Q: I’ve been told several times that Google Trends is a great business tool, can you elaborate on it?
A: Google is by far the most used search engine, with well over 90% of the world’s search traffic, processing over 3.5 billion searches daily.
Each search is based on the word entered. This allows Google to understand trends as they occur or on a historical basis. At Google, the trends tools also include searches performed on YouTube.
This rich database of keywords can be accessed by anyone using the Google Trends web page.
Keyword Research Value
If you are in business, you probably have a website, and if you have a website, you want to generate as much traffic as possible on it.
Using different advertising platforms is one way to generate traffic, but doing your homework can sometimes get visitors for free (also known as organic traffic).
Google’s decision to include a website in a particular search criteria is so complex that keywords alone cannot guarantee free traffic, but that’s an important first step.
There is no better way to study keywords than Google Trends, as it utilizes the ultimate database of what people search every day.
Assuming your potential customers know which search terms to use, it’s a very dangerous approach and we were the first to sin.
Since I was in the computer services business, I thought it was important to focus on that search term, but Google Trends revealed that it wasn’t the term the customer was using.
As shown in this comparison, the term computer repair generates a lot of traffic exponentially.
Understand the basics
This site starts with current trends that are likely to be of little value. Therefore, start by entering search terms or topics that are relevant to your business.
The resulting dataset will be for web searches in the United States for the last 12 months (unless you are doing this from another country).
The graph shows interest in the keyword over the selected time period and can be traced back to 2004.
One of the best uses of the trend is to see the seasonal changes in keyword usage. This can be clearly seen by using “tax software” as the search term and changing the period to 5 years.
The highest peaks of each year are towards the end of January and the beginning of February. You can check this by hovering the mouse pointer in the center of the graph and dragging left or right.
This intelligence can be used in both online and offline marketing initiatives to shed light on when customers are most interested in this product category.
If your search term has multiple meanings, you can use the category options to narrow your data to the appropriate meaning.
You can also change your data from a web search to an image, news, shopping, or YouTube-specific search.
Search term comparison is another valuable market research option for trends. If you add “Tax Preparer” to the “Tax Software” data, you can see the difference in search volume and the similarity of the annual peak.
Scroll down to see interests by subregion and related topics and queries that may lead to other valuable search terms.
We strongly recommend that anyone involved in business development or marketing learn how to use this tool.
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