Seasonality Trends and Vertical-Specific Data Help You Track Demand Shifts Quickly
While regular seasonal events and international holidays are widely recognized in the ecommerce sector, each vertical has its unique characteristics—not always apparent, especially when collaborating with B2B stakeholders. Demonstrating expertise in these specifics using search data can build trust in your consulting abilities, positioning you as a partner rather than just the team executing SEO actions.
Therefore, it’s crucial to have a tool that ensures effective seasonality tracking so you can concentrate on the next strategic step. In SEOmonitor, this is achieved with automatic labels that alert you when targeted keywords are nearing peak season or are out of season, facilitating proactive content planning. According to Dobson, the process hinges on how all key data points integrate effectively.
Step 2: Develop SEO Keyword Categories to Identify Sector Fluctuations Easily
To make the data beneficial, the right level of detail is essential. Dobson’s ecommerce site segments targeted keywords by category structure, allowing easy assessment of how specific areas perform. This method is both straightforward and efficient, with business logic embedded into the site’s information architecture. Also, tracking specific priority categories and their competitors allows for earlier identification of gaps and quicker decision-making. Bulldog Digital Media leverages SEOmonitor’s rank tracker with daily ranking data for both desktop and mobile, along with a keyword grouping system that maintains the category hierarchy.
"Because we have all the categories clearly sectioned, we can quickly identify areas with sustained, increased, or decreased demand using search data," they noted.
For example, in the Cocktail glasses category, while visibility improved overall, organic traffic dropped significantly. This discrepancy was due to a substantial drop in demand, presenting a situation where improved rankings didn’t translate into the desired traffic due to shifting demand.
Having a tool that consolidates all critical data in a single view allowed the team to quickly inform clients about market shifts and address unexpected traffic changes during meetings.
Step 3: Use Tags, Annotations, and Transparency to Quickly Identify Causes and Timing
Dobson emphasizes the importance of continual review and communication internally and with clients.
"For B2B, particularly when the hospitality sector was gearing up for a full summer season, trend data across all categories indicated which product lines were most in demand, allowing us to quickly adjust strategies to focus on profitable areas and maximize visibility," he explains.
Being organized and transparent from the outset is key. Using annotations can streamline campaign management. By adding annotations to key events within the client’s analytics, it’s easier to match quick patterns with specific events.
Annotations enhance functionality by allowing you to know what happened and when, report on SEO performance against external influences, and explain market dynamics to clients, being proactive about any necessary adjustments.
Bonus Step for SEO Agencies: Proactively Manage Client Expectations
Bulldog Digital Media maintained continuous communication with clients amid demand shifts and traffic declines. "Despite client concerns about traffic decreases, the data and tools available allowed us to provide valuable business insights proactively. For instance, hot tub sales grew significantly in 2020 due to weather and increased home time. In Spring 2021, we closely monitored to predict similar trends and align traffic and data analysis accordingly," they stated.
Agility and transparency allowed the SEO team to guide the business effectively while maintaining honesty and accountability in reporting, even during campaign challenges.
"Client feedback was positive, as they could quickly understand and convey insights internally to help adjust strategies and align expectations promptly," they added.
For an SEO campaign to stay on track, alignment across various aspects is crucial, requiring constant reporting, clear communication, and fast interventions to ensure all parties fulfill their roles. For select clients, Bulldog Digital Media even offers read-only access to their SEO tools to facilitate internal reporting and alignment.
SEOmonitor: Your Partner in Detecting and Addressing Demand Shifts in SEO
In the dynamic landscape of demand shifts, especially in ecommerce, relying solely on search volumes is insufficient. Understanding year-over-year search trends, monitoring seasonality closely, and grasping market changes aid in making informed decisions and adapting SEO strategies continuously.
As Bulldog Digital Media points out, knowing the client’s business strengths and competitive landscape for each product or service category is crucial. The right level of detail helps differentiate between performance issues and market problems.
With this in mind, SEOmonitor has developed a rank tracker to empower SEO professionals. You benefit from daily rankings for desktop and mobile included in the same price, comprehensive competitor tracking, keyword grouping for managing complex campaigns, and unlimited user access so that both your team and clients can access the platform.
These features support our clients in focusing on business growth. Join us as we strive to foster more transparency and trust within the SEO industry.
