How to Use Google Trends for Market Research – Being aware of trends is one of the tasks that a digital marketing professional has in their day to day, to establish strategies and create content that is in line with what is trending on Google.
And a great tool to identify the most searched terms is Google Trends. Throughout this article, we will explain the features and how to use this feature.
Table of Contents
What is Google Trends?
Google Trends is a free tool, created in 2006, to help the user follow the evolution of the number of searches for a keyword or topic over time. With this information, it is possible to have insights for content and digital marketing strategies.
The interesting thing is that Google Trends allows you to establish some criteria for this search, such as:
- Location;
- Time (from 2004 to the last hour);
- Themes (such as politics, sports, among others);
- Type of search (images, news or videos).
Another feature that the tool offers is to compare terms, to identify which one can generate a better result. For example, you want to write an article about Olympic sports. By Google Trends, you can know if there is a greater search for the term “Olympic Games” or “Olympics”.
This can also be useful to compare whether an expression is more searchable in Portuguese or English. For example: is it better to use “keyword” or “keyword” in an article? This Google tool answers this and other questions.
How to Use Google Trends for Market Research
If you work with digital marketing, here are some reasons that will convince you to adopt Google Trends in your work routine:
Helps produce relevant content
With the tool, you can find out which are the most searched subjects at the moment, which helps to create an editorial calendar aligned with the topics that your audience is looking for. The more relevant the content produced, the greater the chances of having a good position on Google.
follow the trends
A company that wants to stand out in the market needs to be aware of the trends in its area of activity. One way to find the latest words or terms related to your business is through Google Trends. Thus, you will not be left behind and will have a greater competitiveness in relation to competitors.
Identifies seasonality
With the tool, you understand in which seasonal periods a given subject is most searched for. For example: if your business is focused on children’s toys, there is probably a greater demand in the months of October and December (due to Children’s Day and Christmas).
With this, you can establish a more adequate production routine in these phases and plan to invest in paid media to gain greater reach or to create more content related to your products and services.
Provides results by type or format
As one of the features offered by Google Trends is to separate content by type, this can be a good way to determine which format is most suitable for a given topic.
For example: you intend to make content about aspects of feminism. The tool can give you an insight if, in this case, it is better to make an infographic, article or video.
Show best influencers to partner with
If you’re looking for an influencer to be the face of your brand, Google Trends can help you make the right choice. When searching for a personality, you receive information such as the region where the person is most popular, if the search for his name is up or down, among others. This way you will be able to better target your investment.
Send alerts
You can sign up to receive daily, weekly or monthly emails about top searches and most searched items. This helps, for example, when creating hot content, especially those aimed at social networks, which require greater immediacy.
How to analyze Google Trends results?
Now that you know the reasons why Google Trends needs to be part of digital marketing strategies, it’s time to understand how to analyze the information provided by the tool. And this is much simpler than it may seem.
When doing a search, the site shows a graph with a score ranging from 0 to 100, which is the popularity of the searched term. Here’s how to interpret each number:
- 0: not enough data to measure popularity;
- 50: has half the popularity;
- 100: maximum popularity value.
With this data and the graphs available, it is possible to identify terms that had a sudden increase in searches, those that had drops and those that have recurring searches.
As you can see, having digital marketing tools and knowing how to use them is an important step in creating a good strategy. However, to achieve the best results, contact us , our experts can help you attract a larger audience to your brand!