SEO is a profession that is highly dependable on various tools. In fact, it can be regarded as one of the most analytical disciplines.
Unlike some other jobs, where you have some sort of a material measurement (such as the money), it is very hard to quantify success for websites.
Although very intangible by nature, our best bet is to measure things by comparison.
In fact, everything within SEO is based on this principle as our ultimate goal is to have a better position in SERP compared to our competition.
That being said, some of these numbers are very troublesome for laymen. Basically, there is only a few tools that can help casual users establish what is happening and compare data.
One of these tools is Google Trends.
What is Google Trends?
Simply put, this local keyword tool is telling us what is currently trending online.
Like all the other Google tools, it has pretty simple and straightforward interface. That is to be expected given that it is mainly oriented towards casual users.
Nevertheless, it is something that can be used by everybody. It is a great way to predict how a keyword will fluctuate showing us web users’ attitude towards a topic.
But, there is another thing that most people do not consider.
Google Trends is a good analytical tool that depicts the state of industry showing where you stand within Google search engine.
Companies are able to use it in order to predict growth of certain products or industry as a whole. As such it is crucial for marketing.
Even though there is no direct connection between number of searches, number of news and sales, it is safe to say that some of these stats can be used as potent indicators of general public interest.
If you think about it, Google Trends can be regarded as a free public pole.
Google Trends and local results
When we talk about keywords and SEO tools, majority of the software is oriented towards the Internet in general.
SEO as a profession needs to ensure that you website is ranking among top 10 results in Google.
Having an article or a YouTube video that ranks high is a priority.
Rarely do we concern ourselves with anything else. Due to this fact, most of the tools are not oriented towards local search.
Google Trends is unique in that regard.
Among various features, it allows us to track popularity of a keyword within a region or a city.
These insights can help you understand local market and set your long term goals.
After typing in a search term, we get several different data such as interest over time, interest by region, related topics and related queries.
You can view these stats at any time.
Within interest by region section, you are able to narrow down the query by using region or city filter.
When searching for markets you can enter, Google Trends provides well rounded data.
Furthermore, you are able to click on particular countries which will give you additional data regarding the cities where this keyword is most popular.
This can be crucial in terms of market segmentation and can help your content creation process. With it, you can create articles for particular demographics that will be interested in your work.
How can a local businessman use Google Trends?
Nowadays, everybody has a website.
Even though there are a lot of organizations that use their domain on a global level, numerous companies are geared towards local success.
Similarly to global enterprises, these small local entrepreneurs have to optimize their site in order to be visible in Google.
Some may say that this is unfair due to the fact that a small company has to invest same resources as big companies just to make profit locally, but this is the nature of the beast.
How to use Google Trends for keyword research?
As I said, this tool can help you discover how popular a particular keyword is in your city or country.
It is actually regarded as one of the best local keyword research tools for digital marketers even though it has some flaws.
Local keyword research is performed by taking several interesting search terms and comparing them to each other. Google Trends returns results for each one of them and shows you which one you should pursue.
I believe that Google Trends for SEO is a must for every local entrepreneur.
A word of precaution: Google Trends analysis needs to be performed after the initial research which helped us establish volume and difficulty. In other words, even if you find a juicy keyword that is immensely popular within your city, it may turn out that this keyword has low traffic or high difficulty; either of which can affect your efficiency. On the other hand, if you website offers its products/services only locally, there is not much point in using a keyword with high traffic and low difficulty if there are no local searches.
There is another thing you have to pay close attention to and that is interest over time or keyword trend.
Don’t be fooled by things that are popular right now and have future!
It is another variable which can affect your plans making a keyword more or less appealing.
In a perfect situation, you’ll find a keyword that has descent traffic, which will be easy to rank for, highly searched within your city and with an upward trend.
Of course, if you wish to rank for a keyword, it is much better to start using it when it is less popular and after a while, you can reap the rewards of increased traffic.
SEOs and Google Trends
Most SEO experts do not like Google Trends graph because it doesn’t provide quantifiable results. All the data is presented on a 0 to 100 scale, where 0 is non-existent and 100 is maximum.
Although it helps us learn about users’ tendencies most SEOs wouldn’t base their long-term strategy on these obscure numbers.
We already mentioned that SEO is highly intangible.
Due to this fact, we require some solid numbers that can help us establish the real situation. Google Trends doesn’t provide this as it is based solely on approximation.
Another issue that might appear is misleading keyword trends.
For example, local keyword analysis may show increase in popularity of a keyword.
In most cases this will be a good sign and might indicate upward trend. But sometimes this is a result of a local event that temporary boosts power of a local keyword but will quickly fizzle out.
If you wish to dedicate yourself and understand current events that led to a trend, make sure to create a list which can be used to check day to day results.
On the other hand, there are certain benefits to it and ways to utilize.
Even though it may be an approximation, it can show us some clear winners and losers.
Like I said, there is no point for a local business to use something that will not bring local customers.
In a way, Google Trends is Jack of all trades. It can be used for multiple things and it is really easy to handle. Nevertheless, we should always take it with a grain of salt.
Do you use Google Trends for your projects? What is your experience with this program?
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