Whether you’re an in-house SEO or an SEO consultant, you’ve likely faced the affects of search volume fluctuations on your website traffic. So how can you explain these search volume fluctuations to your boss or a client?
Many times, I’ve found that clients do not correlate news events with search volume. I’m not sure why this is a difficult concept to understand, but a look at Google Trends or the Yahoo!’s Buzz demonstrate a very direct correlation between news stories and search volume. For instance, on Monday, Martin Luther King Day (or Lee/Jackson/King Day in Virginia — that’s a whole other blog post for later…), “Martin Luther King” was the top searched term. Two days later, however, it’s “Heath Ledger” that’s on everyone’s mind.