Start Planning for the New Seasonality of Search
- Opportunities to expand the seasonality of search exist beyond the typical 12-month calendar schedule
- Google’s Insights for Search can be used to highlight seasonal search trends for high volume keywords
- Changing the default view in Google AdWords is another method for exposing keyword seasonality
You don’t have to be a rocket scientist to know that web searches for consumer electronics and toys spike in the holiday months. Any good marketer understands seasonal cycles like these occur every year. Back-to-school, upfronts, Christmas, end-of-school, spring break — they are all dedicated entries on marketing plans and budgets. But even the best-laid plans can fall short if you’re not considering search seasonality.