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How To Use Standard & Custom Markup



How To Use Standard & Custom Markup

If you dig deep enough, you’ll find a good story embedded in pretty much everything.

One of the more interesting that I’ve been fortunate enough to witness is the story of Wix for structured data (and I’ve seen more than my fair share of SEO tools).

On the surface, you would think a CMS and structured data would make for a pretty lousy story, but it’s only a matter of digging deep enough.

Here’s what you need to know about working with structured data on a Wix site and how we got there.

A Post On Wix Structured Data – Why Now?

In fewer than three years, Wix went from supporting little by way of structured data to offering SEO pros and site owners the ability to do nearly whatever they want with relative ease.

Due to recent platform updates, any content on the internet around this topic is now out of date.

But I’m also writing this because, in its own weird way, it tells the story of SEO coming into its own and becoming a focus for so many major corporations and platforms over the past few years.

Here’s a quick timeline of how Wix’s structured data capabilities have evolved:

  • January 2020: Wix began creating out-of-the-box markup for vertical pages.
  • January 2020: Structured Data API introduced to Velo, Wix’s dev tool.
  • January 2021: Additional verticals get out-of-the-box markup.
  • February 2021: Customizable structured data on Wix static pages opened to all users.
  • August 2021: Users received the ability to add more than one markup per page and edit prefabricated markup at the page-type level.
  • February 2022: Wix sites with an updated physical address automatically have local business markup applied to the site.
  • March 2022: Product image markup added by default to out-of-the-box product markup.
  • April 2022: Wix’s out-of-the-box markup for vertical pages becomes customizable without using a dev tool for single pages.

How did this happen?

It came about because SEO became a C-level priority and structured data was the logical place to make that priority a reality.

This is what I was alluding to earlier: How Wix evolved around structured data tells the more recent story of SEO.

In this column, you’ll learn how structured data works on a Wix site and how it corresponds to how significant SEO has become as an industry.

This significance is the overarching catalyst for our more recent developments.

The Challenges Of Solving Structured Data For Wix Sites

Making structured data implementation accessible and scalable for a robust platform was not easy. I say robust not to use embellishing marketing terminology but because of the construction of Wix as a platform.

Essentially, you have your main pages for the site (static pages).

Pages, such as your homepage and about page, are “owned” by the team responsible for the main Wix Editor.

Wix offers, however, all sorts of page types, from product pages to blog pages to niche verticals, such as restaurant and fitness pages.

Adding any of these pages means you need to add the “app” for the page type to your Wix site.

To run a blog on your site, you need to add the Wix blog app to create those dynamic blog pages, for example.

Of course, each “app” or vertical is run by its own team, often with unique technical considerations.

Now to make matters just a bit more complicated, there are static pages within the Wix Editor.

You manage vertical pages (which, for this post, is how I will refer to pages such as product pages, courses, blog pages, forums, etc.) from the Wix dashboard.

 Wix’s vertical pages are managed within the dashboard, not the Wix Editor.Wix Dashboard Page Manager

To create an across-the-board change to structured data implementation, you make the change across two different sub-platforms within Wix (the Wix Editor and the Wix dashboard) and across any multiple (and unique) verticals.

Let’s make the problem more complicated: Wix has all sorts of users.

There are business owners with little technical know-how and professional developers using an in-built full-stack dev tool called Velo to build sites.

How do you cater to both?

Once we got up and running with improving structured data in a serious way (circa early 2020), we were left in a peculiar situation: Wix offered out-of-the-box markup for a variety of dynamic verticals ranging from courses to products to the blog, but without an easy way for customization.

Users had to rely on our dev tool to make changes to the markup we created.

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This doesn’t work for business owners and it doesn’t work for many SEO experts.

And in either case, it’s not the most straightforward or streamlined approach.

Moreover, prefabricated markup at the folder level is great until you need to change the markup for a specific page within that group.

