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7 Ways to Use Google Trends for SEO & Content Marketing

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Google Trends is the only keyword research tool that offers insights based on actual Google search data.

These seven tips on how to use Google Trends will show you how to extract real keyword trends that are accurate and will be useful for creating keyword strategies for promoting websites.

Discover new ways to use Google Trends to unlock hidden insights and keyword volume data.

The Value of Google Trends

While Google Trends is accurate, it doesn’t show the amount of traffic in actual numbers.

Paid SEO tools provide numbers for keyword search volume. But those numbers are estimates that are extrapolated from data providers.

So even though paid SEO tools provide estimates of keyword traffic, the data presented by Google Trends is based on actual search query volumes.

That’s not to say that Google Trends is better than paid keyword tools. When used together with paid keyword tools, one can obtain a near accurate idea of true keyword search volume.

There are other functions in Google Trends that can allow accurate segmentation of the keyword data in order to understand what locations to focus promotional efforts, and also to discover new and trending keywords.

How to Use Google Trends for SEO

1. Get More Accurate Data by Comparing Keywords

Google Trends shows a relative visualization of traffic on a scale of zero to one hundred.

You can’t really know if the trend is reporting hundreds of keyword searches or thousands because the graph is on a relative scale.

This is especially helpful if you know the amount of traffic from another keyword phrase.

How to Obtain More Accurate Traffic Data

If you want to obtain a more accurate estimate of keyword search volume, compare the keyword with a keyword that you already have accurate volume numbers for.

If the keyword volume is especially large, there’s another way to identify a close estimate of keyword volume – by comparing your target keyword with any keyword phrase that you have an idea of traffic volume.

The comparison keyword doesn’t have to be related. It can be completely different. The important thing is to have a general idea of the keyword volume.

In the event that this volume information is unavailable, here is a hack for getting an idea of search volume.

Go to the Google Trends Daily Trends webpage, which shows trending search queries.

What’s useful about this page is that Google provides keyword volumes in numbers, like 100,000+ searches per day, etc.

Here’s an example:

Google Trends shows that the keyword search trend for [womens dresses] is trending upward. But it doesn’t tell you by how much volume.

Google Trends for Womens Dresses search trends.Screenshot from Google Trends, August 2021

The Google Daily Trends page for Monday, August 30, 2o21 shows that searches for [elizabeth holmes] are trending at 100,000+ searches.

Screenshot of Google daily search trends.
Screenshot from Google Trends, August 2021

Now, here is a screenshot of a comparison between the search query [womens dresses] and [elizabeth holmes], which is trending at 100,000+ searches.

Google Trends Keyword Comparison (enhanced for clarity).Screenshot from Google Trends, August 2021

Although Google Trends won’t show you the exact amounts, as long as you know the amounts for one keyword, the traffic levels of the other keyword will become more understandable.

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The above hack isn’t 100% accurate. But it’s enough to give a strong ballpark idea and can be used to validate extrapolated data from a paid keyword research tool.

2. Compare Keywords by Time for Audience Insights

There are two general ways to look at the keyword data: stretched across over longer periods of time and shorter time periods.

Long Period Trends

You can set Google Trends to show you the traffic trends stretching back to 2004. This is valuable for showing you audience trends.

  • Upward Trending Long-Term Trends: If a trend is going up this means to focus energy on creating content for this trend.
  • Downward Long-Term Trends: If the trend line is moving down, then it may be a signal that audience content consumption is changing.

For example, review this five-year trend for WordPress the search term, WordPress the software, and WordPress the website:

An image of Google Trends tool showing a five year trend.Screenshot from Google Trends, August 2021

There’s a clear downward trend for WordPress in all its variations. The downward trend extends to phrases such as WordPress themes, WordPress plugin, and WordPress hosting.

It’s super important to understand when a trend is on a downward spiral.

  • The digital camera started the demise of the traditional analog camera.
  • The iPhone started the downward spiral of the digital camera.

Knowing which way the wind is blowing could help a content marketer or publisher understand when it’s time to bail on digital cameras and start flogging products related to mobile phones.

