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Use Trends to Keep Your Business Rocking All Year Long

Jul 29, 2009 / by Dan Patterson

air-guitarWe all know that almost every business has peak times and low times. The great thing about doing SEO and online marketing is that you can very easily find the peak seasons for searches and traffic in your industry. Once you have that information, you can act on it to keep your business rocking all year long.

Discovering Search Trends

So how do you find what the high and low times are in your industry? Here are a couple of free tools you can use:

1- Google AdWords Keyword Tool

There are so many things you can use this tool for, and here's another one! As an example, I did a search for the word 'camping.' To see the trends choose "Show Search Volume Trends" from the drop-down menu that says "Show/Hide Columns" and you'll see something like this:

Keyword Research Tool

As you can see, there is a definite high and low time for these camping keywords. The peaks are from May to July, and the valleys are from November to January. Now that we know what the low times are, we can look for other keywords that have a higher trend during those months.

2- Google Trends

This is another great tool from Google. This takes the idea of discovering trends a little further by looking at several years' worth of data. Google Trends lets you compare multiple keywords side-by-side on the same graph. Let's take a look at some of the camping words from above:

Trends - Camping

As you can see, the data is pretty consistent from year to year for the keywords 'camping sites', 'camping site', and 'camping gear' - they all peak and valley at the same time each year.

If I ran a camping site, I'd want to do something to compensate for these down times. Let's take a look at the relationship between 'camping gear' and 'winter camping':

Inverse Relationship

I know it's no surprise there is an inverse relationship between these two keywords. It would be advantageous to find some winter camping products, create pages around them, and then optimize for winter-based keywords. Although winter keywords don't obtain as much traffic as summer camping keywords, they are more likely to convert during winter months and help keep revenues more consistent.

Learning from Trends and Taking Action

Use trends to look for keywords with less dramatic trends and more consistent traffic, or see what the popular terminology is for your industry. You'll often find that over time one term grows more popular than another. If you want to see an example of this, check out this graph: SEO vs. Search Engine Optimization.

Chances are your business has high and low times of business and traffic. Take some time to understand when valleys generally occur, so you can compensate. Look for ways to keep your traffic as consistent as possible. Watch your analytics data to see which keywords are converting at different times of the year as well.

By making a few adjustments and watching trends you can have your business making more consistent money all year long!

Topics: Marketing Keyword Research Google trends

Dan Patterson

Written by Dan Patterson

Dan has been involved in online marketing since 1999 when he first started building websites for people. Since then he has worked as a template designer, regional account coordinator for a pay-per-click search engine, internet marketing trainer, and is the former Director of On-Page Optimization at SEO.com. Dan graduated from UVU with a degree in Information Systems, and currently lives in Lehi, Utah with his wife and two sons.

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