Not surprisingly, new and improved online SEO tools keep popping up to help us spot search trends and develop valuable web positioning campaigns.
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SEO positioning is a crucial aspect of effective digital marketing. So it's not surprising that new and improved online SEO tools keep popping up to help us spot search trends and valuable web positioning campaigns. One of the most useful tools in this area is Google Trends.
What is Google Trends?
Google Trends is a free application that finds out the latest trends on the web based on user searches.
This allows you to analyze the search queries in more detail, as you can determine the specific time period in which your strategic keywords had the most searches. This can be used in different ways, e.g. E.g. in spotting a possible seasonality of keywords that could affect your business strategy.
One factor to look out for is the way in which Google Trends shows the search level. The value shown for each keyword is not an actual value, but an estimate. Its value scale ranges from 0 to 100 and is set proportionally, with 100 being the highest and 0 being the lowest.
For example, we may have a keyword that Google Trends marks with a 0; This does not mean that there are no searches, but that there are very few searches.
The real benefit of this tool is not just to find out the search volume, but rather that it complements that information with graphs to better see if something is a growing trend or, on the contrary, a passing fad.
Related: 7 ways to use Google Trends for SEO
What Google Trends can offer you
To get the most out of the power of this tool, it is important to understand how it works and what it can offer you.
The components of Google Trends can be summarized in these 8 elements:
Search volume: These are the relative values that indicate the number of searches for each keyword or topic.
Search trend: With Google Trends, we can see whether a keyword is moving up or down in the search.
Related searches: These are words that can add long-tail keywords to a keyword and relate to the same search. For example, the keyword “anniversary” and the word “gift” together form a long-tail keyword “anniversary gift”.
Search filter: This is very useful when we want to show searches for a specific geographic area or date. These filters are particularly useful when companies want to further refine and segment their strategy.
Forecast: The tool tries to estimate the trend that a particular keyword will have in the future. While this is not an exact science, forecasting can serve as a guide.
Comparison of terms: With this option it is possible to compare the search queries of a keyword in different geographic areas and to follow its development over time.
Export: Google Trends enables us to save all the data obtained in an Excel spreadsheet and to access it conveniently on our own PCs.
Tendencies: This is the closest thing to the trending topic list on Twitter. Google Trends shows the most searched topics that are trending and lists them by relevance. You can also see the trends of certain social networks like YouTube.
Related: How to Identify the Best Long-Tail Keywords
How to use Google Trends
Now that we've established the capabilities of Google Trends, it's time to see how we can leverage and put into practice all of the information extracted from this tool.
Segmentation of the search: If we want to run a local SEO strategy, segmenting a search geographically can be of great help. This is particularly useful for brick and mortar businesses.
Seasonal searches: As usual, some searches only take place at certain times of the year. It is important to recognize them in order to know when to take advantage of them.
Content plan: When developing content marketing strategies, we need a proper plan. Knowing the search trends and the terms that relate to our business can help us craft a plan with better results.
Competitive analysis: You will be able to identify the keywords that your competitors are trying to rank for within the same industry in order to make an informed decision on whether to join the trend or differentiate yourself.
Find the right keywords: Google Trends enables you to find the most appropriate keywords for your content in relation to your market sector.
Search for different terms: The application allows you to compare the different search levels for different terms to see which one is best for each situation. This way you can define the perfect keywords for each of your pages.
User behavior: It is possible to see which users can become potential customers or which customer profiles fit your target group. For example, if you sell “eco-friendly fitness apparel” and this search is trendy in big cities but little interest in smaller cities, you already have an idea how to define your buyer personality.
Effect of offline actions on searches: Google Trends makes it possible to measure the influence of offline campaigns on digital marketing and vice versa. For example, you can keep track of how your online marketing campaigns are affecting your physical facility, or how the changes you make offline are affecting business revenue through online channels.
Related: Buyer personas: what they are, why they matter, and how best to create them
There is no doubt that Google Trends is a compelling application that can take your digital marketing strategy to a whole new level. Not only is this a smart choice to upgrade your tool arsenal when it comes to improving your marketing and SEO positioning, but it's also completely free.