Ranking Seasonal Products

If your business offers seasonal products, then you must know how to ensure that they rank highly on search engine results pages. While a high search ranking is always important for your website, it is particularly pertinent with seasonal products.

This is because you will only have a relatively narrow window to sell the product, which puts pressure on your digital marketing strategy to deliver turn-key results.

For example, if you offer Christmas seasonal products, then you are almost certainly going to receive all your sales over the winter holiday period. If you don’t manage it, you will face a shortage of sales and perhaps long-term damage to your business, which may rely on this time of year for the lion’s share of its revenue.

This means that you need to focus on understanding the power of seasonality online and how this relates to seasonal products. To do this, you should learn the basics of ​​marketing seasonal products.

You should start by recognizing the lucrative opportunities that seasonal marketing offers. During a select period, your products will likely receive an unusual amount of attention because they are relevant to that space and time. As a result, you won’t have to pitch your products as forcefully to your target market because they will probably already be on the hunt for similar products or have a specific requirement that you can help them with.

To continue with the winter holiday season example, if you sell Christmas crackers, you are unlikely to need to explain why someone should buy them in December or why they can benefit your customers. This often makes it considerably easier to sell seasonal products, so long as your target market can find them online

Here, SEO comes in, which can be tricky if you don’t know how to implement a strategy effectively. We’ve put together everything you need to know about ranking seasonal products to ensure you make the most of a particular sales period.

The Financial Opportunities Seasonal Selling Offers

Seasonal sales can be lucrative so long as you can position your products prominently and make it easy for your target market to make a purchase.

When there is a concentrated demand for your products, you can quickly increase the number of sales you receive. This is because you won’t have to cold pitch your products to consumers. They will already know what your products are and why they would want them during a specific timeframe

Furthermore, there might be specific times of the year when your industry experiences an upsurge in sales simply because your target market has more available cash. For example, in the build-up to the summer months, most consumers are likely to have saved a considerable amount of money between Christmas and Spring, so they may be more likely to buy your products if they are relevant to their requirements. For example, barbeques and summer clothing are popular items during this period.

Furthermore, although this time-specific demand might appear limiting and force an unhealthy balance of cash flow throughout the year, it can benefit you, so long as you have prepared for it properly.

Let’s take the winter sales months as another prime example. If you receive most of your sales during this period, you should shift much of your available attention, time, and money to pushing products during that window. This could mean hiring staff only seasonally, saving money on marketing all year round in favor of only selected campaigns, or shutting down the daily activities of your business entirely in quiet months of the year, depending on the effect of seasonality on your company.

Therefore, you can potentially have the best of both worlds, saving money in the slow months and concentrating your success in a select and relatively predictable time frame.

Have Good SEO Foundations 

Of course, if you want to receive the benefits of seasonal selling and ensure that your products are positioned directly in front of your target market during this period, you must implement a strong SEO campaign.

Search engine optimization is the digital marketing technique you need to underpin your overall customer acquisition strategy. This is because it helps build your website domain authority and win the trust of the algorithms that decide the ranking of search engine results pages (SERPs).

While SEO is a complex strategy that takes time, expertise, and patience to implement successfully, its constituent parts are relatively simple to execute. The bedrock of any powerful SEO campaign is engaging content that is posted consistently. Without this, you will struggle to develop your domain authority and convince algorithms that you offer genuine value to your audience.

Content – written, video, or audio – should be created specifically with your target market in mind. This means researching popular topics in your industry, answering common questions that crop up, and helping your customers solve problems related to your products.

This process is called matching search intent – the questions or queries that customers in your niche type into search engines. The better you can answer these questions or deliver the products they want, the more you will be rewarded by search engine algorithms. As this process repeats itself, your website should gradually rise up the rankings.

Of course, content is far from the sole element of SEO.

You will also need to perform a website audit to check your website for any technical irregularities that might hinder the algorithm’s ability to crawl your web pages. If the algorithms cannot check your website, then you will stand no chance of improving your domain authority.

Of course, performing this audit requires considerable expertise to pinpoint potential problems, implement positive changes successfully, and build a website optimized for SEO.

At Click Intelligence, we offer a comprehensive technical SEO audit, which could save you a great deal of time, energy, and money spent trying to launch a seasonal SEO campaign that is doomed by your site’s underperformance.

Do Your Keyword ResearchKeyword research helps websites unearth the best keywords to drive traffic and visibility. This research is supported by a number of powerful web-based tools, the best of which we’ve listed here. Early

If you want to make the most of a particular time to market your seasonal products, then it is imperative that your SEO campaign accurately targets the right customers and that you have a clear idea of what people are looking for in your market during a particular season.

For example, suppose your potential customers are looking to solve a particular problem, buying a Christmas gift for a family member in December, for example. In that case, you need to know what these specific problems are. Once you know this, you can position your products accordingly.

