I was Googling for presents for Valentine’s Day last week. As I searched, I thought about how hard it must be for retailers to fight for positions in the SERPs for certain holidays.
So, I spent a romantic Friday evening trying to find the ”winners” of the Valentine’s Day race, and understand how they did it. (I hope you had more interesting things to do, by the way :)) I think this post will be interesting for those who didn’t have a chance to use SEMrush for competitors’ research.
All the data you’ll see below was accurate for Friday, the 14th.
I looked at British retailers, because it’s more interesting to see a fight between opponents in the same weight class rather than watching Amazon bypass everybody. First, using SEMrush, I took the top 5 commercial keywords with the highest volume that contained the word “valentine.” They were:
- valentines gifts for him: 12,100
- valentines gifts: 8,100
- valentines presents for him: 2,900
- valentine’s day gifts: 2,900
- valentines gifts for her: 2,900
An interesting trend was revealed – women searched for Valentine’s Day gifts more than men!
You can check the keywords for your area of business and find some interesting trends, too. It’s also useful to analyze the Ad keywords of your competitors – a lot can be found there, check it – maybe you missed the trend.
Going back to our research, below we can see the position of different domains for each keyword.
Valentine’s Day gifts for him: 12,100
1. asda.com 2. notonthehighstreet.com 3. johnlewis.com 4. debenhams.com 5. prezzybox.com
Valentine’s Day gifts: 8,100
1. asda.com 2. marksandspencer.com 3. notonthehighstreet.com 4. tesco.com 5. buyagift.co.uk
Valentine’s Day presents for him: 2,900
1. notonthehighstreet.com 2. prezzybox.com 3. findmeagift.co.uk 4. iwantoneofthose.com 5. iwantoneofthose.com
Valentine’s Day day gifts: 2,900
1. johnlewis.com 2. asda.com 3. prezzybox.com 4. buyagift.co.uk 5. notonthehighstreet.com
Valentine’s Day gifts for her: 2,900
1. notonthehighstreet.com 2. prezzybox.com 3. askmen.com 4. iwantoneofthose.com 5. gettingpersonal.co.uk
We can see that some domains have good positions for more than one keyword. I took domains, which have good positions for more than two keywords. Our leaders were:
- Asda.com — 3 keywords on TOP positions
- prezzybox.com — 4 keywords on TOP positions
- notonthehighstreet.com — 5 keywords on TOP positions.
Then, I looked at the website of each company.
Asda.com had a special landing page for Valentine’s Day:
Prezzybox.com changed their homepage by putting a Love-Hate banner up and TOP Valentine’s Picks on a side bar.
notonthehighstreet.com has pages with “Gifts for him” and “Gifts for her.” On Valentine’s Day, it didn’t look any different than usual, but on both pages they put up top romantic gifts. Well, something more romantic than T-shirts.
First of all, I think it’s a great example of what you can do with your website for special occasions. But notonthehighstreet.com did a great job with their website from the beginning. They give the customer the ability to sort all their gifts by occasion, type and gender. It also facilitated their future work on the site because it gave them the possibility to transform a particular page for specific tasks and do it with a minimum amount of effort.
So what else can we learn from these three websites?
I counted the number of keywords in the Google TOP 20 that contained the word “valentine” for each website. For this, I used the Domain vs. Domain tool. You just need to type the name of all three domains, add a filter for keywords including the word “valentine,” and then export the data.
What you see is quite interesting:
Interestingly, Asda.com and prezzybox.com don’t even have most of those 115 keywords that notonthehighstreet.com has. They could have used this long tail list of keywords, but they didn’t.
You could say the most important goal is to increase traffic and sales. Asda.com and prezzybox.com might be quite happy with their results, but, unfortunately, we don’t have this data and can just judge from one angle.
When promoting your site for special occasions, you must think about the balance of time and effort you spend, and the profits you can get. However, I think the team at notonthehighstreet.com did a great job with keyword research and their website, making it flexible and easy to change for any occasion. Their competitors have something to learn from them.
In the comments below I would like you to share your tips for competitors’ research and tricks for special occasions SEO.