We all know that whether we are selling products or promoting products, the first thing we need to do is to have a comprehensive and detailed understanding of the market and the audience. Usually we use our own experience to make judgments, which is very unscientific. At this time, we need a powerful and effective data tool to help us conduct professional analysis. Today, the editor recommends a free and professional analysis tool - Google Trends.
What is Google Trends?
Google Trends, which is what we often call Google Trends. Google Trends is an analysis tool launched by Google based on search data. It analyzes billions of search data from Google search engine every day to tell users the frequency of a certain keyword or topic appearing in Google search engine at different times and its related statistics.
We can use these search data to understand our market, audience information, future marketing directions and other related information.
How to use Google Trends?
Now that we have explained what Google Trends is, let’s talk about how to use it. Using Google Trends is very simple. Open Google Trends URL: https://trends.google.com
Enter a search term or topic and click Enter. You will get the following results:
● Order of change over time - this shows the performance of data from 2004 to the present
● Regional search popularity - can be segmented by region or city
● Related queries - can be sorted by "rising search volume" or "popular"
The right side of each report shows three ways we can use the data:
● Download data in CSV format.
● Embed data as charts - Provides JavaScript code for embedding and previewing on desktop and mobile screens.
● Share charts on social platforms such as Google+, Linkedin, Facebook, Twitter, Tumblr, etc.
Now that we know how to use this tool, let’s take a look at what functions we can achieve using this tool!
Keyword Research
Keyword research and hot topic research are the two main functions of Google Trends. The keyword research function can play the following roles:
● Understand the performance of keywords in different countries, cities and over time
● Understand the keywords and main markets of products
● Understand topics related to keywords and gain further insights into audience characteristics
● Compare the performance of different keywords in the same country and at the same time
● Gain additional insights with specific searches
Let's take the product "glass bottle" as an example, go to Google trends, enter keywords, and select search terms. We can see the search popularity performance of the world and each country from 2004 to the present.
At the same time, we can see the search popularity displayed by region. Among the 43 countries and regions, New Zealand, the United Kingdom, Australia, the United States and Singapore are the countries with the highest search popularity. These are also the markets that we need to focus on for the marketing and promotion of our products.
Of course, we can also specify the market from country to city. For example, in New Zealand, cities such as Wellington, Waikato, Canterbury, and Auckland have a relatively high search frequency for glass bottle. We can focus on several cities.
Next, we can analyze what people are searching for and talking about regarding glass bottle. We can see the popular search topics and also the search topics that are currently rising
We can see that when it comes to glass bottle, people search for words such as bottle, glass bottles, glass water bottle, etc. more frequently, and the topics discussed most are bottles, glass bottles, water, wine, etc. We can compare and contrast our website and products to these related searches and topics. Through related searches and related topics, we can also see what glass bottle’s audience is interested in.
We all know that sometimes the same product has many different names. Here we can also compare and analyze which word people like to search for the most. For example, "glass bottle" and "glass container", we can see that people prefer to use glass bottle compared to glass container.
At the same time, we can also see the performance of these two words in different countries and related searches.
From the interface we can see that in addition to the default Google web search, several specific search options are provided:
● Image search
● News Search
● Google Shopping
● YouTube Search
Different search methods will produce different search data. If we need to get suggestions on pictures, news, Google searches, video creation, optimization, etc., we can directly use these search options.
Hot Topic Research
Hot Topics is another important feature of Google Trends. Hot search terms can achieve the following functions:
● Understand customer needs through popular product search topics and customize relevant websites and marketing content.
● Identify seasonal marketing trends and create promotional content at the right time.
● Understand the daily and real-time search popularity, and use the popularity to do social marketing
In addition to analyzing by keywords, Google Trends can also be analyzed by topics. Let’s take glass bottle as an example. Type in glass bottle and the topic recommended by Google Trends is glass bottle. Pulling down, we can see related topics and related searches. At the same time, combined with the actual product, we can find product marketing content that will attract customers’ attention.
We can also use Google Trends to understand seasonal marketing trends. For example, taking "umbrella" as an example, we can see that the word "umbrella" has shown regular fluctuations since 2004. In June of each year, the search popularity reaches the highest value of the year. That's because this time happens to be the rainy season in the United States. So, if your business is related to seasons, you can quickly identify its peaks and troughs by analyzing Google Trends. Optimize existing product-related pages before the peak arrives and create relevant content for the upcoming peak. Make sure you present your best to your customers when the peak comes.
Similarly, this principle also applies to products with periodicity and regularity, such as festive goods.
Searches for "scary outfit" increased significantly before Halloween
Google Trends also launched daily search trends and real-time search trends features. We can combine hot topics with our own products and use them to market on social platforms such as YouTube, Facebook, and Twitter.
