As many of you who partake in search engine advertising realize, Father’s Day is one of designated present-giving holidays. During these occasions (Christmas, Mother’s Day, etc.), many online businesses target specific keywords relating to these specific holidays, in hopes of increasing sales through an effective SEM campaign.
Web analytics and statistic monitoring service, WebTrends has conducted a study analyzing the whether or not these additional, or some cases initial, actions in order to improve their organic search engine presence. According to email communications with a WebTrends’ representative, “results found four sites moved from zero natural visibility to securing organic listings in the top 30 results the week before Father’s Day.”
The following are the results from the WebTrends analysis:
Sites evaluated:
3balls.com
dunhamssports.com
golfshoesplus.com
MCSports.com
oshmans.com
Overstock.com
progolf.com
gigagolf.com
www.austads.com/austads
fogdog.com
www.tgw.com
dickssportinggoods.com
thesportsauthority.com
www.callawaygolfpreowned.com
pinemeadowgolf.com
Golfsmith.com
edwinwatts.com
Keywords:
golf putters
golf drivers
golf carts
golf gifts
golf balls
golf bags
golf clubs
discount golf clubs
golf equipment
golf accessories
Results:
The top natural visibility leaders were:
Edinwatts.com (15.5%)
Golfsmith.com (12.33%)
Pinemeadowgolf.com (8.33%)
Callaway.com (7.42%)
Overall Visibility Leaders:
Golfsmith.com (48.75%)
TGW.com (14.42%)
Gigagolf.com (13.92%)
Edinwatts.com (12.08%)
Other Findings:
Most sites were able to increase their overall and natural visibility for golf-related keywords in the week before Father’s Day with Golfsmith and DicksSportingGoods.com reaping the biggest gains in overall and natural visibility, respectively.
The degree of change to natural and overall visibility between the first data snapshot (6/8) and the second (6/13) was relatively consistent among those sites that experienced increases, with one exception – – Golfsmith.com added 14.42% to its overall visibility percentage, increasing its overall visibility, when both paid and natural listings are considered, from double to more than four times that of the next most visible site.
Four sites climbed into the top 30 natural listings the week before Father’s Day, having had zero natural visibility during the first data snapshot.
None of the sites targeted the keywords “Father’s Day” or “Fathers Day,” not even with sponsored ads. All sites have zero visibility for these key phrases on both dates.
Chris Richardson is a search engine writer and editor for Murdok. Visit Murdok for the latest search news.
