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Warning: You’re Losing Traffic by Not Using Search Trends


Priyank Sharma - January 4, 2019 - 0 comments

Imagine you’re creating a strategy to target a keyword, you have crafted detailed and amazing pieces of content to share it with your audience. You have a rock solid link building plan in place to acquire links from high authority websites.

But, what about your audience? Do they still have an interest in reading about this topic or had they lost it a year back?

All your efforts will go in vain if you don’t analyze the search trend of the keyword.

Brian Dean, the founder of  backlinko  and one of the smartest SEO marketer, was unable to figure out which keyword he should target from one of the two similar searched keywords.

The two keywords were Google Keyword Planner and Google Keyword Tool. He thought smartly and analyzed the search trends of both the keyword through Google trends.

 

 

He noticed that the search trend of google keyword ‘planner’ was rising high while the search trend of google keyword ‘tool’ was dropping like a stone.

 

He chose to go with the former one. He is generating tons of traffic with this smart approach and now ranks among the top five for that keyword.

Along with providing the search trends, the power of this tool can also be used for keyword research, finding trending topics for content marketing, competitor analysis, and much more.

Before going further, now let’s understand more about search trends and how to analyze these to get more valuable insights for your business.

What is a search trend?

Search trend refers to the relative popularity of searched terms done over a period of time on Google. This relative popularity is displayed through a graph which shows the rise and fall in interest when the graph goes up or down

What does Google Trends show?

Google Trends display the data of popular searched terms and award them a score from 0 to 100 which is the ratio of single search term volume to all possible searches.

What do the numbers actually mean?

The meaning of score differs when we look at the results by interest over time or regional interest.

Looking at interest over time, we see the actual search volume for a particular search term of each day within the time range compared with all the searches done on google at that time and location.

For example- In May, YouTube accounted for 185 million searches in the United States, and the number of searches in the United States is 11.74 billion. The relative popularity of “YouTube” searched term is the ratio of 185 million by 11.74 billion.

As such, one can calculate relative popularity for the subsequent month.

The change in relative popularity can occur either by the change in search term volume or by the change in the total number of searches.

Looking at regional interest, we can see the search interest for a particular topic in a given region compared to all the searches done on Google on different topics in that same place and time.  

For example- If Mississippi accounts for 4% for the search query of the term “Facebook” and California accounts for 1% for the same period, Mississippi’s score would be 100, relative to California’s score of 25.

This means Mississippi has the highest search interest for the search term “Facebook.” A higher value refers to the higher proportion of all queries done on google and not a higher absolute query count.

Compare Google Trends

With Google Trends, you can compare multiple keywords across different locations, time periods, and languages. Through such comparisons, you can easily identify right keywords pertaining to your business, trending searches, geographical search data to expand your business and much more valuable data to run the business successfully. This is why it is the most helpful tool for every business.

Real-time and Non-real time filters

The Google Trends data analyzed on the real-time basis shows the interest over time for a particular search term from the last seven days. With the non-real time filter, the interest of any search term can be analyzed from the year 2004 to date.

The chart will display the data of one filter at a time.

With the above highlights, you can clearly identify why Google Trends are so valuable for every marketer and business. Now, let’s uncover the hidden gems.

Using google search trends for marketing

Identify seasonal trends

You must have observed that the consumer demand for some products and services are affected by seasonality. A huge growth opportunity lies underneath these seasonal trends as you can drive quality traffic by creating and optimizing content around these trends.

But how to keep yourself updated with such trends?

Suppose you run an online gift store where you sell gifts of all categories, and you want to target each category with specific content but have no idea how will it perform?

The smart approach in getting the best out of your content marketing practices is to look out for the popularity peaks through Google Trends.

For example, take a look at the Google Trends data for the search term “Father’s Day.”

 

 

From the graph above, you can observe the peak of this term is during the mid of May until the end of June and the historical trends tell us that we are about to see another peak next year around the same time.

Using this strategy, you can create related content like “father’s day gift guide” and publish it a week before to garner more organic clicks.

Use related search to find long tail keywords

“If you want to attract a highly targeted audience, you should write about long tail keywords.” Probably you must have heard about this SEO advice multiple times from every marketing GURU as specific searches tend to more conversion than generic searches.

With the related queries section, you can find medium and long tail keywords suggestions for the term you searched in Google Trends.

Let’s take the example of “Design Thinking” and see the related queries for this term.

Related queries for the query “Design Thinking”

 

 

 

 

You can also go one step further and see these related searches into any SEO software. This will generate even more related keywords.

