Scrambler

​An Australian Creative Director and Strategist fumbles through life in America. Live from New York.

An Australian Creative Director and Strategist fumbles through life New York City.

How Lorde Broke SEO.

I stumbled across a great article today on Lorde, her song Royals, and how through the intricacies of search engine optimization and advertising, she's screwing the dudes who sell Maybachs. Jalopnik isn't normally known for it's marketing articles, but they hit this on the head.

Here's the quick version: companies that sell online adspace use algorithms designed to set the cost of ad rates via how heavily searched that item is. So something like, say, a million dollar luxury limousine (that has kind of, sorta been discontinued) isn't usually searched by hundreds of thousands of people, which means that it's rates are lower (because it doesn't come up that much, comparatively). Until a little known New Zealand pop starlet puts the product name into the chorus of her mega popular song:

"But everybody's like Cristal, Maybach, diamonds on your timepiece."

Suddenly, hundreds of thousands of Kiwi teens google 'Maybach', and the algorithm thinks that they're suddenly all the rage, in turn jacking up the media buy cost. Simply put, the algorithm can't tell that the person Googling 'Maybach' is Trent, a 16 year old pimple magnet from Christchurch, or an oil oligarch genuinely interested in buying a terrible alternative to a Rolls-Royce.

Funny how things work, huh?