Again, you could, but you needed our dev tool, leading you to the same problem.

Out-Of-The-Box Structured Data Markup On Wix

Now let’s talk about solutions. We’ll start with the initial offering we created to make structured data scalable and help site owners who don’t have an SEO background – out-of-the-box markup.

There are a set of pages in Wix that (again) I will refer to as “vertical pages” throughout this post.

These are dynamic pages part of the various core verticals or “dynamic page types” Wix offers.

These verticals include:

  • Product pages (i.e., Wix Store).
  • Blog pages.
  • Courses.
  • Events.
  • Forums.

Wix automatically creates Rich Result-optimized JSON-LD structured data markup based on best practice recommendations from Google for these page types.

You don’t need to add any structured data markup to gain rich results – Wix handles that for you.

Since Wix is a closed-CMS, we understand the structure of vertical pages because we built these pages and can automatically create markup.

So, when your client creates a new event page, we can pull the necessary information from the page to create Event markup automatically.

The same is true for product pages, courses, forums, etc.

This is helpful for two reasons:

  • It can be a major time-saver when initially working on a site.
  • It can be a major time-saver when Google changes its rich result requirements.

To the latter, when Google changes its structured data requirements for rich result eligibility, you don’t need to start making changes to what can be hundreds (if not thousands) of pages.

When relying on Wix’s out-of-the-box markup, Wix’s SEO product team will implement these changes so that users don’t have to.

More recently, Wix’s automated markup already included Google’s new rich result eligibility requirements:

However, what about pages where Wix does not automatically create markup?

And, of course, what about instances where you want to either edit or override the markup Wix creates for you?

Creating & Customizing Structured Data Markup On Wix

Providing out-of-the-box markup solves some problems but, at the same time, can cause new ones.

What if you don’t want to use the implementation we created for you?

And, what if you want to create markup where we didn’t create any for you?

This is where it gets a little interesting.

Remember, Wix is fundamentally a website builder.

The SEO functionality will, at times, need to align with how the platform itself is constructed.

To that end, there is not one linear procedure for customizing structured data on a Wix site.

I hate to employ an SEO cliche, but it all depends.

In this case, it depends on the type of page you are working with and your goals.

We can essentially bucket structured data implementation for Wix sites into one of the following tasks:

  • Inserting custom markup on Wix static pages.
  • Editing or overriding the out-of-the-box markup created on vertical pages.
  • Implementing markup at scale.
  • Adding multiple markups to a page.

Creating Custom Markup On Wix Static Pages

With markup customization, we started with the site’s main pages (its static pages) because it was the path of least “complication.”

Not only were static pages the “simplest” page type for us to open up markup customization for, but they are also the simplest when discussing structured data implementation on Wix.

You can add whatever markup you want directly in the Wix Editor on these pages.

It’s pretty straightforward.

Once the Wix Editor is open, select the page you want to work with and open the SEO Panel by clicking where it says “SEO Settings,” as shown below:

SEO Settings in Wix Editor Screenshot from Wix, May 2022SEO Settings in Wix Editor

Once you do so, the full panel will appear and you can select “Advanced SEO.”

Once there, you will see the field to drop in the JSON-LD code:

Edit markup on Wix editorScreenshot from Wix, May 2022Edit markup on Wix editor

What if you want to add more than one markup to the page?

I’ll get to that shortly.

First, let’s deal with customizing Wix’s automated markup.

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Editing & Overriding Wix’s Automated Markup

Once we open up the platform to structured data customization (at least without using a dev tool), we get to the next challenge – the markup we created for you and your desire to customize it.

Wix automatically creates markup for many of a site’s vertical pages.

If you create a product page via the Wix Store application, Product markup is automatically added to the page (again, since we designed the construct of the page, we understand what information to pull into the markup automatically).

But what if you want to customize this markup or disregard it altogether?

Bulk Schema Edits By Page Type

Until the recent past, you had to rely on Velo, Wix’s dev tool, to make bulk edits to your structured data markup.

