How online shops benefit from the news

You’ve no doubt heard how the media creates, controls and influences the news. When people talk about this, however, they almost always refer to the way in which the media shapes and frames public opinion and thinking. In this blog, however, I want to discuss how news sources influence online purchasing behaviour.

Before a news story can have a real impact, it must, firstly, be compelling enough and, secondly, feature repeatedly in the news. The more it is in the spotlight, the greater the impact it will have on search results. Even if the news story itself is very sad or worse, such as the Stint accident, online shops can still benefit from it.

Breaking news!

When a major event occurs, many news organisations enter a race to see who can be the first to have an article ready. Many editorial teams even send out a breaking news alert containing nothing but a headline; the article hasn’t even been written yet. As a result, more and more people become aware of the big news. This deluge of news immediately following an event is crucial for creating a long-term impact. It ensures that people become aware of the facts and keep the issue in mind.

Top-of-mind news

Major news stories that recur continuously in the news over time become ‘top-of-mind’ news. Because news readers are constantly reminded of the news story, they do not forget it. Examples of stories that keep reappearing in the news include the ‘stint’, complaints about noise pollution from Schiphol Airport, the controversies surrounding Ryanair and many more. As these news stories continue to develop, people remain engaged with the story; the story remains top-of-mind.

How companies respond to the news

As a result, terms related to these events are searched for much more frequently on Google. This is by no means the case for every news story, but sometimes online shops can capitalise on the news and use it to set up active SEA and SEO campaigns.

Take the ‘stint’, for example – this product has been banned and has also received very negative press coverage. This presents opportunities for online shops selling bicycles to put the good old bicycle basket back in the spotlight and promote it heavily. People are looking for an alternative.

As a result, search results indirectly linked to the news may change significantly in the longer term. Online shops that proactively respond with high-quality campaigns will certainly reap the benefits and make the most of the increased search volume.

Another example is travel insurers. Due to the problems at Ryanair, there has been a surge in interest in taking out insurance – after all, what if your flight is suddenly cancelled? There are many examples like this. The news is causing people to focus more on products and services that are relevant to them.