Leveraging Google Trends for SEO and Content Strategy

7 min read

Google Trends, a tool provided by Google, provides a treasure trove of valuable data for SEO and content generation.

From live updates on search trends to associated queries and category-specific insights, Google Trends gives marketers numerous chances to refine their tactics and enhance their overall performance.

This comprehensive article is a thorough guide to Google Trends, encompassing all the essential information required to harness its potential for SEO and content marketing.

In this article, you will understand what Google Trends is, how it distinguishes itself from other keyword tools, and explore various strategies to extract maximum value from it. These insights will empower you to increase your website’s traffic and gain a competitive edge.

Without further ado, let’s begin.


What Exactly Is Google Trends?


Google Trends is a search query analysis tool that visually representing search trends over a specific time frame through graphical charts.

It allows users to compare up to five keyword search terms and fine-tune the results based on criteria like geographic location, topic, time frame, and search category (such as image, news, shopping, and video).

You have four flexible options to tailor the keyword data:

You can customize the data in the following ways:

  1. Geographic scope (individual country or global).
  2. Topic categories (choose from 25 categories or view all categories at once).
  3. Four distinct search domains (image, news, shopping, YouTube).
  4. Time frame.

Time-Based Data Segmentation

Search trends for keywords can be further categorized using the following eight time intervals:

  1. The last hour.
  2. The past four hours.
  3. The past day.
  4. The past seven days.
  5. The past 30 days.
  6. The past 90 days.
  7. The past five years.
  8. From 2004 to the present.


How Does Google Trends Data Differ From Keyword Search Volumes?


Google Trends sets itself apart from third-party keyword research tools by presenting data in percentages on a scale from 0 to 100 without providing specific keyword search volume numbers.

On the other hand, third-party paid SEO tools often offer estimates of keyword search volumes. However, it’s important to note that these volumes are based on statistical estimations derived from data collected by these third-party providers. These providers typically gather anonymized search data from their user base.

In contrast, Google Trends obtains its data from a sample of search data within Google, making it the most precise source of keyword search information. Google Trends relies on sampling because the actual volume of search data is in the billions, and processing it all would be impractical.

Nonetheless, Google assures users that its sampling method reflects actual search volume. Google explains:

“Even though we use only a sample of Google searches in Google Trends, this sample is sufficient given the billions of searches we handle daily. Accessing the entire data set would take much work to process swiftly. Through sampling, we can examine a dataset that accurately mirrors all Google searches while deriving insights that can be processed within minutes of real-world events.”

While Google Trends may not provide specific keyword volume data, it does offer a representation of keyword volume in the form of a percentage, where 100% signifies the highest level of traffic for the specified time frame.

This percentage data can be cross-referenced with keywords for which search volumes are known.

Known search volumes can be acquired by selecting keyword phrases from Google’s trending searches report, which can be fine-tuned to specific geographic regions.

Consequently, comparing keywords from the trending searches report to those with undisclosed search volumes allows for an accurate depiction of actual keyword volume.


Utilizing Google Trends for SEO and Marketing


Numerous methods exist to employ the diverse filters available to extract valuable search query insights. Google Trends can also serve as a tool to uncover fresh keyword phrases for targeting in your strategies.

1. Utilize Google Trends Search Operators

Google Trends responds to specific search operators that allow you to modify the displayed data. There are four leading search operators:

a. Quotation marks: ” “

  • Usage: “keyword1 keyword2”
  • This displays keyword data for an exact match of the specified keywords in the same order as enclosed within the quotation marks. The given example exclusively shows data for “keyword1 keyword2.”

b. Plus sign: +

  • Usage: keyword1 + keyword2
  • This presents keyword data for search phrases containing either of the specified keywords. The provided example will show data for either “keyword1” or “keyword2.”

c. Minus sign: –

  • Usage: keyword1 -keyword2
  • This reveals searches for keyword phrases that include the designated keyword but exclude phrases that contain the keyword indicated with the minus sign. The provided example will display results for all keyword phrases with “keyword1” but do not contain “keyword2.”

d. No Search Operators

  • Usage: keyword1 keyword2
  • Employing no search operators showcases search interest in phrases encompassing the given keywords in any order.
  1. Uncovering Insights through Time-Based Trends

Analyzing keyword data through time-based trends can be approached in two primary ways: viewing trends over extended periods and exploring search interest over shorter time frames.

a. Long-Term Trends

You can set Google Trends to display traffic trends dating back to 2004. This is particularly useful for gaining insights into audience trends:

  • Upward Long-Term Trends: If a trend consistently shows an upward trajectory, it signifies the need to channel efforts into creating content related to this trend.
  • Downward Long-Term Trends: If the trend line steadily declines, it may suggest changes in audience content consumption habits.
  • Regular Spikes: Spikes in searches at consistent intervals could indicate seasonal patterns in search queries.

