Seo strategy

SEO strategy for events, seasonal sales and pop-up stores

Recurring events and seasonal stores can provide fantastic opportunities to boost business performance and create meaningful engagement with a larger recurring audience.

From small, localized exhibits and pop-up stores to massive music festivals and cutting-edge shows, the opportunity to immerse yourself in these organic seasonal marketing campaigns shouldn’t be overlooked.

Great articles have been written about optimizing the Google Event Pack and Schema Search Carousel, so I won’t dwell on those things here.

And, if you’re looking for a seasonal marketing calendar for some fresh inspiration, here’s a helpful 2022 marketing calendar.

This article will help you train your SEO strategy to maximize recurring seasonal events such as Black Friday, Christmas, and Cyber ​​Monday, applicable to online businesses and offline pop-up stores.

It will also help event-focused brands of all sizes effectively optimize for repeat industry exposures, festivals, and other forms of attendance-based SEO campaigns, regardless of location.

Thoroughly serve the consumer’s intent

Basically, you need to be visible in conversation for each area of ​​dominant intent surrounding your event in major search engines.

There are many ways to collect data about news stories that people associate with your event.

You should also explore data about larger, more established competitors who may be better known than your event but closely match your own niche positioning.

The simplest data point is found directly in Google search results and predictive search.

The example below shows Google’s predominant predictions based on a wide range of historical search data.

This eliminates tons of up-front data work and directs you to the main sub-topics you’ll need to cover comprehensively through valuable content curation.

Screenshot of the search for [glastonbury 2023]October 2022

Consider the above as your initial keyword topics or themes from which you can develop content summaries, with the goal of developing a number of content-rich destination destinations to increase your SEO success.

Target organic visibility in the SERP

The greatest chance of introducing your brand, seasonal event, or pop-up store to new and existing audiences is by targeting rich-before-the-click results in Google’s search engine results pages (SERPs).

If we stick with this same Glastonbury Festival example, you can identify and prioritize which rich results and mixed search results to target through your SEO strategy.

Initially, four key areas stand out.

First, the “People Also Ask” segment. This appears directly under the first result in the SERPs in this scenario.

Often this is a chance for multiple opportunities for a brand to appear on the front page or for coverage you might have that is placed on highly relevant external sites.

Example of Rich Result in SERP 1Screenshot of the search for [glastonbury 2023]October 2022

You’ll frequently see industry-specific media sites take up this space alongside deeper forms of content such as guides and white papers.

The takeaway is that these are non-competing sites where you have a genuine reason to place content directly on their sites and be featured on more than one of the top Google positions.

Next is the video section, often in place for recurring seasonal intent and event-related types of search queries.

To help rank video content, traditional video optimization tactics apply.

Example of Rich Result in SERP 2Screenshot of the search for [glastonbury 2023]October 2022

The other main in-SERP results to target, in this case, are images:

Example of Rich Result in SERP 3Screenshot of the search for [glastonbury 2023]October 2022

And the “Related Searches” results, which appear at the bottom of the page:

Example of Rich Result in SERP 4Screenshot of the search for [glastonbury 2023]October 2022

Completeness of single-page coverage is the underlying factor to be present in these rich results, in addition to the prerequisite content type and technical optimization via schema.

As a tip, always look at who is currently filling those spaces in the SERP and consider where the topical gaps are in external content and what signals you can improve (social media, backlink value, authorship, trust, credibility, quality various types of content, etc.)

Mastering the local landscape

Local SEO is a common thread running through all recurring events and seasonal or pop-up store SEO strategies.

Locality is the trigger from which all mobile searches are filtered.

Local intent has also grown much faster over the past two to three years.

In fact, search trends associated with location intent, including “shopping near me,” have experienced significant growth since 2017:

Think with Google – Consumer TrendsScreenshot from Think With Google, October 2022

There are many practical tactics for optimizing your website for local SEO, and some of the most effective include:

  • Actively participate in local forums and business events.
  • Promote content, PR and other brand signals through local media sites.
  • Bring out experts to promote your authority at local and wider levels.
  • Creating content-rich local landing pages.
  • Create relevant backlinks for businesses, entities and industry.
  • Proactive management of social media channels, including local social listening.
  • Maximize Google and Bing Places business profile(s).

Take a permanent approach to seasonal marketing

Just because you’re targeting an event over Christmas or an exhibition in September doesn’t mean you have to look into SEO the month before.

According recent consumer insights from google:

“…40% of US holiday shoppers say their holiday shopping experience has led them to consider shopping much earlier for other milestones this year.”

Google goes further in the same article to say:

“As of June 2021, 31% of U.S. shoppers had already started their holiday shopping and 37% of shoppers who shopped during the past holiday season wished they had started sooner.”

So what does this mean for your SEO strategy for recurring seasonal marketing and pop-up stores?

The direct impact of this change in behavior is that you need to have a permanent element in your seasonal SEO.

This provides the opportunity to build authority on the subject year after year.

This means that you can actively stay visible for main topics that are not editable (“music festival”, “local pop-up store”, “Christmas basket”, etc.) to make the most of the intention early purchase.

You can also delineate events from previous years by having annual landing pages that continue to drive value for the site and support next year’s earnings. An example would be Glastonbury 2022.

This also presents a way to target future intent.

Staying with the same example as above, we can turn to Glastonbury 2023 (and further still).

You might be surprised that people plan more than 2 years ahead with bigger seasonal events. Here is an existing rich result ready to be optimized in Google:

Example of Rich Result in SERP 5Screenshot of the search for [glastonbury 2023]October 2022

Being the first to identify and act on this type of future user intent opens up the possibility of ranking first and being the company to dominate these key visibility elements.

Final Quick Tips for Seasonal Marketing

So many important strategic elements fall into the realm of seasonal and event marketing for SEO.

Here are some additional tips to help you with your own marketing efforts:

  • Make the most of the emergency. As events draw closer, people need to act quickly. Make this process as quick and simple as possible; giving people everything they need in one place. This will differ from an e-commerce store to a brochure site, but the goal remains the same.
  • Be the most convenient option. If you are a local pop-up store, immerse yourself in the local community and address people’s pain points. Think about what you can offer that a larger or non-local company can’t. For example, free local delivery or same-day pop-in service.
  • Make things simple. If you’re only open two days a week or on certain seasonal dates, provide pre-booking, 24/7 online support and related customer service. This will help pre-fill reservations and orders and maintain positive sentiment for future recurring business.

More resources:

Featured image: Rohappy/Shutterstock