Experian Hitwise Inspire Retail > Father s Day Searches for Personalised Father s Day gifts increased 16.81% Year-on-Year

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Abel Fisher
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1 Experian Hitwise Inspire Retail > Father s Day Searches for Personalised Father s Day gifts increased 16.81% Year-on-Year Sunday 21 st June marks Father s Day in the UK, when many people make a special effort to celebrate by purchasing gifts and sending cards. In 2013 the UK was using the web more than the US to purchase Father s Day Gifts, with the average gift spend around (Internet Retailer). This Inspire will demonstrate how you can use Hitwise data to finalise and analyse your Father s Day campaigns through: Search Demand Product Demand Competitor Share NOTE: Tables and graphs are used for example purposes only and are correct at time of the data being published and are subject to change. Experian Public. 1

Search Demand Father s Day searches declined 29% from 2012 to 2014 Trending searches for the term Fathers Day over time helps us understand when consumers search for Father s Day and the share these

2 Search Demand Father s Day searches declined 29% from 2012 to 2014 Trending searches for the term Fathers Day over time helps us understand when consumers search for Father s Day and the share these variations make up of all searches. The best way to do this is by building a search term portfolio. 2012: 17 th June 2013: 16 th June 2014: 15 th June The chart demonstrates the share of searches for Father s Day declined 29% between In 2014 searches for Father s Day started to increase 4 weeks ending 18 th May, three weeks before Father s Day, indicating this is the time to ramp up your Father s Day activities. -11% -20% How to run this report: Reports> Search Intelligence> Portfolio > Father s Day> Search Term Variations> Chart > Update Chart> How to run this report: Reports> Search Intelligence> Portfolio> Individual Keywords> Compare> year-on-year> 12 weeks ending 18 th April 2015, the top searches for Fathers Day were Fathers Day, Father s Day 2015, Fathers Day 2015 UK and Father s Day. The top individual keywords used in searches included 2015 (22.71%), UK (19.78%) gifts (6.20%) and cards (2.23%). The individual terms gifts (+4.27%) and personalised (+1.61%) saw the greatest increase in searches year-on-year, perhaps indicating that people are searching earlier for gifts in 2015 with a larger focus of those that are bespoke. Reporting on the individual keywords identifies the most popular terms to help inform content strategies. Experian Public. 2

3 Product Demand Searches for Personalised Fathers Day gifts increased 16.81% Year-on-Year How to run this report: Reports> Search Intelligence> Portfolio> Search Term Variations> Compare>Portfolio > yearon-year> 12 weeks ending 18 th April 2015, the top search term variations in the Father s Day Gifts/Presents portfolio, included fathers day gifts with 31.50% of the searches and personalised fathers day gifts uk (16.81%). How to run this report: Reports> Search Intelligence> Search Term> Fathers Day> Search Term Variations> Comparing these searches year-on-year shows that Father s Day gifts increased the most (+17.50%) whilst personalised fathers day gifts increased by %, which further demonstrates that consumers are after a more bespoke product offering. Searches for Father s Day gifts and presents were more popular than cards and ideas , the same is true so far in Key Takeaways: Use search term portfolios to benchmark different products against each other to understand search trends. Understand how search term variations have changed yearon-year to identify new terms that are emerging, which you could optimise for. Father s day presents and gifts searches declined by 30% between Experian Public. 3

Competitor Share Gettingpersonal.co.uk saw +4.

NotonTheHighStreet.com received the greatest share of traffic from this portfolio of terms, 12 weeks ending 18 th April 2015.

Year-on-Year the websites which saw the greatest increase in share from this portfolio were Gettingpersonal.co.uk (+4.20% ) and Moonpig.com (+1.

bottom left to understand how Shopping & Classified sites performed for the term fathers day for Search Clicks and organic ranking positions.

4 Competitor Share Gettingpersonal.co.uk saw +4.27% increase in Father s Day Gifts/Presents searches Year-on-Year Continuing to use the portfolio, Father s Day Gifts/Presents, the table to the left shows NotonTheHighStreet.com received the greatest share of traffic from this portfolio of terms, 12 weeks ending 18 th April The most popular term in the portfolio sending clicks to these three sites was Fathers day gifts. Year-on-Year the websites which saw the greatest increase in share from this portfolio were Gettingpersonal.co.uk (+4.20% ) and Moonpig.com (+1.94%) How to run this report: Reports > Search Intelligence> Portfolio> Downstream Websites> Filter> Shopping & Classifieds> Generate Report Use the table to the bottom left to understand how Shopping & Classified sites performed for the term fathers day for Search Clicks and organic ranking positions. How to run this report: Reports> Search Intelligence> Search Term >Fathers Day> SERP Positions> Search Clicks & Organic Positions> How to run this report: Reports > Search Intelligence> Portfolio> Downstream Websites> Filter > Shopping & Classifieds> Compare> Portfolio> Year-to-Year> Key Takeaways: Use SERP s data to measure the impact of your SEO activity and benchmark your search engine performance against key competitors. Experian Public. 4

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