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In this article I will review the importance of regular analysis to help SEOs learn what is and isn’t working on their website, helping to inform optimisation and testing programs.
The world around us is forever changing which impacts online behaviour. The key reasons for this are:
This is driven by several factors, including social trends and fads. A fad can drive a surge in specific search activity, only for this to wilt quickly.
A great example is retail fashion – each season has its theme and only a few of these themes will stand the test of time. Also some trends are cyclical/seasonal so will phase in and out of search e.g. Knitwear – popular at Christmas and through Winter.
Screenshot – declining and rising search keyphrases in the UK market
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