How to check the seasonality of your ecommerce content themes
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Users do not demand the same products or the same information throughout the year, which is why it is so important to create content based on the most important searches that occur season by season, month by month and week by week. You can check the seasonality of your topics according to the demand from the Trends Opportunities functionalities of Keytrends.
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How to check the seasonality of your topics in 3 steps
Use case 📝
An online pharmacy and dermo-cosmetics shop wants to plan its evergreen content strategy focusing on the seasonal themes of its sector. In this way, they ensure that they cover the most popular queries in order to achieve greater visibility, traffic and sales.
Step 1. Check seasonality and growth charts
A quick way to detect some seasonality in the general topics of your ecommerce (products, categories and related topics), is to consult the seasonality graphs in your own list of configured topics:
You will only find them in the Topics Opportunities section because it is the section to work on your timeless or evergreen content strategy.
You can access each of these graphs by clicking on the topic and selecting the period of time you are interested in. In this screenshot, 5 years:
In addition, at the top left you have the percentages of growth over a year, a month, a week or a day.
Step 2. Identify the key months in the heat map
Precisely these growth percentages give you a clue as to the strategy you should follow with each topic: detect trends in a specific period of time, complement with realtime detection and which functionalities of the platform to use to detect content ideas and prioritise the most profitable ones.
To identify the key months over the course of a year (when there is more interest in a topic), there is nothing better than the Heat Map:
It is designed so that you can prioritise quickly and visually your topics to work on, thanks to the colour gradient that we apply to all the weeks of the year. The darker and more intense the heat, the more your topic is in demand. If it is white, the search volume is too low or non-existent.
💡 See the Annual Calendar Topics section for a version with week-by-week trending and search volumes.
Step 3. Find out what has grown the most in the last month
Do you want to quickly find out what topics are in demand at almost any given moment? Then go to “Best & Worst Performance” (also in My Topics, under Opportunities). There you can see which topics are growing or shrinking in the last month:
It is a very useful section to dive into the topics that you know are trending at that moment or during the months with the highest demand.
To narrow it down to the last week you can go to the Trends Opportunities section and click on the 7 days tab:
From this list you can also start to discover content ideas related to each general topic, for different time periods, and plan them according to the seasonality you have detected with the rest of the features.
💡 If you are in the middle of a topic’s demand season, also monitor real-time queries to create fresh realtime content with high visibility potential.
EXTRA. Expand your quota of topics or trends to be monitored
Depending on the maximum quota of your plan you may need to set up more themes. If a higher plan gives you more than you will use, tell us how many extra trends you need and you will only pay for this.
To do this go to Upgrade and click on Pay as you go or send us an email to hello@keytrends.ai.
You can also access directly from here ⬇️
Frequently asked questions on seasonality data
If your question does not appear, you can leave it in comments so that we can solve it for you and include it in this list (you can also write to us). Thank you!
➖ What is the temperature level of the heat map based on?
We average the trending level and the search volume to paint each week of the calendar. If you go to the detailed view of the calendar (Topics Annual Calendar) you may come across a topic that has a low search volume but a very high trending level, so it is interesting to prioritise it.
➖ How do I use seasonality data in my ecommerce?
By knowing the time of year when your products are most in demand, you can better plan the content you are going to work on and, above all, prioritise: informative content on the blog, enriching product descriptions, changing the product carousels on your home page, planning paid campaigns or publications on social networks… All geared towards what the user is interested in at any given moment.
