Tuesday, December 11, 2012

Weekly Kitchen Insights – Recipes and Trends from Allrecipes.com

Cookies! The holiday cookie baking blitz is upon us, and last week Allrecipes.com's home cooks were blending butter and stirring sugar with a passion. Cookies ruled, from recipes to search terms to videos. Who can resist butter cookies with butter icing? Or snickerdoodles? Not me! Here's the past week’s recipe and search terms rundown:

The #1 new recipe last week was irresistible, capturing top numbers for page views, prints, and recipe box saves: Old Fashioned Butter Cookies with Butter Frosting It’s a recipe that definitely fits a trend reported in Allrecipes’ Holiday Measuring Cup Trend Report: 42% of online cookie bakers say that a cookie recipe must make a ‘very cool looking/pretty cookie’ in order to make it as a favorite on their Pinterest board or baking list.

Christmas tree cookies in festive garb (Photo by janberet)
  • Slow Cooker Beef Stew I also saw the largest increase in prints and Recipe Box saves week-over-week, no doubt due to being an easy supper idea and its all-star video status
A yummy pot of Slow Cooker Beef Stew (Photo by KellyAZ)

Top Search Terms Last Week
When I looked at search terms driving traffic to the site, the fastest growing search term driving traffic to the site last week was snickerdoodle recipe. Other fast growing search terms driving traffic to the site included icing for sugar cookies, oreo balls, and Christmas dessert balls. The fastest growing internal search terms week-over-week included cookie, peppermint cookies, slow cooker stew, and cookie icing.

Allrecipes' all-time favorite! Mrs. Sigg's Snickerdoodles (Photo by Joey Joan)

Top Performing Videos (based on week-over-week positive change)
In the video universe, cookies ruled as well. A new video starring almost everyone’s favorite flavors—chocolate and peanut butter—was the top new video based on the most video page views per day live during the week. The video makes this five-star recipe for Peanut Butter Balls III look so easy even I could do it! (I started looking at our other Christmas cookie and candy videos... yum! Lots of delicious inspiration!)

Festive Peanut Butter Balls (Photo by Andrea81)

Other videos hitting the top of the charts last week included:
  •  Forever popular! The Best Rolled Sugar Cookies earned the top spot for page views, excluding all featured content. (Note: This metric excludes video detail page views generated by newsletter features, primary navigation features, and/or video homepage features.)
  • Home cooks just can’t seem to get enough of our How to Cook Salmon video! Once again, it was the week's top performer in page views referred directly from a search engine
Here’s wishing you merry holidays with a plateful of warm cookies!

-- Posted by Rennys@allrecipes.com, Business Analyst

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