Article

Categories Search Marketing

Search Slump in the Sunshine?

As the UK heads into another sunny weekend, we look the weather is impacting our search behaviour and volume.

Brits love to complain about the weather. Too hot, too cold or lots of #UKSNOW - we are a nation obsessed by weather. After a poor start to the year the sun has finally shone sending everyone outside. 

 

This desire to be outside is impacting search volumes across the board. PPC Search consultants Unscrambled suggest the past 2 weeks have seen a drop in search impressions of 25% which makes some sense. Consumers are keen to enjoy the sunshines to the detriment of searching for stuff. 

 

Last weekend in particular saw a very noticeable drop in search demand. The combination of a Lion’s Victory and that Andy Murray Wimbledon Final was almost the ’Perfect Storm of Distraction’ attributing to a 14% drop in average weekend search volumes.

 

But its not all bad news. Splitting out desktop and mobile search volumes paints an interesting picture. Desktop was the biggest loser in search volume, dropping on average 25% last weekend with mobile only dropping 2%. 

 

This weekend is set to be another scorcher with some distraction with the ashes. Brands that are geared up for desktop/mobile optimisation will be looking to ensure maximum relevance on mobile devices until the inevitable clouds roll back in. 

 

The big challenge with these drops will be to watch for latent demand - will we see an unseasonal spike in demand later this summer once the sunshine has past? Only Time well tell. 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The Difference Between AI and Machine Learning

The Difference Between AI and Machine Learning

Artificial Intelligence (AI) and Machine Learning used to be heard when the topic was Big Data Analytics – and maybe in some sci-fi movies- before; but now it is impossible to ignore them with the self-driving cars, knowledge navigators...

Asena Atilla Saunders
Asena Atilla Saunders 15 June 2017
Read more
How To Write Content That’s Easy To Localize

How To Write Content That’s Easy To Localize

Do you want to know how to reduce costs and get to market faster? Write content that's easy to localize!

David Ost
David Ost 15 June 2017
Read more
How To Master Localized SEO

How To Master Localized SEO

When you’re rolling out different language versions of your website, ignore localized SEO at your peril. Failing to consider local keywords, backlinks and social media could cost you valuable site visitors. You’re investing a lot of marketing budget in reaching out to new clients. But fail to get eyes on your website and your efforts will be in vain.

David Ost
David Ost 14 June 2017
Read more