By examining long-term trends, you can tailor your content and SEO strategies to align with evolving audience interests and behaviors.

2. Exploring Related Topics and Queries

Google Trends offers two valuable features: “related topics” and “related queries.” Let’s delve into these features:

Related Topics: When you investigate a single keyword phrase, associated topics are revealed. However, this feature doesn’t appear when comparing multiple keyword phrases. Related topics represent search queries that share a familiar concept.

Identifying related topics on the upswing is beneficial for understanding how audience interests and consumer demand are evolving. This information can serve as a wellspring of inspiration for content creation or new product offerings.

Google’s explanation of related topics includes:

“Related Topics

Users trying to search for your term also searched for topics.

You Can View the Following Metrics

  • Top: The most popular topics, scoring based on a relative scale. A value of 100 denotes the most frequently searched topic, while a value of 50 corresponds to a topic searched half as often as the most popular term, and so forth.
  • Rising: Related topics that have experienced the most important increase in search frequency since the last time period.
  • Results marked as “Breakout” indicate a substantial surge, likely due to the novelty of these topics and limited prior searches.”

Related Queries

The description of related queries mirrors that of related topics:

  • Top Queries: Typically, these are the most widely searched queries, representing popular search interests.
  • Rising Queries: These queries are gaining momentum and becoming increasingly popular among search users.
  1. Harnessing Short-Term Trends for Significant Traffic

Examining keyword trends over shorter intervals, like the 90-day or even 30-day periods, can unveil valuable insights for capitalizing on swiftly changing search trends.

Both Google Discover and Google News offer substantial traffic potential:

  • Google Discover features websites related to user interests, often showcasing recently published content and highlighting evergreen material.
  • Google News provides real-time coverage of current events.

Websites targeting either of these traffic sources can significantly benefit from staying abreast of short-term trends. One notable advantage of tracking short-term trends is identifying specific days of the week when search interest peaks for a particular topic. Understanding these patterns can aid in strategically timing the publication of relevant content, ensuring it’s readily available when the audience is actively searching for it.

3. Organizing Keywords by Category

Google Trends offers a valuable feature that organizes keyword search queries by specific topic categories, leading to more precise keyword data. The “Categories” tab holds significance as it assists in aligning your keyword research with the relevant context.

For instance, if your keyword context revolves around automobiles, it’s prudent to refine Google Trends to display data about the automotive context exclusively. The category selection for the topic of automobiles may fall under either “Shopping” or “Autos & Vehicles.”

By utilizing category-based filtering in Google Trends, you can access more accurate information about the subjects you are investigating for content creation within the appropriate contextual framework.

4. Analyzing Geographic Keyword Data

The geographic dimension of Google Trends’ keyword information is instrumental for pinpointing regions ideal for site promotion and tailoring content to specific locales.

For instance, if certain products gain popularity in Washington D.C. and Texas, it’s logical to concentrate promotional efforts and region-specific content in those areas. Prioritizing link-building and promotional activities in regions with heightened interest can yield considerable benefits.

The insights derived from regional keyword popularity are invaluable for various aspects of digital marketing, including link-building, content creation, content promotion, and pay-per-click campaigns.

Localizing and promoting content tailored to regional interests can enhance its relevance to the intended audience, whether for content or product offerings. Google’s ranking algorithm considers relevance, so incorporating geographic nuances into your content can increase visibility and engagement with a broader audience.

5. Precision in Targeting Search Intent with Search Types

Google Trends offers the capability to enhance keyword research by categorizing data based on the type of search, known as the search type.

Fine-tuning your Google Trends analysis by search type empowers you to filter out extraneous elements that might cloud your keyword research, thus enhancing its precision and relevance.

Google Trends data can be categorized by:

  1. Google Shopping.
  2. Image search.
  3. News search.
  4. Web search.
  5. YouTube search.

By segmenting data based on these search types, you can gain a more focused and accurate understanding of search intent, optimizing your SEO and content strategies accordingly.


Harnessing Google Trends for SEO Excellence


Google Trends presents a wealth of insights into user search behavior, making it an invaluable tool for SEO and content strategy. While there may be a modest learning curve, mastering it is well within reach, and you can quickly become proficient in its utilization.

Take the plunge and explore Google Trends to understand better how your target audiences are searching. If you ever need help with its intricacies, explore our monthly SEO packages and entrust your needs to our industry experts.

Shilpi Mathur
[email protected]