Ski Resort Website Traffic – Can the Peaks and Valleys be Smoothed Out?
I’ve had this post, “leveling seasonal web traffic with content and SEO” marked in my Evernote blog post ideas swipe file, since it was published back in April of 2010 (seems like it was originally on a different blog then, but I digress). I like Mike’s ideas about trying to even out seasonal traffic to ski resort websites, but I do think it’s something that a ski resort can’t place too much emphasis upon as almost all websites see some sort of fluctuation in their traffic over the course of a year.
To show some examples of this, I pulled some traffic number from the site intelligence service Alexa:
Notice how traffic plummets during the offseason, and then there’s one spike during the draft?
Not a lot of surprise here either, aside from the fact that there’s no real bump in the offseason for baseball fans, don’t think the baseball draft will ever have the interest of the NFL draft.
This traffic graph shows a bit more complicated picture, but one can still make out a clear drop in traffic during the 2nd half of 2012 bumping up in the first part of 2013 and then looking up through the summer travel season.
This example is probably closest to most ski resorts web traffic (although in opposite seasons) in that Six Flags does the majority of its business in the summer with some business still ongoing in winter, but only at a few of its properties. Most ski resort max out their traffic in the winter but do have some summer activities that drive traffic, just nowhere to the level of winter.
I think it’s great to try to even out the valleys, but if someone isn’t looking to come out in the offseason, or start planning their trip then, it’s futile to try to lead that horse to water, because they’re not going to drink. Instead, focus on creating content that you can seed and launch to best effect as your web traffic starts to build and search engines are looking for fresh, relevant and popular content.