Back in 2009 I wrote a post on the phenomenon Ugly Christmas Sweater on eBay. Around the holiday season, there are so many Ugly Christmas Sweater parties, that people flock to eBay to buy one. (if you want to buy an Ugly Christmas Sweater for the cheap, buy it off season, buy it now!)
I made it my mission back in 2009 to improve the rankings for eBay on Ugly Christmas Sweater, as there is a lot of money to be made selling these sweaters. Off course there might be more lucrative products to promote, but sometimes I just like to focus on one particular keyword or product to push the boundaries.
Ugly Christmas Sweater Campaign
During the year, I presented my findings, data and insights on industry conferences. When the Christmas season of 2010 was approaching, I started to pitch the story to the eBay PR team. At first, they had no interest, as the Ugly Christmas Sweater is not a really sexy product to talk about with main stream publications. However, when I showed the increase in number of searches on the site over the days running up to Christmas, suddenly we had a story.
There were two main drivers in the campaign:
- We worked on a story: “How to sell your Ugly Holiday Sweater on eBay” which was posted by Fattwallet.
- We worked on a story around the internal eBay data. Search volume, number of sold sweaters and the value of these Ugly Christmas Sweaters. This story was pitched to mainstream journalist.
The campaign was reasonable successful, as we got good pick up from a number of people who heard me speak about the yearly trend, and linked to the search page on eBay for Ugly Christmas Sweater. The blog post on Fattwallet had a clean link to this same search page, which obviously helped in the success.
The PR push was less successful. The Wall Street Journal ran a story regarding the Ugly Christmas Sweater parties and the rise in the demand for Ugly Sweaters. This sounds great, however, the WSJ linked within their story to their own eBay Tag page, showing how Black Hole SEO is done*! (I purposely don’t link to the WSJ here!). Instead, after providing the Christmas Sweater story, data and insights to the journalist, they ran with it, while linking to some mom- and pop site, but not to eBay.
Selling more Ugly Christmas Sweaters than ever
Christmas 2010 season, the Ugly Christmas Sweater was one hot item on eBay! Although the search volume on the site for the keyword: “Ugly Christmas Sweater” was lower than the year before (see graph below), there were actually more sweaters sold than ever!
Moving up in Rankings
Months later, I just casually checked the rankings for Ugly Christmas Sweater, and guess what… our campaign has helped the eBay page to move up in rankings. On my SERP, the page was positioned at #2
The red box shows the organic ranking for eBay page, the green boxes give the Google Product search and the Paid Product Ad listings for Ugly Christmas Sweaters on eBay.
Christmas 2011 Season
For the next Christmas Sweater season, organize a Sweater party yourself and remember, go to eBay to buy your Ugly Christmas Sweater!
* I wrote a post on how Engadget is doing black hole SEO as well…