Seasonal trends + industry-specific data help you understand demand changes faster
Aside from the regular year-round seasonal events and international holidays that the e-commerce sector is well known for, each industry has its own unique characteristics. Some things aren’t so clear, especially when you’re working with B2B parties.
Demonstrating our know-how in these details with search data builds trust in our consulting capabilities and makes us a partner, not just a team to carry out SEO actions.
That’s why it’s important to have the tools to effectively track seasonality so you can focus on your next strategic steps.
SEOmonitor accomplishes this with automatic labels, allowing you to plan your content ahead of time by letting you know when your targeted keywords are approaching or out of peak season. to
Still, as Dobson continues, it’s all about how you combine all the important data points.
Step 2: Create SEO Keyword Categories and Easily See Which Sectors Are Fluctuating
The right level of granularity is also important for the data to work.
For Dobson’s emmmerce site, we segment the keywords of interest by category structure, as this is the easiest way to see how a particular area is performing. This is easy and efficient because the business logic is embedded in the website’s information architecture.
Additionally, being able to track your specific priority categories and competitors in that section means you can spot gaps sooner, enabling faster decision making.
That’s why Bulldog Digital Media uses SEOmonitor’s rank tracker with daily desktop and mobile ranking data as standard, and leverages a keyword grouping system that allows category hierarchies to be maintained.
“With all categories clearly categorized, we can use our search data to quickly see areas where demand is sustaining, increasing, or declining.”
what does it look like?
“Look at the example of the Cocktail Glasses category below.
In fact, what we’re seeing is a huge drop in demand, leaving us with a bittersweet victory. Client rankings have improved, but the change in demand hasn’t had the desired effect. not. “
Image by SEOmonitor & Bulldog Digital Media, November 2022With a tool that puts all the data that matters in one view, your team can pull this out in client meetings to quickly inform them about market changes and answer why traffic isn’t meeting expectations. I was able to get it out. Be.
Step 3: Leverage tags, annotations, and transparency to quickly discover what happened and when
Dobson stresses the importance of constant review and communication both internally and with clients.
“For B2B, where the hospitality sector was about to hit the full summer season, we used trend data across all categories to see which product lines were in most demand and to focus on those hot areas. We were also able to quickly shift strategies to maximize visibility,” he explains.
It was a matter of being structured and transparent from the start.
Use Annotations for Efficiency
To make the campaign management process more efficient, he recommends using annotations.
“Within our client’s analysis, we were annotating important events so we could easily match simple patterns to events.”
Image by SEOmonitor & Bulldog Digital Media, November 2022You should consider enhancing annotation capabilities across all tools in your SEO stack, such as:
- Know exactly what happened and when.
- Reports on the external forces that affect your objectives and SEO performance.
- Explain the logic and market to the client and proactively work on necessary course corrections.
Bonus Step for SEO Agencies: Always Manage Client Expectations
Whenever demand changed and traffic dropped, Bulldog Digital Media kept their clients up to date.
“Our client was concerned about declining traffic, but with the data and tools at hand, we are now able to proactively provide valuable insights to our client’s business. One of the big growth areas of our business has been selling hot tubs, mostly due to the weather, but also because we knew people were spending more time at home. We wanted to monitor closely to see if we could expect a similar uptick, and if not, quickly adjust traffic and data trends to see if we were missing it elsewhere.”
With this level of agility and transparency, your SEO team can be trusted to direct your business in the right context.
But it also means that every step must be reported honestly. Even when there are drops and your SEO campaign seems to be stalling.
“The feedback from the client has been positive. Not only was the client able to quickly relate to what was going on, but we were also able to help the client be agile about next steps and quickly adjust expectations. I could have passed it on.”
There are many levels that an SEO campaign needs to adjust to get off the ground, so constant reporting, over-communication, and prompt intervention are key to making sure each side is doing its part. increase.
Some clients include read-only access to Bulldog Digital Media’s SEO tools to help with internal reporting and collaboration.
SEOmonitor helps you easily detect and fix demand changes in SEO
Looking at search volume itself isn’t enough, especially when you’re working with ecommerce stakeholders, as demand changes are happening in a faster loop.
Using year-over-year search trends, paying attention to seasonality, and understanding how the market changes can help you make the right decisions and keep your SEO efforts adaptive.
Of course, as Bulldog Digital Media explained, it’s also important to know what your client’s business, its strengths, and the competition for every product or service category look like.
And have the right level of granularity to know when it’s a performance issue and when it’s a market issue.
With all of the above in mind, SEOmonitor has developed a rank tracker to help SEO professionals scale. you get:
- Desktop and mobile daily ranks included in the same price.
- We track all competitors, so you should only select the ones you are interested in.
- Three levels of keyword grouping to easily manage complex campaigns.
- Unlimited users, so you can invite both your team and your clients to the platform.
These are just some of the features that help you focus on growing your business.
Join us on our journey to build more transparency and trust within and for the SEO industry.