However, it is now possible to do it from the Wix dashboard (as opposed to the Editor, as vertical pages are managed via the dashboard, whereas static pages are managed in the Editor).

Once you access the SEO Tools within the dashboard, select the page type you want to customize the markup for.

Remember, we’re working with the site at the page-type level here, so any changes you make will apply across the board to all pages of that type.

For this example, I’m going to work with product pages.

SEO settings for Wix product pagesScreenshot from Wix, May 2022SEO settings for Wix product pages

With the page type selected, you can exclude the markup from all pages within the vertical (again, in this case, all product pages):

Exclude structured data markup Wix SEO settingsScreenshot from Wix, May 2022Exclude structured data markup Wix SEO settings

Conversely, you customize the existing automated markup by clicking Preview Preset:

Preview button Wix structured data markupScreenshot from Wix, May 2022Preview button Wix structured data markup

This will bring up a preview of the markup code. From here, you need to click on Convert to custom markup:

Edit Wix automated structured data markupScreenshot from Wix, May 2022Edit Wix automated structured data markup

Now’s where the fun starts. You can add variables from the available dropdown list:

Add variable to Wix structured data markupScreenshot from Wix, May 2022Add variable to Wix structured data markup

Or, you can add whatever custom code you want right in the field:

Adding new markup on WixScreenshot from Wix, May 2022Adding new markup on Wix

Notice that if you enter an invalid code, the field will immediately indicate that there is an error.

As stated, all of these capabilities are not for specific pages. Any change here impacts all of the pages within the folder.

But, what if you want to leave the pages in the folder alone and customize the markup on a few exceptions?

This leads us to our most recent structured data update, which has been quite a popular request of Wix users.

Customizing Structured Data On A Single Vertical Page

Things were moving along quite nicely, but there was still one major snag in the “Wix markup customization experience” – tailoring the automated markup on single vertical pages.

This was, in fact, a major pain point for a lot of our users.

It was also a more complicated problem to solve internally.

As of April 2022, it became possible to update a single vertical page’s markup while leaving the rest of the pages within the folder as is. This was really one of the last major customization roadblocks for us to solve.

(For the record, this post is not written in chronological order, so there are still other pain points that we’ll soon get to.)

Before this update, the only way to work with the markup on a single dynamic vertical page was by using Velo (Wix’s dev tool), making the process less efficient than it should have been.

While static pages are managed in the Editor, editing the markup for a specific vertical page is done within the Wix dashboard.

Keeping with products pages, to customize the out-of-the-box markup of a specific page, first select the vertical from within the dashboard, select a specific page, and click on the Edit SEO settings button:

SEO settings for Wix individual product pageScreenshot from Wix, May 2022SEO settings for Wix individual product page

This will open the SEO Panel, where you can access the settings for structured data via the Advanced tab.

Once you have that open, access the markup settings and click to exclude the automated markup from that specific page:

Advanced SEO settings tab in Wix dashboardScreenshot from Wix, May 2022Advanced SEO settings tab in Wix dashboard

You might be asking, but isn’t that only half the problem?

Don’t you need to create new custom markup to replace the out-of-the-box markup that we just excluded from the page?

The answer is yes, we do!

Just click Add New Markup from the panel and paste your code into the field that pops up:

Adding new structured data markup in Wix dashboardScreenshot from Wix, May 2022Adding new structured data markup in Wix dashboard

Wait a second, does this mean you can add more than one markup for a page (if you’ve been following the screenshots, the option to add a new markup was there the whole time, not just after I excluded the automated code)?

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Short answer: Yes.

Before we get to that, there’s another question to address: If I want to exclude Wix’s out-of-the-box markup for the entire subfolder, can I create new markup at scale, or do I need to do it page-by-page?

