Google reveals how to access hidden filters, utilize search operators, and unlock more actionable insights.

 

Google released a video tutorial featuring seven tips for effectively using Google Trends to research and share keyword and topic data. The tutorial guides users on uncovering hidden filters and search tools within the Trends interface, demonstrating how these features can help pinpoint actionable insights.

The seven strategies for exploring and sharing include:

• Punctuation
• By Language
• Comparison Functions
• Discovering Seasonality
• Year-Over-Year Trends
• Interest by Country
• Three Methods to Export or Share Data

 

 

1. Punctuation for Finding Hidden Insights

 

Omri Weisman, Engineering Manager at Google Trends, shared advanced techniques for using search operators to delve deeper into data and uncover actionable insights from user queries.

He highlighted three key search operators:

 

A. Quotation Marks

Weisman explained that using quotation marks around a phrase returns data for the exact match, even when that phrase is part of a more extensive search query. This operator helps narrow down results to the precise terms you’re interested in.

 

B. Minus Sign

The minus sign operator allows you to exclude specific words from your search. For example, a query like Keyword -Phrase will remove any data related to the word “Phrase.” This technique helps refine your search results to focus on more precise variations.

 

C. Plus Sign – A Powerful Tool for Topic Research

Google Trends will display search volumes for either term using the plus sign between two keywords. This operator provides the broadest possible data set, making it an excellent tool for researching a topic by aggregating all related phrases and analyzing them collectively.

These advanced search techniques offer a powerful way to manipulate and explore data in Google Trends, helping users extract more precise and actionable insights.

 

2. Segment by Language

 

If you’re focused on a particular language, Google Trends allows you to filter search data specifically for that language. For example, you can analyze how many searches for “cat” are conducted in Japanese within the United States, enabling more granular segmentation of search behavior.

You can combine search data from two languages using the plus sign operator to see the total query volume for both terms.

Google explains:

“For instance, if you enter the Japanese character for ‘cat,’ you might overlook broader trends, as many people in the U.S. search for ‘cat’ in English. To get a complete picture, compare searches for the Japanese character for ‘cat’ and the English word ‘cat’ using the plus operator.”

 

3. Use Filters to Identify More Actionable Data

 

Daniel Waisberg emphasized that comparing keywords is crucial for uncovering meaningful trends. To do this effectively, he explained:

“Getting the data you need is essential, but to truly understand its significance, you need a point of comparison. For instance, is the growth localized or global? Is it seasonal, and if so, how does this season compare to the previous one?”

Waisberg suggested using Google Trends’ filter capabilities to create meaningful comparisons. The three-dot menu allows you to access the filters and refine your search to gain deeper insights.

 

4. Discovering Seasonality

 

Waisberg then demonstrated how to use filters in Google Trends to uncover seasonal patterns.

He advised:

“Start by entering your search term in the Trends explore section and adjust the time frame to five years. This will generate a revealing chart, showing whether the term is highly seasonal. For example, searches for ‘boat trips’ spike significantly during the UK summer and drop off in the winter.”

 

5. How to Remove Seasonality Trends

 

Waisberg explained how to use Google Trends’ built-in filters to analyze year-over-year trends, helping to eliminate the impact of seasonality. Though hidden in the interface, these filters are crucial to making more informed decisions based on the data.

He detailed the process:

“While it’s helpful to know when interest in a term peaks during the year, you’ll need more comprehensive data to make informed decisions. A unique filter allows you to analyze trends year over year, neutralizing the seasonality effect to compare like-for-like.

Start by setting the date range to the past 12 months. Then, add the same term to the compare box and hover over it. Click the three-dot menu and select ‘Change Filters.’ You’ll see two options: location and time range. Choose ‘Custom time range’ to select the previous period.

If you’re analyzing full years, you can use the built-in option to select the past five years, making the process quicker.

After these steps, you’ll have two lines on your chart—one for the past 12 months and another for the previous 12 months. This comparison can be expanded to up to five searches, allowing you to identify general trends without the distortion caused by seasonality.”

 

6. Compare Interest by Country

 

Google Trends lets users compare search query volumes across different countries or between multiple countries simultaneously.

To do this, use the filters accessible through the three-dot menu next to the search query you’re analyzing. This allows you to segment and compare interest by country, providing valuable insights into geographic trends.

 

7. Save or Share Trend Results

 

Ori outlined three methods for saving or sharing Google Trends results:

• URL: Simply copy the URL from your browser and share it directly.
• Embed: Generate an embeddable card with the trend data that can be inserted into a webpage, with the added benefit that the data will automatically update.
• Export to Spreadsheet: Download the data to a spreadsheet for further analysis.

Ori explained, “Another way to share a chart is to embed it on your website. You can generate an embeddable card to add to your website from almost any chart on the page.”

 

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