Google Trends as an SEO tool


If you’re a frequent traveler here, you know we’ve talked about how to optimize your blog posts for SEO and create B2B content marketing strategies for organic search (if it’s your first visit, welcome aboard !) . Creating authentic, quality blog content is a key strategy for connecting and resonating with your target audience, in addition to improving your website’s SEO.

However, we know how difficult it can be to create a content strategy that covers a wide range of topics that are relevant to your business. And finding the right keywords to incorporate into your content is like the icing on the hardest sundae cake. Of course, keyword research and ranking programs are great, but they can also be expensive and this expense can take a toll on a business’s marketing budget. This is where the SEO data from Google Trends comes in.

In case you didn’t know or you’ve never used it, Google Trends is, as Google puts it, a website that “analyzes the popularity of top search queries in Google Search in various regions and languages. . The website uses charts to compare the search volume of different queries over time.

How to use Google Trends as an SEO tool For Your Business

One caveat you need to understand is that, as points out, “a lot of people think that the trendline [on Google Trends] is a direct representation of the query’s search volume over time (like the one you can see in Google Keyword Planner). This is not exactly how it works.

While Google Keyword Planner will show you the absolute search volume data, Google Trends SEO data shows the relative popularity of a search query.

As the Google Trends Help Center states: “Trends adjusts search data to make comparisons between terms easier. Each data point is divided by the searched total of the geography and time interval it represents, in order to compare relative popularity. So keep in mind that the popularity of a search term in the SEO data of Google Trends will not always correlate with the actual search volume of that same query. most cases it does. Since it is, you can use Google Trends to track your target audience’s interest in certain topics over time.

As SEMrush points out, you can also sort Google Trends’ SEO data by category, type, region, or time period. As you become more familiar with using Google Trends, you can use trending topics, trending predictions, and finding related queries to optimize your local and video SEO. We will come to that a bit.

In the meantime, take a look at the video I created that goes deeper into using Google Trends as an SEO tool for your business:

Understanding Keyword Search Volume

To jog your memory, keyword search volume, according to SEMrush, “refers to the number of times a term has been searched within a defined period of time.” For marketers, this is vital because search volume is ultimately what drives new traffic to your site. Google Trends allows you to enter any keyword phrase and see graphs showing how much interest in that topic has increased and decreased over any time period.

If you are looking to build your keyword list, you can use Google Trends as an SEO tool to identify possible keywords and phrases for your business so that you can plan to incorporate them into your content at the appropriate time by:

  • Optimize your existing content to coincide with peaks in keyword popularity: For example, if you have a page on your website dedicated to summer activities, it would make sense to schedule optimization for that page a few months before summer. By doing this and planning a correlated marketing campaign that links to this page and uses applicable keywords, you will likely see increased traffic to that page once the warmer weather arrives.
  • Create new relevant content related to these keywords: For Pam Ann Marketing, Google’s announcement of its new Core Web Vital metrics was something we knew we wanted to share with our target audience, especially once Google officially rolls them out next month.

Avoid temporary popular keywords

When using Google Trends as an SEO tool it can be tempting to immediately grab keywords that experience sudden spikes in popularity, you might want to think twice before investing in those “keywords.” unicorn, “or keywords that seem to rank incredibly well, but once you do a little more research you might find that your perfect keyword isn’t that perfect after all.

Ahrefs provides an example of the keyword “yoyo” versus “fidget spinner”. Here is the keyword research analysis for the two keywords:

Keyword research performance can be used in conjunction with Google Trends as an SEO tool.

Immediate keyword analysis would suggest that it would be beneficial to incorporate “fidget spinner” – which has an average monthly search volume of over 900,000 compared to “yoyo” with only around 47,000 searches per month – in your content. However, if you take a look at the SEO analysis of Google Trends, you will see that “fidget spinner had a dramatic spike in searches, but only for 4 months in May 2017. After this spike, search volume almost declined. . to nothing. In fact, “yoyo” then gained popularity in searches as “fidget spinner” and its monthly searches have remained stable ever since.

Google Trends shows interest in a particular topic over time.

Use Google Trends as a tool to optimize your local SEO strategy

Another of the most useful features of Google Trends is that it also shows you the sub-region, country and city where a search query is very popular. This, in turn, can help you develop and optimize your local SEO strategy by:

  • Create content specifically for your target audience who reside in these areas. When developing your optimized content strategy, you can use Google Trends SEO location data to develop region-specific content for your target audience.
  • Target these specific regions for your PPC strategy. Using this Google Trends SEO data can help you determine which keywords to target for these regions when creating your Google Ads campaigns.

You can also use Google Trends to compare the popularity of keywords or phrases in multiple places. To do this, click on the three dots for more options and filter by location. Below is an example of the trend for the keyword “core web vitals” over the past 30 days in the US and UK.

You can also track interest in a search term by location when using Google Trends as an SEO tool.

As you can see, the popularity of the search term differs significantly between the US and UK, so content development for Core Web Vitals for the US audience would have been most effective in late May, early June. However, for the UK public, the optimal time to post on the subject would have been June 8 and June 15 and 16.

If you are a more local business, you can identify where your products and services are needed on a more localized level by filtering your search by state, then “interest by metro” or “interest by city”.

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