Euro 2012 tops Google searches this year

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It seems a long time ago that Britain was gripped with summer sporting fever. Bradley Wiggins became the first Brit to win the Tour de France in July, the amazing Olympics experience with the likes of Mo Farah, Jessica Ennis and Ellie Simmonds doing the nation proud, but according to Google, it was ‘Euro 2012’ that received the most searches this year.


We did a lot of work with The Sun Newspaper on event projects this year, with ‘Euro 2012’ being the major one. The Sun is the most popular UK newspaper for football coverage, so we were surprised to see that the domain didn’t have any top rankings for ‘Euro 2012 related keyword terms.

We embarked on an extensive keyword research task, which included a knowledge acquisition procedure from football experts and pundits. This resulted in the following being achieved:

Title of chart relating to how certain URL's performed for the keyword 'euro 2012' between the period of April 1st  and July 2nd 2012

Chart showing how certain URL's perform for the keyword 'euro 2012' between the dates of April 1st to June 2nd 2012

Key to show which colour represents which URL in the chart

www.thesun.co.uk didn’t rank in the top 100 results at the start of the project. By 8th June, so the start of the tournament, we had achieved page one – so we were able to capture the demand for the keyword term right up to the end of the tournament.

Chart showing the rise in popularity of the term 'euro 2012' between the month of June and July 2012

We also wanted to capture derivatives of the keyword term, such as ‘Euro 2012 fixtures’, which out performed www.thedailymail.co.uk for the duration of the tournament:

Top of chart relating to how URL's perform for the keyword 'Euro 2012 fixtures' between the dates of April 1st to July 2nd 2012

Chart showing the performance of certain URL's for the keyword 'Euro 2012 fixtures' between the dates of April 1st to July 2nd 2012

Key to show which colour represents which URL in the chart above

We won’t go into the types of recommendations and strategic guidance that we provided (please do get in touch if you wish to find out a little more about the way we work!) but we are delighted that we helped www.thesun.co.uk obtain top ranking positions for ‘Euro 2012’ (including players by the way!) keyword terms. The guys at The Sun were obviously very impressed with the way we work:

The Sun worked closely with Intelligent Positioning for several months with some key objectives in mind. IP helped The Sun achieve considerable traffic growth in defined areas through their excellent, unique technology and data driven approach to SEO.

We have experienced significant growth, both long term and for specific events such as Euro 2012 and have incorporated many new practices with IP’s help to maintain and improve that growth.

Their real time data and analysis also provided support on a daily basis driving day to day traffic.

– Jim Munro, Online Sports Editor