Search terms that combine both evergreen and seasonal keywords are the easiest to predict, with terms like ‘swimwear’ and ‘coats’ guaranteed to peak at a certain time each and every year.
On the other hand, reactive trends – while harder to forecast – are also helpful.
Using theory from PI Datametrics, here’s a look at how fashion brands can capitalise on both types of search data. (Note: this can be adapted to brands in any industry, but I’m using fashion as an example here.)
Long-term strategy from seasonal evergreen search trends
The below chart outlines search trend data for the term ‘swimwear’.
Although it has high organic value all year-round, it also peaks at the same time every year.
PI Datametrics suggest using the following strategy to capitalise on this.
The planning stage, which in this case would be January, involves getting ready for peak purchases, as well as ensuring all-year round interest will be met.
During this time, it’s wise for retailers to stock up on swimwear to capitalise on off-season sales. Meanwhile, it’s also worthwhile conducting link-building activities and optimising a year-round landing page in preparation.
This stage involves taking advantage of consumer research during popular holiday periods like Christmas, when consumers are researching and planning their summer holiday. In turn, this data can also be used to build a cookie-pool, which can lead to effective re-targeting at a later date.
Drawing on the aforementioned Plan and Influence stages, retailers should also use the peak purchasing period around June and July to re-target lost customers, rather than build engagement.
Finally, marketers should ensure that evergreen content is optimised, and clear stock in time for next year’s seasonal cycle.
Reactive strategy for peak search trends
Google UK data shows that searches for the ‘off-shoulder look’ grew 261% between December 2015 and May 2016.
In instances like this, it is useful to implement a reactive search strategy, as outlined below.
When it comes to new fashion trends, peaks in search can happen very quickly. As a result, success often comes from reacting at the right time.
ASOS capitalised on ‘off-the-shoulder’ by creating and optimising a landing page for the trend term as quickly as possible. Similarly, it’s helpful to utilise marketing channels other than organic search to capture interest.
Once it is clear that a keyword is growing in popularity, optimising content organically could prove to be more cost efficient and improve visibility.
Once the peak has died down, retailers should reassess the value of continuing this campaign. Other tactics during this final stage include adjusting stock accordingly, or linking the landing page to a different or more popular trend.
Whether it is based on evergreen, seasonal or one-off trends – search trend data can provide retailers with the ability to create a well-defined strategy.
From replenishing stock levels to creating multi-channel content, if used and interpreted correctly, it can help fashion brands meet customer demand and increase sales.