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Why You Need to Leverage Google Trends – Here’s Why #239

Why You Need To Leverage Google Trends

Google offers many great tools for digital marketers including this free tool that can help us find data on the latest search trends to get through this COVID-19 pandemic.

In this episode of the award-winning Here’s Why digital marketing video series, Eric Enge shares some tips on how you can use Google Trends to get some marketing insights during this unprecedented time.

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Transcript

Hi everyone. Eric Enge here. I’m the Principal with the Digital Marketing Solutions Business Unit at Perficient. Today, I’m going to talk to you about why you need to leverage Google Trends. First of all, it’s Google’s tool that provides data on the latest search trends. You can literally enter any query you want, and get search trend data on that particular query. You can find this tool at trends.google.com/trends.

Not only can it provide you with great data on search, it can provide you with general market intelligence. This can be a tremendous value during disruptive market events, like the current COVID-19 pandemic. This value can inform far more than your SEO and paid search strategy, as it provides you great insight into overall market demand.

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Let’s discuss a bit about how it works. First of all, it’s fairly straightforward. You can enter any query you want into the search box—within Google Trends—and it’ll come back and give you the latest trend data on that particular search query.

For example, here I’m showing you the query BOSU, which is a type of fitness training device. I picked this query because it’s a great example of the value of Google Trends.

Bosu Search Trends from Google Trends - April 2019-2020

Notice the spike in traffic that started in March of 2020. What’s the reason for the spike? It’s simple. In a world where we currently have to shelter in place all the time, going to the gym is no longer an option. More people want to exercise at home, so they’re going to buy those devices and bring them home.

Discovering these trends is what makes Google Trends such a killer tool. Third-party keyword research tools aren’t nearly as fast in reacting to market conditions, especially tools to track rankings for specific keywords. These may be very slow to pick up on brand new emerging queries, like COVID, or social distancing, for example.

Notice that within Google Trends, you can pick different time ranges, geographies, market categories, and even the Google platform.

Google Trends allow users to customize country, time range, category, and type of Google Product

Google Trends is an incredible tool and can be one of the most powerful tools in your marketing toolbox.

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About the Author

Eric Enge leads the Digital Marketing practice for Perficient. He designs studies and produces industry-related research to help prove, debunk, or evolve assumptions about digital marketing practices and their value. Eric is a writer, blogger, researcher, teacher, and keynote speaker and panelist at major industry conferences. Partnering with several other experts, Eric served as the lead author of The Art of SEO.

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