By checking the keyword difficulty and search volume, you can uncover the hidden gems that can drive a lot of organic traffic.

Find Trending Topics

Keeping your audience informed with the current topics is a good practice to increase engagement.

With google Trends, finding the trending topics is the easiest task on earth. It’ll show you the queries which have the most popular searches in the last 24 hours.

You can identify trends as per your niche by using filters of category and location.

 

 

Pro Tip: Ride the Wave

Since every marketer is using the same search data, you cannot attract the audience by walking down the same approach. You can actually ride these trending searches and queries to add your brand in the middle and drive traffic to your website.

The practice is called “Newsjacking” which is a sure way to ride on current hot topics. You have to be laser quick as these trends last for 24-48 hours.

Geographical data to find the demand for your product and services

Suppose you run an online T-shirt business and planning to launch a new collection of superhero T-shirts.

Before that, you would like to identify the regions where these products are the most popular.

With the regional interest data in Google Trends, you can get the answer to all such questions.

 

 

Now once you have the list of areas, you can target all these regions with Google AdWords or create content specific to the people in these regions.

Identify blind spots in “Keyword Unicorns”

Before planning the content calendar for marketing your services, always check the topics with Google Trends.

ZhuZhu Pets, for example, robotic hamster toys, has a monthly search volume of 27,100.

 

 

But, after plugging the term in Google Trends, you’ll see the popularity rises in early September 2009 and reached the popular peak three months later.

By January 2010, there was a drastic decline in the interest which was at the peak before – from 14% to stunning zero.

 

 

Creating content on falling topics is a sheer waste of time rather than target keywords which have good monthly searches with steady and increasing search popularity trend.

Find what topic works better for video

We all know how powerful ‘YouTube’ is for marketing. According to sources, YouTube gets over 30 million visitors per day, and almost 5 billion videos are watched on every single day by YouTubers.

To leverage this audience, you have to create videos on the topics which attract more audience.

With Google Trends, you can check the popularity of the topics for YouTube search with three easy steps.

  • Enter your search term.
  • Switch from Web Search to YouTube Search.
  • Look out for Related Queries and Related Topics.

Let’s say you’re planning to create a video on “Paper Crafts.”

 

 

By seeing the popularity trend, this topic is well worth creating a YouTube video.

You can craft relevant titles and descriptions by using the suggestions provided in related queries.

 

 

Do better with Google Correlate

With Google Correlate, you can discover topics that people are most interested in which in turn will help you figure out the topics you need to write.

Google Correlate allows you to find correlated terms which follows a similar pattern. It is the only tool on the Internet to perform such actions. However, it’s still not used by most of the marketers in the world.  

Let’s say, you run a website on “cooking recipes” and you find some popular search terms on Google Trends like “beet recipe” and “hummus recipe” for your blog.

To get more suggestions for your blog, Google Correlate will help you find similar topics your audience is interested in to hook your readers.

After plugging the search term in Google Correlate, you can instantly find highly correlative topics like “ roast garlic,” “flour cookies,” “cooking oatmeal” and many similar suggestions.

Knowing this, you can start writing recipes about these ingredients as this is where the interest of the people lies.

 

 

Find Topic Clusters for your Blog

The traditional way of structuring a blog until now is to create individual blog posts that rank for specific keywords and add relevant tags to it.

It becomes complicated to drive the best results from your content when you create multiple blog articles about the same topic.

With this approach, even your content compete against one another in search engine for better ranking.

Now, the best approach to resolve this is to adopt the topic cluster model. The topic cluster model is all about finding the broad topics you want to rank for, then create content to target the relevant keywords around these topics and linking all these content with each other to achieve broader authority for your topic in the search engine.

According to Hubspot, this model consists of three elements: pillar content, cluster content, and hyperlinks.

 

 

Source by HubSpot

 

With Google Trends, you can easily choose popular topic clusters for your niche.

Let’s assume you run a blog about “coconut oil.” Now, put this term on Google Trends and then look for related topics.

 

 

Looking at the results of related topics, you can create choose pillar content as “Coconut oil Mask,” “Coconut oil for the face” and “Coconut oil for the tooth.”

Now, you can look for relevant keywords around these topics and create content to target all the specific keywords and interlink each other to create authority for your topic.

Conclusion:

Although Google Trends have immense usage in marketing, the principles remain the same in every usage; looking for unique insights by analyzing the search trends data.

This is the only tool in the market which tells you about the popularity of the search term.

Now, I want to ask you whether you have used Google Trends before?

If yes, then for what purpose and where have you used it the most? I am looking forward to your comments.

Geb and Nut