Seasonal and holiday link building
It's not too early to start thinking about Valentine's Day 2018! Columnist Andrew Dennis explains how to structure a link-building campaign for success during crucial seasonal periods and provides an outline for preparing 12 months in advance.
Seasonal traffic trends have a tremendous impact on websites, and businesses need to take full advantage of the traffic spikes surrounding specific seasons and holidays — particularly those that are relevant to their products and services.
For example, with Google Trends, we can see interest in the term “Valentine’s Day gifts” spikes, unsurprisingly, around Valentine’s Day:
Interest begins building in early January and then drastically falls off after Valentine’s Day, around February 16. Websites that sell Valentine’s Day gifts would surely want to be aware of and prepared for these periods of boosted interest.
Of course, taking advantage of these surges in interest requires ongoing work throughout the year. You need to launch your link campaign long before a holiday to reap the rewards when interest peaks.
At Page One Power, we often have prospects contact us asking to start a link campaign one month before a major holiday, in hopes of securing more traffic and conversions. We have to explain that the campaign would be better served preparing for next year, because one month is not enough lead time to make a meaningful impact on their brand’s visibility.
Securing the right links can help your website benefit from spikes in interest during specific holidays or seasons, but those links need time to influence your site’s organic search rankings prior to the spikes. You can’t spam your way to the top with thousands of manipulative links in short order (Penguin now devalues those links in real time); you need to consistently secure worthwhile links over the long term to achieve sustained organic visibility.
Today, I’ll demonstrate how to build links to seasonal keyword pages and be prepared for traffic surges during important holidays and seasons.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.