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How seasonality affects the SERPs and what it means for SEO

As we head into another seasonal period, it’s time to prepare our holiday strategies to maximize client visibility for the deal-getters and the peak shoppsouing period. During the next quarter, many of us acknowledge that we’re likely to see a change in traffic levels as we attribute this to seasonality.  This does not affect all business models. Still, for some (outside of the ecommerce spectrum), interest begins to slow down as consumer focuses are laid elsewhere, and company priorities change. One thing that may not necessarily factor into your SEO strategies – as a threat and an opportunity – is how Google’s search results pages (SERPs) behave to the changes in both user search frequency and search intent. Why does seasonality affect search results pages? Google’s end goal is to provide a high-quality SERP that caters to user needs and supports a query by presenting high-quality results. Google determines if a query requires a seasonal or temporary change to how specific value propositions and beneficial purposes are presented in the SERPs. They might consider:  Has there been an increase in searches for this query? (Comparing period Y to X.) Has there been a change in user SERP behavior for this query? (Changes in click patterns, scroll, quick-backs.) Has there been an increase in users performing further queries to refine it? Has there been a change in the additional terms or stop words being introduced to the secondary query? If Google detects changes in these user patterns, it may choose to begin experimenting with the SERP and rotate results and source-types – or even introduce new source-types and SERP features altogether. This isn’t something new. In 2018, JR Oakes tweeted his observations on how rankings changed month-over-month, with major changes around December 2017. Over time, Google will learn these patterns and refine future SERP adjustments over time. With seasonality, most marketers have an almost predictable data pattern used for planning mar


keting activities, content, and onsite messaging. Often, this is where the assessment stops. Many strategies I’m privy to don’t go one step further to assess how the SERPs will change during these seasonal periods. Yet, it is important to understand so we can inform our SEO strategies (including content type and publishing frequency). Get the daily newsletter search marketers rely on. Identifying seasonally affected SERPs A lot of ecommerce SERPs we are familiar with will experience some form of seasonality, and we can usually predict and identify these through experience and common sense. But what if you start seeing a change in traffic and rankings for particular URLs? How can you identify whether or not your SERPs are beginning to fall into a seasonality experiment? The answer is through data. Understanding what your SERPs look like during "normal times" is important, and comes from: Recording and monitoring SERP features. Monitoring the source types (and their positions) within the results page. Several third-party tools record this information and retain it historically.  Let's take the search term [beard oil]. It is a query with more than one dominant interpretation, as I could be looking to make a purchase, research different brands, or even research different oils. This query has already changed several times over the course of this year. This October, it is beginning to show signs of changing to a seasonal SERP: March 2022 July 2022 October 2022 ReviewsPeople also askVideo carousel ReviewsSitelinksImagesPeople also askVideo carousel ReviewsShopping adsMap packFAQImagesPeople also askVideo carousel As we get closer to peak ecommerce periods and more users are searching for the term, Google's SERP features are favoring and introducing commercially focused elements with Shopping Ads and the Map Pack (to cater to those wanting to buy both online and in-person). We can also see a change in which source types are being ranked highest for the query. So if we lo


ok at the top 5 ranking URLs for July 2022: Rank / Website Source Type #1 Men's Health Non-commercial entity, informational #2 CNN Non-commercial entity, informational #3 GQ Magazine Non-commercial entity, informational #4 Amazon Commercial entity, commercial #5 Amazon Commercial entity, commercial And we compare them to October 2022: Rank / Website Source Type #1 Amazon Commercial entity, commercial #2 Men's Health Non-commercial entity, informational #3 Beard Brand Commercial entity, commercial #4 Dr. Squatch Commercial entity, commercial #5 Bad Ass Beard Care Commercial entity, commercial Looking at third-party metrics, one would argue that websites like Dr. Squatch don't have the same backlink profile, brand, or content levels as the likes of GQ. But they're a different source type, so the threshold required to rank is lower. As Google is altering the SERP with a heavier commercial focus, the only thing that GQ can do in this scenario is to try dislodging Men's Health as the second result or wait it out for Google to determine that a different source type is required. This, of course, is not taking into account that October 2022 also has a Map Pack and Shopping Ads taking up SERP real estate and clicks. Looking at data from 2021, the SERPs followed a similar pattern before reverting back around March. If we look at Google Trends data, we can correlate these SERP changes with the peaks and troughs of [beard oil] searches in the United States (outside of an increase around the time of the first pandemic lockdown). Communicating seasonal SERPs to wider stakeholders Not all SEO stakeholders who receive reports and updates are au fait with how search engines work. Changes in rankings and traffic can unnecessarily set off alarm bells and lead to poor short- and long-term decision-making. Identifying if your key traffic-driving search terms are susceptible to seasonality changes, or have been so in the past, is vital. Ensure that tags or classifications are in place


