Christmas holidays are far gone, while St. Valentines and Easter are coming close — it’s the right time to ask yourself if you’re getting the most of seasonal organic traffic and how you could improve on that.
In this post, I’ll discuss five common reasons for your not getting enough seasonal traffic and will take you through the necessary optimization steps.
Let’s get started.
What’s seasonal traffic?
First things first, let’s define seasonal traffic.
Generally speaking, seasonality is a pattern or a fluctuation that is correlated with a particular season.
Therefore, seasonal traffic can be best described as changes in the way users interact with the search engines throughout the year.
And sure thing, these changes have to do with a huge variety of causes:
Pre-holiday and holiday traffic.
I should emphasize the pre-holiday part here, as people tend to be much more active in the organic search before the actual holiday starts.
If you aim for Christmas traffic, you may see the first spikes as early as mid-October.
Depending on your business type, you can spot traffic changes during certain periods of the year.
For instance, B2B businesses spend less time online in November and December (striving to close the contract deals before the holiday’s mayhem), but get really active just at the beginning of the year, as decision-makers return online with new budgets and goals for the year ahead.
Literal seasons’ traffic.
This one’s obvious (and easily predictable too!) — a company that sells swimsuits will naturally get more visits and conversions in the summertime.
And the very same company will be aware of the seasonal traffic dips in winter, so they may plan other marketing activities for the low season.