In addition to analytics tools, there are many more useful services for tracking online demand trends. Many people do not know that you can see not only the trends of changes in queries in search engines, but also find your competitors. And this is a very useful function for business development and website promotion. For example, a handy tool Google Trends, which will be discussed today.
How Google Trends works
The most important advantages of Google Trends are simplicity, freeness and the ability to customize the collection of statistics data for specific regions. Perhaps this is a marketer’s dream! You will be able to see not only the data of the nearest past periods, but track the dynamics of changes in the number of each search query, then compare with competitors or analogs and identify trends. Google Trends collects statistics wherever the Google search engine is used, including YouTube, keyword searches, product searches, images, and news searches.
Anonymous data in the search engine is grouped according to specific topics and combined. After that, the information is analyzed, and it is converted into graphs with a 100-point scale. It is convenient to use them to determine the highest interest in a certain issue among consumers. Other indicators are ranked on a scale from “99” to “0” points. If there is not enough information, the request gets the value “0”. Rare and unpopular search words are ignored, and identical queries from the same source are not counted.
What you can learn from Google Trends
Google Trends measures the relative popularity of a particular search query compared to others. Data is collected and issued for a specific period. You can choose:
any time period from the moment the service appeared in 2004 to the present,
for the last 7 days, except for the last 36 hours (this data will still be processed).
What are the benefits of Google Trends for business and website promotion
With the free Google Trends Terms of Service, you can, at no additional cost:
analyze and predict market demand for your products / services,
compare changes in requests in different periods of time and in different regions over a long period,
find out the interests of your target audience and its activity at different times,
compare the activity and demand for your products for new regions that you plan to enter,
see the volume of demand in different segments of goods related to your or competing companies,
identify seasonal ups and downs in order to plan production volumes,
assess the awareness of your brand, enterprise or company,
identify and track the demand for competitors’ products.
How to use Google Trends
Highlight the regions that are your priority. This tool will help to bring your business to new regions with the highest probability of success and the lowest cost. You will be able to optimize your advertising budget by region, city and country, so as not to inflate costs. To do this, you need to use the function to determine the relative popularity by sub-region. The Popularity by Subregion section is located on the Analysis service page. Consider the relative analytics that are related to query popularity. That is, the data of the absolute number of queries will not be displayed here, but only in comparison with the activity of users in relation to other search words. For example, in Odessa the query “iPhone” may be more popular than in Dnipro. Why is that? We note right away that this indicator does not mean that there is less interest in this smartphone in Dnipro. Simply, in comparison with other goods on the Internet, the query “iPhone” is more common among Odessa citizens than in the city of Dnipro. We see only the relative popularity / frequency of the request, not its absolute indicator. In order to compare different regions, you need to proceed differently:
2 identical queries are entered,
the function “filters” is selected,
each request has a region and time period for analysis.
Determine the seasonal demand for goods / services and find your competitors. Perhaps you already know your company’s competitors. However, how popular are they really? Google Trends will help you with this again, and here’s how:
select your request, for example, “smartphone Redme”,
go to the “Analysis” page,
block “more on the topic”.
You will see competitors ranked by popularity and will be able to find out which brands are preferred by customers.
In the resulting list, you can sort by additional parameters:
Leaders – in this case, you will see the most popular requests for the specified period of time,
Trending – will show the most popular queries for the past period of time. These may include products that have taken off quickly in a short time. Such Google Trends is labeled as “super popular”. It makes sense to pay attention to these brands in order to analyze the marketing strategy, product features and the reasons for this growth in popularity.
Google Trends will help you with seasonality in the same Analysis section. There it is enough to enter your request and the peak and decline of demand will be shown on the graph. For example, if you want to see the beginning of the search for the queries “Santa Claus” or “Christmas toys” in order to have time to bring these goods to the market of your city.
Important nuances and secrets of the accurate work of Google Trends
Use special commands and operators with which the service works. By default, the query is analyzed in an arbitrary order, without specifying additional words. You will be presented with all options for “womens dresses”, which include “womens evening dresses”, “plus size womens dresses” and more. That is, you will get all possible options that contain these words in no particular order. At the same time, the service will not take into account spelling errors, different spellings, synonyms and declensions of words. To refine your search, we recommend using the following operators:
quotation marks (“) – will allow you to get results that include phrases with exact word order, and those that contain additional words before or after the search query. That is, there may be clarifications for certain categories or types of products.
plus (+) – used instead of “or”. This allows you to see the analysis results for several words at the same time, including spelling errors. For example, “Apple + Apple + Apple” will allow you to see general statistics for all types of brand writing.
minus (-) – makes it possible to exclude certain words from query analysis. For example, if you want to exclude the word “evening” from the query “womens dresses”, then you should specify “womens dresses – evening”. This will remove unnecessary information.
Selecting a product category. Such help is required if the word (or words) have several different meanings. For example, a “car” can be a toy, or it can be real. To clarify the scope of application of certain products, you need to have relevant statistics in order to rely on accurate data. For this purpose, on the “Analysis” page, you should select the qualifying area.
Do not combine a search term and its subject matter. Without the use of operators, the Google Trends service provides only a selection of information for queries with specified words. The theme allows you to get more accurate statistics for marketing analysis.
As you can see, website promotion can be based on useful tools that will help you get accurate information about the popularity of competitors, market capacity, and consumer activity. This will help not only to develop a strategy for launching new products to the market, but also to plan production volumes, purchases, orders.
Google Trends is convenient, informative, and so far free. We definitely recommend using it!