How to Use Google Trends to Help Your SEO and Content Marketing Strategy

Are you using Google Trends and paid keyword tools to get a more accurate idea of keyword search volumes? If not, you should be!

Google Trends doesn’t show the amount of search traffic in actual numbers. Instead, it displays the numbers of queries made in relative percentages on a scale of 0 to 100.

Paid search engine optimization (SEO) tools such as Semrush, Ahrefs, and Moz Pro provide estimated traffic volume numbers for keywords. These estimates are created through a mix of sources such as internet traffic data providers, Google Keyword Planner, and scraped search results. The clickstream data is gathered from anonymous traffic data received from users of pop-up blockers, browser plugins, and free anti-virus software. This information is used to calculate an estimate of how the data correlates with Google keyword search and traffic volume.

Combining Google Trends and paid SEO tools provides data based on search queries and estimates of keyword traffic. Using both methods provides additional insight into keyword search volume. You can discover new and trending keywords and better understand which geographic locations are best for promotions. This benefits your SEO and content marketing plan.

So, how can using Google Trends help your SEO and content marketing strategy?

Compare keywords for more accurate data

Since Google Trends shares a relative visualization of traffic on a scale of 0 to 100, you can’t tell whether the trend is reporting hundreds or thousands of keyword searches. However, comparing the relative numbers with keywords that have known traffic levels from other keyword phrases provides additional meaning.

For instance, you can compare keyword search volume with a keyword that has accurate traffic numbers, such as from a pay-per-click (PPC) campaign. The comparison keyword can be in an unrelated field because the general keyword volume data is what matters.

Gain insight from trends

Understanding what is trending helps determine which topics or product categories to produce content on at a given time. Sharing content on trending topics keeps your information relevant, engaging, and worthy of sharing. This increases your audience reach, website visits and conversions.

You can look at the keyword data for either longer or shorter periods of time:

Long-term trends provide insight into audience trends from as far back as 2004.

  • Upward long-term trends are consistently going up. These trends should be the focus of your content.
  • Changes in audience consumption cause downward long-term trends to steadily decrease. Focus your content on upward trends instead.

Short-term trends may be 30 to 90 days and can be used to send traffic to your website.

  • You can use Google Discover to learn about trending search-related topics and Google News for current events.
  • Knowing which days of the week people are most interested in a given topic helps determine when to publish specific content.
  • Providing content about relevant topics increases your website traffic and conversions.

Are you looking for SEO and content marketing services?

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