Using search behaviour to make the most of seasonal trends

Phew! That’s Christmas done and dusted for another year.  I should also be in good books for 2007 as everyone got what they wanted from Santa Jack this year!  An iPod mini for my Brother, a new coat from Debenhams for Mum and a digital camera for Dad, all searched for on Google and purchased online between 20th November and 15th December.  Looking at my keyword searches, it would seem I am fairly typical… how sad.

So now it’s January and my attention turns to travel arrangements for 2007. I need a flight and hotel to Jim’s wedding in Cyprus in June, a channel tunnel ticket for the drive down to the Alps in March, and my Travel Insurance needs renewing by February. This time I’m not so typical with my hotel and flight booking to Cyprus, but my it’s boom time for Travel Insurance and skiing!

You’re probably wondering why I am telling you what presents my family received from me for Christmas, or where I’m off on holiday this year.  Well, it’s because seasonality plays a vital role in planning an effective search engine marketing campaign. If your peak period is January to March, then you need to start work in August/September.

When planning your annual marketing budget and schedule, it is important to understand the peaks and troughs of search behaviour throughout the year, so that you can allow extra budget for the BIG months.  It also helps with forecasting sales. 

Also, remember that searches are not always directly linked to immediate purchases.  I may browse for holiday destinations in January looking for ideas of where to go, but I may not book until May.  You need to think hard about how people research and buy your products, and build your web and search strategy to communicate the right messages to them at the right times.  You can also see which products are more popular or increasing in popularity and which are on the way out.

Seasonal search trends can also help you to plan your social life.  Jim’s fiancé for example completes tax returns for sole traders and small businesses.  From the search behaviour results I can forecast that Jim will be either cooking for himself or eating lots of pizza in Q1, and that he won’t be joining me in France in March.  So long sucker!