Google released an infographic on Monday that showed food and party ideas were the hottest search terms in the days leading up to Sunday’s Super Bowl, and player names took over during the actual game.
According to Google, Super Bowl-related search terms reached their peak just as the game kicked off around 6:30 p.m. Eastern Standard Time.
A majority of the searches took place on PCs and laptops, however, mobile search traffic volume increased in 2012, as did search from tablets. Brafton reported in October that 42 percent of tablet users access their devices when they watch television to read email, browse the web and conduct searches related to topics they see on various programs.
On game day, most of the searches for player names were for simple information about the athletes, and the users likely landed on noted websites for this information – NFL.com, team websites or leading sports news sites. However, integrating the names of noted players into website content can help businesses gain search visitors – especially if they connect the players to their brands in unique ways that set their sites apart. A diversity of content subject matter can appeal to new readers.
Google’s infographic demonstrates the ultimate power of using trending topics as part of a custom content strategy. As these search terms spike at different times, articles, blog posts and other material containing the terms in an organic manner will receive more attention.
Social media marketing campaigns received a lift during the Super Bowl as well. Brafton reported on Monday that many of the more popular commercials broadcast during the game, as well as the hashtags included in these ads, and player names were trending Twitter topics.