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Buffalo Chicken Dip: Search Engine Super Bowl Champ (Four Seasonal Keyword Research Tips)

by Larry Kim  |  
February 1, 2013
  |  760 views

New keyword research from WordStream (my company) suggests that buffalo chicken dip—apparently a dip made to taste like buffalo chicken wings—owes virtually its entire existence to Super Bowl Sunday and the NFL season.

We conducted extensive research into the seasonality and trends of keyword searches on Google corresponding to chicken wings and hundreds of other popular Super Bowl snacks, including the following: guacamole, chili, nachos, pulled pork, pigs in a blanket, doritos, and seven layer dip.

The study found a near perfect correlation between the demand for chicken wings and buffalo chicken dip with the NFL season.

For the last nine consecutive years, search volume for buffalo chicken dip increased significantly in September (which corresponds to the start of the NFL season), then peaked in December (corresponding to end of the regular season), and peaked again in February, corresponding to the Super Bowl:


The search volume for "chicken wings" increases approximately 75% every February, relative to the three months prior, though the snack has more steady demand compared with buffalo chicken dip.

Google estimates that Americans search for "Chicken Wings" approximately 550,000 times per month, on average.


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Larry Kim is the founder/CTO of WordStream Inc., provider of the AdWords Grader and 20 Minute PPC Work Week.

Google+: Larry Kim

Twitter: @larrykim

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