Why You Should Be Using Google Trends to Build Better Content

Google has been a trailblazer from the beginning, turning the traditional search engine on its head with rankings that focus on relevant content as opposed to the number of times a search term appears on a page. That’s a good thing because it challenges companies to create content with value—and that kind of content does wonders for conversion rates and, ultimately, your bottom line.

Since its start, Google has introduced some pretty nifty tools for digital marketers: Google AdWords, Google Analytics, and more recently, Google Trends—which, if you aren’t using yet, you may be ready to start after reading this blog.

What Is Google Trends?

Google Trends is a service that lets you view and compare the popularity of different search terms based on search data collected by Google going back to 2004. In a nutshell, it helps you see what people are searching for and when by organizing the data by region and charting spikes in interest over time.

Search terms can be broken down by category—Business and Politics, Entertainment, Nature and Science, Shopping, Sports, Travel and Leisure—and type of search: Web Search, Image Search, News Search, Google Shopping or YouTube Search. On the Google Trends home page, you can also take a look at the top stories currently trending in popularity.

In case you’re wondering, this is the part where you say, “Heeeyyy, it sounds like Google Trends data can come in pretty handy when developing really good content.” And right you are.

Just think about all those Google searches happening every second.

With Google Trends, the data is there for the taking, which means you may be missing out if you’re not using it.

Here are 5 good reasons to start incorporating Google Trends into your content creation process:

1. Perfect Your Keyword Research (This Is a Big One)

Keywords can make or break your digital marketing campaign, so your keyword research better be spot on if you want to see your conversion rate improve and ultimately increase revenue. If you use Google AdWords Keyword Planner, you’re off to a good start—but along comes Google Trends to put the icing on the cake.

With Google Trends you can compare up to five different search terms to see which ones come out on top in terms of popularity. You can even narrow your search parameters by region to see what people are searching for in your area. For small businesses especially, these regional search trends go a long way toward crafting content that is sure to grab the attention of your audience.

Another neat addition is the “Related queries” section, which comes in handy when creating and honing your keyword list. It gives you a list of related search terms also browsed by people who searched for your term. These can be sorted by the most popular search queries (“Top”) or those that have seen a recent jump in search frequency (“Rising”).

Finally, Google Trends can help you identify keywords that may be declining in popularity, which lets you know it’s time to swap them out and introduce new ones based on consumer behavior.

2. Improve Your Content Calendar

Killer content doesn’t just happen overnight. It takes planning—lots of planning—and part of that is keeping track of seasonal trends. When putting together your content calendar for the upcoming months, you can use Google Trends to get a better look at how search patterns change from one season to the next and even on a broader scale.

So, for example, if you own a fitness center and notice that searches for “lose weight” and similar terms are at their highest during the first week of January, that may be a good slot for content centered around weight loss and health goals for the new year.

3. Enhance Your Visual Elements

Great content is one thing, but everybody loves a good visual. Google Trends can help you create graphic elements and videos that complement your content creation efforts—beginning with the embed feature.

You can quickly and easily copy the charts and graphs relevant to your searches and incorporate them into your online content. Just click the embed symbol (< >) and you will see a preview of how it will look for desktop and mobile viewers. Then, just grab the link, pop it in your site and voilá!

Now let’s talk videos.

Just like your website content, it’s important to get your video content right. Remember that YouTube search category we talked about? When you input your search term, try choosing that instead of the web search option and see what happens. Chances are you’ll get some new and interesting ideas for video content just by looking at what potential customers have been searching for.

4. Keep Your Messaging on Point

When was the last time you thought about your messaging? Is it still on point with your target audience? Use Google Trends to see what consumers have been searching for, and use that information when it’s time rebrand or simply refresh your message.

Going back to the fitness center example, maybe you’re thinking about expanding your services and want to see what people are interested in. Kickboxing? Belly dancing classes? Hot yoga? Google Trends is a pretty good place to start.

5. Think Outside the Box.

Sometimes the content creation process can get stuck in a rut. We’ve all been there. So why not use Google Trends to shake things up? Play around with it by typing in words or terms that have something to do with your business. Check out the “Top” and “Rising” lists we talked about under “Related queries” and see what’s hot right now and what’s trending up. Chances are it will trigger some new ideas for content!

We’ve Given You a Lot to Think about, We Know.

But tools like Google Trends are the future of content creation, and we want to make sure your business isn’t missing out. The best way to get to know Google Trends is to jump in and begin searching, but give us a shout if you have questions or need help getting started. The Solutions 8 team knows how to help you develop targeted content that’s guaranteed to engage your audience and grow your business.