and monitor them more closely around seasonal periods.  This is especially useful if the organization you are working with has a turnover of VP and C-level. They might not know the vertical as well as the previously established person in that position. Creating awareness of how rankings and traffic may change will mitigate the conversations when it does happen. It also helps build a business case for different content types to maintain brand visibility.  This might involve a strategy in which the brand is made visible through a different source type or adjacent search queries that aren’t as affected by the seasonality changes.  Investing in brand or digital assets outside of your website is an important consideration for creating an SEO strategy that can weather Google changes. Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here. New on Search Engine Land About The Author Dan Taylor is head of technical SEO at SALT.agency, a UK-based technical SEO specialist and winner of the 2022 Queens Award. Dan works with and oversees a team working with companies ranging from technology and SaaS companies to enterprise e-commerce.

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Keyword rotation is a technique used in search engine optimization (SEO) to improve the visibility and ranking of a website in search engine results pages (SERPs). The technique involves using a variety of keywords or keyword phrases to optimize a website’s content, meta tags, and anchor text. By rotating these keywords, website owners can avoid over-optimization and improve the relevance and diversity of their content.

In this article, we’ll discuss what keyword rotation is, how it works, and why it’s important for SEO. We’ll also provide some tips on how to implement keyword rotation in your SEO strategy.

What is Keyword Rotation?

Keyword rotation is a strategy used to optimize a website’s content by using a variety of keywords or keyword phrases instead of relying on a single keyword. The purpose of this strategy is to improve the relevance and diversity of the content while avoiding over-optimization, which can result in a penalty from search engines like Google.

Over-optimization is a term used to describe the practice of stuffing a website’s content with too many keywords, in an attempt to rank higher in search engine results pages. This practice is frowned upon by search engines because it can lead to a poor user experience and a lack of relevance for searchers.

Keyword rotation helps website owners avoid over-optimization by allowing them to use a variety of keywords that are relevant to their content. By rotating keywords, website owners can create a more natural and diverse set of content that is more likely to be picked up by search engines and rank higher in SERPs.

How Does Keyword Rotation Work?

Keyword rotation works by using a variety of keywords or keyword phrases to optimize a website’s content, meta tags, and anchor text. By rotating these keywords, website owners can create a diverse set of content that is more likely to be picked up by search engines and rank higher in SERPs.

For example, let’s say you have a website that sells running shoes. Instead of optimizing your content for a single keyword like “running shoes,” you might rotate a variety of keywords and keyword phrases like “men’s running shoes,” “women’s running shoes,” “trail running shoes,” “road running shoes,” “marathon running shoes,” and so on.

By rotating these keywords, you can create a more diverse set of content that is relevant to different search queries and user intent. You can also optimize your meta tags and anchor text with a variety of keywords, which can improve the relevance of your content and increase the likelihood of ranking higher in SERPs.

Why is Keyword Rotation Important for SEO?

Keyword rotation is important for SEO because it helps website owners avoid over-optimization and improve the relevance and diversity of their content. By using a variety of keywords, website owners can create a more natural and diverse set of content that is more likely to be picked up by search engines and rank higher in SERPs.

Here are some of the benefits of keyword rotation for SEO:

Avoid Over-Optimization: Keyword rotation helps website owners avoid over-optimization, which can lead to a penalty from search engines. By rotating keywords, website owners can create a more natural and diverse set of content that is relevant to different search queries and user intent.

Improve Relevance and Diversity: By using a variety of keywords, website owners can create a more diverse set of content that is relevant to different search queries and user intent. This can improve the relevance of your content and increase the likelihood of ranking higher in SERPs.

Increase Visibility: By ranking higher in SERPs, your website can increase its visibility and attract more traffic from search engines. This can lead to more leads, conversions, and revenue for your business.

Tips for Implementing Keyword Rotation in Your SEO Strategy

Now that you understand what keyword rotation is, how it works, and why it

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