Let’s take a look at how the Google Trends tool can be used as your own little Market Researcher, saving you and your employees valuable time and a lot of guesswork. It’s simplicity and accessibility means you really don’t have a reason not to use it – 1 minute with this tool and you’ll find insights – so read on to find out just why we love it so much.
First things first, here’s our description:
Google Trends is an online tool that allows you to see how often specific keywords, subjects and phrases have been searched for over a set period of time.
Offering a visual comparison of traffic levels, it populates data of these keywords into distinguishable locations, topics and where the search was carried out (web searches, image searches, Youtube searches…).
Plan Your Content Marketing
Trying to think of fresh and exciting content for your website & social channels? The struggle is real, and knowing what will connect with your target audience is akin to finding a needle in a haystack, but fortunately Google Trends can guide you towards that prized needle.
Explore Trending Searches…
Get inspired by analysing just what people are searching for, and get creative with your next piece of content.
A great starting point for content inspiration is perusing through what people are searching for, and thinking about how you could create content that is based on these topics, while also being relevant to your business.
By looking at the Explore and Trending Searches pages you can see exactly what is top of the search polls, and you can search regions (more on this later) and time periods (we’ve got this covered too) to help you decide just what topics are worth planning your next piece of content on. Choosing specific Categories enables you to search topics based on industries. Want to know what the health world is currently searching for when it comes to tea? You’ve got it:
Long Range Trends + Short Term Insights
Upwards Long Range Trends (Search behaviour based on 1–5 years)
Knowing that worldwide searches of Brexit are on the rise over the past year, creating content relating to Brexit ensures a greater chance of content exposure, as interest in all things Brexit continue to soar. Maybe there are obvious ways you could shape this content relative to your company/industry, maybe you’ll need a brainstorming session, but it’s worth hanging on the coattails of upward trending topics. Here’s an example of an article we might write at Little Ape, tongue-firmly-in-cheek:
“How Brexit is Shaping Our Google Trends Insights”
Find topics showing an upwards long range trend, and get brainstorming.
Downwards Long Range Trends
The above shows us that content consumption on Cryptocurrency is diminishing, thus if we were planning on creating content based on this topic, this is an indication that our resources would be better spent researching and creating content on another subject. What other subject? One showing an upwards long range trend!
Short Term Insights (30–90 Day data ranges)
When searching keywords on Google Trends, scaling down our date range allows us to see the specific days these keywords are most popular. In knowing our keywords most popular days, we can plan a publishing schedule for our content. Let’s focus in on a “how to” search to show just what we mean…
“How to” searches trend upwards on a Sunday and Monday. With this in mind, publishing educational content on either of these days will maximise your chances of engagement, as more people look for this type of engagement on these days.
This shouldn’t only be considered for publishing content though, once you have your “how to” content, align these with your email and online advertising campaigns, and make sure you are pushing this content on the days people are searching for it.
Geolocating Keyword Searches
Google Trends gives us access to keyword searches in relation to their geographical location, allowing us to see what the popular keywords are in specific countries, and even cities.
What can we do with this information? Lots. Is your company focused on regional sales? See what is trending in your area and shape content towards these topics. Are you an online business who ships internationally? Find specific areas with a high search volume of topics related to your products and double-down on your targeting.
Let’s run a little with this one, and look at Black Friday – during the month of November 2017 – as an example:
Honing in on last year’s activity, we can see which countries Black Friday proved a popular search. Black Friday – the Friday following Thanksgiving in which retailers offer major discounts – was an obvious hot topic in the U.S.A., but what about the rest of the world?
In Europe, Spain, the U.K. and Romania proved to have their eye on a deal with the highest volume of searches, while South Africa blew all other countries out of the water. Australia showed a particularly low interest in the topic, which gave us an idea.
If your business was planning a Black Friday offer, and your product/service is digital/can be shipped worldwide, are there key regions you should be marketing this Black Friday Offer to? For example, if an Australian retailer was thinking of pushing a Black Friday advertising campaign, would targeting their adverts to regions (such as South Africa or Spain) lead to a greater return on investment? Considering their home market doesn’t come close to engaging with Black Friday, this could definitely be worth testing.
Digesting the data Google Trends offers – and reasoning how it should influence your marketing strategy – is a step in the right direction in getting the most out of your marketing resources. Go see for yourself:
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