Seasonal SEO – How to Utilize Q2 to Prepare Your Online Store for the Summer Season??

Why now? Effective SEO is a long-term process influenced by many factors: the type of industry, the level of competition, the condition of the website before optimization, the domain’s history, and the keywords we choose. Sometimes, initial minor results can be seen after just a few weeks, but significant, lasting changes usually take several months. You need to keep this in mind when considering seasonal SEO—a strategy aimed at increasing your site’s visibility in organic search results during specific, recurring times of the year. So, if—due to the upcoming summer—you want to promote your swimwear collection, now, in Q2, is the right time to start carefully planned SEO activities. We’ll explain how to do this later in this article.

We’d all love our efforts to increase conversions to deliver results quickly. However, as we’ve often stressed, SEO is a long-term strategy, and its outcomes take time to materialize. Additionally, many variables can affect how quickly your site climbs the search rankings. One major factor is changes to Google’s algorithms. These updates can cause drops in previously gained positions, especially if they’re unexpected. You’re probably also aware that indexing takes time—your site won’t appear in search results immediately after its creation or update. Keep in mind that visibility increases first; the traffic follows later on, and so do conversions. So if you want your e-commerce store to be popular among customers during the summer season, make the most of Q2 now.

Need an example of how to plan your actions? Take an online pharmacy, for instance. Several months before the summer season, start working on product categories such as SPF sunscreens, mosquito repellents, after-sun soothing treatments, bandages, plasters, and wound disinfectants. Not sure which products and topics will be popular during a specific period? You can check the seasonality of keywords using tools like Ahrefs, SEMrush or Google Trends.

In Google Trends, I recommend setting the date range to “the past five years” to see whether a particular trend repeats annually. For example, in the case of the mentioned ‘mosquito repellent’, you can observe consistent spikes in interest between May and August.

Patience pays off—remember this when planning your SEO strategy!

So, what actions should you take in Q2 to boost summer conversions? Here are the most important ones:

Choosing the right keywords is one of the most crucial aspects of SEO—this also applies to seasonal SEO. Think about what you can offer your customers during the summer season (summer dresses, maybe holiday accessories?) and select keywords accordingly using the right tools. It’s worth starting now to work toward high rankings—after all, your competitors aren’t sleeping either. They’re also active in summer, trying to improve their conversion rates.

Take time to optimize your existing content based on the keywords you’ve carefully selected. Refine headings and meta tags to reflect summer trends. The amount of work required depends on your site’s current condition—so, factor this into your planning.

Ahead of the summer season, make sure that your site offers a smooth, enjoyable shopping experience. Improve page load speed (users are less likely to buy if they have to wait), ensure a user-friendly checkout process, and optimize for mobile devices (since more and more purchases happen on smartphones). Want to be sure your online store is ready for the summer season? Our specialists can help by performing a UX audit and advising you on improvements to boost your store’s appeal.

How do you prepare your online store for the summer season? Before the season starts, get creative with your link-building strategy. There are plenty of sources you can leverage—aside from traditional sponsored articles, don’t overlook the power of social media. Partner with influencers, collaborate with travel bloggers, or connect with summer festival organizers. Look for websites with high domain authority—Google values them highly, and they can drive quality traffic to your site. You can also opt for our link building services with Kasia Śliwa—our link building expert who will help you acquire high-quality links and build an effective long-term strategy

When planning a seasonal SEO strategy, don’t ignore the role of artificial intelligence. For instance, large language models (LLMs), such as ChatGPT, often reference and use content from online rankings. That’s why it’s smart to publish seasonal ranking blog posts and get them linked from external sources. Also keep in mind AI Overviews—AI-generated summaries that now appear at the top of Google’s search results. To optimize for them, focus on writing content that is concise, informative, and well-structured.

How do you adapt your website for seasonal local traffic? Start with your Google My Business profile. Make sure it’s up to date and visually appealing—add summer-themed photos, update your opening hours, and post current offers. Gather customer reviews too—they help attract new clients. On your website, use location-specific keywords like “best ice cream shop in [city]” or “summer attractions in [town name].” Remember, tourists often search on the go, so your site must be mobile-friendly. At Delante, we can help with your local SEO—check out how we can support your growth.

To increase seasonal traffic, it’s smart to support your SEO efforts with paid advertising. During summer, product ads can be particularly effective—especially since they occupy a significant portion of Google’s search results. Organic SEO and paid ads work best together—we know this well as an SEO and SEM agency. Explore our SEM services—we can help you create a holistic campaign that maximizes your store’s revenue.

When it comes to seasonal SEO for the summer season, content marketing is a must. Valuable, informative articles and well-crafted category descriptions help you build strong customer relationships, increase brand visibility, and improve conversions. Start now, in Q2, by creating content aligned with summer topics—for example, write a piece on “How to Choose Shoes for a Summer Dress” or a top-10 list like “Top 10 Backyard Pools.” Don’t limit yourself to text—video campaigns and well-designed graphics work great too. Search behavior is changing, and many users now look for visual guides. Think about the type of content that would be best for driving traffic to your online store.

How can well-planned content marketing improve your search rankings? Here’s a real-world example. We worked with a hotel and hostel chain operating in major European cities. One of our strategies was to create articles about summer music festivals held in cities where the brand’s hotels were located. These articles also included hotel recommendations. We started the campaign 2–3 months before the season—and the results were clear: a noticeable increase in traffic and clicks.

In the hospitality industry, seasonal SEO is crucial—tourists planning vacations or long weekend trips often search for accommodation during very specific, short periods. Well-planned actions can bring excellent results.

In seasonal SEO (and SEO in general), monitoring your competition is essential. Check whether they’ve already taken action ahead of the summer season—what keywords are present on their site and how they engage with their customers. Draw inspiration, but don’t forget to be creative. Look for gaps on your competitors’ websites that you, as an e-commerce store owner, can fill on your own site. Also, try to discover where your competitors are getting their backlinks from. Tools like Ahrefs can be extremely helpful for this, as they allow you to look into your competitors’ backlink profiles. Of course, Ahrefs or similar tools won’t show every link. Nevertheless, the data you will see can work as a source of inspiration for your strategy.

Wondering how to prepare your e-commerce for the summer season? Make sure to use SEO tools that help monitor the effectiveness of your optimization efforts. Tools like SEMrush, Ahrefs, or Senuto allow you to track keyword positions and compare them against competitors, while Google Trends can help you identify what users are interested in during a given season and tailor your content accordingly. You can monitor the effectiveness of your efforts by analyzing position growth for seasonal keywords in search results. CTR (click-through rate) will help assess whether your titles and meta descriptions are appealing to users. And of course, the most important metric during the season is conversion.

Let’s emphasize it once again—SEO is a long-term process, and this rule applies to seasonal SEO as well. If you start working on it now, during Q2, you’ll increase your chances of reaching top positions in search results before summer kicks into full gear—exactly when your potential customers will be actively searching for your products or services. However, if you wait too long, you may miss the summer season altogether, and with it, the chance to boost conversions. So if you’re thinking of working with an SEO agency, don’t wait until the last minute — start now. Not sure what actions to take, or want to check if what you’ve already implemented will yield results? We’d be happy to discuss these questions with you during an SEO consultation.

Seasonal SEO requires planning. Now is your last call to start preparing your e-commerce for the summer season.