In every season, it is important to know which topics are trending on search engines and how to do keyword research for SEO on your website. Being aware of these trends makes it easier for you to tailor your web pages in way that will drive traffic to your products or services. Using eCommerce keywords targeted specifically for the spring and summer seasons can increase your chance of ranking highly on different search engines for seasonally trending terms.
Finding spring and summer keywords that are general enough to draw searches but also specific enough to encourage viewer conversion can be a daunting task. Luckily, there are several different tools and strategies available to use in seasonal keyword research and promotional efforts. While implementing one of these strategies may provide decent results, we suggest combining them to create a well-rounded campaign that gives you the highest probability of successfully ranking on your selected keywords for spring and summer.
Read more to find out how to do keyword research for spring and summer SEO as well as how to plan strategies that will improve sales on your eCommerce site.
Timing Is Everything
In many cases, eCommerce businesses wait until summer has arrived to add summer-themed content to their live web pages and expect the related web traffic to start flowing in. Unfortunately, that is not how search engine optimization and keyword targeting works. According to Google, it can take anywhere from 4 days to 4 weeks for a site to be crawled and indexed. Those days and weeks are valuable time that you don’t want your website sitting dormant. The best way to ensure that your spring and summer optimized pages are receiving adequate traffic is to optimize everything ahead of time.
Our Coalition teams begin preparing for spring and summer traffic at the beginning of the year. As we revisit our campaigns in the new year, we look for targeted keywords related to topics that are expected to be trending in the upcoming seasons and apply them to your eCommerce site as early as January and February. This allows for plenty of time for the pages to be indexed, whereby they can start generating SEO value. When you give your website an ample amount of time to gain page authority, you leave more room for further research and adjustments before the season is already upon you.
Another important part of preparing for any season, including spring and summer, is link building. If you aren’t familiar with this strategy, link building is the process of acquiring hyperlinks from other websites to your own. One way Google recognizes your pages as relevant to searches is the popularity of the links. The more instances in which you have a link on another website pointing back to your page surrounded by relevant information, the better.
While there are a lot of ways to create strong backlinks to your website, one of the most straightforward is through promotions. We recommend that once your marketing team has determined what promotions will be available in the spring and summer months, you use them to encourage traffic to your website.
You can do this by making bloggers, influencers, and other media sites aware of the promotions you are highlighting and, in turn, they can endorse these promotions and include a backlink in their webpage content.
So, how does keyword research for SEO apply to link building? When you select specific products or product categories for your promotions, you can request that the blogger use one of the relevant keywords as the anchor text to which they apply their backlink. This can further establish the relevance of your landing pages for that keyword. Orienting your promotions around keywords that companies desire to rank for, is an often missed strategy in ecommerce marketing.
Social Media & PPC
When asked about social media and PPC ad campaigns, Copy Strategist Casey Pontrelli said the following:
“Social media marketing is more than important – it’s necessary for creating brand awareness. The use of social media validates your brand. If done correctly, social media marketing can tell your customers that you are active and focused on communication with customers. Social media allows you to create a community for your customers, as well as solidify your brand identity and your position as a thought leader in your industry. When social media campaigns highlight key organic landing pages and keywords, you can use social media as a force multiplier for your SEO efforts.”
While it is extremely important to know how to do the proper keyword research for SEO in order to ensure your site is receiving web traffic, you don’t want to underestimate the power of social media and PPC. Social media posts and pay-per-click ads allow you to reach an audience of people who otherwise may not have come across you store. Social media also helps in the process of building links that send potential customers back to your site.
Using targeted keywords and landing page links within your social media posts supports your current SEO efforts and points traffic your website. Never give up an opportunity to point potential customers toward your pages with relevant links and keywords. Every avenue of connecting with potential customer and generating search engine traffic is important in its own right, including social media and PPC.
Not only is it important to know how to do the right keyword research for spring and summer SEO, you need to know which tools are the most helpful in doing it. Below we have listed some of our favorite tools for keyword research.
Google Trends is a great way to find what is trending on search engines. You can look at the most recent trending topics or even find out what was trending this time last year to try and plan ahead. You should consider using it to find common topics that begin trending every spring and summer in order to plan your keywords and strategies accordingly.
A part of Google Adwords, Keyword Planner helps you to find the perfect keywords for your different eCommerce pages. Keyword Planner takes a lot of the guesswork out of knowing how to do the most effective keyword research for your sites SEO. Simply type in a topic and allow it to show you which keywords are most searched and the level of competition you will have for those keywords.
Lastly, we suggest a tool like SEMRush for finding specific keywords related to your business. SEMRush can pull information for you by simply giving it your domain and allow it to analyze it.
Take Your SEO Campaign to the Next Level
Whether you just want to do know how to do keyword research for SEO this spring and summer or you need a more robust strategy to achieve better results, using the tools and tips we listed above will point you in the right direction.
If you’re ready to take your SEO campaign to the next level, consider contacting our team at (310) 905-8646 for a free consultation today, or feel free to contact us online for a quick response.