In today’s society online presence and search engine rankings can make or break a business. So many transactions are now carried out online that it’s critical to make sure people find your business when they’re looking for a product or service you provide. Even if your customers don’t purchase from you online, you can bet that they’ll have taken a look at your website just to qualify your business as reputable.
If people are unable to find you when trying to do this, they’re very unlikely to visit you in person as you seem to have no authority; especially if you’re not even ranking in the SERP’s for your own brand name.
Baring this in mind it’s that you need to make sure your site (especially key pages) ranks well, but can you save resources by timing these rankings correctly?
When does timing matter?
There are certain situations and industries where getting your pages to the top of the rankings at a particular time can make all the difference. For example, the Grand National is a key time in any bookmaker’s calendar.
Due to the magnitude of the event there will be a large amount of impressions on related terms in the build up to the event from people looking to bet on the Grand National. Because of this, it’s critical that companies operating online who are looking to generate revenue from any event rank well for related keywords and phrases in the period leading up to it.
The same principal applies to retail companies around Christmas time. As people are looking to buy others presents there is a huge increase in demand for superfluous products.
How to rank at the right times
When looking into how to rank for a keyword there is an inordinate amount of information out there. But what are the main things that you need to focus on?
Firstly, paid ads can be a great way to just insert you into the upper echelons of the SERP’s. However this strategy can prove costly, especially if you’re a beginner when it comes to paid ads. The other way is of course with the production and promotion of great content.
Although producing great content isn’t easy, it can be extremely rewarding. It’s important for businesses whose calendar includes some major events to have a well-structured, thought out content strategy in place way before the key times of year. This strategy should involve the creation of content, as well as the promotion of it.
By promoting great content and generating a number of authoritative links to it, your pages should soon begin to rise up the rankings. This method may seem ‘free’, however it can take a lot of time, and we all know that time is money.
Of course, it would be great to completely dominate Google for all of your key phrases all of the time, but this often isn’t plausible. You may not have the resources to run dedicated SEO campaigns all year round, or the budget to implement ongoing paid campaigns; however by timing your efforts you can still ensure that your business has an online presence at the critical points throughout the year.