Search behaviour shifts with the seasons. Make sure your marketing keeps up. As the temperature rises, so does the search for everything summer – from BBQ recipes and festival gear to travel deals and heatwave essentials. For brands, this means one thing: if your campaigns aren’t aligned with seasonal search behaviour, you’re leaving traffic (and sales) on the table.
To stay relevant and visible during the summer months, your digital strategy needs a warm weather refresh. In this article, we’ll explore how brands can tap into seasonal SEO, use Google Trends, fine tune PPC and adjust their visual and messaging tactics to capture the summer surge in search demand.
What’s Trending: Tools to Track Seasonal Interest
Before you can capture seasonal demand, you need to understand it. Summer brings a shift in what people are searching for, when and how, especially on mobile.
Tools To Use:
- Google Trends: Explore rising search topics related to your industry and region.
- Answer the Public: See real-time search questions people are asking
- Pinterest Trends: Great for seasonal lifestyle topics, events and DIY searches
- Google Ads Keyword Planner: Spot keyword spikes and plan seasonal PPC bids
Look at last year’s summer trends and compare them to current ones to identify recurring patterns or emerging trends.
Optimise Landing Pages for Summer-Specific Queries
If your landing pages are still targeting evergreen keywords, you’re missing the moment. Seasonal SEO means refreshing titles, meta descriptions and on-page content to reflect what people are actually searching for now.
Examples:
- Replace “year-round skincare” with “best SPF moisturisers for summer”
- Add FAQs and articles like “What to wear to a summer wedding 2025”
- Use headers like “Top Summer Essentials for (your niche)”
Create or update landing pages to reflect hot weather use cases, seasonal challenges and summer product needs.
How to Run Summer Sales and Promotions Online
Summer is the perfect season for flash sales, time-limited offers and product bundles. But to stand out, your campaigns should feel timely and tailored.
Ideas for Promotions
- Countdown campaigns “3 days of summer deals”
- Themed bundles “Staycation Starter Pack” or “Festival Ready Kit”
- Heatwave hooks “cool off with 20% off our best-selling fans”
Sync your PPC campaigns to support these promotions, using time-based ad scheduling and seasonally relevant ad copy.
Geo Targeting for Holidaymakers and Staycationers
Travel searches soar in the summer – and that includes people searching on the move. Whether they’re planning trips or already exploring, geo targeting lets you reach summer travellers in real time.
How To Apply:
- Target popular destinations – with ads tailored to tourists
- Use radius targeting – to capture foot traffic near local attractions
- Highlight location-specific services, delivery options or promotions
For example, a local coffee shop in Lincoln could run “Cold Brew for Hot Days – Just 3 min from Lincoln Castle!
Use of Summer Visuals and Copy in Social & Email
Your messaging should match the season, visually and tonally. Swap out winter blues for bright, sun-drenched creatives. Write like you’re talking to someone wearing flip flops and sunglasses.
Summer Friendly Messaging
- Sizzling summer steals you don’t want to miss
- Your ultimate warm-weather checklist
- Cool looks for hot days
Don’t forget:
- Email subject lines should feel seasonal to boost open rates
- Social ads should reflect summer colours, activities and moods.
- Use GIFs, short videos, and user-generated content (UGC) featuring summer scenarios to bring your content to life
Ride the Seasonal Search Wave
Summer might feel like a laid-back season, but search behaviour is buzzing. People are online, on the go, and ready to engage – if you’re talking their language and meeting their needs. By aligning your content, SEO, PPC and creative with the season, your brand won’t just stay visible – it’ll stay hot.
If you need help with your summer campaigns, our team specialises in SEO and paid search strategies that can be adapted to the summer season and deliver when the sun’s out and the clicks are high. Get in touch with the team at DBS Digital to help you get started.
