Do you search the same terms year round? Well neither do your potential customers.
As the weather and seasons change, so do our wants, needs, and online searches. Optimizing content to target specific seasonal changes can help give content an extra special “boost” during certain calendar months. For example, words like cozy, warm, and snug are highly searched words during the winter months, whereas cool, beach, and sunshine are the top contenders during summer. But what exactly does this mean for you, and how can you fit these seasonal hard-hitters into your content?
The best way to properly optimize your content is to identify the most common services you provide during specific seasonal months. It’s important that these services may not be commonly seen at other times of the year. For example, if you are a chiropractor you may be inclined to target pages with content regarding “back pain from shoveling snow.” If you are a dentist, you recognize that summer means wedding season, and nothing says true love better than a white, radiant smile! Dentists also recognize that the holiday season around Halloween is cavity season, and therefore fill their content with the best way to “scare” cavities away during the holiday season. Seasonal words pop up at different intervals throughout the year and may be relevant for a few days to a few months at a time. They can be an extremely hot-commodity for any business, and it is crucial for web writers to recognize the pattern and use this trend to help themselves reach their next level of success.
Keeping your content fresh and new during the seasons not only shows Google that you are active, but keeps your pages filled with the “buzz” words people are searching for in your area. Look at seasonal adjectives and their synonyms to pick up incremental gains throughout your content. Identify a set of words that are general to the season, and then more specific words that are part of your practice. Like in the example above, these words would be “Halloween” and “cavities.” After you have identified these words, create a solid set of synonyms for each using a simple Google search or online thesaurus.
Calendar-based keywords are an essential part of maintaining year-round online success, however they should not be solely relied upon for consistent traffic. Calendar-based words offer a friendly “spike” of success during certain months, but by no means should be a replacement for solid year-round content. Use these words to create a commanding presence on the web along with the supplementation of powerful content on your site. You may even wish to save your seasonal content and re-use it at specific points throughout the year, therefore allowing it to continuously serve you and your business. Bring in extra visitors and attention year-round by using the calendar to your advantage!