This is why keywordKeywords are the words and phrases that potential customers might search for to find your business. research is vital to your SEO campaign and your wider digital marketing strategy. By researching the most searched-for terms in your niche, you will thoroughly understand what your target market wants – both from your website content and product offerings.

Keyword research can be performed internally, but it can be complex and time-consuming, especially if you aren’t familiar with the necessary specialist research tools and techniques. Instead, you could let our team conduct the research on your behalf, deep-diving into the strongest keywords and ranking them in order of difficulty, relevancy, and other key metrics.

When marketing seasonal products, there can be no room for mistakes, delays, or wasted resources. You only have a limited amount of time to sell to your customers. If they cannot find your products quickly enough, they will opt to buy them from a high-ranking competitor instead.

What’s more, the content you release may not be relevant or searched for during other months, so you need to implement an SEO strategy that works quickly and effectively.

As a result, collaborating with a specialist SEO agency like Click Intelligence can take the burden off your shoulders and give you the peace of mind that experienced professionals are completing your keyword research.

Once you have a list of keywords, you can begin to build pillars of content around them. For instance, if you find that ‘quality beach shoes’ is a commonly searched-for term in your industry, you could write an engaging piece about how to find the best beach shoes online or list the different styles your market can choose from.

This, in turn, will draw in more customers and allow you to link straight to your product landing pages. Given that content lasts forever, this process can keep working year after year until your website snowballs in popularity.

Have Clear Navigation And BreadcrumbsWebsite breadcrumbs reveal the nesting of webpages within one another in a hierarchy. They’re used to help web users find relevant content, showing up on SERPs.

When it comes to ranking seasonal products, the seemingly smaller details often make all the difference when it comes to your website’s searchability.

Breadcrumbs are a prime example of this. You have undoubtedly come across breadcrumb navigation before. They are the subtle navigation menus on websites that help you find the pages you are looking for.

Breadcrumbs are so important to SEO because they help improve the user’s experience of your website. When they know how to quickly navigate from one page to another and have a clear understanding of how a certain page relates to another one, they are more likely to stick around for longer.

Furthermore, having a clear breadcrumb navigation menu boosts crawlability, provides a more enjoyable mobile user experience, and decreases bounce rates. All this combines to benefit your SEO performance considerably.

It must be said that there are several different types of breadcrumb navigation systems you can choose from, such as hierarchy or location-based, attribute-based or path-based. The specific benefits and limitations of each type of breadcrumb navigation menu is a subject for another article, but you should ensure that your website is optimized for SEO by including clear navigation.

How To Use Canonical Tags

SEO is about more than uploading engaging content, auditing your website, and hoping for the best. You need to ensure that every detail of your site has been fully optimized, which means utilizing technical SEO tactics like canonical tags.

Canonical tags inform search engines that a particular URL represents the ‘master copy’ of a specific page. This prevents any problems that might be caused by duplicate contentDuplicate content is content that appears more than once across a single website. Duplicate content can be a sign of poor resource management, low trust, or a lack of quality control. that crops up on multiple different pages.

If you have multiple pages containing identical content, search engine algorithms would have a hard time working out which page should appear on search results. By using a canonical tagThe canonical tag is used to designate a single page as the original page, or the page that should be indexed by search engines., you effectively tell the algorithms which page you would like to appear on search engine results pages.

Create Categories And Ensure They’re Linked From The Homepage

When attempting to optimize your website for seasonal search engine performance, you need to make your website as easy to navigate as possible.

Not only do you want potential customers to find your products or relevant content seamlessly, but you want major search engines to be able to crawl each page – thereby boosting your chances of a competitive ranking result.

To help with this, you should create clearly designated categories that are linked from the homepage. This makes it simpler for users and allows you to include more internal linksHyperlinks, also known as links, are the connection points on a webpage that take you to other webpages., the benefits of which are explored below.

Using Internal Linking to Help Rankings

As the name suggests, an internal linkInternal links are links that connect different pages on your website. They help users navigate your site and make it easier to find information, is any link that connects one page on your website to another. Say you create a piece of written website content that references a key term or product that is stored on another page on your website. You can then insert a link, ensuring users stay on your site for longer and improve their chances of finding the products and information they want.

Of course, there are various types of these links. Internal linking variations include contextual links (links that lead to useful information or products) and the more basic links from your homepage to other parts of the website.

Have A Plan For Out-Of-Stock Products

If you have out-of-stock products during your seasonal campaign, it might be a good idea to hide the page from search engine algorithms or remove them from the website altogether.

This will prevent you from incurring a bad search ranking due to the underperforming page and stop your customers from being disappointed by the lack of availability.

Contact our team of seasonal SEO experts today!