A Spin on Seasonal SEO
Seasons come and seasons go, but should your SEO strategy? As the holiday season approaches and sport outings dominate weekend plans, many businesses yearn to capitalize on the seasonal patterns that arise within search. And while ranking well within search engines for seasonal terms has its advantages, it’s important to consider the damaging effects of taking a seasonal approach for your hotel website’s Keyword Strategy.
By targeting seasonal keywords, your hotel website will lose focus on its long-term keyword strategy. Losing focus can impact overall traffic to your website, as your website’s authority within search engines may decline for relevant keywords that are consistent. Ranking well for terms that are being searched 24/7, 365 days a year can bring a whole lot more traffic to your site overall than ranking well for terms that are only being searched for one or two months out of the year. SEO grows over time and swapping keywords for seasonal ones may hurt any progress made on these long-term keywords.
Time and time again, we hear that search engines like Google are focused on showing users the highest quality, most relevant pages on the search engine result page. Keyword relevancy is even said to be more important that keyword search volume. With this in mind, your keyword strategy may not be as sustainable with seasonal keywords. Sticking to content that is everlasting will continue to be significant long past when it goes live on your hotel website. By establishing an SEO keyword strategy that is always applicable to your website, the risk of optimizing content that is insignificant to your hotel will no longer be a concern. For example, using keywords based on a sport’s league playoffs can become irrelevant quickly once teams are disqualified or playoffs are complete.
Another concern about a seasonal keyword strategy is timing. In order to have seasonal SEO deliver any impact during peak seasons, the process needs to start months before. SEO is not immediate and takes an average of 4-6 months to start working. When content is optimized based on last-minute seasonal keywords, the search engines do not find and index it right away. To illustrate, optimizing your website with Christmas keywords in October will not drive the search engines results as quickly as one would hope. By the time the hotel website ranks prominently on the SERP for seasonal keywords, the seasonal peak may have already passed.
However, there are other ways to implement a seasonal digital strategy for your hotel website. Whether centered on holidays, sales patterns, trends, fads, literal seasons or sports, a seasonal approach to overall digital marketing can be successful without hindering the website’s keyword strategy.
- E-mail: This channel is great for building excitement for the seasonal event your hotel may be planning. Furthermore, publishing a newsletter for the event/season can help provide more details to hotel prospects.
- Social Media: Posting content inclusive of what is trending on social platforms is another way to add seasonality to your SEO. Hotels should remember that social media channels are search engines too, and posting seasonal content is a great way to grab a new audience’s attention.
- Blog Posts: Optimizing blog posts based on season may ultimately drive targeted traffic to your website. Bonus points if your post ties in local SEO as well.
- Offers: Research shows that travelers search for more seasonal deals and promotions around the holidays. Promoting seasonal hotel specials on your hotel deals/offers page may help draw seasonal searches to your website.
- Landing-Pages: These static pages would be created on your site based around the specific seasonal theme and terms you would like to identify with. Once the unique landing pages are created, they can be promoted via e-mail marketing, PPC and other various methods. Check out this example of York Marriott Hotel’s Christmas landing-page.