DEC 6, 2017
Google Trends has got even better. TechCrunch explains: ‘The service now includes data from more Google products beyond web search, the company says, with the addition of search data from verticals like Google News, Shopping, Images, and YouTube.’ This gives users more ways to search, including things like related topics or videos people are clicking on in connection to the initial search term, as well as ‘to see where, geographically, interest is strongest.’ But how does a better Google Trends help you create better content?
Know what’s trending now
On the Google Trends homepage, you get a summary of the topics that are tending in search, followed by a list of conversation points that have become buzzy that day. If you click on a topic that seems interesting to you, you can see more info, like top questions. Already you have an idea for a post: answer the questions that everyone’s asking Google.
Plan out your content calendar
Google Trends doesn’t only do short-term trends; it also helps you forecast what will be trending from season to season. We’re just entering a big one: The Holiday season officially started from Thanksgiving, and no doubt Google Trends is packed full of search trends surrounding the run-up to Christmas and New Year’s Eve. But what about next year? You can look back at what was trending earlier this year, in 2016, and beyond to get an idea.
Dig deeper into trending topics
With the new ‘story-centric’ homepage, Google Trends offers a more comprehensive trends aggregate. When you click through to a trending topic, you’ll see relevant articles, trending videos, as well as fluctuations in the level of interest in the topic over the past few days. Not only can you glean ideas from what’s popular, but you can also use it to come up with totally new ones. Don’t just copy, compete! You could post a response or something that counteracts what others are saying, as long as it’s honest and in keeping with your brand.
Predict what your audience wants
You can use Google Correlate to understand which topics people want to read about. Google explains: ‘[This tool] is like Google Trends in reverse. With Google Trends, you type in a query and get back a data series of activity. With Google Correlate, you enter a data series (the target) and get back a list of queries whose data series follows a similar pattern.’ What does that mean? Search ‘eyeshadow in Google Correlate, for example, and you’ll see other search terms with high correlation, such as ‘best eyeshadow’ or ‘eyeshadow primer’, and funny enough, ‘cakey’.
Does this give you an insight into what your audience wants to know? Share in the comments!
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