SEO Timing

Keywords that display seasonal trends require a program of work which targets keywords them a systematic and timely manner. SEO Timing or Keyword Timing is an extension of both Keyword Research and Keyword Trend Analysis.

What is SEO timing

Let’s start by looking at the term 2006 diary. As you would imagine the term peaks at the start of the year but more importantly the graph shows that searches for this term start around August of 2005. By expanding the search to 2004 diary v 2005 diary v 2006 diary we can see a similar trend bing repeated each year.

This trend highlights an optimum six month period between August and February which peaks around the turn of the year in which to sell diaries. To ensure rankings throughout the six month period optimisation for the term would have to begin prior to the initial ramping in August.

The above is a very simple explanation of Organic SEO Timing.

Search Trends and The Buying Cycle

It is easy to assume that buying trends will closely follow search trends; however that assumption is not always true. For example the buying cycle for vacations is estimated to be somewhere between four to five months. Searchers may start researching a summer vacation in January but it may be May or June before they make any financial commitment. Never the less it is important that your pages rank from the initial research period right through to the sale being made.

If you look at the trends for Nile cruise v Nile Cruises you can see an upsurge in searches in late December through to April but in real terms commitment will follow later. Many businesses use PPC and E-mail marketing to promote products when their market is experiencing a seasonal upsurge in sales, however for many consumers this offering comes to late because their research has been concluded and choice of retailer been made.

Nile cruise v Nile cruises also shows there is a preference by searchers for the singular variant of the term. It is important to know which version of a keyword gets more searches; you can then target the most popular variation first.

Trend Watching and the Marketer

Marketers are always on the lookout for new opportunities, trend watching lets you judge more effectively whether the interest in a product is in ascendance or descendance. Look at the trend for the term sat nav, searches for this term have been showing a constant increase since 2004, 2005 saw two peaks around the mid year vacation time and Christmas, watch this term you will see those peaks repeated in 2006.

Knowing whether consumer interest in a product is showing sustained growth or sustained decline is an obvious guide whether to enter a market or jump ship and can reduce both entry and exit costs.

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