A change in seasons brings a change in customer behaviours, especially when the summer rolls around. There are loads of new trends and opportunities to engage with customers. People are searching differently, at different times and with varying frequency too. This can be for loads of different reasons and digging into your data to see if you can spot any patterns is well worth it to tweak your SEO methods.
Mix up your content and adapt your SEO for a summer audience. You’ll be able to make some headway on different products and services customers are looking for in the summer by improving visibility and adding value.
Research Summer-Specific Keywords
Doing your keyword research about how your customers change their search habits in the warmer months is key to your search strategy. How does the use of your products and services change over the year and how do the needs of your customers change too? Think about terms and searches and what they can tell you about summer behaviours.
Google Search Console and keyword research tools can help pinpoint behaviours, trends and piece them together to cater your content towards seasonal search terms.
Create Relevant Seasonal Content
Creating some great content that capitalises on summer trends and search behaviours is key.
Summer-themed Instagram reels, tiktoks, guides and industry insights can attract traffic and catch people who are searching for seasonal information. Content needs to be valuable and if you can create something relevant to their interests and needs, even better.
What kind of questions will your customers be asking over the summertime? Can you products and services be used in a different way? Make content that gives new useful information to your audience and insight that addresses summer needs.
Refresh Existing Content
Repurposing and refreshing existing content is something you should be on top of too and can be just as valuable as new content. Take a look at content you’ve already posted or on your website and make sure it’s fit for a summer audience. See if you can make any updates that add value.
You might have new stats to replace older info and product information may have changed over time. Work on your old content and ensure it will still be relevant for a new set of summer searches. Keep everything as up to date and accurate as possible.
Optimise for Mobile Users
One example of customer behaviour changing over the summer is that hopefully everyone will be spending more time outdoors and on the move. Whether this is because the weather is nicer or people are doing more leisure activities because of school holidays etc – people will be browsing on mobile devices more often. Making sure your website is optimised for mobile searching and your posting food content on socials is key.
Ideally, you want mobile pages that will load quickly, content needs to be easy to find and able to be viewed on mobile devices for a good user experience.
If any of these factors fall short then customers will simply move onto another website – they value their time so show you value it too with good design.
Strengthen Local SEO
Your business could experience an uplift in searches from tourists or people visiting a new local area. With this in mind, ensure that all your info is up to date, especially if you’re a front facing business.
Keep information accurate across your web presence, including your Google Business Profile. The most basic requirement is making sure opening hours and closing times are always correct.
Creating locally focused content can also help improve visibility for location-based searches, especially for customers who are on the move more over the summer.
Monitor Performance and Adjust
Summer is a good time to monitor SEO and gives a window of time to keep an eye on performance metrics and assess what’s working and what isn’t.
Use analytics tools to track metrics that are key to your business performance. This data will help you to make tweaks to your content and products.
By reviewing everything regularly, you can make data driven decisions and changes that have intent behind them.
For a helping hand with all things SEO, get in touch with our team at DOWO today.