SEO Work Shouldn’t be Seasonal

Written by Nick Stamoulis

Many businesses operate on seasonal schedules. For example, a pool cleaning service in New England isn’t going to get much business in January and a snow plowing company won’t have anything to do in July. However, seasonality of services and products doesn’t always align directly with the actual seasons. Many businesses have seasonality to some extent depending on when a client or customer need typically arises. In the B2B sector, businesses are often waiting on budget approval to purchase a product or hire a company to perform a service. The beginning of the year is when many B2Bs see a ramp up in sales and leads.

Just because a business may have seasonal peaks and valleys, it doesn’t mean that SEO work should be completely halted during the “slow” periods. SEO is an ongoing process and it’s important to keep that momentum going.

The first thing for a seasonal business to understand is that SEO work should get underway before the “busy” season starts. All too often a potential SEO client gives us a call and explains that things are starting to get busy and they want to work on SEO. If it’s already the busy season, the SEO campaign isn’t going to do much good for this year! If you want your SEO to have any impact during peak season, the process needs to start months before. Nothing about SEO is immediate. It’s not like running an ad campaign or a promotion. It takes time to work. When you publish a piece of SEO content the search engines aren’t going to find it and index it right away and it certainly isn’t going to rank prominently on the SERP (search engine results page).

Another thing to understand about SEO is that it takes a lot of work. Even if you hire an SEO firm to handle the bulk of the work, it doesn’t mean that you can essentially disappear. The relationship between an SEO firm and an SEO client should be viewed as a partnership. Throughout the process the SEO firm will need feedback and suggestions from the SEO client to ensure that things are running smoothly and staying on track. Without that ongoing input from the SEO client, the SEO campaign will suffer.

An important part of an SEO campaign today is content. Content is what the search engine spiders find and rank and is also what gets shared in social media, improving social signals. Content creation obviously takes a lot of thought and time. An SEO company isn’t an expert in your industry and needs guidance when creating SEO content. During the “busy” season, sometimes content can get pushed to the back burner. That’s why the “off season” should be used to get critical SEO work done. Use that time to brainstorm content topic ideas, select keywords that should be targeted, etc. Even if the content isn’t being published until peak season, the bulk of the work has been done.

If a seasonal business is dedicated to SEO throughout the year it will improve the number of visitors and conversions when busy season comes along each year.

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