Ah, fools for love are scouring the interwebs for deals even as late as now to give their beloved for V-Day. Although folks just watched the SOTU address, they are just as excited to watch for President’s Day sales. Although tragic, a story like that about Chris Dorner may keep citizens on the lookout for security systems or other things to help with safety amidst a crisis or manhunt.
What do all these have in common? The relevance of these topics and the value to search marketing. It’s top of mind and marketers can leverage that to drive traffic and sales. How does it work?
In a nutshell, when a person goes to Google, they type in a specific question, in this instance “Valentine’s Day sales”. The results will depend on a few things, like paid advertising results, Google ranking and keywords included in a website that may be relevant to the search query.
Smart marketers will be thinking about this when listing products, promotions or content. A search is basically a person asking “I want this now” and the results allude to being “here you are, take your pick”. Wouldn’t you want to be amongst the options a person can choose from when making a buying decision?
The simplest and most cost effective way to do this is by using keywords in product descriptions, promotions or site and posts metatags. Even using variations of these keywords can help, afterall, not everybody uses the same words in search queries.
Then there’s added help of leverage pay-per-click advertising like Google Adwords to help bump relevant ads that include these search terms to the top of Google search results. For a nominal price, you can be the answer to someone’s search at that critical decision making moment by placing paid search ads strategically related to Valentine’s Day, President’s Day or whatever is a relevant topic that may relate to your ideal customer and your product or service.
Simple stuff, huh? It just takes some time and preparation to align your content and promotions with upcoming holidays and a diligent marketing effort to see how current topics can be used appropriately to help move products. I wouldn’t recommend any Hurricane Sandy sales like some brands did just for the heck of it, but if there was a hurricane and you sold wood to board up windows, it would seem feasible to use the Hurricane in your search marketing efforts and metatags.
Look out for what’s hot and make sure to find a great way to leverage it to be the answer to consumers needs!