Insights into Google Trends
During March, searches for “how to make hand sanitiser” grew by 4,950% worldwide Meanwhile, there was a 600% increase in searches for “is it possible to get coronavirus twice”, with searches for “grocery delivery service near me” increasing 200% globally aswell.
Just looking at UK search trends, in the past week there has been a 900% increase for the search term “how to make a face mask step by step”.
Our current global environment is extremely dynamic, with people’s demands changing daily. In order to keep abreast with these shifting consumer behaviours, consider consulting Google Trends, a free Google tool that provides users access to actual search queries across the Google Search network. Simply enter a keyword or topic and explore real time consumer data.
In order to identify insights relevant to your business and extract maximum value from the tool, here are our top tips for using Google Trends.
- Use Google Trends to find niches
By using Google Trends, you’re able to uncover skyrocketing keywords that can be the basis for your next business venture, product or service. To identify niches, you’ll want to alter the date range to as far back as possible, in order to determine whether the keyword is indeed trending upwards.
Here's an example of a skyrocketing product in Google Trends: face mask.
You can see clearly that over the past month or so there has been a considerable uplift in searches for ‘face masks’. This suggests an increase in demand for this product, highlighting a potential product niche - or it would at least if the circumstances were different.
However, be careful when choosing these niches to make sure that the product or service will remain relevant in the months or years to come. As with the above example, demand for face masks will fall as we exit this global pandemic. A similar instance occurred in the past with ‘fidget spinners’, where demand increased and decreased rapidly, leaving the product with a short life-cycle.
- Filter across Google Platforms
Google Trends now allows you to explore the latest market trends across different ‘properties’ or platforms. You have the option of filtering between Google Search, Image Search, News Search, Google Shopping and of course YouTube Search.
This functionality is particularly useful for those businesses who place a particular emphasis on specific platforms.
- Compare search terms and topics
With Google Trends, you can compare your search terms and topics across languages, locations, and time periods to find those most relevant to your business.
This is particularly relevant for international businesses, who’s practices transcend borders and languages.
- Find relevant search terms related to your topic
When you search for a term in Google Trends, you have the option to explore the top searches, rising searches, and searches related to your term. This process can aid in identifying semantically relevant keywords, some of which you may not have previously associated with your product or service offering.
Let’s say you’ve identified your niche. You may be interested in expanding into different, related verticals in the future.
Simply type in your niche, for example “fidget spinner” and scroll to the bottom of the page where you’ll find ‘related topics’ listed.
In this instance, it’s produced a variety of suggestions. In particular, let’s focus on “Fidget Cube”. Those searching for fidget spinners may also be interested in purchasing a fidget cube, making sense to also include this product in your businesses offering.
These suggestions can often serve as fuel for blogging ideas, having the benefit of being relevant to your businesses current topic.
- Create content around current trends
Navigating to the left hand menu icon (☰), you’re able to access the ‘trending searches’ section of Google Trends. These trending topics, as the name suggests are the hot topics right now. You can choose to browse daily search trends, realtime search trends and browse by country.
Whilst a lot of the time these trending topics may not be of relevance to your business, you only need a few to make the effort worth it. For example, a gaming store or forum may decide to produce a blog covering information surrounding the EA servers.
Through occasionally producing content surrounding these topics on your blog, you can drive organic traffic to your website. Make sure to also include any hot, relevant hashtags with news stories to boost social engagement.
- Leverage Google Trends tips
To get the most out of the tool, leverage Google Trends search tips. Through the use of different punctuation, including -, + and “”, you’re able to modify your alter search criteria and filter your results to ensure you get the most relevant results.
If any of you have used Google Ads before, it’s a similar practise. Quotation marks denote a ‘phrase match’, meaning results include the exact phrase inside double quotation marks, possibly with words before or after. + indicates that searches can include an additional keyword. - indicates keywords that should be excluded from results.
If any of you have used Google Ads before, it’s a similar practice.
- Subscribe to a Google Trends alert
Make sure you subscribe to a Google Trends alert to get email updates on the most popular topics and searches in your region.
This ensures that you’ll not miss any developments, allowing you to act quickly on any data. For example, if a specific search term is rising in usage, you may choose to implement it into your Google Ads campaign and content optimisation strategy.
- Complete Google Trends Lessons
Gain confidence and become highly skilled in using Google Trends through completing available Google Trends Lessons and find out even more about how to get the most out of the tool. These courses are extremely detailed, containing rich text, quality infographics backed up by Google’s own data and images - they even include estimated completion times for those of you who may be on a tight schedule!