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Find New Ideas With Google Trends

Content Marketing, Digital PR, Marketing Strategy, Paid Search, SEO 15th Apr 2020

(This is the transcript from our new video so it may not read as well as a normal blog post would)

Hi, Ben here. And in today’s video, I wanna go through Google Trends for 2020. I wanna talk about how you can be utilizing Google Trends to see especially at the current time where things have been moving quite quickly, buyer behavior is changing, all sorts of online shopping and searching behavior is changing. There’s spikes with different industries, different products, related topic topics and things like that. So in today’s video, I wanna focus on what you can be looking at in Google Trends, which is available at trends.google.com. If you’re not familiar with Google Trends, it kind of is what it says on the tin. It basically plots the trends through different searches through Google’s ecosystem. So YouTube, shopping, image searches, Google short searches, and it kind of plots it all out so that you can check the different trends that are going along related to certain subject, topic or product. So the first thing I’d be using this for is find what’s trending now. So looking around products, services that you offer, the industry that you are in, the sector that you are in, looking at your specific search queries, keywords, terms around what you do, how you fulfill it, those sorts of things, looking at those, looking at what the trend data is saying, are searches for that increasing, are they decreasing? What are the related topics? So basically just using it to get a state of play on what’s changing, so that you know what you can capitalize on, or what’s dropping, you can take resources from that and put it into what you do that is trending at the moment. Also, it’s really good for looking at related topics. So this can give you ideas of it might be that a certain product that you’re selling or the way that you’re advertising a certain product that seems to be dropping, you might see that a related topic, or people are looking for it in a different way, or looking for that same product, but using it as a different application. So you can find the data off of that, and then you can update the way that you’re selling your service or product to match those searches. Another thing at the moment that people might be getting caught up in is seeing a dip or seeing things dip at the moment and thinking this has to do with the whole Covid crisis. Depending on when you’re watching this video. This might have passed by now, but people might be going, “Oh, demand is dropping.” But actually, if you look back at this over a year, or a couple years, five years and look at the trend data, look at what happened this time last year, because it might actually be and it’s surprising, but many businesses do not look at their seasonality. You know these different peaks and troughs that happen around this same time every single year, but every year they get into a panic of things are dropping, they start making knee-jerk reactions and changes, that they don’t need to do. It’s just seasonality, it’s normal. And it shouldn’t be a cause for concern. But Google Trends is really good for showing that seasonality, especially if you’re trying to go to a board or budget holders, or you’re trying to calm down people that are higher up in the business, not in the marketing teams. You know, you can use this trend data to say, “Look, I understand this is going on at the moment, “but when we look at the trend compared to last year, “we were at similar places we were, so I don’t believe “that this is related to this is, “it’s more of a seasonal thing.” Okay, so I briefly touched on this earlier, but looking at Google Trends to identify related topics and also queries can be a really good way of seeing if user search behavior is changed, or that your product might be being looked at in a new way for a new application that you may not have thought of but Google’s kind of connecting the dots for you. So it’s really useful for that to run your queries through your products or searches, and just see whether they’re being kind of searched for in a slightly different way. Because it might be that you’ve got something that you typically use for this, someone’s searching it for in a different way that spiking, you’re finding more of like a trending topic, that’s increasing, its rising. And you can then by adapting the way that you market or maybe creating a new campaign to market this product or service, but also in a slightly different way, you’re able to capitalize on that new trending demand, and thus increase sales that way. And again, we’re getting ahead of myself, but I touched on it again, briefly, rising topics and trends. So we’ve kind of covered this before, but you know, a really good one to look at, anything related to what you sell how you sell it, services and products. Look at what is rising, what’s currently, you know, going up what’s currently going down because it might be that you need to juggle resource, or you need to move marketing budget around to push it into whatever is increasing and slightly not in towards decreasing or vice versa, depending on you really need to sell this as well, so it might be that you need to market harder, because the market that you are marketing that to is shrinking. So it’s gonna cost a little bit more to kind of get in front of those people, or you just need to market harder to do so but that will tell you. Okay, and the last bit of what I would use it to look for is drilling down in the categories, you can filter down in this, so like when you’re doing these searches and you can filter down based on the amount of time you’re looking at over, so more granular, monthly level or you wanna look at it more as a trend, like yearly or you know, multiple years. You can also look at it from the point of view of platforms. So behaviors will change, for example, if you tell things like the term masks, you know, you’re gonna start seeing when you look at search and products, you’re gonna start seeing a lot of, you know, covid masks, you know, coronavirus masks, you know, all kinds of filtering masks. Whereas if you look at, say YouTube, for example, and you just look at that section of data, you know, there’s things like mask means funny masks, you know, the search behavior changes, depending on the platform whose data you’re interpreting. So it’s something to be aware of, but depending on where you’re trying to market these products, if you’re typically marketing in kind of Google’s search space, and you’re not so you’re doing video ads or trying to capitalize on YouTube marketing and things like that, if you were capitalize on that, you just need to be a little bit more careful. You’d need to be looking at negative keywords. The topics and the interest you’re kind of marketing into, and just being a bit more careful, you know, you can’t just take your search campaign and just chuck all of that into your video marketing campaign, you know, you’re gonna find that it’s gonna pick up a lot of different things. So, you know, being able to filter between the different data sources is really useful. So I mean, that kind of wraps this video up. I’d love to know, if you’re already using Google Trends to go through and try and get some good wins. See where you can kind of adapt what you’re currently doing to capitalize on the trend data. If you’ve also got any other really cool ways that you’re using Google Trends, I’d love to know. So pop a comment below and let us know how you’re using it.

Ben Norman

Founder and Chairman

Ben’s the big boss, so we can’t pick on him. He’s a bit of all-round digital marketing geek and loves coming up with new unique strategies. Ben lives and breathes the industry so we’re not sure what else he does with his time. We don’t even think he sleeps.

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