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The goal of digital marketing is simple: Get your business in front of as many people as possible. In an ideal world, these will be the best people, the demographics most likely to be in need of your services. Nowadays, more time is spent on the internet than ever before, with answers to any question available in mere seconds. This is why Search Engine Optimization (SEO) is so important. Optimizing the digital content you produce to better target potential customers gets you more impressions, more clicks and more business. When your content and website rank higher on Google’s search results pages (SERPs), more people looking for the landscaping services you provide will find you. There are a lot of nuances surrounding the way Google’s algorithms determine where you rank, but there are a couple more pertinent to the lawn and landscape market.
One of those factors that has a particularly large impact on search results in the landscaping industry is seasonality. The way in which Google caters to their users is through mass amounts of data. They intake this data and alter the query results of individual users based on trends. As we all know, the needs of landscaping customers tend to change season to season. In the spring there might be more questions about annual installation, while in the winter, it might be snow removal. This is also entirely dependent on geographic location, which Google also takes into account. So, if Google sees that in the summer in California, users in that area are often searching for information on irrigation and drought tolerance, it will rank content on the topic higher during those months. Likewise, the value of such content in the winter will lessen, as Google sees that it is not valuable to its users during that season.
If you own or operate a landscaping business, you should already be well aware of the services you offer and how they trend throughout the year. Still, awareness and knowledge are two separate things, so having data to back up your SEO decisions is always a must. The first step is to identify the search terms that you believe to be more prominent within each season. Google analytics and many other third-party tools can be used to track the activity around various keywords in your geographic area, as well as the ranking of them in comparison to one another. It is very likely that these will line up with your existing idea, but in the competitive landscape of SEO, it always helps to hit the most popular keywords. As you do this season by season, you can see what type of content has value, helping you rank higher on the SERPs.
Every extra qualified lead that is driven into your business through Google is valuable, so tailoring content to their seasonal needs will only be beneficial. Whether your marketing team is in house or contracted out, you should be preparing a plan for each season at least a quarter in advance. For my clients, we create a year-long content calendar of both blog posts and email blasts with content relevant to the seasonality of their area. The marketing plan you create should utilize both time-based and event based seasonal themes such as:
Time Based
Event Based
As you align the content you create with data-driven knowledge of customers desires and needs through each season, you will consistently rank higher on SERPs. Your content will be hitting users with more specific intent, who are more qualified and likely to use your services. The process of SEO puts you in direct competition with the other companies in your area offering the same services, and the only way to win is to put out seasonally-tailored content through multiple channels. The longer you do this, the more data you will gather, and the more optimized your keywords will become over time. Just remember, make sure your content is high quality and professional, which is vital no matter the season.
Cream of the Crop features a rotating panel from the Harvest Group, a landscape business consulting company.