3. Related Topics and Queries

Google Trends has two great features, one called Related Topics and the other Related Queries.

Topics

Topics are search queries that share a concept. In general, topics are language-independent but it’s unclear if that’s the case with Related Topics.

According to Google:

Related Topics

Users searching for your term also searched for these topics.

You Can View by the Following Metrics

Top – The most popular topics. Scoring is on a relative scale where a value of 100 is the most commonly searched topic and a value of 50 is a topic searched half as often as the most popular term, and so on.

Rising – Related topics with the biggest increase in search frequency since the last time period.

Results marked “Breakout” had a tremendous increase, probably because these topics are new and had few (if any) prior searches.”

Related Queries

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The description of Related Queries is similar to that of the Related Topics.

Top queries are the most popular in general and Rising Queries are queries that are becoming popular.

Screenshot of Google Trends Related Queries feature.
Screenshot from Google Trends, August 2021

4. Short Term Trends Can Bring Massive Traffic

Viewing keyword trends in the short view, such as the 90 day or even 30 day view can reveal valuable insights for capitalizing on rapidly changing search trends.

There is a ton of traffic in Google Discover as well as in Google News.

While Google Discover is less sensitive to trending topics than Google News, being on top of current interests is super helpful for grabbing a huge amount of traffic right now through Google Discover and Google News.

For example, two of the top trending keyword trends are How To and Near Me searches.

When you scale down to the 90-day view, you can see which days of the weeks those searches are popular.

Knowing which days of the week interest spikes for a given topic can also help in planning when to publish certain kinds of topics so the content is right there when the audience is searching for it.

5. Keywords by Category

Google Trends has the capability to narrow down your keywords according to categories in order to give more accurate data.

The Categories tab is important because it refines your keyword research to the correct context.

If your keyword context is automobiles then it makes sense to appropriately refine Google Trends to show just the data for the context of auto.

By narrowing the Google Trends data by category, you will be able to find more accurate information related to the topics you are researching for content.

6. Leverage Keyword Data by Geography

Google Trends keyword information by geographic location can be used for determining what areas are the best to outreach to for site promotion or for tailoring the content to specific regions.

For example, if certain kinds of products are popular in Washington D.C. and Texas, it makes sense to aim promotional activity and localized content to those areas.

Keyword popularity information by region is valuable for link building, content creation, content promotion, and pay-per-click.

Localizing content can make it more relevant to people interested in that content.

Google ranks pages according to who it’s most relevant for, so incorporating geographic nuance into your content can help it rank for the most people. Especially if those people begin to promote your content in social media, blogs, and podcasts.

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7. Uncover Search Intents With Categories

Google Trends gives you the ability to further refine the keyword data by segmenting it by Search Type, which is an incredibly useful way to research the popularity of various kinds of search intents.

Search Types give you insights into searchers when they are intensely focused on a specific kind of intent.

Refining your research allows you to remove the “noise” that might be polluting your keyword research and go straight to the signal – the data that is most meaningful.

Google Trends data can be refined by:

  • Web Search.
  • Image Search.
  • News Search.
  • Google Shopping.
  • YouTube Search.

YouTube search is a fantastic way to identify the “how to” content.

A Google Trends search for how, what, where, when, why, and who shows that search queries beginning with the word “how” are by far the most popular on YouTube.

Google Trends limits comparisons to five keywords, so the following screenshot omits that word.

Screenshot of Keyword Popularity on YouTube.Screenshot from Google Trends, August 2021

If your keyword phrases involve instructional content that uses words like [how to], refining your research to YouTube may provide useful insights.

For example, I have found that YouTube Search shows more relevant “related topics” and “related queries” data than researching with “web search” selected.

Here’s another example of how using different kinds of search types helps refine Google Trends data.

I did the same how, what, where, when, why, and who searches but this time using the News Search refinement.

Screenshot of Google Trends with News Search refinement selectedScreenshot from Google Trends, August 2021

The search trends in Google News are remarkably different than the search patterns in YouTube. That’s because people want to know “what” and “how” type information in Google News.

