Want to know what the world is searching? Well, you can! Google Trends is an amazing tool that all marketers and brands should take advantage of.
Google Trends does more than just offer information on what’s trending. You can use Google Trends to find niches, do keyword research, monitor your competitors’ positions and much more.
Marketing is so much easier with Google. Keep reading to find out all about the different Google Trends features. Our guide will help you get started and searching in no time!
Google Trends: One Tool to Rule Them All
Google Trends has many uses. Most importantly, it shows the relative popularity of a keyword over a specific period of time. It can help you come up with effective marketing strategies and content that people will want to read.
Google Trends is great for identifying seasonal trends. Here’s a graph indicating the interest over time for the search term ‘winter coat’ in Australia:
As one would expect, the query ‘winter coat’ is most popular in Australia during winter time. Search terms such as sunscreen and sunglasses are much more popular in December and January when it’s warmer.
If your business is season-dependent then Google Trends is an invaluable tool that you should be using. You can launch campaigns and create content to coincide with the peaks. For example, It would make sense to publish an ultimate winter equipment guide during the colder months of the year.
Knowing when certain searches are about to peak can help guide your website optimisation plans. You may have already published an article titled ‘The ultimate winter equipment guide’ in May of last year, so now would be a good time to edit and optimise the page before winter comes.
Avoid Falling Topics
If you’re looking for good topics to write about, you should always check with Google Trends first. Creating content for falling topics is really a colossal waste of time.
When searching for terms, make sure you read the results correctly. Most marketers search for the popularity of terms from 2004 to present, but that’s not always the best approach.
Some queries may peak and reach maximum interest at a specific point in time but remain low after that (as was the case with fidget spinners in 2017). You can expect certain seasonal changes to affect more general search term queries similarly every year. The same cannot be said for all trending products.
If you have several topics in mind, the Google Trends comparison tool can help you decide:
Although both ‘sunscreen’ and ‘sunglasses’ peak during the height of summer (late December), you can clearly see that interest around the term ‘sunglasses’ is quite a bit higher all year-round. In this case, writing about sunglasses would be a better idea than writing about sunscreen.
Topics Trending Now
Use trending searches to find terms that have seen tremendous jumps in popularity over the past day, in any given location. This amazing tool is useful to any marketer and can help you prepare content that’s guaranteed to get traffic (provided you can deliver while the term is still trending).
Certain search terms will continue to trend for hours (even days) after appearing on the front page of the daily search trends. Others will reach a peak on the day of and may start declining rapidly in popularity as the hours and days pass by.
Writing on a trending topic is never a bad idea, but results may not be optimal, considering the time it takes to actually research and write the blog or article (not to mention the time needed to optimise it for search).
So what do you do? News searches usually trend for less than 12 hours. These are the hot topics that every journalist wants to write about as soon as possible. Seasonal events and holidays are much easier to predict (check numbers 3, 5 and 6 in the list), prepare for and write about in good time.
Research is the key here. Look at historical data so that you can predict whether interest in a trending topic is likely to rise or fall. Trending search terms shift incredibly fast so you need to be quick about it. Here is the same trending page from before, updated just after 40 minutes or so.
At the time of writing of this post (evening of Sunday, April 28th) Game of Thrones was trending in anticipation of episode 3 of season 8. That would have been a great time to post Game of Thrones-related content as interest is estimated to peak at around 10-11am on Monday.
While daily search trends highlight searches that jumped significantly among all searches over the past 24 hours, real time search trends uses a complex algorithm to incorporate multiple online sources to the result e.g. trending news articles, popular graphs and statistics).
It’s always good to take a look at real time search trends to gain useful information that goes beyond sheer search volume numbers.
Research Done Right
Google Trends is not useful just for finding trending topics to write about. It can also be used to track the popularity of brands and businesses. You can use Google Trends to learn more about your competitors as well as compare interest between different brands.
This graph compares the number of total searches for Adidas, Nike and Puma in the past 30 days. It would seem that Nike is the most popular designer among the three in Australia. Different events and marketing campaigns by both Nike and Adidas appear as peaks here.
If you scroll to the bottom of the page, you’ll find a list of related topics and queries. You can choose to view these by using the metrics ‘top’ or ‘rising’. ‘Top’ will show the most popular topics related to your search (scoring on a relative scale). ‘Rising’ will show related topics with the biggest increase in search frequency in a short time period.
Here are some topics and queries related to the search term ‘Nike’:
There are so many things that you can do with Google Trends. You’re missing out if you’re not already using it help your marketing and content management teams.
Google Trends provides users with quick data and information on real-time trends. It’s great for keeping an eye on your competitors and coming up with great content and topics to write about. You can also use it for keyword research and keyword comparison.
Google trends can be a great complementary tool to Google Keyword Planner. For best results make sure you make use of both! Check out our New Google Keyword Planner Beginners Guide here!