Onsite Copy Maintenance: Seasonal SEO

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Google has stated that it makes changes to its algorithm every day. Of course, some updates tend to be more significant than others. That said, it’s crucial that your brand orchestrates campaigns around what users are searching for and ultimately, stay in line with the search engines growing expectations.

You may already have a fully optimised website tailored around high-volume keywords. But there’s still work that needs to be done to ensure that when your customers click onto your page, they aren’t forced to leave — potentially costing you a sale. This is something that can be achieved through regular content maintenance.

Appreciate your customers time

More so than ever before, people value their time spent online. Need proof? Users will abandon a page if it takes more than three seconds to load. This equals a 7% reduction in conversions, 11% fewer page views and a 16% decrease in customer satisfaction. If you’re not serving them something valuable, they won’t be afraid to leave and chances of them returning are slim. It can be a scary thought to process.

While your website needs to load quickly, it also needs to look good. If your site hosts out-of-date copy, shoppers will begin to question their own integrity and wonder why they’re associating themselves with a company that doesn’t care their own online appearance. Although this concept may be hard to digest, it really can be cut-throat.

Not only will this type of upkeep be refreshing for your customers, it will also allow you to stay on top of seasonal trends and offer great SEO benefit.

Identifying seasonal SEO opportunities

There are obvious points throughout the year that will be more lucrative for businesses — whether it be bank holidays, religious observations, or highly-anticipated events. With mass interest around these days, this is something that brands should definitely be capitalising on to ensure greater exposure.

It’s important to prepare advance, so creating a yearly social calendar of upcoming occurrences could prove to be useful. Once this has been made, you’ll then be able to see how certain areas of your business fit in with it. For example, if you’re releasing a new collection of dresses for the summer, you’ll want to do this in advance of festival season.

Once you’ve identified key focus areas for your own brand, you’ll need to develop a strategy to create new optimised copy for the relevant pages for keywords that you know are going to peak around that specific time. Not only will this time of seasonal optimisation help you position your brand better on the search engine and put you in front of your customers, but it will also allow you to think about bigger campaigns and how you can plan ahead. Could you be looking at other areas to help you propel your brand message?

Even though this may seem simple to adopt at first, you need to prepare this type of content in advance, otherwise your site won’t experience the full SEO benefit and could be hard to achieve a return on the time you’ve invested creating it.

If you need help developing the perfect seasonal SEO strategy that ensures you don’t miss out on some of the world’s biggest events, contact our team of experts using the form below today.


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