Connect with us

SEO

How to enhance your ecommerce branding strategy with Google Trends

Published

on

How to enhance your ecommerce branding strategy with Google Trends

30-second summary:

  • In the wake of the helpful content rollouts, Google Trends can be a strong gateway into search trends
  • How do you spot a trend and differentiate it from a fad to justify resource investment?
  • Hands-on tips to unearth Google Trends and apply them to your ecommerce SEO strategy

A successful digital marketing strategy grows through exploiting online visibility that results in conversion. Organic traffic and SEO generate the most leads in a digital marketing strategy, according to 61 percent of marketers using B2B initiatives.

Statistics for 2022 capture the situation as they show that a search engine is the point of departure for 68 percent of online activity. The internet offers plenty of advice on building a digital marketing strategy. Still, we cut through the chase and focus on how you can harness the power of an SEO strategy and keyword research to grow your business this year and beyond.

The role of Google Trends in enhancing your SEO strategy

If you exploit its capacity, Google Trends can be a game changer for your SEO strategy. Consider the following steps to exploit this tool to develop your digital marketing strategy:

1. Monitor trends

Google Trends is a free tool that scours the internet, collects data on search behavior, and helps you capitalize on popular trends when developing a marketing strategy. It collects information from platforms such as YouTube, Google Images, Google News, Twitter, and Google Shopping on which web users engage.

The analytics from Google Trends looks at the total search volume over a specific period. In addition, it identifies how often users looked up a search query time on the Google search engine. Though said to be a reliable tool, it gives estimates of the levels given to the value of a keyword, ranging from 0 to 100. It establishes seasonal variations in a keyword.

A value of 100 on user intent means the keyword is a high-interest, while zero does not mean that no one showed interest but that the interest level was shallow. For example, if you search the term “swimwear”, you will notice it has more searches during summer than in winter. If you track such analytics, you can judge the relevance levels of your niche to users and know when to jump on and off a trend.

Advertisement

2. Google Trends unearths new keywords

When you have a website, keywords are the pointers that show search engines what you have on your website. Keyword research shows you what your potential customers might be looking for and the estimated size of the audience with that search intent.

Try the following steps:

  • Identify the main idea with which your potential customers associate the product or service your business offers, such as cashmere scarves. Avoid using adjectives.
  • Narrow down on the product or service specifics by anticipating a unique aspect of your niche that would send users to your website. For example, cashmere scarves from Italy.
  • At this point, you can add a link from a website to your search for better results.
  • Include brand names of your products or well-known names in the industry to improve product association but do not include an unknown brand name in your search.
  • Try different keyword phrases on the topic in different variations, such as “Italian cashmere scarves”, “designer Italian cashmere scarves”, and “affordable Italian cashmere scarves”. Use keywords related to the topic to narrow down the results.
  • Considering there are over six billion worldwide searches daily, you should use tools like SEMrush to identify keywords that rank on a page and include related keywords for comparison to other viable keywords.

Beware, though, some new search terms could be popular but just fads that later disappear, making your content redundant.

Understand the difference between a trend and a fad

Here’s a quick look to help you discern what is a trend and what is not, further giving you stronger clarity on whether to invest time and resources in content creation.

A trend is –

  • A general development, situational change, or a shift in the way people are behaving
  • Can be traced to a starting point in time
  • Evolve gradually
  • Have a broader influence on culture and consumer behavior

A fad is –

  • A very popular style or activity that can be compared to a “one-hit wonder”
  • Can not be traced into a starting point as fads blow up on scenes out of nowhere
  • Fade away as fast as they show up
  • Does not have a substantial impact on consumer behavior

3. Research your niche

Even as you search for the best keywords to boost your SEO strategy, Google Trends ensures you do not miss any relevant topics in your niche. Your niche should provide value to remain relevant.

