The data behind the usage is specific, varied and very useful for businesses who use the web – which is pretty much everyone now.
But how can we view and make the most of this data? Say hello to Google Trends.
Introducing Google Trends
Google Trends is an online tool that was created in 2006, although you can search data from 2004. It allows users to find topics and queries that are searched for in specific time periods, making it perfect for planning online business activities.
You can find out the activities and topics that your target audience want to see, and the data is collated into a Search Volume Index graph. The graph can show up to five searches at the same time, helping you compare the popularity of different topics.
How to use Google Trends
Google Trends is an easy and useful tool for both businesses and marketers.
- Go to Google Trends
- Type in a search term
- Select your filters
The filters you can choose include:
- Timeframe – ranges from 2004 until the last hour
- Category – 25 options ranging from property and beauty to games
- Search type – get results from News, Images, Shopping and YouTube
You’ll then be presented with your Search Volume Index graph.
Google Trends also lets you compare search terms. Each search term is given its own colour, making it incredibly easy to read.
How to read the Search Volume Index graph
The graph allows you to compare search terms. Google Trends doesn’t provide search volume, instead using a scale of 0-100. As you’d expect, 0 is the least point of relevance, and 100 is the highest. Each search term you enter is differentiated by colour, making the graph a lot easier to read and compare.
Google Trend usage for SEO
There are so many benefits to using Google Trends. The data received from the tool will help you to plan many of your business activities.
9 SEO benefits of using Google Trends for SEO
1. You can find relevant keywords
Google Trends is great for finding keywords that are becoming more popular in your industry. Use the timeframe filter and search the term two or three years ago – this way you can determine if the keyword is a true trend or not.
2. You can narrow down locations
Filtering on location allows local businesses to visualise what keywords are being searched for in their local area. This means you can see if there is a demand in the area for specific products and services.
3. You can use the data to build a content calendar
Content calendars are an organised way to help you understand your marketing goals and how to achieve them. Use the keywords you find to come up with content ideas that are relevant to your audience. Create blog posts, videos and social posts that you know your audience will find value in thanks to the Google Trends data.
4. You can find seasonal trends
If you’re in the UK, would you buy sandals in November? Or gloves in June? Certain products sell better at different times of the year. Two products that you probably already know that to be true with are “gloves” and “sandals.”
You can see in the Search Volume Index graph that one search is more popular than the other depending on the time of year.
Use Google Trends to find similar activity in your industry. The data will help you build a seasonal content plan so you can release blogs and videos on certain topics when you know your target audience will be looking for them.
5. You can find related queries for suggestions
Let Google Trends take the strain. When you search for a topic or trend, there is a section that shows related queries. Clicking on a suggestion will take you to that term’s data. Go down a rabbit hole or two and see if you can uncover more relevant terms for your business.
6. You can discover growing trends
Marketeers use Google Trends for SEO on a daily basis, meaning that they are all looking at the same previous data and trends.
But what if you could use it and make your content stand out from the crowd?
Google Trends gives you the ability to track current trends and follow them to see if more people are jumping on them and searching for the same thing. Use the online tool to look at trends differently and get ahead of the game with creating content.
Using the data this way could help develop new products or services. By tracking what people are searching for, you’ll be in the know of new product demands.
How to search this way:
- Compare two products that you may stock against each other to find out the demand and in turn whether you should develop similar products
- Searching something like winter clothes will give you variations of similar trending topics, again helping you determine what is in demand.
7. You can find trending long-tail key phrases
Using long-tail key phrases could help get the attention of your readers more quickly.
Let’s say you run a salon. One of your business objectives is to gain more traffic and get more facial treatment bookings, so you write a blog on skincare, the products you stock and the treatments you offer to help varied skin concerns.
As we move into winter, most people suffer from dry and dehydrated skin. To combat this, people tend to switch up their skincare routine and search for ‘skin products’. But what they really want are products to improve their skin concerns by adding more hydration to their skin.
So, switch it up and use long-tail key phrases. Something like ‘how to improve my skin’ relates more to what people’s needs and wants are.
Use the research you’ve found to create the content of your blogs and feature how your treatments help trending skin concerns or in demand skin treatments.
8. You can use data to optimise video content
Do you run a YouTube channel as part of your advertising campaigns Finding out what topics are already trending on the platform can help inspire your future content.
As an example, for someone that runs different gyms across the country, video content could help potential members see how the gyms run, the atmosphere and equipment.
Use Google Trends to find out what new gym equipment is trending. If you have the same type of equipment or something different that offers the same results, post a video about it if you know it’s trending. It could bring you more views and interaction.
9. You can filter on types of searches
Having the ability to filter on four different types of searches gives you the scope to improve your SEO on many platforms.
As an example, if part of your business marketing plan is to create vlogs, using both the YouTube search type and the time frame filter enables you to find out what usually trends on YouTube at certain times of the year, and what is currently trending.
From finding out what’s trending on YouTube, you’ll be able to create relevant vlogs, as well as, trending content alongside of it.
Have you used Google Trends to help with your SEO? Let us know in the comments how you used it and what you’ve learned, or tweet us @TeamTillison