Seasonal sales and recurring events can offer great chances to improve business performance and foster meaningful interaction with a larger repeat customer base.
The chance to immerse oneself in these organic seasonal marketing initiatives should not be passed up, whether it is through smaller localized exhibitions and pop-up shops or large music festivals and industry-leading shows.
I won’t go through improving the Google event pack and search carousel with schema here because there have been some excellent publications on the subject.
Here is a helpful 2022 marketing calendar if you’re seeking for a seasonal marketing calendar for fresh inspiration.
With regard to both online businesses and offline pop-up stores, this piece will assist you in developing your SEO strategy to maximize recurrent seasonal events like Black Friday, Christmas, and Cyber Monday.
Additionally, regardless of how localized they may be, this will assist event-oriented brands of all sizes in efficiently optimizing for recurring industry shows, festivals, and other types of attendance-based SEO efforts.
Providing for Customer Intent Thoroughly
Fundamentally, you must be able to be found in the discussion for each important intent area relating to your event on the major search engines.
There are various ways to collect information on current events that people connect with your event.
Investigate information about larger, more reputable rivals who might be more well-known than your event but closely align with your own specialty positioning.
The simplest source of information is found right in Google’s search results and predictive search.
The example below displays Google’s most popular predictions based on a variety of prior search data.
This saves you a ton of time gathering preliminary data and points you in the direction of the key subtopics you’ll need to carefully address through insightful content selection.
Take into account the aforementioned as your initial keyword themes or subjects from which you may construct content briefs with the intention of creating a number of content-rich landing pages to increase your SEO success.
Targeting Organic Visibility in the SERPs
Targeting pre-click, rich results in Google search engine result pages offers the best possibility of putting your brand, seasonal event, or pop-up store in front of both potential and current customers (SERPs).
Continuing with the Glastonbury Festival example, you may decide which rich results and mixed search results to prioritize in your SEO approach.
Four major areas immediately stand out.
The “People also ask” section comes first. In this case, the SERPs show this just beneath the top result.
This is frequently an opportunity for several occasions for a company to be featured on page one or for coverage you may have to be posted on extremely pertinent external sites.
Industry-specific media sites usually coexist here with more in-depth content types like manuals and white papers.
The lesson here is that they are non-competing websites where you have a legitimate cause to post material directly on their websites and hold several of the top Google rankings.
The video section follows, which is frequently used for search query types with recurrent seasonal intent and event-related focus.
Traditional video optimization strategies are used to help rank video content.
In this instance, the following images are the other top in-SERP results to target:
Additionally, the “Related searches” outcomes at the bottom of the page:
In addition to the required content type and technological optimization through schema, the single-page coverage’s comprehensiveness is the primary factor for appearing in these rich results.
Consider where the subject gaps are in the external material and what signals you can strengthen by constantly observing who is presently filling these in-SERP areas, as well as who is currently filling them (social media, backlink value, authorship, trust, credibility, quality of various content types, etc.)
Understanding the Local Environment
All recurring events and seasonal or pop-up stores use local SEO as a guiding principle in their SEO tactics.
The locality serves as the filtering source for any mobile search.
Additionally, over the last two to three years, local intent has accelerated its growth significantly.
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In reality, since 2017, search patterns with geographic intent, such as “shopping near me,” have grown significantly:
Your website can be optimized for local SEO in a variety of ways, but some of the best ones are as follows:
participating actively in community forums and business events.
through regional media websites, promoting content, PR, and other brand signals.
presenting specialists to increase your authority on a local and global scale.
creating local landing pages with rich information.
constructing pertinent business, entity, and sector backlinks.
proactive social media channel management, including regional social listening.
maximizing your Bing Places and Google Business Profiles.
Using a seasonal marketing strategy that is always on
Simply because you are aiming for a Christmas event or a September exhibition does not mean you should consider SEO in the preceding month.
What does this mean for your SEO strategy for seasonal marketing that is repeated and pop-up shops, then?
You must include an always-on component in your seasonal SEO as a direct result of this behavioral change.
This offers the chance to gain more subject-matter expertise every year.
In order to capitalize on early buying intent, you can maintain an active presence for essential issues that cannot be changed (such as music festivals, neighborhood pop-up shops, Christmas hampers, etc.).
By establishing yearly landing pages that continue to add value to the website and promote the gains made the next year, you may also distinguish prior years’ events. One illustration is Glastonbury 2022.
This offers a way to focus on intended future behavior.
Using the previous scenario as a guide, we may consider Glastonbury 2023. (and further forward still).
You might be shocked to learn that people are making longer-term plans for larger seasonal events. The following is a current rich result that Google is prepared to optimize for:
The chance to rank first and be the business to dominate these important visibility elements opens up if you are the first to recognize and respond to this type of future user intent.
Lastly, some quick tips for seasonal marketing
Seasonal and event-based marketing for SEO encompasses so many crucial strategic elements.
Here are some other pointers to aid your own marketing initiatives:
Take advantage of urgency. People must move swiftly as the event draws near. Give consumers everything they require in one location, and make the procedure as quick and easy as you can. The objective will vary depending on whether the site is a brochure or an eCommerce store.
Be the most practical choice. If you run a local pop-up shop, become involved in the neighborhood and address people’s problems. Consider what you can supply that a bigger or outside company cannot. For instance, same-day pop-in service or free local delivery.
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Maintain simplicity. Offer pre-booking, online help that is available around the clock, and related customer care if you are only open two days a week or during specific seasonal times. Bookings and orders will be filled in advance, and a pleasant attitude will be preserved for repeat business in the future.
