Seasonal variation of search terms
Google Insights is a great tool for ascertaining the seasonal variation of keyword search phrases. The search phrase “remote control boat” does vary through the year and is higher in the middle of the year and during the Christmas season, but does not have dramatic seasonal fluctuations. On the other hand, “remote control helicopter” can have a search volume during the Christmas season that is four to fives times the baseline value for the rest of the year. Knowledge of seasonal fluctuations in search volume is required for planning effective marketing campaigns. There is probably not much sense initiating a major marketing initiative in January for search terms that are highly peaked in December!