The UK summer is synonymous with muddy festivals. This means buying adequate clothing, camping gear and waterproof wellies.
For the suppliers, there’s the chance of a rich boost to their profits but only if they get their SEO strategy working well.
It’s about the term ‘seasonal SEO’ which means optimising content to focus on the time of year, for which they need to rank highest. A supplier of festival wear should be seen in a top spot during the seasonal interest, and the subsequent keying in of relevant search terms.
By examining internal link building strategies in advance, and avoiding the dangers of competing against your own content by optimising more than one page for the same search term, companies that rely on seasonal traffic spikes, can do very well.
For example, ‘festival clothing’ may peak in trend at a different time to ‘festival wear’.
It’s about creating landing pages which are specifically targeting key search terms, and target keywords can link back to them.
Studying Google Trends shows the peaks of different products, allowing retailers to plan their SEO strategy around this, well ahead of a target event; by giving it time to optimise, searchers can find you just when they are searching and want to purchase.
When interest begins to wane as the season passes, but buyers are still buying, remaining stock can be offered on discount and the plan can be kept for the following year. By failing to plan properly, the risk is inconsistent and poor performance.
Asos links consistently to a dedicated ‘festival clothing’ landing page and significantly, Asos is the topmost ranking site for this term.
One of the top performers for ‘festival essentials’ is Mountain Warehouse and it’s easy to see why: it has a well-planned, consistent SEO and content strategy. When typing in this search term, Google returns a handy checklist of key items; all these cleverly link to the appropriate product categories. The remaining 6 companies, including Tesco, Skiddle, All Noise and Gigwise, all rank well for the five months prior to the peak spike for festival-related traffic.
Millets has not optimised its site quite so well even though it has a festival landing page. It has missed golden opportunities of adopting an internal link building strategy, linking to a landing page. Instead it has favoured lots of content related to festivals and about its products, failing to play join up the dots by linking back to the products it sells.
In summary, full marks to Mountain Warehouse which links back to the products it mentions. Millets needs to link back from its content to the landing pages to catch up.
An intertwined content and SEO strategy for seasonal events works best. However, a retailer of seasonal products must know when the traffic peaks, their key search terms and implement the strategy ahead of their target season.