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Jumpstart Your Link Building by Capitalizing on the Seasons

Not every business is affected by the different season changes, but that doesn’t mean you can’t embrace seasonal spikes and adjust your link building efforts accordingly. To capitalize on the different seasons, you need to analyze a lot of different elements to get organized.

You want to boost the amount of traffic from your current customers, which means you’ll have to consider how the seasons affect your marketing materials. You want to write more guest blog posts about seasonal topics to spur different audiences clicking on your links, and you want to encourage more people to share your links and include them in their posts!

While link building consists of a lot of complex elements, advanced planning is one of the most necessary parts – and especially when it comes to the seasons. To build links, you need to be aware of what’s coming up. If you wait until the last minute, you won’t see any results.

Here are some tips on how to plan ahead so when the seasons hit, you aren’t left behind.

Research Your Primary Audience’s Demographics

If your business is local, you might already be aware of the importance of seasonal marketing, but if you have a global audience, it’s a little different. Every customer, no matter where they’re from, wants to feel like you understand them – most people aren’t going to buy from a company that doesn’t seem to care about their needs.

So analyze your audience. Find out what’s going on in their lives. If you’re creating an email marketing item about a fall “back-to-school” sale, don’t send it to customers who live in a country where it’s spring.

You can set up a survey or use analytics to find your audience’s demographics. Be aware of the holidays celebrated in different countries; also pay attention to religious holidays. No matter what’s going on in your customer’s country, whether it’s a horse race, sporting event or a major shopping weekend, you can use it to generate content and links if you’ve done the appropriate research!

Set Up a Content Calendar

It doesn’t have to be fancy, but a basic spreadsheet that keeps track of the ideas you have for upcoming events and seasons can be extremely helpful to your link building efforts. Excel or Google Docs will work, but keep track of:

What you plan to write – you can even jot down the title, such as “5 Gardening Tricks to Keep Bunnies Away” based on an event you know will happen.

Tentative dates – build in enough time to produce the content and then a date you’d like to see it published.

There are also some typical trends to be aware of for each season, so plan ahead and make sure you mark them on your calendar as well.

Fall: For a lot of people, fall means back to school. This is when “teachable” content will become relevant, so figure out what part of your business can produce teachable moments. Teachers will be busy planning and researching, so it’s important to have content ready for this season.

Winter: In most parts of the northern hemisphere, winter brings chilly weather, so you can take advantage of the weather and social habits for this season – people spend a lot of time online. Even if you think your company doesn’t have a “Christmas theme,” you can still offer holiday specials or discounts.

You can also probably get a few holiday links from the millions of users searching for party ideas, gift suggestions, etc.

Spring: Since spring doesn’t have many holidays, it can serve as a calm month for you to plan and evaluate your marketing campaign for the upcoming year. People will be venturing outside, trying to maintain their goals and resolutions, etc. – try to appeal to whatever people are getting excited about.

Summer: Even after we leave the academic world, business trends still reveal a “summer break” mindset, and you might find high-trust authoritative sites slowing down. But even though educational and government institutions slow down in the summer, you can focus your attention elsewhere.

With the warm weather, people are more interested in the outdoors, travel and recreation, so find a way to connect your business to these interests in order to generate seasonal links.

Plan Guest Blog Posts in Advance

Another part of planning ahead, once you have your topic ideas, is contacting sites – especially the ones that feature seasonal content. You want to try to get plenty of guest blog posts in time for each season.

Also try to socialize about what’s happening and the content you’re creating. Try to create a buzz about the seasonal content you’re working on, and reach out to bloggers you have relationships with. Let them know ahead of time what you’re doing, and see if they’ll link to you beforehand to generate interest. That way, once you finally publish the post, you’ll already have links!

Organize Your Internal Efforts

Examine your website and also take a look at your link history, which you can view in something like Majestic SEO. Look at which months you typically build the most links, and develop plans to increase the number of links in your off seasons.

If you have a seasonal product, make sure you have it front and center on your home page. If you want to include videos and multimedia, plan in advance so they’re ready for release when the seasonal event is actually happening.

It’s also important to be aware of the seasons within your individual industry. Flesh out your calendar according to trade shows, conferences, product launches, company events and more.

A little planning goes a long way with link building, and if you want to stay ahead of what’s happening in the upcoming year, plan your content accordingly. Reach out to a lot of bloggers and examine your audience. Figuring out how to fit your business into the seasons throughout the world may help you increase the number of links you build!

Adrienne Erin is a freelance writer who has written about everything from link building to where to find the best solar installer. To see more of her work, follow her on Twitter at @adrienneerin.

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