How to target golden dates with simple SEO hacks

Boost your site’s SEO performance and thrive on key calendar dates

By Chris Ioannou and Max Meres

Let’s turn the clocks back some 24 years. Back to the birth of the internet and a digital evolution which would change what many marketers do on the day-to-day. Logging in to the great world wide web (and then navigating your way through Mosaic — a web browser that helped popularise the internet), you’d find a heck of a lot fewer events than there are today.

Think Cyber Monday, Social Media Day and the plethora of other celebrations which savvy strategists work towards — oh, and we’ve not even touched on the hashtag days which are seemingly a staple of many Twitter users’ timelines. After all that, you’ve still got to consider traditional events. Think Valentine’s Day and — dare I say it — Christmas.

They roll around annually, sending people scouring the internet for presents and coupons to give to their loved ones — and in the case of Christmas, that cantankerous aunt you only see on Boxing Day.

Remember: success is where preparation and opportunity meet.

Webmasters who can profit on the back of these events need to capitalise on them to remain pertinent online. Use these three, bitesize SEO tips to make sure your site is the first consumers land on when they’re ready to slide into the conversion funnel.

Understand intent

• Start by doing your keyword research and choosing phrases to target. Create content pitched at both user intent and long-tail, low-volume terms which’ll answer searchers’ questions on annual events.

So, when the world’s biggest display of staged romance rears its ugly head once again, home in on long-tail KWs such as “what to buy a man for Valentine’s Day”, or go into more depth with content geared towards queries like “where does Valentine’s Day come from?”. Make sure the posts link back to other related webpages on your site, showing Google that you’re an authority on the topic.

Publish in advance so Google has time to index your place on the SERPs

Keep ahead of the curve

• Do your research into current trends, whether they’re found through big data or accessible media outlets, like the news. Prepare your landing pages to take advantage of known, popular search terms. If the product you’re marketing changes annually, you could always change your keywords by year or date — e.g. summer 2018 gazebos — just be sure they don’t become outdated. Publish in advance so Google has time to index your place on the SERPs.

Ensure the best UX possible

Opt for quality over quantity. Imagine you’re visiting the website for the first time. Is what you’re serving up informative? Is it engaging? And is it relevant? Provide videos, blogs and reviews which users benefit from. The longer they stay on the page, and the site as a whole, the better this is for your website’s SEO.

You can find a wealth of tips out there for improving SEO. Focus on big calendar dates which apply to your target demographic, optimise your pages and above all — put the user first.

Remember: success is where preparation and opportunity meet.

Find out how we at Caliber create organic, SEO-driven content with a strong focus on UX.