Most of us are well and truly recovered from the trauma of the end-of-year holidays, but the silly season does bring up some interesting SEO questions. When it comes to major holidays, what exactly happens on the internet?

The marketing industry makes a big deal about the lead-up to the various holidays throughout the year. Whether it’s Christmas, Easter, New Year, Halloween, or any of the many little celebrations that make up the calendar, you can be sure there is a strategy on how to market for it. SEO experts aren’t that much different, and you can be sure there are plenty of search engine optimisation strategies to make your site appeal for any holiday. With the need for constant attention to your site, though, some attention needs to be paid to what actually happens on the holiday day itself.

There is an assumption that holidays are special cases. This is mainly driven by the well-earned rest that most businesses take on and just after such days. What people often forget is that the internet is always active. Just because you’ve been celebrating the Christmas break in Clapham, doesn’t mean that your clients in India are going to understand that your regular updates haven’t been updated.

If you’ve edged into SEO at all, you’ll be aware of the importance of regular content posts. For many businesses, fresh content daily has become a priority. This contributes to the ranking of the site by constantly attracting Google’s spiders across the site, providing recent content which will feature whenever a user performs a ‘recent results’ search, and providing objects of interest for regular users. Relaxing your schedule of content updating, even for one or two days, can do serious harm to your SEO.

Keep updating for Google

As anyone who has had to post a blog update at 3am will know, there is no down-time for the internet. The search engine spiders never take a day off. Many companies have realised this, which is their reason for publishing fresh content every day, sometimes more than once a day. The more companies to do this, the greater the competition is for search engine attention, meaning that the pressure is on for individual sites to keep up. You can talk to our experts at SEO Consult about the benefits of scheduling a high frequency of content posts.

Update for your site users

Your site’s users are the people your site is ultimately there for. If you develop an expectation of a certain frequency of content publication with your regular scheduling, failing to post on certain days could send the wrong message. Posting when your competitors might not be posting, however, can give you an advantage.

There are enough scheduling technologies available to make updating over a holiday period very easy to do. All it means is acquiring your content a few days in advance, and setting everything up. For something that requires such a small amount of effort, it really is worth publishing holiday content. Also remember that holidays can be overrated; if we were always on holiday many of us might struggle.

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