Search Trends & The Stock Market

Here is a different type of Google search tool that combines business insights with search data. It is geared toward stock investors but there is probably insight for us too.  It shows how different verticals trend relative to the S&P500. What verticals do you think would correspond closest to search traffic?

s&p500 and google search

Here is an interesting graph using Google’s financial tools and search query results. The blue line shows searches for phrases like “financial planning advisers”, “fidelity” “smith barney”. The red line shows the trend line of the S&P 500. Note how clearly they correspond to each other! As the S&P500 does well fewer people look for a financial planner.  This seems to be the most closely corresponding vertical.* But negatively.Why?

Imagine a middle class person has a little extra cash and wants to invest it. If the S&P500 is doing well, they can just buy a couple companies they recognize and watch their worth increase. In more difficult financial times people start to look for financial help. I would guess the correlation coefficient is -.8: Strong negative correlation.

You can do this for any vertical you are in or thinking about getting in. So we saw that financial advisers has a strong positive correlation. What vertical do you think has a positive correlation? My guess was luxury but I was wrong. Here’s luxury:

searches and stock market correlation


If I had to guess a correlation coefficient for luxury it would probably be .35. Small correlation but nothing I’d bet the house on. So what has the best correlation? It’s Automotive! I would guess the correlation coefficient as .55: Medium positive correlation.

automotive and search stock

Durable goods and house buying are about the same. So people perform fewer searches in these verticals as the stock market fluctuates. How can you use this to your advantage? Well, if you are a financial adviser I suppose you should be rooting for the S&P500 to go down. :( Or if you are a financial adviser and you suspect the stock market to go down you can start increasing hiring advisers.  Or for my readers who are search marketing consultants- if/when the stock market goes down expect belt-tightening from your car and housing clients but seek out financial advisers!**



*Google doesn’t mention which search terms it uses to define a vertical. It just gives examples. I’ll assume they put a little thought into this. It also does not mention every vertical. For example, I don’t see aerospace.

Also, google does not provide exact numbers so we can’t find true correlation we can only use “eye-ball analysis”. I think that is fine.

** One other thing to note that while I implied a cause and effect relationship—or a causal relationship of some sort—I think it is stock prices that are doing the causing not vice versa. I have made this assumption in all commentary.

The-Next-Big-Secret-SEO-Variable: Reading Level

Not only is the search algorithm a secret but it also changes. Who needs that headache?

No one outside of Google (Yahoo, MSN) knows the algorithm for calculating the Google organic SERPS. But we all give advice –and with such certainty!—about how to improve organic rankings. That makes me very uneasy…I don’t like being proved wrong. I don’t need Matt Cutts to issue a statement condemning italics after I tell all my friends and admirers that italics are the secret to high rankings.

For the most part I tell everyone the same thing: concentrate on link-building and good copy if you want to improve your SEO. Your site is not so advanced that you need to think about anything else.
Of course, no exec wants to hear this. I get hateful looks like “how dare he tell me something I could have read on Wikipedia”. They want inside information and conspiracy theories.

My friend who is a salesman always tries to remind me, “No one wants to be ‘leveled with’; make sure you wait until they give you the job to try anything silly like that. In fact, don’t ‘level with’ anyone, ever. In fact, what you need to do is hire me to do your talking for you”.

Since I enjoy work, I am going to let my readers in on The-Next-Big-Secret-SEO-Variable: Reading Level. For a couple months I have noticed that one of the search parameters in Google’s advanced search is called “Reading Level”. The user can select “Basic, Intermediate, or Advanced”. Or you can leave them mixed together.

Why Will Reading Level Matter for SEO
To be clear, right now I doubt reading level affect your SERPS, though it will soon. Answer this question: “Does Google value user-experience?” Yes. Bounce rate and page load time can negatively affect your ranking. The next question would be, “what makes for a better experience, things that are easy to read or things that are hard?” Easy things, of course.

There are many ways that this change could be implemented in the serps. Currently, you are given the choice to choose between basic, intermediate, advanced. I guarantee “advanced” won’t be the highest choice. Thus, if brilliant page ranks #1 but is written in advanced language, it may not be as valuable as something that currently ranks #10 but is written in basic language.

There are other ways the change could be implemented. Google could simply tweak the rankings of sites that are written better. By “Better” I mean “Basic”. Anyone who sat through a horrible class should understand. There is nothing inherently good about advanced language. Even if the subject is a horribly advanced subject like particle physics, basic language is best. The purpose of language is to communicate.

So How Can I Use This Knowledge to My Advantage?
I would still refer you to my first paragraph. Concentrate on links and content. You really shouldn’t be doing anything different. This is a just a way that Google showing us that I am right (I mean, that content is important). :)

If you really want to act on this info here are a couple things you can do:
1) Hire a better copywriter.
2) Write shorter sentences.
3) Writer shorter paragraphs.
4) Use shorter words.

Adwords Hack Works Around Current Missing Adwords Feature

One feature that is surprisingly missing in Google Adwords (as of 2010) is the ability to allocate a different daily spend to each day of the week. Imagine the following scenario:

An advertiser spends $100 every day of the week except for Wednesdays. On Wednesdays, the company spends $250. Currently Adwords does not allow you to easily account for this scenario. The closest they come is Google offers you the ability to bid a certain percentage higher or lower on certain days.
That is not what we want.

We could wake up at 12am on Wednesday and change the spend from $100 to $250 and then change it back at midnight. However that seems like a lot of work, with not enough return.
However, there is another way. An Adwords hack, if you will. It ads a lot of complexity to the account, so I only recommend this solution for advertisers that anticipate a great discrepancy in daily spending (based on the day of the week).

Here is how it works: (We will pretend you have an account with one campaign for simplicity sake.)

1) Turn off all spending on Wednesdays by bidding on keywords at 0% on Wednesdays.
2) In Google Adwords Editor copy the campaign and repaste it. Rename the new Campaign “Wednesdays”.
3) In the “Wednesdays” campaign, turn off spending on all days except Wednesday. Set the daily spend to $250.

The result is that campaign one will bid $100/day mon, tue, thur, fri, sat, sun. Your new “Wednesday” campaign will bid on the exact same keywords on Wednesdays but the daily spend will be $250 on Wednesdays.

You can repeat this process for multiple campaigns if you have more than one.

Ideally, this seems like a feature that would be should be addressed by Google’s people. Perhaps it could be added to the interface to save time and avoid confusion.
If you need help with this procedure contact me.