Fluctuations in keyword search volume depending on seasonal trends or events.
Why Keyword Seasonality Matters
Understanding keyword seasonality is vital for a successful SEO strategy because it allows you to be proactive instead of reactive. By anticipating when a user’s search interest will peak, you can create and optimize your content well in advance. For example, a website that sells winter jackets should begin creating and optimizing its content in late summer or early fall, long before the search volume for “winter jackets” peaks. A failure to understand keyword seasonality can lead to a website being invisible when a user’s search interest is at its highest, resulting in a loss of organic traffic and revenue.
Across Different CMS Platforms
The management of keyword seasonality is a content strategy that can be applied to any CMS.
WordPress
WordPress users can manage their keyword seasonality by creating and scheduling content ahead of time. A good content calendar and a solid understanding of your seasonal keywords are key. You can use a tool to analyze your seasonal keywords and to inform your content strategy.
Shopify
Shopify users can manage their keyword seasonality by creating and scheduling blog content and product descriptions that are relevant to a specific season or holiday. This can help you attract organic traffic and boost your sales during peak seasons.
Wix
Wix has a streamlined, user-friendly system that makes it easy to create and manage content. You can use the platform’s blog feature to create and schedule content that is relevant to a specific season or holiday.
Webflow
Webflow gives you granular control over your website’s design and content. You can build a system that allows you to schedule content ahead of time, which is perfect for managing keyword seasonality.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically updates your content based on a seasonal calendar, ensuring that your website is always relevant to a user’s search interest.
Across Different Industries
The way you use keyword seasonality will depend on your industry and your goals.
E-commerce
E-commerce sites are the most affected by keyword seasonality. A site that sells swimwear will see a peak in search volume in the summer, while a site that sells Halloween costumes will see a peak in the fall. Understanding this is crucial for a successful business.
Local Businesses
Local businesses can also be affected by keyword seasonality. A local restaurant may see a peak in search volume for “outdoor dining” in the summer, while a plumbing service may see a peak in “pipe repair” in the winter.
SaaS Companies
SaaS companies can also be affected by keyword seasonality. A company that sells tax software will see a peak in search volume during tax season, while a company that sells project management software may see a peak at the start of a new business quarter.
Blogs
Blogs are a great way to capitalize on keyword seasonality. A blog about cooking can create content about “holiday recipes” in the winter, while a blog about gardening can create content about “spring planting” in the spring.
Do’s and Don’ts of Keyword Seasonality
Do’s
- Do use a tool to analyze your seasonal keywords. A tool like Google Trends or SEMrush can help you find and analyze your seasonal keywords.
- Do create content well in advance. It can take months for a page to rank, so you must create your content ahead of time.
- Do update your old content. A great way to capitalize on keyword seasonality is to update your old content to be more relevant to the current season.
Don’ts
- Don’t wait until the last minute. A failure to create content ahead of time can lead to a loss of organic traffic.
- Don’t delete your old content. You can reuse and update your old content to capitalize on a seasonal trend.
- Don’t ignore the importance of a user’s intent. A user’s intent may change with the season.
Common Mistakes to Avoid
- Failing to create content ahead of time: This is the most common mistake. It can lead to a loss of organic traffic and revenue.
- Ignoring the importance of a user’s intent: A user’s intent may change with the season.
- Failing to use a content calendar: A content calendar is a great way to manage your seasonal content and to ensure that you are creating content ahead of time.
FAQs
How do I find a keyword’s seasonality?
You can find a keyword’s seasonality by using a tool like Google Trends. This tool shows you how a keyword’s search volume has changed over time. You can also use a keyword research tool that provides a historical search volume for a keyword.
Does a keyword’s seasonality affect its ranking?
Yes, a keyword’s seasonality can affect its ranking. A search engine’s algorithm is designed to provide the most relevant results to a user. If a keyword’s search volume peaks in a specific month, a search engine may rank your content higher during that time.
How long does it take for a page to rank for a seasonal keyword?
It can take anywhere from a few weeks to a few months for a page to rank for a seasonal keyword. This is why it is so important to create and optimize your content well in advance.
What is the difference between a seasonal keyword and a trending keyword?
A seasonal keyword has a predictable, recurring fluctuation in search volume. A trending keyword has a sudden and often unexpected surge in search volume.
Can a website with a low domain authority still rank for a seasonal keyword?
Yes, a website with a low domain authority can still rank for a seasonal keyword. By creating high-quality, in-depth content that is relevant to a user’s search intent, you can earn a ranking.
