Opinions expressed by <em>entrepreneur</em> Shareholders are theirs. </p><div> <p>SEO positioning is an important aspect of effective digital marketing. Therefore, it is not surprising that new and improved SEO tools are constantly emerging online to help us identify valuable search trends and web positioning campaigns. Google Trends is one of the most useful tools in this field.</p><h2>What is Google Trends?</h2><p>Google Trends is a free app used to find out the latest trends on the web, based on user searches.
This allows you to get a more detailed analysis of your searches where you can identify the exact period in which your strategic keywords had the most searches. This can be used in various ways, such as discovering the seasonality of potential keywords that may affect your business strategy.
One factor we have to pay attention to is the way Google Trends shows the level of searches. The value you show for each keyword is not an actual value, but an estimate. Its value scale scales from 0 to 100 and is specified proportionally, with 100 being the highest value and 0 being the lowest.
For example, we might have a keyword that Google Trends marks with 0; This does not mean that it does not have searches, but that there are very few searches in it.
The real benefit of this tool is not only to get the volume of searches, but it complements this information with graphs to see if something is a growing trend or, conversely, a passing fad.
Related: 7 ways to use Google Trends for SEO
What Google Trends Offers You
To get the most out of the performance of this tool, it is important to know how it works and what it can do for you.
The components of Google Trends can be summarized in these eight elements:
- search volume: These are relative values that indicate the number of searches for each keyword or topic.
Search direction: Google Trends lets us know if a keyword is moving up or down in searches.
Related searches: These are words that can complement a keyword to form long-tail keywords and are associated with the same search. For example, the keyword ‘anniversary’ and the word ‘gift’ together form the long-tail keyword ‘anniversary gift’.
Search filters: This is very useful when we want to see searches for a specific geographic area or date. These filters are especially useful when companies are looking to further improve and segment their strategy.
Climate forecast: The tool attempts to estimate which direction a given keyword will have in the future. Although this is not an exact science, the predictions can serve as a guide.
Terminology comparison: With this option, it is possible to compare searches performed by a keyword in different geographies as well as track its evolution over time.
Export: Google Trends allows us to save all the obtained data in an Excel sheet and easily access it on our computers.
trends: This is the closest thing to a list of trending topics on Twitter. Google Trends shows the most searched and trending topics and lists them according to their relevance to the topic. You can also see the trends of certain social networks such as YouTube.
Related: How to determine the best long tail keywords
How to use Google Trends
Now that we have defined the capabilities of Google Trends, it is time to see how we can use all the information extracted from this tool and put it into practice.
- search hash: If we want to implement a local SEO strategy, then geo-segmentation of search can be very useful. This is especially useful for traditional businesses.
Seasonal searches: As usual, some searches are only done on specific dates of the year. It is essential to discover it to know when to take advantage of it.
Content plan: When making content marketing strategies, we will need a proper plan. Knowing research trends and terms related to our business can help us plan with better results.
Competitor analysis: You will be able to identify the keywords that your competitors in the same industry are trying to rank for to make an informed decision about joining the trend or trying to differentiate yourself.
Find the right keywords: Google Trends allows you to find the most appropriate keywords for your content in relation to your market segment.
Search for different terms: The app lets you compare different levels of search for different terms to see which one is better in each situation. This way, you can select the perfect keywords for each of your pages.
User behavior: It is possible to note which users can become potential customers or customer profiles that fit your target audience. For example, if you sell “eco-friendly fitness clothing” and this search is popular in big cities, but has almost no level of interest in small towns, you already have a clue to identifying the buyer persona.
Impact of offline actions on searches: Google Trends makes it possible to measure the impact of offline campaigns on digital marketing and vice versa. For example, you can track how online marketing campaigns affect your physical organization or how changes you make offline affect company sales via online channels.
Related: Buyer Personas: What They Are, Why They Are Important, and the Best Way to Build One
There is no doubt that Google Trends is a compelling app that can take your digital marketing strategy to a whole new level. Not only is this a wise choice to include in your arsenal of tools when it comes to optimizing your marketing sites and SEO, but it’s also completely free.