The variances between the dips and increases on charts generated by Google trends show the following at a glance:

  • Seasonal changes in prices
  • Seasonal changes in demand
  • The stability of a niche depends on the sustained search volumes over a given period
  • Whether the niche is still a viable business idea

The metrics from that search guide you in making data-driven decisions for your brand and exploit your niche because it will enable you to:

  • Identify target regions
  • Determine the viability of your niche
  • Know the relevant terms to search
  • Make decisions using real-time data
  • Optimize your campaign
  • Know if you have loyal customers who can build a community

4. Track the latest popular searches

When your business dealings center on a dynamic niche, Google Trends helps you stay abreast of changes. People’s needs keep evolving, and to stay ahead, you must get real-time results on their search engine queries and act accordingly.

Invest in that research to adjust your marketing tactics to address the new concerns that arise in the market due to emerging issues.

Businesses that modify their strategy to emerging, real-time needs thrive while the rest that don’t naturally see a drop in returns.

5. Compare keywords

Google Trends searches accumulated data from people’s search history in Google and the search terms used most in those searches. The Google Trends landing page has a search bar tailored for search terms. On this bar, you can type up to five keywords you wish to compare, separating them with a comma.

Advertisement

The search avails much when focused on related topics and shows the less obvious needs of customers. When analytics terms the results on a term as rising, it means it had the most considerable volume in growth. Breakout is a percentage that shows the search query volume exploded to over 5000%.

6. Optimize for video and ecommerce

Videos on YouTube offer another avenue for studying the market scene besides web results. Through videos, Google Trends can unearth the video topics fueling trends. You will also know if it is time for you to create video content for ecommerce and the relevant tags you should include for optimization.

You can also use the tool to follow up on the success of your video. Consider that 88 percent of people say that watching a video on a brand convinced them to buy their product or service. While 0ver 70 percent would rather watch a short video on a brand than read text about it.

7. Target local audience

It’s no longer a hassle to find geo-specific data and evaluate the popularity of a search item by region. You will reliably establish the region with the highest demand for your product or services.

There are different ways of conducting this search. One is by typing the name of what your business offers into the search space and then scrolling to the map section on the same page to determine locality.

The second way is to use search filters to compare keywords and identify different regions where web users showed interest in your products or services. Effective campaigns should have geographical relevance.

8. Google Trends for analyzing competitors

Google Trends not only guides you on what your potential customers use the internet to seek from your industry. It also gives you insights into what your competitors have been up to, for example, it shows the search queries trending for your competition, now and within the past year.

You can use the tool to narrow down your search into seasons to see any variance in their market presence. For instance, you can see if there were any changes in pricing, such as seasonal offers and supply during different times of the year. Such findings can help you strategize how to promote your brand depending on your competitor’s business tactics.

Advertisement

9. Plan your yearly calendar

In the end, you must create a search marketing plan with time-specific events. The yearly calendar will guide you in planning and creating schedules for seasonal events according to the needs of your customers. This calendar is a dynamic tool subject to review and adjustment not only to create goals but also to track them to completion.

It takes into account all the above-discussed steps and integrates them into an ecommerce marketing strategy for both web-based establishments and brick-and-mortar businesses.

Make Google Trends work for your campaign

Google Trends is a great tool to provide valuable insights into your digital marketing and content strategy. Use this knowledge to plan for content, measure the most optimal times of the year, and understand your audience.

Contact us for consultations and support for result-driven branding strategies.


Eric Ritter is the Founder & President of Digital Neighbor. He can be found on Twitter @EricRitter.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

Advertisement



Source link

SEO

What You Need To Know

Published

on

What You Need To Know

How do you measure the effectiveness of your marketing campaigns?

Have you ever felt that some marketing channels’ data seems to be located in “a void” – meaning it’s hard to discover their actual impact?

Channels like connected TV, satellite radio, digital advertising, email, and social networks have made marketing campaign analysis a complex field for marketers.

But you can find valuable insights for your strategies – if you know where to look.

Luckily, you’ll uncover precisely where this hidden data lies, right now.

On September 28, I moderated a webinar by Shaubhik Ray, Senior Director of Digital Analytics at iQuanti.

Ray explained how you can improve your ability to predict the success of your marketing programs.

Advertisement

Here is a summary of the webinar.

