Presentation slides from the Women in Tech SEO / ReadingSEO Mash up Event in Reading, 14th November 2019. Covering seasonal SEO and how to manage your pages for the best wins.
20. When should you start thinking about seasonal SEO?
@bluearrayseo @SEOStephW
Approx £45 per conversion
= additional £24K in a two week
period!
ASAP, if not before
21. When should you start thinking about seasonal SEO?
@bluearrayseo @SEOStephW
4 - 6 months prior to ‘launch’
22. When should you start thinking about seasonal SEO?
@bluearrayseo @SEOStephW
Approx £45 per conversion
= additional £24K in a two week
period!
23. When should you start thinking about seasonal SEO?
@bluearrayseo @SEOStephW
Approx £45 per conversion
= additional £24K in a two week
period!
24. When should you start thinking about seasonal SEO?
@bluearrayseo @SEOStephW
Approx £45 per conversion
= additional £24K in a two week
period!
Ramp up
Peak demand
Slow down
38. Creating seasonal pages: 6 top tips
@bluearrayseo @SEOStephW
1. Don’t use the month/year in the URL - make it futureproof
39. Creating seasonal pages: 6 top tips
@bluearrayseo @SEOStephW
1. Don’t use the month/year in the URL - make it futureproof
2. Do use the month/year in the title & headers - make it relevant
40. Creating seasonal pages: 6 top tips
@bluearrayseo @SEOStephW
1. Don’t use the month/year in the URL - make it futureproof
2. Do use the month/year in the title & headers - make it relevant
3. Add a link to the main header navigation & homepage -
make it important
41. Creating seasonal pages: 6 top tips
@bluearrayseo @SEOStephW
1. Don’t use the month/year in the URL - make it futureproof
2. Do use the month/year in the title & headers - make it relevant
3. Add a link to the main header navigation & homepage -
make it important
4. Don’t wait until it’s launch day to make it live -
make it exciting & linkable
42. Creating seasonal pages: 6 top tips
@bluearrayseo @SEOStephW
1. Don’t use the month/year in the URL - make it futureproof
2. Do use the month/year in the title & headers - make it relevant
3. Add a link to the main header navigation & homepage -
make it important
4. Don’t wait until it’s launch day to make it live -
make it exciting & linkable
5. 301 redirect old or out-of-date content to it - make it stronger
43. Creating seasonal pages: 6 top tips
@bluearrayseo @SEOStephW
1. Don’t use the month/year in the URL - make it futureproof
2. Do use the month/year in the title & headers - make it relevant
3. Add a link to the main header navigation & homepage -
make it important
4. Don’t wait until it’s launch day to make it live -
make it exciting & linkable
5. 301 redirect old or out-of-date content to it - make it stronger
6. Link to other non-seasonal, but relevant pages -
make it hardworking
47. Maintaining seasonal pages: 4 top tips
@bluearrayseo @SEOStephW
1. Don’t ‘launch & leave’ - review & optimise regularly
2. Be prepared to react quickly - be agile
48. Maintaining seasonal pages: 4 top tips
@bluearrayseo @SEOStephW
1. Don’t ‘launch & leave’ - review & optimise regularly
2. Be prepared to react quickly - be agile
3. Don’t delete or 404 the page if you sell out of
something! Add an ‘out of stock’ notice & link
elsewhere
49. Maintaining seasonal pages: 4 top tips
@bluearrayseo @SEOStephW
1. Don’t ‘launch & leave’ - review & optimise regularly
2. Be prepared to react quickly - be agile
3. Don’t delete or 404 the page if you sell out of
something! Add an ‘out of stock’ notice & link
elsewhere
4. Make sure you’re considering other channels -
understand their impact on organic traffic
50. When it’s all over...
@bluearrayseo @SEOStephW
DO NOT DELETE YOUR PAGES
DO NOT DELETE YOUR PAGES
DO NOT DELETE YOUR PAGES
DO NOT DELETE YOUR PAGES
<<<< DO NOT DELETE YOUR PAGES >>>>
DO NOT DELETE YOUR PAGES
DO NOT DELETE YOUR PAGES
DO NOT DELETE YOUR PAGES
DO NOT DELETE YOUR PAGES
51. When it’s all over...
@bluearrayseo @SEOStephW
If you set up a page with a time-stamped URL,
301 redirect it to an evergreen URL for next time
52. When it’s all over...
@bluearrayseo @SEOStephW
If it’s an evergreen page:
● Keep your meta data the same
53. When it’s all over...
@bluearrayseo @SEOStephW
If it’s an evergreen page:
● Keep your meta data the same
● Add a holding message to build excitement for the next
event
54. When it’s all over...
@bluearrayseo @SEOStephW
If it’s an evergreen page:
● Keep your meta data the same
● Add a holding message to build excitement for the next
event
● Link to other valuable pages the user might be interested in
56. When it’s all over...
@bluearrayseo @SEOStephW
For ecommerce - if it’s a product that’s never coming back you
have two options:
57. When it’s all over...
@bluearrayseo @SEOStephW
For ecommerce - if it’s a product that’s never coming back you
have two options:
1. 301 redirect the URL to your hub/category page/most
similar product page
58. When it’s all over...
@bluearrayseo @SEOStephW
For ecommerce - if it’s a product that’s never coming back you
have two options:
1. 301 redirect the URL to your hub/category page/most
similar product page
2. Keep it in order to capture traffic (if high search vol) - point
them towards relevant products you’re keeping
60. Key points for seasonal SEO analysis
@bluearrayseo @SEOStephW
If you have seasonal peaks, don’t take an overall
average across 12 months to determine
performance benchmarks
61. Key points for seasonal SEO analysis
@bluearrayseo @SEOStephW
Instead, check your MoM % change over as many
years as possible to work out an average for
forecasting
62. Key points for seasonal SEO analysis
@bluearrayseo @SEOStephW
Don’t use absolute figures from 5 years ago to
work out average organic entrances…
63. Key points for seasonal SEO analysis
@bluearrayseo @SEOStephW
Cross-check any sudden fluctuations with
PR & ATL activity
64. Key points for seasonal SEO analysis
@bluearrayseo @SEOStephW
68. Anything else?
@bluearrayseo @SEOStephW
1. Don’t forget about speed
2. Optimise existing content for quick wins
3. Use a content calendar to plan well
4. PPC data can inform your next strategy
69. Anything else?
@bluearrayseo @SEOStephW
1. Don’t forget about speed
2. Optimise existing content for quick wins
3. Use a content calendar to plan well
4. PPC data can inform your next strategy
5. Set your GMB hours!
70. Anything else?
@bluearrayseo @SEOStephW
1. Don’t forget about speed
2. Optimise existing content for quick wins
3. Use a content calendar to plan well
4. PPC data can inform your next strategy
5. Set your GMB hours!
6. Did I also mention don’t delete your pages