Now that you have the data, what should you do?
There are some key things to do, especially if you are doing this for the first time.
- Keywords and Key Phrases
- Optimize your category pages for the key words people will use to find your page.
- Category pages do show up in Google Search Engine Results Pages. Seasonal optimization should include seasonal keywords and phrases.
- “Fall Festivals”
- “Spring Fling”
- “Halloween Party”
- “Polar Express”
- “Santa Train Rides”
- “Beat the Heat”
- “Get out of the scorching sun”
If you were working on your inflatable slides category, use spring or summer phrases to encourage summer rentals. Not everyone wants a water slide for a warm-season party and while the trends we saw earlier show a bit of a dip in rentals in the warmer months, there were still rentals. If you are changing your dry slide category page for the cooler months, use appropriate key phrases. The same holds true for your bounce houses, combos, carnival games and even your water slides.
Be sure to change out your images on your home page. Also update the images on your category pages to reflect the season. Showing kids in long-sleeves and jeans in the summer doesn’t reflect the season, but they do for the fall and winter. A kid splashing down a waterslide probably needs to be changed before November or earlier depending on the area.
While many people hate change, Google loves seeing pages being updated. It tells them something is new. Changes in file names and text on the screen all show up when Google crawls your pages.
Suggested Add-Ons to rental items should be adjusted to reflect things people should rent specific to an item or category, but they should also change based on the season. If you have Snow Cones as a suggested add on in colder months, change it out to a popcorn machine or cotton candy. It’s pretty easy to do in ERS and if you need help, we suggest you search the ERS Users Group on Facebook where you can search for the topic or you can reach out to the ERS Support Team.
Moving or Rearranging Categories in your Navigation and Category Store
This is a bit tricky, but people want menus to be easy to use and they don’t like to scroll a lot on their phones. You can rearrange the navigation on your menu inside of ERS to push relevant categories up towards the top. Depending on the setup of your website, this may be done inside the Sorting list by going into Admin clicking the Products button and clicking Sorting or it may require a bit of coding. If in doubt, reach out to the ERS Support Team or your website designer for help.
Rearrange your items
Did you know that you can rearrange items inside your categories? You can have your seasonal items toward the top of the list or feature your newest rental item at the top of a category. If you have Christmas, Halloween, Easter or other holiday-themed inflatables, you can have them display at the top of the category list. For example, if you have a Christmas banner you put on a moonwalk or combo, you can move it to the top of the list in November and December and then move it to the bottom of the list for the rest of the year. Did you jump in and buy that new Stars and Stripes inflatable this year? What better time to promote it than during the 4th of July or an election in November or if your town has a Founder’s Day.
You can easily do this by going into Admin, clicking the Products button and clicking Sorting. Find and click the category you want to sort and then you can drag and drop items in. Once you’re done moving items, you can jump back to the front-end of your website and navigate to the category to see the changes. If you want to change more, go back through the process until you’re done. As you makes these changes, keep in mind that it may take 15 minutes or so for the changes to reflect on the front-end.
Coupons or special offers
You can also take the opportunity to change your coupon codes each season. The “beat the heat” code is great in the summer, but in the winter something more like “warmup” may resonate better.
Now that you have seen how to pull the data to see your trends, here are some things you need to do with that information.
- Change Pictures and Banner Images
- Change Order of Categories
- Change Order of items within categories
- Change Suggested Add Ons
- Think about changing Coupon Codes to be more reflective of seasons
You should have a plan on when to do this and build time in your schedule to make the changes so you can show that your company and website is relational to the season you are in.
Next month, we will be focusing more on Pay Per Click advertising and some things that you need to look at for seasonal changes there.
Between now and then, examine your data and start to develop a plan. Keep in mind that while the changes can reflect immediately on your pages, some On Page SEO takes some time to reflect in the Google Search Results. We recommend planning on 30 to 60 days for this to kick in. Google may reflect them sooner, but it could also take as long as 90 days to reflect as well. It simply depends on how frequently your page is crawled by Google.
That’s it for now, if you’d like a copy of the National Search Trends, drop us a note and we can send that your way. E-mail us at email@example.com or tag us on Facebook for your copy.