For any of your upcoming seasonally related promotions in search
engine marketing this is a reminder to think well ahead of the
season when preparing. If you are thinking about doing some new
Halloween related promotions for instance, the time to be working
on them would be as early as July rather than starting in late
September.
However,
let's think on ahead for an example towards Christmas seasonal
promotions if your Web site is well suited for it.
September/October is the perfect time to start getting your high
performance pages into shape. So let’s give you a few quick tips
of where you might begin, depending on what type of product you
are selling.
One
of the smartest places to start, is right within Wordtracker
for your research. Not just for keywords, but also to determine
which important keywords that a search engine “thinks” are
related to the season (or to your product.)
Remember, that while it’s important to research what you think
might be important to your “buying audience,” there can also
be benefit in exploring what terms are related to each other based
on what a “search engine knows.” Yes, I am referring to a
measure of artificial intelligence and the potential influences of
Latent Semantic Indexing.
So
how can we find out what keywords for example, might be related to
a term like “Christmas?”
Remember, the information we are after is not always just based on
human logic, but it is based on what a search engine may
"understand" through artificial intelligence.
Go
into the Wordtracker Member area and use the function called
“Full Search” on the main Menu.
Example:
- Go
into the Members area of Wordtracker and click to perform a
“full search.”
- Wordtracker’s
instructions say “Simply enter one generic term that
describes your business or service.”
However, what we are going to do is enter a
“season” as a single word, for example…Christmas. Then
the click Proceed Button.
- RESULT:
You get a long list of words related to “Christmas” based
on what a search engine knows.
Here
are a few obvious results:
-
christmas
-
Christmas
-
xmas
-
cards
-
songs
-
carols
-
recipes
-
trees
-
ornaments
-
stories
-
santa
Okay, but then explore the list a little further.
Would you have thought that a search engine could possibly
"know" that “Christmas” relates to words such as
these?
- traditions
- greetings
- festivals
- wrapping
paper
- Charles
Dickens
- Angels
- E-cards
- Tiny
Tim
- Jacob
Marley
- As
well many, many other terms.
The
thing to understand is that all of these topics can further
explored and drilled into for niche phrases that you might never
ever consider as being important to searchers at Christmas.
They also represent opportunities for you to create some new
original content that your searchers are looking for but are not
too competitive and easy to grab good placement for. Of course you
have to stay focused on what’s best for your Web site, but you
should find this very powerful to assist you with idea generation.
But
then you can take any of these words and drill down deeper by just
ticking the little box beside each word that you wish to
investigate. Then scroll to the bottom and perform a
“competition search” for even greater detail.
So
what did I come away with in this short example?
If
I wanted to sell a "christmas rope light" in my
ornament store, I might do fairly well with it.
The KEI value is 211.4 and it’s been searched for 360 times in
the last 60 days (and it’s not even that close to Christmas
yet.) Only 613 compete count for that exact phrase so it would not
be hard to grab top placement for.
But
what if you don’t sell this product? You could still partner
with someone who does sell the product and set up an affiliate
sales relationship with a supplier at Commission
Junction. You make the sale and the supplier ships the product
and commission junction tracks each sale and sends you a monthly
commission.
The
biggest tip of all though, is to give yourself some time to get
your content researched and put together and visited by the search
engine robots even at least a month before the season arrives.
You’ll be ahead of the crowd and by the time heavier seasonal
activity kicks in, you’ll have no regrets.
Best
regards
John Alexander
john@searchengineworkshops.com
http://www.searchengineworkshops.com
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