Throughout the year, we have addressed the importance of seasonality—a factor that, although it may seem obvious, remains underutilized by many businesses. Organic traction, accompanied by the same recurring actions year after year, usually yields acceptable results, which often leads many companies to become complacent. However, there are numerous acquisition channels, strategic approaches, and additional growth levers that can significantly maximize these results.
In this context, we will analyze some examples of strategies that remain fully functional and profitable, illustrated with specific cases from various key players in the Spanish market.
One of our main recommendations is to work on off-page actions well in advance to prepare and boost seasonal URLs ahead of peak demand. Likewise, as with other major annual milestones like Black Friday, these actions can be executed at any time of the year, provided the strategy is precisely adapted to the starting point and maturity level of each project.
Most Effective Content Formats
Undoubtedly, as with many other seasonal events, one of the most impactful content formats continues to be listicles.
During the pre-event and concurrent phases, there is a significant increase in search intent oriented toward discovery and inspiration—an especially valuable dynamic from a strategic standpoint that we can leverage directly in our favor.
This allows us to develop gift idea lists, even combining them with other products or services that do not represent direct competition but, at the same time, add value to the content and align with the targeted search intent.
We can observe that for general search intents, the SERPs are dominated by results from news outlets. Generally, these are top-tier generalist media, such as Vogue Spain, available on Growwer.
These types of intents, which are more generic and highly competitive, are better suited for strategies with high budgets and projects capable of covering almost any need in terms of product type, such as a large retailer.
Nonetheless, it is possible to progressively segment these search intents, refining the focus and orienting it toward more specific and actionable niches.
– By product or service type
– By target audience
– By geolocation
– By price point
Full Presence
The objective of off-page actions is not limited solely to obtaining organic benefits through simple authority transfer. Those who know our approach to off-page work know that we advocate for a much broader focus, aimed at maximizing reach and impact at all possible levels.
For this reason, it is fundamental to deeply analyze the medium where the content will be published, adapting both the content and the strategy to maximize the probability of success in that specific outlet.
It is not just about getting a contextual link integrated as organically and coherently as possible. Our goal is to identify search intents aligned with the business where that specific medium has a real capacity to climb the SERPs and, consequently, rank sustainably over time.
In this way, a real search intent is resolved through high-quality content capable of providing qualified traffic that translates into brand impact, referral traffic, an increase in direct searches, or—as a priority—conversion or transaction.
All of this is combined with a solid content structure specifically designed to absorb and influence the appearance or modification of generative responses, both in AI Overviews and various LLM models.
If we expand the sources, we can see that the three suggested brands and models (HP, Asus, and Lenovo) come from listicles.
Players Already Using Seasonal Best Practices
For years, major market players, such as El Corte Inglés, have been applying these types of off-page strategies. Naturally, the Christmas campaign—likely the most commercially significant period of the year—is no exception.
Adapting the narrative based on the medium and the product or service that best fits each context.
With some of our clients, we have managed to develop seasonal lists with a long-term focus, so that year after year, traffic spikes recursively.
Or even executing actions in high-impact media, as in this case during Black Friday, where visibility and traffic figures yield an extremely high return on investment for the client. A clear example is this scenario where more than 1.5 million impressions were reached in just seven days.
Because of all this, if you haven’t started activating your holiday strategy yet, you still have time to do so.
If you would like us to help you in a personalized way and at no cost, please contact us. We will analyze your project and propose a strategy adapted to your specific needs and budget.
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