Keyword Tagging Around Seasonality
Brands and books are usually able to capitalize on marker events throughout the year: Christmas, New Year, Valentine’s Day, Mother’s Day, Breast Cancer Awareness Month, and the all important Back-to-School event. Whole Foods used the back-to-school tactic this week to raise awareness for their brand: they joined forces with Chef Ann Cooper, the nation’s “Renegade Lunch Lady,” to increase knowledge around healthier school food through a project that will fund salad bars for public schools across the country.
There are big spikes in Google and other search engines around these marker events, and they start much earlier than you may expect. For example, people may begin searching Christmas as early as September or October. I was seeing back-to-school marketing and promos in July – two months before school’s official launch date – and you can bet that mother’s around the country were Googleing “back-to-school sales and special events”. And the Valentine’s Day “spike” search often starts in late January.
This is important because you don’t want to be putting news out about your brand targeted around a particular event four weeks too late. We’ve talked about keyword tagging in previous blogs. By keyword tagging around seasons, you can move from more general terms to specific long-tail terms. And there are tools to help. Keyword Discovery does a number of holiday-related releases. One of the nice things about them is add-on reporting, where you can look at the seasonality of terms if you’re putting out news releases around the marker events of the year.
By tagging keywords around the seasons for your brand, and getting your news out at the right time, you too can see a spike in people searching for and finding your news.