The above is the view of search queries for the past 90 days. When the same keywords are searched using the 5-year perspective it becomes clear that the “who” type keywords tend to spike according to current events.

The biggest spike occurred in the days after the 2020 presidential election.

All of the different search type query refinements help to refine the results so that they show more accurate information.

So give those selections a try because the information they give can be more accurate and useful than the more general and potentially noisy “web search” version.

Takeaway: Google Trends is Useful

Google Trends is a useful tool, and a little creativity yields important search marketing insights.

Spend some time with Google Trends. I’m certain you’ll discover insights that will improve how content is created and promoted online.

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Featured image: alphaspirit.it/Shutterstock

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Squarespace Announces Video Hosting And Monetization

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Squarespace Announces Video Hosting And Monetization


Squarespace announced an expansion of their Member Areas monetization platform that now allows publishers to host and monetize video content. The new capabilities makes it easy for publishers to sell access to video content and build a new revenue stream.

Screenshot of Squarespace Video Hosting Admin Panel

Squarespace Video Monetization Platform

Squarespace is a website building platform that helps publishers build online stores, an online presence for a local store or to simply create a blog.

In response to rapidly changing trends Squarespace rolled out a program called Member Areas that allowed publishers to earn money selling instructional and other kinds of content online through private members-only sections of their Squarespace website.

The goals of the Member Areas are:

“Engage your audience with exclusive content.
From virtual classes and workshops to newsletters, podcasts, and video series, Member Areas help you build, harness, and monetize the power of your online community”

Squarespace announced today that they are now fully video capable and that publishers can now fully host videos on Squarespace and sell access to them via the platform.

Squarespace handles all of the infrastructure for hosting the videos and for collecting the fees. Publishers can choose to charge a one-time fee or a recurring fee.

According to Squarespace:

“Sell access to video content: With Member Areas, customers can choose to charge a one-time or recurring fee to access their video content.

Host video directly on Squarespace: Squarespace is now supporting native video hosting on our platform, in addition to externally hosted videos on YouTube and Vimeo.

Video hosting storage: All customers will be able to upload up to 30 minutes of high-resolution video content to their website for free.

Leverage our new video player: All Squarespace hosted videos will be played on our new video player with slick playback, speed controls, resolution controls, and a deep integration into the Squarespace platform.

Customize video details: Titles, descriptions, URLs, custom thumbnails, metadata, and more can be fully customized.

Merchandise video content: Videos can easily be categorized, arranged, and styled to best represent a customer’s brand.”

Squarespace Makes it Easier to Earn Income

The new video platform allows publishers to sell access to recorded member-only video content. This provides local businesses and entrepreneurs an opportunity to provide services like online classes to a wider audience, giving businesses and individuals a new way to earn income.

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The new video platform is available as part of the Member Areas add-on service with plans that start as low as $9/month.

Citations

Video Hosting and Monetization Announcement

Introducing: Video Hosting and Monetization Tools

Read About Squarespace Member Areas

Create members‑only content





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Instagram Rolls Out Updates To Live Videos & Remixes

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Instagram Rolls Out Updates To Live Videos & Remixes


Instagram is rolling out updates that will give users a new way to promote their live videos, and more options when it comes to remixing videos.

Adam Mosseri, Head of Instagram, announced these updates while reiterating the company’s focus this year is building on video and messaging.

“We’re focused on building for teens and creators, and in the spaces of video and messaging. And these are within those themes.”

Mosseri first hinted at the new direction Instagram is headed in when he proclaimed last summer: “We’re no longer a photo sharing app.”

Instagram is bringing that vision to life this year starting with two updates that are focused on video — both live video and recorded video.

The updates include:

  • Promoting scheduled lives streams with a new banner
  • The ability to remix any video

Let’s take a look at these enhancements and what they can do for you as a creator.

Highlight Scheduled Live Videos On Your Profile

When you schedule a live video on Instagram, you can now highlight it on your main profile page with a new banner.

