Search Marketing is subject to numerous external factors that can be difficult to anticipate. Here at Digital State Marketing, we recommend the addition of long tail keywords into campaigns in order to maximise the potential of trends but also to protect against uncertainty.
In the diagram below, we have included the 8 year trend data for a number of keywords that it would be easy to presume are highly cyclical. However, the data shows that there is more to the picture. Take for example the keyword “engagement rings” (green), is would be logical to presume that there would be a spike in traffic in time for both Christmas and Valentine’s Day (as traditional times for proposing). However, the data does not reflect this; instead there is a more constant level of search traffic. Investing in Long tail targeting is a great way to maximise your coverage on terms such as this, as the interest is constant and long tail keywords generate visits that are nearer the point of purchase (POP).
The keyword “tents” (red) remains highly cyclical, despite the uk weather (2012 saw flooding to the extent that festivals were cancelled and homes destroyed)! For retailers whose product range wholly consists of cyclical items, such as “lawn mowers” (yellow), generating a strong search marketing campaign focused on gaining position for the high traffic terms and also maximising the long tail targeting coverage is a safe strategy. Due to the static nature of the product lines, the creation of fresh and pertinent content should be a focus. For those who stock cyclical items but also have other items, perhaps a Pay Per Click (PPC) campaign may be a more cost effective method of generating cyclical sales, leaving budget for seo campaigns for the more stable key terms. PPC can also be a great technique for retailers who wish to trial a product line. For more information about PPC contact the Digital State Marketing for a consultation.
We have included the term “sledges” (blue) into the table in order to demonstrate that a level of caution is needed when building search marketing campaigns purely on trend data. As you can see that search traffic peaked in the winter of 2010, referred to as the “Big Freeze” by the UK media, which saw up to 76 cm of snow in some areas. However, as the weather in 2012 was wet as opposed to cold in this period the traffic for “sledges” is minimal. As such anyone who has built a search marketing campaign solely focused on this term may be regretting it. This is where, yet again, the power of a well-planned campaign can come to the rescue. By incorporating a variety of search terms and long tail’s rather than a single term, search marketing companies can ensure that the failure of a single keyword need not be the end of online marketing.