July 31, 2021 8 minutes to read
The opinions of entrepreneurs’ contributors are their own.
Google Trends is a useful and free tool that provides statistics and other information about the popularity of certain search terms on Google and YouTube. There are many reasons why it has become such a popular source for big data research and applications, not least because it provides a platform for observing consumer search information by providing extensive statistics on search data. Better still, Google Trends is easy to use, not just for collecting data, but also for providing comparison tools.
Searching for specific products / services is a telling indicator that a user is likely to buy them too. There is a proven link between a consumer’s willingness to browse the web and making a purchase. A person’s prior knowledge naturally plays a crucial role in the search itself and ultimately in the final decision-making process. Simply put, the more a person knows, the better their search activity becomes.
Consumers use search results by entering their own keyword-filled terms to access a range of information sources. In view of the inevitably numerous search results, however, they do not use all (or even only half) of the sources available to them. In most cases, it means they don’t go past the first page of Google search results. Business owners looking to maximize sales can use Google Trends to drive higher search results for the Search Results Page (s) (SERP), according to DataForSEO. It’s really nothing less than a magic wand.
But first you need to know how to handle it.
1. Analyze keyword volume trends
You can use Google Trends to view the trend volume of a keyword over the past year.
Why is that important? Because finding the ones that are becoming increasingly popular means staying one step ahead of the crowd – so that you can create content around the industry-relevant keywords that people are actually looking for.
For example, if you use a keyword research tool like Soovle or Jaaxy you will only see search volume, but Google Trends can also help you predict future performance of a keyword.
In the same way, Google Trends will help you avoid keywords that are badly trending.
But how can you tell if a keyword is really trending or just a fad? All you have to do is adjust the trend timeframe; If you extend this time frame to the past two to four years, you will have a better idea of what a trend and what a blip is.
This is also a great way to identify seasonal keywords – those that are increasing sharply in quarterly patterns. You may want to familiarize yourself with these particular keywords, but it always helps to distinguish them from the real trendsetters.
2. Find related keywords
Another powerful feature of Google Trends is its unique ability to recommend related keywords, which are also becoming increasingly popular. Suppose you have your key concept in mind; Find it, then scroll down to the Related Queries table. You will find that Google Trends shows keywords that it believes are closely related to what you are looking for and ranks them in order of their popularity percentage. Both actions bring a lot of strength to market research.
3. Make a note of the keywords “Breakout”
Sometimes you will find that Google Trends replaces the percentage (%) of search volume with the term “breakout”. Pay close attention because it means the keyword has increased more than 5,000%. Don’t misread the number, however; it doesn’t mean the keyword is overused and difficult to rank – on the contrary. You should access this keyword ASAP as it may not be competitive yet. If you’re fast enough, you can sit on top of the Google search page and relax.
To be too good to be true?
Possibly. These “breakouts” often turn out to be fads. Building an entire business model around them is not recommended as they are likely (and often quickly) to fall out of favor. But for a few months of traffic and a coveted spot in Google search results, it can be a smart move if hit at the right time.
Related: How to Identify the Best Long-Tail Keywords
4. Look out for related blog and video topics
It doesn’t stop there. Google Trends can help you find related keywords to a search, as mentioned earlier, but it can also provide insights into related topics that you should consider for future content. If you look to the left of the Related Queries table, you’ll see another table called Related Topics. It doesn’t display specific search terms here, but rather provides insight into broader topics that consumers are looking for.
If you toggle between “Ascending” and “Top”, you will find that the latter list topics that regularly receive large numbers of monthly searches, even if they do not necessarily grow. “Rising” on the other hand will bring you results for those who are trending. These broad topics are very useful for SEO as they can help you create content that anticipates new trends. Once you’ve pinpointed the specific keywords you’d like to rank for, you can make a list of blogs, videos, or social media posts on those topics.
5. Use optimization locally
This feature is fantastic for brick and mortar businesses serving a local community. As mentioned earlier, performing a “search” is often an act that accompanies the purchase of a product. As a business, you can use statistics on search activity to monitor, analyze, and even predict whether a product, service, or new idea is acceptable to a local audience. It would be even more worthwhile to check “Interest by Sub-Region” on Google Trends. Even if you live in the same country as millions of others, keywords in different cities, states, and subregions can have a unique trend.
For example, if you make athletic shoes and are considering launching a range of ice skates, Google Trends shows how search volume for that keyword varies from city to city and state to state. “Interest by sub-region” can help to filter and sharpen the geographic areas with the highest demand for products in order to strengthen and sharpen an SEO strategy.
Similar: Finding the Age of Distraction: Six Secrets to Great Local SEO
6. Don’t neglect new keyword ideas
Google Trends has even more arrows up its sleeve, including five additional options.
• “Web search (standard)”
• “Image search”
• “News search”
• “Google Shopping”
• “YouTube search”
The results contained therein help identify popular topics and inquiries from different segments of a potential market. While you won’t get any specific keywords, you will get insight into trending searches: real-time data for searches that have increased over the past 24 hours.
Just be careful not to focus too much on keywords that are short-term blips.
7. Tap LSI Keywords
Finally, let’s draw attention to an often overlooked aspect of SEO: tapping LSI keywords. LSI is an acronym for latent semantic index (ing) – a computer program designed to learn a variety of synonyms based on context. This revolutionary AI uses mathematical systems to find the relationship between a word and its concept within a piece of content. Google Trends can further help with on-page SEO by showing LSI keywords. Let’s say you wrote a post about Bitcoin. Using “Related Searches” and “Related Topics”, Google will show you a list of terms that are closely related to a core keyword.
All you have to do is put these terms in the right context or in a meaningful way in blog posts (remember to avoid random keyword stuffing).
As Google Trends evolves, contextual aspects become more and more important. Adding context can be done in several ways:
• Use the Compare tool to add new keywords
• Filter searches by country or category
• Performing web searches
Google Trends works in a very relativistic way, so you never want to ignore the context. The results are not compared to the general popularity of trends, but to the previous success of your keyword choice. Take the term “beauty pageant” for example. This was a popular pre-pandemic search phrase, but if you look at beauty pageant trends over the past 12 months, you will find that they have hit an all-time low. Change this to “2005 – Present” and the graph shows stability, similar to a constant heartbeat. This is also one of the characteristics of a seasonal search.
Related: Best Free SEO Tools to Boost Your Rankings
As modern consumers increase their demands and Google updates its algorithm, we’ve come to a point where using Google Trends data is more valuable than ever. When you’re ready to roll up your sleeves and go beyond simple search, you’ll find unique insights that can significantly change your SEO for the better.