To access the entire presentation, complete the form.

The What, Why & How Of Marketing Effectiveness

Marketing effectiveness goes hand-in-hand with efficiency. If your marketing is performing effectively, the cost of acquiring or executing a campaign is more efficient.

The underlying goal of all marketers is to understand the actual return on their investment in different channels.

It’s important to measure marketing effectiveness because you want to optimize:

  • Marketing performance.
  • Marketing budget.
  • Business performance.

However, isn’t always easy to track due to external and internal factors.

[Learn Your Barriers Of Effectiveness] Instantly access the webinar →

Measurement Techniques To Use To Guage Success

First, create a KPI framework to identify your important business KPIs.

Next, design a solution to capture your company’s KPIs accurately.

Advertisement

Then, standardize your channel data collection.

Finally, develop a structured approach to identify what marketing KPIs should be collected for measuring business success.

iQuanti, September 2022

Once you understand the different metrics you’re capturing, focus on standardizing how you capture this data.

These methods can include:

  • Campaign tagging framework.
  • Campaign naming conventions.
  • Roll-out of a campaign tracker.

[Easy Technique: Learn How To Use Google & Facebook For Data Collection] Instantly access the webinar →

Advanced Techniques For Measuring Effectiveness

You can measure marketing campaign effectiveness by tracking:

  • Attribution.
  • Cause & Effect.
  • Marketing Mix Modeling.

Digital Attribution

Digital Attribution is the science of assigning credit to each marketing touch point of the customer journey based on that touch point’s influence on their ultimate conversion decision.

Measuring Marketing Effectiveness: What You Need To KnowiQuanti, September 2022

Approaches include rule-based and algorithmic attribution.

[Learn What These Are & How They Help] Instantly access the webinar →

Incrementality: Proving Cause & Effect

Incrementality in marketing is the lift or increase in the desired business outcome (e.g., awareness, web visits, conversions, revenue) resulting from a marketing intervention.

Advertisement

You can approach this on a user level or geo-level.

[Learn More] Instantly access the webinar →

Marketing Mix Modeling

Marketing Mix Modeling (MMM) is a statistical technique used to identify and quantify the relationship between a pre-defined KPI like sales and the factors influencing them.

This approach is privacy friendly, holistic, and flexible.

[See it in action] Instantly access the webinar →

Metrics For Measuring Marketing Spend

By analyzing the spend metrics you’re tracking for the particular campaign, you can get a good understanding of how effective different campaigns are.

There are a lot of spend metrics, but the three cost metrics that help you understand how well each of your campaigns is performing are:

Advertisement
  • Cost Per Acquisition (CPA).
  • Cost Per Incremental Acquisition (CPIA).
  • Marginal Cost Per Acquisition (MCPA).

[Take a closer look at each metric] Instantly access the webinar →

Now that you know the techniques and metrics, you can go on selection.

How To Select The Right Measurement Techniques

Consider the following factors while selecting the proper measurement techniques:

  • Availability Of Data
    • Is the data foundation in place?
    • Availability of historical data and granularity of data.
  • Availability Of Resources
    • What’s the current tech stack for measurement?
    • Access to skilled resources.
  • The Use Case
    • The primary objective of the analysis.
    • Industry and customer journeys (path to conversion).

Knowing where to look allows you to find valuable insights for your strategies, gain clarity, and move in the right direction with your campaigns.

[Find Your Best Measurement Technique] Instantly access the webinar →

Measuring Marketing Effectiveness: What You Need To Know [Webinar]

Here’s the presentation:

Join Us For Our Next Webinar!

6 Keys Your Business Needs To Win With Your Marketing Agency

Building trust with your agency and establishing a strong marketing foundation is a sure-fire way to take your business to the next level. This webinar will walk you through ways to have a clear, transparent and trusting partnership with your agency and drive results.


Image Credits:

Featured Image: Paulo Bobita/Search Engine Journal

Advertisement

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'measuring-marketing-effectiveness-recap', content_category: 'digital strategy-digital paid-media seo webinar' }); } });



Source link

Continue Reading




DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish