What, you’re not a follower and even you don’t know about Google Trends (formerly Google Insights for Search). However, it is an essential tool for your launches, to get to know your customers better or quite simply to know the search trends… It should be one of your favorite companions to navigate in this world of competition.
What is Google Trends?
This tool was developed by Google Labs and allows you to know the volume of searches carried out by Internet users in the Google search engine over a given period and geographical area. It is based on a base of 100 which is the maximum and therefore does not give the volume of searches but nevertheless allows you to know the search peaks for a given keyword.
How to use and understand Google Trends?
First, go to www.google.fr/trends to get to know this tool. It is better not to fill in the field and to click directly on Explore. You can also enter one or more words or expressions by separating them with a comma.
You then enter the tool and you can therefore configure your searches by limiting them. The interface is simple and does not require any particular training, just a period of adaptation to fully understand how it works. When you arrive on the page, you will be able to see the top 10 most searched words on Google and the top 10 words in progress.
Attention ! It is the top 10 most searched words since 2004 in all countries.
Google Trends options allow for more specific searches. You can choose to limit your searches to:
• A type (Web, Images, News and Products)
• A country (France, Brazil…)
• A year (we can go back to 2004, 90 days or 30 days or even 7 days)
• A category (Automotive, Finance…): there are sub-categories for this, you must first choose a category and return to the menu which will allow you to choose a sub-category.
You even have the possibility to compare terms or keywords, periods and places.
Why use Google Trends?
Let’s take an example !
Holidays are always defined at certain times (they follow the rhythm of the seasons or school or university rhythms). Thus some merchants or entrepreneurs do most of their business on the Internet during these crucial periods.
They ask themselves the following questions:
– When should these communications be announced and prepared?
– When do people start searching?
– What is the exact term that people type the most?
o “summer vacation”
o “summer vacation”…?
The combinations are many.
For example, the entrepreneur would like to know if people are looking for more
– “holiday” or “holiday”
Just enter this data.
– in the “Search terms” field
– to define a type, a country (France), a year (2018) and
– to choose a “Travel” category.
The first observation: the most searched word on Google is the word “vacation” with an “s”.
The second observation : the curve that varies over time.
How to interpret this?
It’s about thinking that in terms of SEO it’s important that in your content
– the word “vacation” is your priority,
– to know that in July or even early August that the search peaks are the highest.
– to know that people are starting to wonder about their vacancy from May 27, which means that you have to start preparing your website upstream.
NB: a message appears informing me of this: “Less than 25% of searches for ‘holidays’, ‘vacation’ fall under the Travel category”. So it might be better to remove this choice.
Now that you know which word to choose, it’s time to see which spikes repeat over time. You can therefore delete the least used term and choose to compare 2 periods for example 2016 and 2017. We can see that they are quite similar, so we can say that it is very likely that in 2018 it will be the same.
We could take other examples such as Sales or Balance, etc…
Google Trends allows you to go even further thanks to the possibility of seeing the geographical distribution by region, by city and over time.
You can also see related terms. This makes you think about the keywords that must be present in your content but also the terms in strong progression to work on.
You can create scripts and integrate them into html pages which will allow you to regularly monitor the evolution of search trends and use the Integrate button.
This tool is so sharp that it predicts the future!!! Above the curve, you can check a “Forecast” box, you also have “News headlines” or “Compare to category”. An example of analysis of Google trends in the context of the Covid-19 crisis?
According to the Banque de France, to monitor, in real time, the impact of the Covid-19 crisis on economies, the most frequently searched keywords on search engines constitute real-time indicators of the behavior or intentions of consumption. The data ” Google trends trace this research in the form of weekly indicators. Between 0 and 100, they indicate the relative “popularity” of a keyword compared to the total searches carried out on Google.