Seasonality and SEO: How to Overcome Low Season Gaps

Here are some tips on how to spot seasonal trends and 4 effective tactics for increasing business revenue during the low season.

Any business suffers from seasonality to one degree or another. Fortunately, from an SEO perspective, this factor is fairly predictable. Seasonality can be measured and its effect can be smoothed out.

In this article, we will analyze the process of diagnosing traffic seasonality, try to develop tactics for overcoming the drop in income in the low season, and consider some tips for moving from a decline in demand for goods and services to a peak.

Seasonality Diagnostics

Website traffic fluctuates throughout the year, so it is important to know exactly when the major changes in demand in your industry occur.

By understanding the general model of seasonality, you can distinguish a drop in traffic due to the seasons from similar drops in traffic for other reasons.

SEOs typically use Google Trends and Wordstat to identify common search patterns. To find out general patterns for your niche, it is enough to drive in 2-3 general queries. In total, there are 4 main patterns of seasonality.

1. Holiday or Event Seasonality

This type of seasonality is the most obvious and coincides with a major holiday, sporting or cultural event.

For example, Christmas, Black Friday sale, Corona-virus

2. Multi-month Seasonality

This type of seasonality usually lasts 3 to 9 months, and then search-demand drops. Multi-month seasonality fluctuates for a number of reasons, including meteorological, financial, and cultural.

For Example – Cornovirus, Election

3. Peak and Slope

This type of seasonality occurs most often at the beginning of the calendar year. With the beginning of the new year, the desire of people to somehow change their lives increases.

For Example, Coronavirus vaccine, Specific Country Tourism, any new technology

4. Constant Fluctuations in Demand

This last level of SEO seasonality is the most challenging for a business. Constant fluctuations make it difficult to predict search volume as there are regular peaks and valleys caused by various (both macro and micro) industry factors.

Here is the seasonal search demand for “kitchen furniture”:

Another example is “strength training”:

Ways to Overcome Low Season Recessions

You now have a solid understanding of how seasonal patterns are defined. Now is the time to find out how you can maintain your business at a decent level during a recession in demand.

Expanding Your Audience

Where do your shoppers hang out during the low season? The fact that they don’t search for your products all year round does not mean that you cannot provide them with any value during all that time.

You can use tools like SEMrush, Facebook Audience Insights, BuzzSumo, or ahref to understand which sites, social accounts, YouTube channels, and podcasts your customer is consuming.

Suppose you sell skis and related equipment to Colorado Americans and want to know where else you can hook these

Users. Go to Buzzsumo, type in the request “skiing” and select the geo “Colorado, US”:

We receive a list of marketing channels in which you can try to buy advertising or somehow gain a foothold in order to attract additional traffic throughout the year.

Note that there are many non-skiing topics that your brand can cover during the low season.

Audience Research

When was the last time you had a live chat with your clients? Low season is a great opportunity to directly research your target audience. 

Find out what people are up to while not buying from you.

The goal of this exercise is to identify the external channels, themes, and trends that your buyer encounters throughout the year.

Get involved in co-marketing and PR

Now that you’ve identified the channels and topics that your shopper is concerned about during the low season, think about what you can do to somehow be present and fit with their lifestyle.

Let’s go back to the example we considered above, about skiers from Colorado. We have already seen in the charts that these people are also interested in bicycles, adventure, and mountains. Find a company from these niches and organize co-marketing with them.

Your mutual PR partner will advertise you to their audience, and you will do the same in return. This will additionally help you establish long-term partnerships with a business that is not your direct competitor.

In the summer, skiers take care to stay in good physical shape. Submit a guest post with an outdoor workout plan so they can keep up during the summer months.

The main purpose of this is not to shove yourself down the throats of customers during the low season. You just want to be softly present in their lives so that people don’t forget about you.

Create a Seasonal Editorial Calendar

Posts in your niche appear not only during the peak demand period. So why should your business operate differently?

Build your editorial calendar of topics that peak in certain months and topics/events that are relevant to your customers throughout the year.

In the low season, there are many topics that potential buyers are interested in besides your main products.

Fill in the blanks with interesting content for clients and treat your editorial calendar as a 12-month cycle instead of working only during the high season.

Moving from low to high sales season

The clock hands always go in a circle: first down, then up. Instead of
denying it and looking for some non-existent SEO problem, better develop a strategy to improve your future ad campaigns.

Make SEO friends with other marketing areas

In many organizations, search engine optimization and optimization is almost the last thing to think about.

Identify SEO opportunities with SEO Consultant, you can take advantage of based on ad campaigns from other marketing teams.

SEO doesn’t have to exist in isolation from everything else. So head into other areas and see how you can grow your search presence through content, partnerships, PR, or inbound links.

Conduct a comparative analysis of topics

Does the optimization of your online store and its search promotion match what people are looking for during peak months? Does your business really take seasonality into account?

A comparative analysis will show how well you are positioned for each of the topics on which your business needs positions in Yandex and Google.

To feel perfect during the peak demand period, prioritize your content marketing weaknesses. This will help you close weaknesses with additional investment.

Many businesses think about SEO in the summer. Use this as an opportunity to expand your search presence by better leveraging search trends, audience insight, and a seasonal editorial calendar.

Good luck!

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