Mosseri explains:

“Creators have been able to schedule lives for a while now, but now, you can separate scheduling a live from creating a feed post, or even now a story post, about that live. You also get a little badge on your profile that’s lets followers know, or anybody know that goes to your profile, that there’s a Live coming up and they can subscribe to be reminded.”

You can create as many scheduled live videos as you’d like. This gives you the option to promote a livestream that runs every day at the same time, for example.

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See an example of what the new banner looks like in the screenshot below:

Screenshot from twitter.com/mosseri, January 2022.

People visiting your profile can tap on the banner to create a reminder for your upcoming live video.

Remix Any Video On Instagram

Users now have the ability to remix any video on Instagram.

A “remix” on Instagram means taking videos published by others and responding to or reinventing them with your own video. It’s similar to TikTok’s video reactions.

In fact, when Instagram first rolled out the remix feature, it was basically a copycat of the reaction videos made popular on TikTok.

Previously, users could only remix the TikTok-inspired Instagram Reels.

Now, users can remix any public video on Instagram whether it’s a Reel or a feed post.

Simply tap the three-dot icon that appears in the top right corner and select “Remix this video.”

Instagram Rolls Out Updates To Live Videos & RemixesScreenshot from twitter.com/alexvoica, January 2022.

Remixing is an opt-in feature, so users can pick and choose which videos they want to allow others to remix.

Source: Adam Mosseri on Twitter


Featured Image: Mehaniq/Shutterstock





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Are SEOs Unwilling To Say “I Don’t Know”?

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Are SEOs Unwilling To Say "I Don't Know"?


Martin Splitt, Google’s Developer Advocate, believes SEO professionals are unwilling to admit when they don’t know something, which causes friction with developers.

This topic came up in a discussion during the latest episode of Google’s SEOs & Devs video series.

Splitt is joined by Jenn Mathews, SEO manager at Github, to discuss how SEO professionals and web developers can better understand and communicate with each other.

One of the ways SEOs and developers can improve their working relationship, Splitt suggests, is if SEOs could more readily admit when they don’t know something.

He says it’s common for developers to say “I don’t know” and be open to learning new things through testing.

However, it’s rare hear those words from an SEO professional, Splitt says.

Why is that?

Mathews shares her insight as an SEO manager and enlightens Splitt to the fact that SEO professionals constantly have to be on the defensive.

SEO Professionals Always Have To Defend Their Work

The work of SEO professionals is constantly being questioned, Mathews explains.

This puts them on the defensive, and saying “I don’t know” will only lead to greater scrutiny.

Mathews states:

“SEOs are constantly questioned, so it gets to a point where we almost kind of get on the defensive. When we’re asked a question, or how is this going to work, or if we do this thing what’s the result going to be, it’s hard for us to say ‘I don’t know’ just for that reason. Because we’re constantly under scrutiny or constantly being questioned.

What I usually tell other SEOs is it’s okay to say ‘I don’t know’ because [developers] are going to say ‘I don’t know’ too sometimes.”

Or, if you’re not comfortable with saying “I don’t know,” you could suggest testing things together to see what happens.

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Not only will that approach reduce friction between the SEO and the developer, it will help cover both parties down the road if a launch doesn’t work out as expected.

Mathews continues:

“When we do launch things, and they say ‘how come it’s not working,’ instead of us digging in and trying to understand which algorithm is not letting us rank, it’s okay to say ‘I don’t know’ and ‘let’s try something else and move on.’ But it’s very difficult for SEOs because we are constantly under scrutiny.”

Mathews adds that everyone within an organization scrutinizes the expertise of SEO professionals — from management, to developers, to content writers.

She talks about a time when she was advising a content writer to use a particular keyword so a webpage could rank for that keyword.

Rather than taking her advice, the writer pushed back because they preferred to use a different word. Apparently not understanding the importance of using keywords in copy.

While saying “I don’t know” may lead to a smoother working relationship, it would also help if people within an organization were more trusting of an SEO professional’s expertise.

That’s is just one of many points discussed in Google’s new video, which you can watch below in full:


Featured Image Khosro/Shutterstock





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