SEO in Seasonal Business
Posted: Mon Jan 20, 2025 5:25 am
Any business can be classified as seasonal or non-seasonal. This is expressed in fluctuations in demand for products/services, for example, depending on the time of year or holidays:
for summer - construction stores, home building services, air conditioning stores;
for autumn - shops selling stationery and clothing for schoolchildren;
for winter - outerwear stores, New Year gift stores.
In this article, we will look at when it is best to start SEO in how to use the rcs database for direct marketing a seasonal business, and why you should not stop promoting in the off-season.
When to start your first SEO work?
You have recently developed a website and are ready to promote it, but the season is only 4 months away. When should you start working on SEO?
You definitely shouldn't wait for the season, because usually the result appears no earlier than 3 months after the start of work. It is better to start promotion in advance: place requests on the site pages and build up the link mass. This way you can prepare the site for the season - search engines will index the changes on your site, place the site in the search results and raise it to the TOP.
Should work be stopped during the off-season?
Are you already promoting your site in SEO, but the season is ending? It's time to prepare for the new season.
Many companies try to cut their budgets for attracting clients during the off-season, including SEO promotion, but this is not profitable:
1. Stopping SEO work will result in the loss of already achieved results, positions will start to fall. By the beginning of the new season, the site will no longer appear on the first pages of the search engine. It will take several months to return the results, and during this time the season will already be on the decline.
2. Search engine algorithms are constantly changing, and the sooner you notice this and react - make changes to the site, the better the result will be in the season.
3. It's high time to develop results. If you stop working, then the results will either remain at the same level or be lower during the season. If you continue SEO, then by the season all indicators will only grow: new requests on the site will bring more visitors, an improved site will affect the growth of conversion. Our clients do not stop working on SEO during the period of reduced demand, but use this time to implement hypotheses. We analyze the behavior of visitors on the site, identify problem areas and improve the functionality in order to get even better results next season.
For example, our client, the company "Syamzhensky Les", is engaged in house building. Summer season is the peak of sales, so they began work on SEO promotion of the site in advance in winter, and as a result:
2 times more potential visitors during the season
more than 40 queries in TOP Yandex
20 more applications from potential clients
Watch the video review of the client at the link
4. There are sites where one season is replaced by another, for example, an online clothing store. Here you need to move on to promoting the new season and redirect your efforts to processing requests for other products.
So our client, the company “Technic 35”, is engaged in the sale of equipment for active recreation: in winter, demand is for snowmobiles and other winter equipment, and in summer - for motorcycles and motorboats. We promptly directed actions in SEO to optimize the necessary categories of the catalog and were able to get a good result at the right time:
increased attendance by 11 times during the season
20% of queries managed to reach the TOP of Yandex by the season
Watch the customer's video review at https://youtu.be/XrcuoM7UCCs
How to get results faster?
So it turned out that SEO promotion work started too late?
Contextual advertising will help here. It will work well as a supplement to SEO and will provide an influx of target audience.
You can choose a higher SEO tariff. This way you can do more work on the site and get results faster.
But it is important to remember that only comprehensive promotion will give the best result. If you take into account seasonality, plan SEO work in advance and use advertising, you will not be left without applications.
If you have any questions or need advice on promoting a seasonal business, write to us.
for summer - construction stores, home building services, air conditioning stores;
for autumn - shops selling stationery and clothing for schoolchildren;
for winter - outerwear stores, New Year gift stores.
In this article, we will look at when it is best to start SEO in how to use the rcs database for direct marketing a seasonal business, and why you should not stop promoting in the off-season.
When to start your first SEO work?
You have recently developed a website and are ready to promote it, but the season is only 4 months away. When should you start working on SEO?
You definitely shouldn't wait for the season, because usually the result appears no earlier than 3 months after the start of work. It is better to start promotion in advance: place requests on the site pages and build up the link mass. This way you can prepare the site for the season - search engines will index the changes on your site, place the site in the search results and raise it to the TOP.
Should work be stopped during the off-season?
Are you already promoting your site in SEO, but the season is ending? It's time to prepare for the new season.
Many companies try to cut their budgets for attracting clients during the off-season, including SEO promotion, but this is not profitable:
1. Stopping SEO work will result in the loss of already achieved results, positions will start to fall. By the beginning of the new season, the site will no longer appear on the first pages of the search engine. It will take several months to return the results, and during this time the season will already be on the decline.
2. Search engine algorithms are constantly changing, and the sooner you notice this and react - make changes to the site, the better the result will be in the season.
3. It's high time to develop results. If you stop working, then the results will either remain at the same level or be lower during the season. If you continue SEO, then by the season all indicators will only grow: new requests on the site will bring more visitors, an improved site will affect the growth of conversion. Our clients do not stop working on SEO during the period of reduced demand, but use this time to implement hypotheses. We analyze the behavior of visitors on the site, identify problem areas and improve the functionality in order to get even better results next season.
For example, our client, the company "Syamzhensky Les", is engaged in house building. Summer season is the peak of sales, so they began work on SEO promotion of the site in advance in winter, and as a result:
2 times more potential visitors during the season
more than 40 queries in TOP Yandex
20 more applications from potential clients
Watch the video review of the client at the link
4. There are sites where one season is replaced by another, for example, an online clothing store. Here you need to move on to promoting the new season and redirect your efforts to processing requests for other products.
So our client, the company “Technic 35”, is engaged in the sale of equipment for active recreation: in winter, demand is for snowmobiles and other winter equipment, and in summer - for motorcycles and motorboats. We promptly directed actions in SEO to optimize the necessary categories of the catalog and were able to get a good result at the right time:
increased attendance by 11 times during the season
20% of queries managed to reach the TOP of Yandex by the season
Watch the customer's video review at https://youtu.be/XrcuoM7UCCs
How to get results faster?
So it turned out that SEO promotion work started too late?
Contextual advertising will help here. It will work well as a supplement to SEO and will provide an influx of target audience.
You can choose a higher SEO tariff. This way you can do more work on the site and get results faster.
But it is important to remember that only comprehensive promotion will give the best result. If you take into account seasonality, plan SEO work in advance and use advertising, you will not be left without applications.
If you have any questions or need advice on promoting a seasonal business, write to us.