Seasonal SEO is pretty much what it sounds like: optimizing your content strategy around seasonal trends. Focusing on certain products or services during certain times of year is nothing new. The influence seasons and events have on people’s buying habits should be an important component in your marketing strategy.
You’ll most likely enjoy a substantially better ROI when you’re optimizing content on a seasonal basis.
There are two types of seasonal SEO strategies. (Ideally, you should be doing both.)
- Time-based: Time-based strategies are built around the actual seasons or particular months.
- Event-based: These are strategies created for specific holidays or events. You know: Thanksgiving, Christmas, National Pancake Day.
Seasonal SEO and the Plastic Surgery Practice
A seasonal approach makes especially good sense in the plastic surgery business, and you probably already have a good idea which procedures are most popular during certain times a year. For instance, you’re probably already aware that you’re in the middle of the dreaded summer lull before the big back-to-school/holiday procedure push kicks in. Which means you should already be plotting how you’ll optimize all your content around the fact that more women want breast implants during certain times of the year.
Here are some tips for implementing a seasonal strategy into your content marketing:
- Check out Google trends to see what people are searching for and when.
- Track your client bookings to see if you notice any seasonal patterns.
- Decide which seasons, dates, holidays or events you want to focus on.
- Create a content calendar in which to keep track of all these things. This is an absolute must if you’re going to have a successful, organized content marketing strategy.
Once you’ve done these things you can plan, create and optimize seasonal content for all of your platforms. (Or outsource to your friendly neighborhood marketing team to handle this stuff for you.)
Give the People What They Want (When They Want It)
You can’t come up with a great content strategy—or the content to back it up—overnight. That’s why you have to get a head start on seasonal content. Your marketing team should always be planning ahead and mapping out which products or services will be featured at which times to optimize conversion rates and land you more leads.
By using a seasonal content strategy, you’re just tapping in to what your potential customers really want and giving it to them. It’s the same groundbreaking principle that suggests we not try selling miniskirts to the Amish or to run a special on snow shovels in mid-July. Once you start optimizing by the seasons, you can use the data you gather and the results you see to help you create an even better strategy for next year.