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Search is yet to peak for Christmas

Warren Cowen
November20/ 2014

Consumer search for seasonal attire is set to peak from the last week of November until the week commencing the 29th December, according to OneHydra. In particular search for party dresses is set to soar not only in the lead up to the festive season, but throughout. This therefore puts pressure on brands to be ‘search ready’ in this competitive period.

2013 data indicated that there were over 16 thousand searches a day at the height of the party season, over a 400 per cent increase on the average four thousand between Spring and Summer and this year’s volumes are set to surpass those of last year.

Taken from a basket of 2,000 different keywords and phrases that included ‘party dresses, key search terms that have been particularly popular so far this season are:

  • Party Dresses
  • Plus size party dress
  • Red party dress
  • Maternity party dress

This snapshot of popular Christmas keywords demonstrates that consumer search is still generalised, and consumers are looking for multiple options in the beginning stage of their search for party dresses. However, there are a few branded search terms that are performing well:

  • Asos party dress
  • Topshop party dress
  • River Island party dress
  • Monsoon party dress

The research was completed using the OneHydra repository of over fourteen million keywords and ranked the keywords in terms of SEO visibility from October – November 2014.

Warren Cowen

Warren Cowan is CEO and Founder OneHydra, the leader in automated search marketing and has been an expert in the search marketing industry for over 15 years. Cowan’s unrivalled search knowledge and unique perspective on the growth and movement of the industry is what has led his two separate businesses to leading roles in the digital marketing industry. Cowan has been recognized for his entrepreneurial capabilities on numerous occasions, including being shortlisted for ‘Entrepreneur of the Year’ and being named in Growing Business ‘Young Guns’ list of 30 fastest-running and most exciting young entrepreneurs.