season of the year.

Finding Trending Topics

Google Trends is still an exceptional tool for helping marketers filter down their searches to specific dates and times. Marketers can prepare months ahead of each season by delving into specific categories. The inquiries to look for are the most queried along with breakout topics. Search Engine Journal offers excellent insights on how to optimize for seasonal keywords.

Finding Seasonal Topics Right Under One’s Nose

Competitors can be a great source for relevant seasonal information. This works especially well if competitors show signs of success. Their content gives a glimpse of what is working and what is not for audiences. Analyzing competitor content can also reveal new keywords. Finally, finding fresh topics can improve search rankings. Google’s algorithm loves new content.

Types of Seasons

While there is more than one type of season, they all provide an opportunity to plan for seasonal SEO:

  • Regular Holidays – Halloween, Thanksgiving, and Christmas are the big ones.
  • Labor Day sales, Veterans Day, and a host of other celebrated days provide additional opportunities.
  • Literal Seasons – Spring, summer, fall, and winter have their own buzz words to optimize for.
  • Fads and Trends – These are often temporary, but marketers can plan appropriate SEO campaigns.

What Analytics Provides

Analytics can provide a wealth of information about how a site performs. Analytics enables marketers to view high-level and specific performances over time. Some trends are difficult to spot, and information can be hidden in the normal course of sales.

Google Analytics is an excellent tool for gaining valuable insights into seasonal keyword trends. However, it will not magically provide a complete answer to ranking performance. It does allow one to piece together valuable takeaways.

Google Analytics also enables a site owner to dig through landing pages. These landing pages can provide a better understanding of how visitors arrive at a page from their organic search. This knowledge, of course, spills over into thoughts and actions on how to increase revenue.

Every business is different. The one thing that all business owners can count on is there will always be a special occasion, season, or event happening each year. Optimizing Web content for how people search is generally a no-brainer. This should hold true even it it is hard to pin search habits down through analytical techniques. Optimizing for seasonal keywords makes good business sense.