• by Laurie Sullivan  @lauriesullivan, February 5, 2016

Questions show intent and drive queries on search engines. They also spark chatter on social sites, which makes timing for the release of content on Web sites and across social a more important factor. 

As brands scramble to optimize Web site pages and content related to Super Bowl Sunday, fans search for information on Coldplay's halftime show, and Lady Gaga's rendition of the Anthem. Searches on engines and social sites also include recipes for food typically served at Super Bowl parties such as buffalo chicken and dips, and information around specific game-type topics about when the Panthers won their last Super Bowl, and where is Levi's Stadium.

Rob Griffin, chief innovation officer at Almighty, a digital agency, has been in conversations with Reelio, a site that matches brands with creators, about improving a brand's organic search efforts by increasing the number of links and keywords across all social channels, as influencers post about the Super Bowl.

Timing is everything, especially as real-time becomes more important, according to a study released by Origami Logic Friday. But not the timing marketers may think. Marketers are finding that timing decisions now are guided by real-life opportunities.

As of five days before the Super Bowl, 19 full-length commercials and 23 teasers had been released. A particularly notable early release was Pokemon’s "Train On" commercial released in full length 13 days in advance of the big game. It received more than 12 million views, 100,000 likes, and 7,000 comments to date.

Origami tracked social activity and audience engagement of 42 advertisers investing in a commercial spot during the Super Bowl. Data was collected across Facebook, Twitter, Instagram, YouTube, and Google+, from Jan. 1, 2016, through Feb. 2, 2016. 

People engaged with the Pokemon brand most, with more than 650,000 engagements such as likes, comments, shares, favorites, replies, and retweets, outdistancing all other brands by more than 5 times. T-Mobile, Doritos and Amazon also gained engagement. Brands that were most active on their social Properties included Wix.com, with a total of 101 posts, tweets, photos and videos across all five social platforms. LG and Pokemon also published 62 and 55 messages, respectively, across their social properties, according to the Origami report.

The timing of the release of content signifies a shift in strategy around the Super Bowl from simply redistributing commercials on video channels, to using the content as a topic of conversation at the perfect time. Not just to enter the conversation on social sites, but use that buzz on social to also spur searches. With the increasing importance of digital and online video, key digital content around live events is acquiring a life of its own, where timing decisions are guided less by the timing around the event, and more by real-time opportunities to time engage with digital consumers, according to the report.

Rand Fishkin, founder of Moz, believes search engine optimization professionals should stop worrying about keywords and focus on topics, which can fine-tuned to reflect timing. In a video he explains "old-school keyword targeting and new-school concept targeting," and ways to lay out a plan to capitalize on both. Rather than specifically calling out "chips, dips and beverages" focus on "best snacks for super bowl parties." He gives the example of "cheap times for flights" vs. "airline price variations" or "when to book flights."