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Areej discusses site architecture optimization for seasonality in this edition of Whiteboard Friday. The key focus is on asking yourself when your business’s peak periods occur and strategically planning before, during, and after those periods.
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Video Transcription
Hey, everyone. I’m Areej AbuAli. I’m the founder of Crawlina, an independent SEO consultancy, and I am here today to talk to you all about site architecture optimization for seasonality, with a focus on e-commerce websites.
What is Seasonal SEO?
Seasonal SEO is this concept of driving conversions during a period of increased interest.
Now, it could be one of many reasons. It could be event-based. It could be time-based. It could be because of a product. So some examples that come to mind when they’re event-based is let’s say it’s Valentine’s Day or it’s Mother’s Day or Father’s Day. When it comes to a specific time period, it could be because it’s the end of the year or it’s January or it’s summer.
Then, when it’s product-based, it’s usually around this concept of a new product launch, like the new iPhone, or the new MacBook, or so forth.
The Main Question to Ask
The question that you always have to make sure you ask when you work on any new website is this question of, “When are our peak periods?” It’s very, very important for us to not assume when the peak periods are, that you actually ask that and to bear it in mind in our SEO strategy.
So the way I like to kind of split it is this concept of what happens before peak, what happens during peak, and then what happens after peak, and this is what we’ll walk through now one after the other.