How to Optimise Seasonal Content

For many visitor attractions, there are key seasonal periods throughout the year — particularly Christmas. Many of these will likely apply to you, but do you have the content on your website to match?

Halloween, Christmas, Valentine's Day, and other holidays are perfect opportunities to increase sales and attract new customers. To make the most of these seasonal periods, you need the right content on your website.

Identifying Your Seasonal Content Gaps

Ask yourself: do you have enough content on your website to promote your business during key seasonal periods? If you're a visitor attraction and Christmas is a popular time with special products and events, you should have a dedicated page that is the go-to master page of all things Christmas at your attraction.

Improving Your Seasonal Content Visibility

Make sure seasonal pages are optimised for search engines and engaging for your audience. Include relevant keywords in key on-page areas: the page title, H1, and intro copy.

Will opening times be different? Put that vital information on the page. Are there events mainly for kids? Include content covering what you offer for children to target "things to do with kids" search terms.

URL Structure — Important!

Don't "date" your URL by including the year — you'll have to create a new page every year and lose SEO credibility.

❌ touristattraction.com/christmas-2023/
✅ touristattraction.com/christmas/

Update the page title to include the current year each season. The page gains SEO credibility over time.

Include Your Location

You're unlikely to rank for "christmas events 2024" but "christmas events [your town]" is much more realistic — and far more targeted to people who will actually visit.

After the Season — Don't Delete!

Keep seasonal pages live and update them for the next year. A client saw a 330% increase in organic Halloween traffic simply by adding localised content to an existing page — two stagnant years turned around in one season.

Off-Site Tips

• Update your Google Business Profile with seasonal events.
• Contact local aggregator sites and bloggers who rank for seasonal + location searches — getting featured can unlock a new stream of traffic.

Created by Neil Lewin, Modified on Mon, 9 Mar at 9:38 PM by Neil Lewin