When the summer crowds leave Skegness, many seaside businesses breathe a sigh of relief – and then worry about how to keep the tills ringing through autumn and winter. It's also exactly the right time to work on your search engine optimisation.
SEO takes time to build, so the work you do in the quieter months pays off when visitors start planning next year's trips. Meanwhile, it helps you reach local customers who are searching right now.
Why autumn and winter are perfect for SEO
- You have more time – fewer customers means more space to improve your website and online profiles.
- Rankings take time – content published in winter has time to climb before spring and summer searches peak.
- Locals are still searching – residents of Skegness, Ingoldmells, Chapel St Leonards, Wainfleet and the surrounding villages need services all year round.
Free tool
How fast is your website?
Run our free website speed test to see your Google PageSpeed scores and the top fixes in plain English. It takes about 30 seconds.
Update your Google Business Profile for the season
Make sure your opening hours reflect any winter changes, including holidays. Nothing loses goodwill faster than a customer arriving to find you closed when Google said you were open. Post updates about winter offers, events and seasonal menus to show you're still very much open for business.
Create content for next season now
Think about what visitors search for when planning a trip, and create helpful pages and articles to match:
- What's on in Skegness this summer.
- Rainy-day activities.
- Dog-friendly places to eat or stay.
- Accessibility information for visitors.
- Guides to your local area.
Publishing this content in winter gives it time to be found and ranked by the time people start searching.
Target local searches too
Don't forget residents. Create content and service pages aimed at local customers – offers for locals, services available all year, and community involvement. This builds a more balanced, year-round customer base.
Fix technical issues
Use the quieter months to address anything that's been holding your website back: slow pages, broken links, out-of-date content, poor mobile usability. A website health check will identify what needs attention. If your website needs a complete refresh, our article on web design in Skegness is a good starting point.
Build reviews and local links
Encourage summer customers to leave reviews if they haven't already. Look for opportunities to be mentioned by local organisations, tourism websites, event listings and suppliers. These signals build your prominence in Google's eyes.
Plan your year ahead
Map out your marketing calendar for next year: when to publish seasonal content, when to run promotions and when to increase advertising. Combining SEO with well-timed social media and paid ads gives you the strongest possible start to the season.
Frequently asked questions
Will SEO work for a seasonal business?
Yes. Planning content around seasonal search patterns is one of the most effective ways for coastal businesses to grow.
How far ahead should I prepare for summer?
Ideally several months – starting in autumn or winter gives your content time to rank.
Should I close my website in winter if I'm closed?
No. Keep it live, clearly state when you'll reopen, and allow advance bookings if possible.
Make next season your strongest yet
Digytal helps businesses on the Lincolnshire coast with SEO, websites and social media. Explore our search engine optimisation service or get in touch to plan the year ahead.
Based in or near Skegness? Find out how we help local businesses on our website design and SEO in Skegness page.
