In the world of web marketing, marketers do have to make concessions in order to successfully target certain periods of the year. In most cases, they have to take the entire year into account when plotting a successful marketing campaign.
Many of these campaigns often take search engine optimization and search engine marketing into consideration. Seasonality is an essential marketing element that all marketers need to understand. It’s best defined as a characteristic of time series where data makes regular and/or predictable changes that occur every calender year.
Any change that recurs during those particular tracked periods are said to be seasonal changes. One of the most common instances of seasonality occurs during the Black Friday shopping season. People buy more goods during the late November and early December shopping season than some periods of the year. This period simply sparks an instance of seasonality that most marketers use to their advantage.
In order to successfully create marketing strategies for pay-per-click advertising, social media, search engine optimization and conversion rate optimization, today’s digital marketers need to understand what can be achieved via their planned campaign.
Seasonality is perhaps the most important element they need to understand. In this article, we’re going to briefly review seasonality and how digital marketers can get started using it.
Why Users Should Consider Seasonality
Seasonality measures online traffic throughout the year. Online traffic commonly spikes during the weeks leading up to holidays or special events. Quieter periods, naturally, end up occurring during quieter times of the year. So, marketers who take the time to track how online traffic behaves during the year will see these spikes and lulls in traffic during the year. Of course, knowing this information helps them understand when these historical movements may happen at any given time of the year.
Seasonality Tips – It’s All About The Year-Over-Year Increase
When observing how a campaign grows over time, it’s much better to take the year-over-year increase into consideration.
For example, webmasters who have experienced 10 percent of year-over-year traffic growth in the first two months of the year actually have flat growth.
On the other hand, if that same webmaster’s traffic gained 12 percent of year-over-year growth, they’ve growth at last 2 percent since the start of the year.
The year-over-year figures simply provide more information about how a campaign may be performing throughout the year.
The idea is to use those numbers to see if the campaign’s experiencing an upward trend. The year-over-year numbers should remain positive throughout the course of the campaign.
Seasonality Tips – Learn The Average Standard of Online Traffic for the Year
The average standard for online traffic, in this case, would be the average amount of online traffic that occurs during each period of the year. This number acts as a baseline number, informing marketers of how much ‘raw’ traffic may build during specified periods of the year.
To get this number, tally up your total annual traffic and divide the figure by 12. This figure tells you of the average figure of traffic for all months of the year. It’s a great reference to have on hand when designing an online marketing campaign for specific periods of the year.
Seasonality Tips – Don’t Forget About Third-Party Tracking Tools
No digital marketer is complete without third party tracking tools, especially when keeping track of seasonality trends. Both SEO and SEM campaigns pretty much require the use of these special tools for that reason. Interestingly enough, many third-party tracking tools don’t specifically track seasonality.
But they do track monthly averages for keyword traffic figures, rankings and other important tracking parameters. So, while it’s not specifically tracking seasonality, these tools do provide an indicator of how keywords perform during certain months of the year. This can help you pinpoint the origin of trends that might occur during that particular time.
Seasonality Tips – Taking Seasonality Into Consideration
After deciding your digital marketing campaign goals, you’ll have to begin building your campaign. What’s different this time around is the presence of seasonality.
But before you start using seasonality yourself, here are a few important tips to keep in mind:
Traffic doesn’t always increase period-by-period due to seasonality.
Be sure to keep that in mind when designing a campaign for yourself or a client.
Other elements can cause seasonality data to not track properly.
Downtime, search engine penalty and other elements can negatively impact seasonality data throughout the year.
Make sure your first-party and third-party tracking tools are installed and implemented right.
A great combination of first-party and third-party tracking tools can give you all the data you need to learn how seasonality works in your niche. Seasonality is a digital marketing essential for a reason. As mentioned, it helps webmasters track different traffic trends throughout the year. The information provided by seasonality can potentially help a digital marketers create a successful marketing campaign.