Fewer than 12 hours after the yearly celebration of the best in music ended, Google Trends shows that the event is still the main topic on the minds of American internet users. At press time, nine of the 10 most frequently searched terms relate to the event, with “grammys 2012” in the No. 1 spot.
Only Phil Mickelson, the professional golfer who kicked off the 2012 season with a win at Pebble Beach, prevented the Grammys from owning all 10 top searches. Mickelson was the seventh most popular search term.
Businesses with creative content writers can use trending topics to boost their search visibility and gain an SEO advantage from hot topics. With events such as the Grammys, the Super Bowl or Valentine’s Day, businesses can create articles and other content that discusses these topics in relation to their organization.
Whether it’s a few days before the actual event or a day or two afterward, it’s likely that these search trends will help at least in the short term. Overall, this method is unlikely to sustain a long-term SEO campaign but the underlying idea of connecting information that will interest buyers to a brand is key. Cover trending topics can provide prospects with an interesting take on a company – and this might make them more eager to do business with the brand. In terms of the companies leveraging the Grammys’ popularity during the show itself, Target used a song from Adele in a commercial that aired during the award show.
Brafton recently highlighted some of the search and social media marketing methods employed by businesses for the Super Bowl and many top campaigns catered to mobile trends. More than 40 percent of searches during the Super Bowl came from mobile devices. While the data is not available for the Grammys just yet, it’s likely that millions of Americans with smartphones turned to their handsets to look for more information about artists and other entertainers.