Sieving through the mud to find gold

It’s easy to overlook the search terms people use to find your blog. But instead of discarding the ‘weird’ entries, take another look: you might pick up on an emerging trend. 

Often, when looking through the search engine terms that have been used to find this blog, I’m confused. Why are so many people looking for information on ears? What is it with Eric Sykes? And crack babies?

Today however, two entries made sense, and one of them in particular revealed an interesting use for these terms.

Firstly, and unsurprisingly, Marion Jones. I posted about her yesterday. I would have expected some people to be looking for her.

But the other stood out, not least because it was the second highest term both today and yesterday: Doc Martens. I wrote about the beleagured boot brand some time ago, reacting to its tasteless advertising campaign and media backlash, so there is one post on this blog about it. Why should people be searching for it though?

Google News reveals all: looks like Doc Martens is making a comeback. This tells me two things:

  • Tasteless though the campaign may have been, it worked. Goes to show that perhaps any publicity really is good publicity.
  • You can discover trends by examining the search terms people use to find your blog. If, by definition, people are looking for it, then there must be some buzz about it. In this case Google Trends doesn’t back up the Doc Martens finding (there’s a slight upturn but nothing major). It could still be too early to plot and in any case is just a sanity check. Don’t discount it: you never know, you might get in on a developing trend at the beginning.

I predict a surge in Doc Martens sales. But then again, I was wrong about the ad campaign…

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