Google Trends is a fascinating tool from the American giant, particularly useful for SEO (Search Engine Optimization). This free tool allows you to track the evolution of searches and trends for certain keywords and queries on Google’s search engine. Naturally, this tool is connected to the Google search engine, providing relevant information to help you position well on the SERPs.
In this article, we will explore the tool and see how it can assist a website in achieving a strong ranking to generate more traffic.
1. The Basics of Google Trends
Even though Google Trends is free, the tool offers a variety of equally useful features. We will provide a non-exhaustive overview of them.
1.1 Evolution of Query Interest
The core functionality of Google Trends is to provide you with data regarding the evolution of search results for a query over a specific period and within a specific region. In reality, Google Trends delivers the proportion of searches related to a keyword. The higher the value, the more the query has been used within a certain region and time frame.
Before continuing, it's important to note that some queries (especially those containing more than three keywords) may not have enough data to be displayed.
This first feature is readily accessible directly from the basic interface of the tool by entering a keyword.
We then have a graph displaying the various proportions over time related to our query. We can see that there are filters allowing us to gain a broader or more specific view. Specifically, we can modify the region and the time period. Additionally, we can refine our search further by targeting specific categories or changing the type of search (such as images, videos, Google News, etc.).
1.2 Comparing Different Queries
You may have noticed this feature, but Google Trends gives you the ability to compare two or more queries against each other. To do this, simply click “+ Compare” and add a keyword. You can repeat the process multiple times, and you will see trends emerge.
For each keyword, you can add specific filters by clicking on the three dots next to them, then selecting “modify filters.”
1.3 Interest by Region
This feature of Google Trends allows you to discover which region the targeted keyword was most frequently used during the previously selected period. Consequently, you can identify where your query has the highest search proportion.
It's important to note that if you use a country filter (e.g., France), the regions displayed will be those within that country (e.g., Île-de-France, Provence-Alpes-Côte d'Azur, etc.). If you apply a filter for all countries, the regions will correspond to different countries worldwide. Lastly, if you focus on a specific region of a country (e.g., Île-de-France), the displayed areas will be cities (e.g., Paris).
1.4 Associated Topics
Below the interest by region feature, we find two blocks. The first pertains to topics related to your query. In this space, Google Trends provides the list of topics that have been searched by other users who made the same query as mine.
We can see that you can filter these associated topics by growth or frequency. The most frequent topics are the most popular, while those experiencing growth are those showing the highest search frequencies during the specified period.
1.5 Associated Queries
Finally, alongside the associated topics, we have the associated queries. They simply represent the other queries searched by users who made the same query as mine. You can also filter them by growth or by frequency.
2. Google Trends for SEO
The various features of Google Trends will help us improve our SEO strategy. Indeed, all the data provided by the tool can give us insights into which queries to prioritize, where to target, and more.
2.1 Analyzing Your SEO Over Time
Firstly, Google Trends is useful for determining whether your queries are benefiting from a market trend or not yet. You can see if a keyword is becoming “outdated” (if it generates fewer searches year after year). For seasonal activities, you can identify the time of year when your queries are most likely to be searched and therefore generate traffic.
Conversely, Google Trends will also be beneficial for understanding the evolution of your SEO performance (for example, in Search Console: impressions + clicks) if there are spikes (increase or decrease). Google Trends will allow you to see if there was a rise or fall in searches at a specific time.
2.2 Analyzing Your SEO Geographically
On the other hand, Google Trends will also enable you to identify which market to target through its numerous filters and the interest by region feature. You will be able to determine where your keyword is most likely to be searched, allowing you to tailor your content to a specific audience.
2.3 Adapting Your Keywords, Queries, and Content
In addition to time evolution and geographic reach, Google Trends will provide you with relevant information on the topics to address in your content and the keywords to use. You can also make use of the associated topics and queries to find new content ideas.
Furthermore, the tool will also help you identify which keywords and queries should be prioritized over others using the comparison tool. You can easily and visually track market trends.
2.4 Adapting Your Communication Medium
As mentioned earlier, one of Google Trends' filters allows you to refine results by type of search. Thus, by cross-referencing the data, you can determine which platform is most likely to generate traffic. It may happen that a keyword enjoys better popularity (or a buzz effect) on one type of search.
For example, a query on YouTube might be searched significantly more than on the web. Therefore, creating a YouTube video around that query could allow you to take advantage of the current trend.
Thus, we see that Google Trends is a very practical tool for SEO. You can also use it personally to track and compare trends, but it’s essential to recognize that the data provided is a real bonus for organic search optimization. By utilizing the tool effectively, you might uncover future trending topics and boost your website traffic. Of course, the tool alone won’t accomplish much; you can combine it with tools like Google Search Console to monitor your performance.
