The Importance of SEO During High Demand Seasons

Make the most of high demand seasons with timely search engine optimization (SEO) that drives conversions. Separate from your overall SEO strategy that’s built around long-term goals and evergreen optimizations, seasonal SEO focuses on capturing searches for products and services when they are most likely to be needed by your customers.

Keyword Research

While you may have already conducted keyword research for your regular digital strategy, take the time to research the right keywords to target for your seasonal strategy. Focus your research around the products that are most in demand and the seasonal terms that your customers are most likely to associate with your products.

Powersports dealers looking to capitalize on high winter demand for snowmobiles should research how shopper search behavior changes in the fall when the weather starts cooling down. Recreational vehicle dealers with service departments should research winterization and dewinterization service keywords that keep customers returning year-after-year.

Seasonal Content

Once you have completed your seasonal keyword research, plan your seasonal content strategy. Divide your content plan into three segments — the ramp up period to the high demand season, high demand season, and the period after when demand cools down. Remember that like other SEO efforts, creating content early pays dividends during the peak season when you plan slightly ahead.

Help your customers to remember that your HVAC services are available before the summer heat sets in. Once summer has begun, let them know that you are still available to help them make their home a cool oasis from the heat. And once fall arrives, inform shoppers about why the off-season is the best time for maintenance, or to get a deal on a new unit and be prepared for next summer.

Create seasonal assets for your landing pages, ads, or social media to catch the attention of shoppers. Give them a visual indicator that something outside of the normal is happening, while remaining in alignment with the rest of your branding.

Adjusting for Out-of-stock Products

Having too much success is a great problem to have. Capitalize on traffic for products that are out-of-stock by directing shoppers to similar products and using forms and CTAs to collect contact information for when it is back in stock. 

Make sure that out-of-stock products aren’t creating 404 errors and clearly communicate if something is out of stock while offering a comparable alternative or showing when the product will return. Remove all internal links on your site that lead to an out-of-stock product listing page. If the item comes back in stock, retarget shoppers who visited the page with display and social media ads. 

If the product is permanently removed from your inventory, redirect traffic to a similar product. By doing so you are transferring valuable link equity to the new page that will help with its ranking and the ability for referral traffic to find an available product that meets their needs.

What’s Next?

Are you ready to capitalize on high demand seasons with an SEO strategy that fits your business? Get started with a free digital analysis to gain competitive insights and a custom plan of attack with your top areas of opportunity.