by Jody Nimetz
The other day I was checking search engine rankings for a few of my clients. I was noticing some trends with their results in Google. It seems as if their rankings had gone up for a few months during their peak seasons. Then when their "busy season" tailed off, rankings fell a bit. While this may not seem extraordinary, it got me thinking? Are the search engines smart enough to index and rank websites based on seasonality? What about sites where seasonality is not a factor? Are search engine results seasonal?
So I checked a few more of my clients and sure enough the same trend seemed to appear. It is common sense to think that if your business is seasonal you are going to have a "peak" season and "off" season. Is this the same for search engines? Is there seasonality online? Do the search engines have "peak" seasons and "off" seasons? Well, possibly if you consider that they perform major updates a couple of times throughout the year. This could be considered their "peak" season(s)
If your business is seasonal does this mean that your rankings in the search engines are as well? Well no, as there are many factors that dispute this.(Such as the number of pages indexed in the engines, the number of quality sites linking back to you, your paid campaign, your SEO budget etc...) A well optimized page may rank well for an indefinite period or at least until the next search engine update takes place and all of a sudden your online competition has increased. As the battle for the prime real estate in the search engine results become more competitive, site owners and webmasters need to establish new strategies to occupy the coveted organic top spots in the search engine results pages (SERPs).
If your business is seasonal then treat it as such. Optimize your site accordingly. Create fresh new content often and keep your site up-to-date each "season". That way when the search engines begin a new season of updates your rankings will not suffer. At the very least whether your business is seasonal or not, you should still create fresh content for the engines to index.
So to answer the question, Are Search Engine Results Seasonal? The answer is it depends on how you look at it. They might not be seasonal in the way we perceive seasonality but they do have peak times and down times. The key is to prepare for both.
Organic Search Strategist
Enquiro Full Service Search Engine Marketing
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