If you read yesterday's Napoleon Dynamite quote post, you'll know that I can't resist clicking on Facebook's trending topics. Today's is cheese advent calendar. OMG! Unfortunately, after cursory research and fixing myself an omelette, I discovered that these aren't available until 2017. :(
I love a good advent calendar. As a child, I delighted in opening up each door to discover a cute picture inside, and as a parent, I've realized that the real thrill of the advent calendar is the countdown itself to the BIG DOOR behind which, of course, is Christmas morning. This year, my kids and I are forgoing a typical "open the door" advent calendar, and doing a really sweet 24 Acts of Kindness Advent Calendar. I look forward to it.
Advent Calendar Keyword Research Example
As a certified Search Geek (tm), I couldn't resist going to Google and seeing what autocomplete had to suggest about different types of advent calendars. What a great - albeit seasonal - product idea for the cool people on etsy, the grommet, uncommon goods, etc. to get into production for the coming seasons! Here's a head start on your "advent calendar type" keyword research/consumer demand measurement which we would use as part of our SEO and PPC process. Type in "advent calendar with" followed by any letter of the alphabet. Here's w, for example:
So, what should we make for our etsy advent calendar shop? Wine advent calendars, whiskey advent calendars, white chocolate advent calendars, or wooden advent calendars? And this is only w!
Now, let's go to the Google AdWords volume estimator and see which kind of advent calendar we should start on for the 2017 Christmas season :)
Wooden whiskey advent calendars it is, friends!
In all seriousness, customer demand is a hard thing to gauge and it's a moving target. As a Marketer, I've never seen any data that is more real time than what I just did above. Add into the timeliness of the data, the fact that it's drawn from what is likely the largest repository of our deepest desires (GOOGLE) and you've got a pretty solid foundation. Thanks for visiting!
I admit, I use my Facebook feed as a primary news source. Is that bad? Not if you are one of the first to see #napoleondynamite trending! I am not too shy to admit that this is my favorite movie of all time. I love it so much, in fact, that I hope there's never a part 2, BUT that doesn't mean I'm not kind of in love with Napoleon & Pedro's reunion in this BK commercial for cheesy tots.
Napoleon Dynamite Search Query Leads to Google Autocomplete Discovery!
So, what the heck does this have to do with SEO? A lot! Thinking back to 2008ish, when I was trying to remember all of the best quotes from Napoleon Dynamite, I Googled "napoleon dynamite quotes" and magically saw my search query grow to include more words like "about tater tots", "about llamas", "about skim milk", etc!!!!!!!!!!!!!!!!!!! Google had done half the work for me.
How Does Google Suggest Work?
This was the advent of Google Suggest, one of my favorite tools for keyword research for SEO AND PPC.
Google Suggest (or Google autocomplete) suggests search queries based on a few things, including:
Try it yourself! I just did, Here are today's autocomplete results (11/30/16) for "Napoleon Dynamite quotes". It appears that the Tina quote (Tina, come get some ham!) is the most popular today, but if you Google "napoleon dynamite" by itself, you'll see Napoleon Dynamite Burger King as the #3 auto suggest result. Talk about real time. Thanks, Google!
In my Facebook feed this morning, I saw Adweek's article Spotify Crunches User Data in Fun Ways for Outdoor Ad Campaigns. Just one chuckle-worthy example from the article is ""Dear person who played 'Sorry' 42 times on Valentine's Day, what did you do?"
So Much Information at Our Fingertips.
This makes me think of the (sometimes bizarre, often good) search queries we are able to see in our own Google Search Consoles. So many times, websites rank for keywords and search queries that they haven't even optimized for, just by virtue of the fact that they've used these words in their content.
Search Query Report, A Practical Application
It's always an a-ha moment for us and our clients at Simple Search. Finding those high volume/high impression keywords a website is *already* ranking for that may be close to ranking in the top 30 search results is a HUGE OPPORTUNITY. Moving from page 3 to page 1 of Google is much easier than moving from no-man's land to position 1. Achieving these higher rankings usually includes a combination of on-page optimization for existing pages and content development in target areas.
How Do I Find My Queries?
All websites have access to this search query-level ranking data, but few know where to find it. We do! Let us give you a tour. Or, see it for yourself. Verify Google Search Console on your website and then navigate to (see below) Search Traffic in the left rail > Search Analytics. This will allow you to look at Queries according to the Impressions (# of times your site has shown for the query), Clicks (clicks from Google organic search), and Position (average ranking in Google organic search). There are a dozen other ways to filter, slice and dice the information and it's a hugely illuminating, wonderful playground for SEOs.
Feel free to reach out with questions directly or in our comments section. Thanks!