Sunday, November 27, 2022

How seasonality affects the SERPs and what it means for SEO - Search Engine Land

Last updated Tuesday, November 1, 2022 09:05 ET , Source: NewsService

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...

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