Creating & Customizing Wix Markup At Scale

To be honest, we’ve already indirectly covered some of the scalability when using Wix to implement structured data markup. As we’ve already seen, you can either exclude or customize the automated markup across all pages within a vertical.

In cases where you exclude the automated markup across the board, you can create a custom markup that applies across all of the pages within a vertical to replace it.

Once the markup is excluded from a given page type, use the SEO Settings (as found within the Wix dashboard under SEO Tools) to add a new markup and paste in whatever code you would like:

Adding structured data markup in Wix SEO settingsScreenshot from Wix, May 2022Adding structured data markup in Wix SEO settings

Hit apply and you have just added custom markup for all pages of that type in a single click.

Great, can I do that and add another markup to all pages of a single type?

In other words, let’s talk about adding multiple markups to a single page.

Adding Multiple Markups To Wix Pages

As we began to open up the Wix platform for structured data markup customization, we knew that one limitation was going to be the inability to add multiple markups to a single page.

However, from a development and infrastructure standpoint, it made sense to tackle this at the same time as opening up our out-of-the-box markup for customization.

This means developing the ability to add more than one markup to vertical pages and static pages, along with the ability to customize the out-of-the-box markup.

For static pages, the SEO Panel in the Editor presents an option to add a new markup. After that, you can keep adding and adding new markups:

Adding multiple markups in Wix EditorScreenshot from Wix, May 2022Adding multiple markups in Wix Editor

When you’re working with a single vertical page within the dashboard, you have the same options within the SEO Panel there:

Adding multiple markups to Wix vertical pageScreenshot from Wix, May 2022Adding multiple markups to Wix vertical page

So, if you want to exclude the out-of-the-box Product markup completely, custom create the markup, and then throw FAQ markup on top of that for a single page, you can certainly do so, as was shown earlier.

For example, here’s what you could do with this capability: Let’s say you sell cookware and offer your cooking course on all of your product pages. You can custom create Event markup and apply it to all of your product pages in one shot:

Adding multiple markups to Wix at scaleScreenshot from Wix, May 2022Adding multiple markups to Wix at scale

Here again, you’ve customized what could be thousands of pages in three to four clicks.

One Last Gap: Custom Dynamic Pages

There is still one gap we have left to close.

There is one often used core type of page that still requires our dev tool (Velo) to create structured data, and those are custom dynamic pages.

Custom dynamic pages are pages you create as part of a larger dataset or custom collection.

Let’s say you have a section on your site for the latest industry news but want to keep it separate from your blog. You can use the Wix Content Manager to create a set of dynamic pages to manage this section of your site.

And while you can do things like custom-set the title tag or meta description within the SEO Panel for these pages, we do not yet support structured data implementation unless you use our dev tool.

SEO settings panel Wix custom dynamic pagesThe SEO settings for custom dynamic pages include your title tag and meta description but not the implementation of structured data.SEO settings panel Wix custom dynamic pages

While there is not yet a streamlined way to implement structured data on these pages, either through the Wix Editor or Dashboard, there is an API in Velo that is dedicated to structured data.

Wix Velo structured data codeSample code from Wix’s Velo Structured Data API.Wix Velo structured data code

So, if you are working with custom dynamic pages within Wix, it’s important to understand the limitation and the way to work around it – until we get to supporting markup customization within the Wix dashboard.

Summing Up Wix Structured Data Implementation

I know I’ve thrown a lot of information at you. Here’s a summary of some of the key points and capabilities outlined above (because at least one section of this post should have some glimmer of brevity).

  • You can customize markup on Wix static pages and Wix vertical pages in two locations; the former within the Wix Editor and the latter inside the Wix dashboard.
  • You can add more than one markup to Wix static and vertical pages.
  • You can edit and override the out-of-the-box markup Wix creates on many of its vertical pages, both at the page-type level and for specific pages within a folder.
  • Implementing structured data markup on custom dynamic pages still requires the Wix dev tool, Velo.

Of course, there are still various things we have on our roadmap to continue evolving our structured data capabilities.

