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Seasonal Ranking Variations

         

Dymero

5:11 pm on Sep 11, 2014 (gmt 0)

10+ Year Member



Does anyone with a site that typically sees seasonal variation, whether its a certain topic you discuss, or something you sell, also see a seasonal variation in rankings? For example, we're e-comm, so as we approach the holiday season, our visits are going up, but so are our rankings, which dropped during the traditionally quiet part of the year with fewer visits. It's been this way for the past several years.

We often think of rankings as something that changes due to improvements or declines in content quality or link building, but at least for us it seems as if there's a seasonal component to which direction they go.

Has anybody else experienced this?

wheel

5:45 pm on Sep 11, 2014 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Our traffic is cyclical. We're at the lowest point of the year right now. It starts to build in a few weeks, peaking Jan-Mar, then tapers off until we hit the current dead zone again.

Our rankings though are not seasonal nor cyclical. That doesn't mean some rankings aren't, just that ours are not.

Though frankly, I'm not sure why there would be seasonal variations in rankings. It seems like you'd have to build a pretty artificial case to suggest there's seasonal variations in rankings for any specific website.

EditorialGuy

6:45 pm on Sep 11, 2014 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



Though frankly, I'm not sure why there would be seasonal variations in rankings. It seems like you'd have to build a pretty artificial case to suggest there's seasonal variations in rankings for any specific website.


OK, here's a "pretty artificial" (or at least a hypothetical) case:

User metrics could vary from season to season, influencing the rankings as they went up and down. For example, a travel-planning site might have more pageviews per visitor during the active planning phase than during the "aspirational" phase when searchers are just trying to decide whether a trip to Widgetberg or Whatsitville sounds worthwhile. If paveviews per visit were a ranking factor, rankings might improve during the higher-pageviews-per-visitor time of year.

I wouldn't bet on that hypothetical scenario being true, though.

netmeg

7:39 pm on Sep 11, 2014 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



Most of my stuff is extremely seasonal; my long tail or location-specific events are pretty much static year round, but I get a huge boost on generic one and two word phrases in June and July. That's when most of my heavy linking comes in as well, with numerous links on major newspaper and television sites, HuffPo, and stuff like that there. Some of those links stick around forever, some don't, but since they're date sensitive, I figure they only have a short shelf life either way. My generics start dropping again in August and September. But they always come back by the next season.

Dymero

8:45 pm on Sep 12, 2014 (gmt 0)

10+ Year Member



Thanks, everyone. Netmeg, good to know that I'm not going crazy. When this first happened, I feared an algorithmic penalty. Now that it's happened three years running, it seems to be a trend.