One challenge a lot of businesses face, when it comes to setting up and managing an ongoing search marketing campaign, is that the key terms and phrases in their industry may change from one season to the next. It may not make sense to completely overhaul the website every time a shift is needed, but you don’t want to miss out on profitable web traffic, either.
So, how can you change your approach without significantly changing your website over and over again? Here are two great ways to manage seasonal search terms:
1. Write out keyword-specific blog posts written ahead of time. Assuming you have a solid search platform to start with (in other words, Google and the other engines are indexing your site regularly), a good blog post should bring lots of views and attention. Just make sure to finish it a month or two ahead of the time when you really need it.
2. Use pay-per-click ads with specific landing pages. When you really need instant, targeted traffic with a new keyword, few things can compare with a strong PPC/landing page combination. The best part about this tactic is that you can turn it on or off at any time, and the pages themselves will probably be indexed by Google, meaning they can gather traffic on their own in the future.
If you’re looking for help putting together a comprehensive search and online marketing strategy, call Marcy Design, a Columbus Ohio website design company to help with your web, marketing and advertising campaigns.