Wix is always looking to improve our structured data offering and would be happy to hear your thoughts and feedback.

More resources: 

Featured Image: ra2 studio/Shutterstock


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7 Ways To Use Google Trends For SEO & Content Marketing



7 Ways To Use Google Trends For SEO & Content Marketing

Google Trends is a surprisingly useful tool for keyword research, especially when using advanced search options that are virtually hidden in plain sight.

Explore the different Google Trends menus and options and discover seemingly endless ways to gain more keyword search volume insights.

Learn new ways to unlock the power of one of Google’s most important SEO tools.

The Value Of Google Trends

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

It shows the numbers of queries made in relative percentages on a scale of zero to 100.

Unlike Google Trends, paid SEO tools provide traffic volume numbers for keywords.

But those numbers are only estimates that are extrapolated from a mix of internet traffic data providers, Google Keyword Planner, scraped search results, and other sources.

The clickstream data usually comes from anonymized traffic data acquired from users of certain pop-up blockers, browser plugins, and some free anti-virus software.

The SEO tools then apply a calculation that corresponds to their best guess of how that data correlates with Google keyword search and traffic volume.

So, even though paid SEO tools provide estimates of keyword traffic, the data presented by Google Trends is based on actual search queries and not guesses.

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 help dial in accurate segmentation of the keyword data that helps to understand what geographic locations are best for promotional efforts and also 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 100.

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

However, the relative numbers can have more meaning when they are compared with keywords for which there are known traffic levels from another keyword phrase.

One way to do this is to compare keyword search volume with a keyword whose accurate traffic numbers are already known, for example, from a PPC campaign.

If the keyword volume is especially large for which you don’t have a keyword to compare, there’s another way to find a keyword to use for comparison.

A comparison keyword doesn’t have to be related. It can be in a completely different vertical and could even be the name of a trending celebrity.

The important thing is the general keyword volume data.

Google publishes a Google Trends Daily Trends webpage that 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.

Example Of How To Pinpoint Search Volume

I’m going to use the search phrase [how to lose weight] as an example of how to use Google Trends to get a close idea of actual search volume.

The way I do it is by using known search volumes and comparing them to the target keyword phrase.

Google provides search volumes on its trending searches page, which can be adjusted for what’s trending in any country.

On this particular day (September 22, 2022), the actress Ana De Armas was trending with 50,000+ searches, and the American ex-football player (keyword phrase [Bret Favre News]) was trending with 20,000+ searches.

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Step 1. Find Search Trends For Target Keyword Phrases

The target keyword phrase we’re researching is [how to lose weight].

Below is a screenshot of the one-year trend for the target keyword phrase:

Screenshot from Google Trends, September 2022

As you can see, it’s a fairly stable trend line from September 2021 to September 2022.

Then I added the two keyword phrases for which we have a close search volume count to compare all three, but for a 24-hour time period.

I use a 24-hour time period because the search volume for our comparison keywords is trending for this one day.

Google Trends ComparisonScreenshot from Google Trends, September 2022

Our target keyword phrase, with a red trend line, is right in the middle, in between the keyword phrases [Ana De Armas] (blue) and [Bret Favre News] (yellow).

What the above comparison tells us is that the phrase [how to lose weight] has a keyword volume of more than 20,000+ searches but less than 50,000+ searches.

The relative search volume of [how to lose weight] is 50% of the keyword phrase [Ana De Armas]. 

Because we know that [Ana De Armas] has a search volume of approximately 50,000+ searches on this particular day, and [Bret Favre News] has a search volume of 20,000+ queries on the same day, we can say with reasonable accuracy that the keyword phrase, [how to lose weight] has approximately a daily search volume of around 30,000 on an average day, give or take a few thousand.

The actual numbers could be higher because Google Trends shows the highs and lows at particular points of the day. The total for the day is very likely higher.

