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Real World SEO: Seasonal SEO

December 1st, 2009 | | Basic SEO Tips

If you’ve been to your local supermarket you probably have noticed holiday-themed items for sale. In fact, you’ve probably seen them for several weeks now. It is a source of mild irritation for many when the day after Halloween, the rubber skulls are switched out with plastic Santa mugs. If you’re lucky, you’ll see some Thanksgiving items, but woa nelly! There’s bigger profits for the wider range of Christmas products.

So what about your site?

If your business is affected by seasons, your site should consider Seasonal SEO.

What is Seasonal SEO?

Seasonal SEO is optimization that is set in advance to capitalize on the traits of a certain period in the future. There are many seasons: Christmas, Storm, Hunting, Fishing, Summer Vacation, Spring Break, Baseball, Football, Basketball, Graduation, Trade Show and, of course, Tax.

To capitalize on the seasons that affect your business, here are the steps you need to take to get an edge.

1. Find out how often Google crawls your page.
There’s a simple way to find out. Google your site name and click on “cache.” You’ll find Google’s latest snapshot of your site that they have on hand. It will tell you the date and the time it last crawled it. Next, keep checking everyday in the Google Cache until you see a change. It may take 3 days, it may be two weeks, it could be longer depending on how often you neglect changing your homepage. Whatever this time-frame is, use this to measure a good estimate on when you should have seasonal changes to your site in place so there is time for Google to re-index your site just in time for the web searchers to type in their seasonal keywords.

2.Setup your Seasonal Landing Pages
Seasonal Articles with calls to action, key-word rich product descriptions, etc. Get all that in place.

3. Put a seasonal keyphrase among your other keywords in H1 Tags on your main page.
For instance, before the cold season hits, an HVAC company might want to put “Furnace Repair” as one of the H1 Tags. Calculating the time needed to update the tags before the first cold snap puts a large advantage to that company’s site.

What about the end of the season? What then?

One season comes and another goes,so your main page needs to keep moving too. Change out the seasonal keywords, keep the landing pages but freshen them up when they are going to be used again. You need to keep in mind that your website is fluid and needs to stay moving.

To see how effective seasonal keywords are play around here on Google Trends.  If you want to find some possible niches in your seasonal words give Google Sets a spin.

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