Seasonality as a factor in traffic and sales growth on the example of an e-commerce project
Definition of the concept of seasonality.
It is possible to encounter seasonal fluctuations in visits to a website, which then impacts sales. This phenomenon is common for almost any type of business and the popularity of a product is largely dependent on the season. In this article, we will discuss how to analyze seasonality in your niche, and how to utilize it to your advantage.
How to determine the seasonality of demand?
For our research, we selected the “Summer dresses” category. This implies that there is a seasonality associated with it. However, to implement the proper tactics for site promotion in search engines, we need to know when the demand goes up and drops by months. To do this, we will use both Yandex's Keyword Picker and Google's Keyword Planner.
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Yandex
We go to the page https://wordstat.yandex.ua and after logging in to the account, enter the request of interest to us (as a rule, such a request is the highest-frequency request from the previously collected semantics for this category). Initially, the data is displayed for the Russian Federation, we change the region settings, we are interested in targeting in Ukraine, and we switch the checkbox to “Request history”.
Analyzing the displayed graph:
2. Google
Access the Keyword Planner from Google, upload your list of queries, choose the "Historical Metrics" tab, select the region and time frame (last 24 months).
The data from the graphs clearly reveals that the demand for summer dresses in Ukraine increases from May to June, indicating a strong seasonal pattern.
How we prepared for seasonality.
Growth of positions by requests:
Traffic growth per category:
The graph clearly indicates that the percentage of people viewing this page from March 1 to July 1 increased by 3,169 75% in comparison to the preceding period. This indicator serves as a great illustration of the seasonality of requests and how it can be used to draw in specific traffic as well as generate more sales.
Conclusion:
Making long-term plans is highly beneficial in situations where there are periodic changes in demand for a certain range of goods (products). It is essential to plan ahead to get the best outcome and to do so, one should seek advice from Promodex experts regarding SEO optimization of the website.
During the holiday season, shoppers are likely to be drawn in, meaning that you should be prepared to take advantage of this surge in traffic. If you anticipate the holidays and plan accordingly, the extra visitors can be converted into successful sales.
To maximize traffic to the website in the short-term, individual pages and categories should be optimized for seasonal queries, valuable content should be produced and the link mass should be constructed properly. However, it is paramount to start the project 3-4 months before the desired dates and assign the task of search engine optimization to experts for an effective result.
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Definition of the concept of seasonality.
It is possible to encounter seasonal fluctuations in visits to a website, which then impacts sales. This phenomenon is common for almost any type of business and the popularity of a product is largely dependent on the season. In this article, we will discuss how to analyze seasonality in your niche, and how to utilize it to your advantage.
How to determine the seasonality of demand?
For our research, we selected the “Summer dresses” category. This implies that there is a seasonality associated with it. However, to implement the proper tactics for site promotion in search engines, we need to know when the demand goes up and drops by months. To do this, we will use both Yandex's Keyword Picker and Google's Keyword Planner.
-
Yandex
We go to the page https://wordstat.yandex.ua and after logging in to the account, enter the request of interest to us (as a rule, such a request is the highest-frequency request from the previously collected semantics for this category). Initially, the data is displayed for the Russian Federation, we change the region settings, we are interested in targeting in Ukraine, and we switch the checkbox to “Request history”.
Analyzing the displayed graph:
2. Google
Access the Keyword Planner from Google, upload your list of queries, choose the "Historical Metrics" tab, select the region and time frame (last 24 months).
The data from the graphs clearly reveals that the demand for summer dresses in Ukraine increases from May to June, indicating a strong seasonal pattern.
How we prepared for seasonality.
Growth of positions by requests:
Traffic growth per category:
The graph clearly indicates that the percentage of people viewing this page from March 1 to July 1 increased by 3,169 75% in comparison to the preceding period. This indicator serves as a great illustration of the seasonality of requests and how it can be used to draw in specific traffic as well as generate more sales.
Conclusion:
Making long-term plans is highly beneficial in situations where there are periodic changes in demand for a certain range of goods (products). It is essential to plan ahead to get the best outcome and to do so, one should seek advice from Promodex experts regarding SEO optimization of the website.
During the holiday season, shoppers are likely to be drawn in, meaning that you should be prepared to take advantage of this surge in traffic. If you anticipate the holidays and plan accordingly, the extra visitors can be converted into successful sales.
To maximize traffic to the website in the short-term, individual pages and categories should be optimized for seasonal queries, valuable content should be produced and the link mass should be constructed properly. However, it is paramount to start the project 3-4 months before the desired dates and assign the task of search engine optimization to experts for an effective result.