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

Related: How To Do Keyword Research For SEO

2. Discover Insights From Time-based Trends

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 the audience trends.

  • Upward Long-Term Trends: If a trend is consistently going up, this means you need to focus energy on creating content for this trend.
  • Downward Long-Term Trends: If the trend line is steadily 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, September 2022

There’s a clear downward trend for WordPress in all three variations.

The downward trend extends to related phrases such as:

  • WordPress themes.
  • WordPress plugin.
  • WordPress hosting.

There are many reasons why search trends go down. It can be that people lost interest, that the interest went somewhere else or that the trend is obsolete.

The digital camera product category is a good example of a downward spiral caused by a product being replaced by something else.

  • The digital camera caused the downturn in searches for traditional analog cameras.
  • 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 a topic or product category and to pivot to upward-trending ones.

Related: Content Marketing: The Ultimate Beginner’s Guide

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3. Related Topics And Queries

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


Topics are search queries that share a concept.

Identifying related topics that are trending upwards is useful for learning how an audience or consumer demand is shifting.

This information can, in turn, provide ideas for content generation or new product selections.

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

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

Top queries are generally the most popular searches. Rising Queries are queries that are becoming popular.

Screenshot of Google Trends Related Queries feature.Screenshot from Google Trends, September 2022

The data from Rising Queries are great for staying ahead of the competition.

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.

Google Discover is tied to trending topics related to searches.

Google News is of the moment in terms of current events.

Sites that target either of those traffic channels benefit from knowing what the short-term trends are.

A benefit of viewing short-term trends (30 days and 90 trends) is that certain days of the week stand out when those searches are popular.

Knowing which days of the week interest spikes for a given topic can 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 functionality for narrowing down keyword search query inventory according to category topics.

This provides more accurate keyword 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 within the correct context.

6. Identify 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.

In fact, it might be useful to focus link-building promotional activities in those areas first since the interest is higher in those parts of the country.

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

Localizing content (and the promotion of that content) can make it more relevant to the people who are interested in that content (or product).

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Google ranks pages according to who it’s most relevant, so incorporating geographic nuance into your content can help it rank for the most people.

7. Target Search Intents With Search Types

Google Trends gives you the ability to further refine the keyword data by segmenting it by the type of search the data comes from, the Search Type.

Refining your Google Trends research by the type of search allows you to remove the “noise” that might be making your keyword research fuzzy and help it become more accurate and meaningful.

Google Trends data can be refined by:

  • Web Search.
  • Image Search.
  • News Search.
  • Google Shopping.
  • YouTube Search.
Screenshot of Google Trends showing the different kinds of searchesScreenshot from Google Trends, September 2022

YouTube search is a fantastic way to identify search trends for content with the word “how” because a lot of people search on YouTube using phrases with the words “how” in them.

Although these are searches conducted on YouTube, the trends data is useful because it shows what users are looking for.

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, September 2022

If your keyword phrases involve instructional content that uses words like “how to,” refining your research with the YouTube search type 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, September 2022

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

When creating content related to news, identifying the correct angle to report a news item is important.

Knowing that the words “what” or “who” are most relevant to a topic can be useful for crafting the title to what the readers are most interested in.

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.

As an example of how current events influence trends, the biggest spike in searches with the word “who” occurred in the days after the 2020 presidential election.

Every Search Type query refinement shows a different help to refine the results so that they show more accurate information.

So, give the Search Type selections a try because the information that is provided may be more accurate and useful than the more general and potentially noisy “web search” version.

Unlock The Hidden Power Of Google Trends

Free tools are generally considered to be less useful than paid tools. That’s not necessarily the case with Google Trends.

This article lists seven ways to discover useful search-related trends and patterns that are absolutely accurate, more than some search-related data from paid tools.

What’s especially notable is that this article only begins to scratch the surface of all the information that’s available.

Check out Google Trends and learn additional ways to mix different search patterns to obtain even more useful information.

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