Search engine optimization is a long-term marketing strategy. You won’t necessarily see results right away, but the effects are cumulative; the longer your site has been live and optimized, the better it will continue to rank.
However, because both business and traffic within any given niche can fluctuate throughout the year, some consideration should be given to seasonal content. A smart SEO strategy enables you to keep up with trends without losing ground on your overall SEO rankings.
One set of trends to pay attention to are those that are seasonal or cyclical. For example, imagine you’re an HVAC company. You probably sell a lot more air conditioning services in July than January. In the winter, most of your traffic probably comes from heater and ventilation services. But that doesn’t mean you need to change your entire website each season!
Remember: It takes time for a search engine to index and rank a page, and pages that are put up and taken down with the seasons won’t have time to get a foothold.
Instead, it’s best to look at your site as a whole and divide it between your seasonal and year-round services. In the off-season, some of your pages may not perform as well – but the slack should be picked up by the on-season topics and pages. Overall, your rankings won’t slip.
That said, sometimes you want to cash in on a specific trend or topic while it’s hot. That’s where your company’s blog has a chance to shine.
Blogs allow you to add specific, topical content to your site without affecting your other pages. With a blog, you can update your site frequently and take advantage of trending topics. For example: Imagine you run a sports bar that will be broadcasting the Olympics. It doesn’t make much sense to create a new webpage on your site for the event, but you can absolutely post a few blogs that cash in on Olympics hype (and highlight your drink specials).
Blogging is also a great place to talk about pop-culture events and trends that are relevant to your niche. And because of the way blogs are archived, they will continue to capture search traffic – without cluttering the meat of your website.