They usually do so off season!
The other day I got a call from one of my clients who wanted to shift focus of the SEO strategy to organically rank for holiday season related terms. Sure, I am confident in my abilities to get a website ranked on the first page from now 11/14 for Thanksgiving related keywords, but for competitive short tails which drive the most traffic — it would be almost impossible to organically rank a website high in days time using pure white hat techniques.
Let’s say you are targeting the keyword “Christmas Ornaments”, which is highly competitive (receives 1M searches a month) then the best time to start an SEO promotion campaign for this keyword is to start your targeting during off-season, around the Easter holiday.
If you want to rank #1 for Easter season related keywords then you should start your SEO campaign now (Thanksgiving/Christmas season) to target those keywords. It takes time to organically rank and if you want to ensure you reach your rankings goal then you’ll need to give yourself the time to achieve.
However, just because organic keywords are time consuming doesn’t mean you will miss out on first page ranking, there are plenty of other opportunities for first page rankings, including paid placement. There are also other ways to drive traffic to a website in a short time, such as
- article marketing
- press release distribution
- social media marketing
- link baiting
- viral marketing, etc.
In some cases SEO start a campaign for seasonal traffic years in advance, depending how competitive the keyword set being used and how important it is to the company bottomline to rank high for those target keywords. Determine if your website relates to any holiday or seasonal keywords and start increasing your rankings around those keywords.