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February 07, 2005
The Cultural Barometer: What Search Said About 2004 and How You Can Prepare for 2005
We may not know the true yearnings of mankind throughout the past year, but we certainly know words and phrases they put in their search engines. And, as in year’s past, there is little surprise in the number one terms—but analyzing the top terms and comparing them between engines can give us some insight into search behavior and the type of searchers using the various engines. And with that knowledge we can adapt and better compose and target our search ads for 2005. So without further ado, the winners ...
In comparing top search terms for 2004 from Google, Yahoo!, AOL Search and Lycos, one glaring similarity stands out: the top terms always include attractive female celebrities who have been involved in scandals during the past year; Britney Spears, Paris Hilton and Janet Jackson all nabbed top spots. Before you shake your head and claim that no one can money on terms like those, consider this: Britney Spears brings fans to AOL Music; Paris Hilton attracts new subscribers to a celebrity fashion magazine; and an enterprising marketer converts Janet Jackson searches into TIVO sales. Each ad has the same basis for success: understanding the behavior behind the search, and tuning the copy to appeal to the searcher, without destroying the Clickthrough Rates.
Posted by Don at February 7, 2005 08:01 AM
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