Older SEO tactics revolved around the use of keywords, and while Google tweaked its algorithms to account for things like links and content quality, marketers essentially focused on ranking highly for specific search terms. The contemporary internet doesn’t have that same focus on static word clusters, so content has to be a lot more dynamic for Google to reward it with high positions on SERPs.
But how can content marketing be any more dynamic than you’re already making it? Frequently updated blogs, regular news stories and constant social publishing help to accomplish this, but it never hurts to shake things up throughout the year. If you’re curious about how to do so, just consider what Bing has started to do now that it’s tax season.
Don’t write off seasonal SEO
Simone Berkower and Turker Keskinpala of the Bing Relevance Team recently wrote a blog post outlining some new features for the search engine. The updates are only going to be around until April 15 – but that’s by design.
The post outlines how searches about taxes skyrocket between January and April, or the period when most people are filling out tax forms and filing with state and federal offices. To be even more helpful to users, Bing has created clickable widgets that pop up to offer assistance with particular forms when it recognizes relevant search terms.
Monitor how searches change over time
Taxes become extremely relevant during a relatively short time frame every year, and while not all companies need to adjust their SEO strategies to address this phenomenon, they can certainly find other annual trends that will ensure their search terms, content and social strategies match, including:
Ecommerce products. Many online retailers see ebbs and flows in sales that go beyond the holiday season. Even non-seasonal products will be sold in greater numbers during different times of the year. Use this data to make a search strategy more effective and boost conversions.
Hiring. A staffing agency or human resources business is subject to the calendar in terms of how many people are seeking and being hired for jobs. Companies that consider these organizations their primary customers can adjust campaigns for seasonality to take this into account.
Geography. Much of the country (and the world, for that matter) is subject to some seasonality, even if your particular business is not. When you figure out who your ideal customers are, you can find out if they look for professional services or business partners during the summer and focus on these subjects more frequently.
Every business is different, but almost all companies see interest fluctuate and sales cycles change throughout a 12-month period. Naturally, search should reflect this, and offering more useful blog posts or social shares in Bing’s mold won’t just make it easier to appeal to customers – it will help SEO efforts in general.