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Website promotion is carried out taking into account a lot of factors that influence on the popularity of search queries. For instance, the popularity of certain search queries increases when the season begins: people search for skis and skates mainly in winter; on the contrary, bathing suits and sunglasses are sought for in summer. Website promotion by such queries is called seasonal promotion.
The peculiarity of seasonal website promotion is the following: it is very easy to predict the popularity of queries in a certain period of time. The season always begins and ends at the same time of the year. Depending on a particular search query, its popularity starts to increase one or two month before the season begins.
Along with seasonal promotion we can single out the so-called event website promotion – website promotion by event search queries. What are the event search queries?
On the threshold of certain significant event, for example, the release of a new movie or a new device (like iPad, for instance), the interest in these events is reflected in the number of search queries related to these events.
Some time before the event the users begin to show considerable interest in this event. The peak of popularity of event search queries usually falls right on the date of the event, maybe a day or two later or earlier. As soon as the event is over, the number of corresponding queries reduces to zero very quickly .
The tendency in popularity of event queries can be traced using Google Insights for Search that show the statistics of popularity of a search query during a certain period of time. Let us take such query as “FIFA world cup” as an example:
The ultimate aim of event website promotion is to benefit from the popularity of event search queries at the right time. If you calculate the time of publication of materials on the site in a proper way and optimize these materials by the corresponding event search queries, you can attract a big stream of visitors.
As a rule two kinds of event queries are singled out. They are: event queries proper and seasonal event queries. Seasonal event queries are connected with events that take place regularly, from year to year. Such queries may be connected with annual exhibitions, concerts. They usually contain the mentioning of the event itself and the year, for example, “UEFA European Football Championship 2012”, “Olympic Games 2014” etc.
Event queries proper are connected with unique events, i.e. those events that will never repeat or might repeat in a very long period of time. Website promotion by such queries is different from website promotion by seasonal and seasonal event queries.
The matter is that it is quite a complicated task to predict the beginning of the increase in the users' interest in a certain event query. You should take into account that search queries of event character must be relevant to the site that is promoted. It means, that you can promote your site by an event query, such as, for example, “Scorpions farewell tour”, but if your site does not sell tickets to this tour, such promotion can hardly be useful for it.
Event website promotion is the most appropriate for websites of travel agencies and tour operators, because event tourism has been especially actual lately. Event tourism consists in organization of trips to the venues of significant events. That is why website promotion by corresponding event queries is beneficial for travel agencies that offer event tourism. This promotion will provide the agencies with commercial advantage.
TAGS
website promotion,
seasonal promotion,
event promotion,
event queries,
event tourism,
seasonal queries |
web promotion 
