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Apply tools for finding keyword search trends

From: SEO: Keyword Strategy in Depth

Video: Apply tools for finding keyword search trends

When evaluating the trends, Google Trends is my favorite place to go. Once I do that, Google shows me a bar graph. I also want to change the time.

Apply tools for finding keyword search trends

When evaluating the trends, Google Trends is my favorite place to go. You can see the hot searches for the day while you're there. But what I like to do is go up to the search bar. Type in the keywords that I'm most concerned about, that I want to see the annual trends for their searches. Once I do that, Google shows me a bar graph. Showing the demand of each of the keywords over time. Now I like to do a couple of things here to make sure that I'm getting relevent information. The first thing is I'll go to the location, I want to be sure that I'm targeting users in the United States.

That does change the information slightly. I also want to change the time. Just because it's from 2004, doesn't mean that it's always relevant. Usually, I'll look at just the past three years, maybe more if necessary. And so I'm going to look at just the past three years. Now I'm presented with a little more contextual information. Now in Categories, I can look specifically at whether this is Entertainment, Hobbies or Travel. If I choose Travel, it will show me slightly different information.

Sometimes I see the keyword counts go down when I do that. And so I don't always do that. I'll go back and just look at all categories. I can also look specifically for web searches, image searches, news, google shopping, or YouTube. If it's relevant for you, then definitely use that. If I need to add a new term, I can do that here. And immediately I can see where that term rates compared to other terms. Now I've got a nice, color coded chart that I can look at, all I have to do is mouse over it and I can see for a specific month and I use this especially for the peaks and valleys in demand.

I can see that July tends to be the highest month for my hiking keywords. It will let me know in index, meaning for hiking California it has an index of 79, hiking in Northern California an index of six. Google is not going to tell you exactly how many searches were done for those keywords. What it's giving you is on an index level of one to 100 at that period in time hiking California was at a 79. So there's no real correlation to the amount of searches.

You can also look at a forecast if that's available. And you can also overlay news headlines if some of your keywords have to do with content and relevancy for the news. One nice thing is if you use Google+ and you have a homepage on Google+ that you go to every morning, you can embed this chart on to your page. So that you'll always see this chart with those keywords and this time frame. Some of the additional information that's available on the page is regional interest. The reason why I chose California specifically to look at the traffic is, because on this chart, the majority of people searching for hiking in California are from California.

Nevada is the next closest state, and it's not even close. Oregon, Arizona and Washington are my next. But what's interesting, is they also see Illinois and Texas showing up in my top ten states of people searching for hiking in California. So this helps me navigate a regional interest in keywords. I can use this information in setting up an AdWords campaign. Where I only target my ads specifically to people in California.

I can also set up an ad campaign specifically for people in Nevada or Oregon. I don't have to create a national campaign and spend a lot of money for that visibility. Another good feature of Google Trends is that it will show you related information. If I'm not using these keywords already, I can add them. But also on the right hand side are rising keywords. That means in this point in time compared to years past and months past. These keywords are rising in popularity, and what I can see here is that they are very specific in cities in areas of California.

And so I can take a look and make sure that my trend lines are matching with these rising keywords. Or just my trends as necessary to account for the change in trend at this point compared to a year earlier. Google Trends presents a lot of information that is useful for your keyword research but also for your marketing and understanding of the trends throughout the year. It's one of my favorite tools. And I suggest that you go try it and utilize it with as many keywords as you can to compare and view and I guarantee you'll learn something about your market.

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This video is part of

Image for SEO: Keyword Strategy in Depth
SEO: Keyword Strategy in Depth

60 video lessons · 8239 viewers

Matt Bailey
Author

 
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  1. 1m 17s
    1. Welcome
      1m 17s
  2. 27m 33s
    1. What are keywords?
      4m 11s
    2. The implications of keywords
      6m 36s
    3. How can we use keywords?
      5m 27s
    4. Find keyword research resources
      4m 1s
    5. View the keyword universe
      3m 25s
    6. Read keyword data effectively
      3m 53s
  3. 25m 46s
    1. Creating a keyword spreadsheet
      2m 41s
    2. Find initial keywords
      2m 18s
    3. Utilize the long tail
      4m 25s
    4. Find phrase patterns
      2m 15s
    5. Organize by prefix and suffix
      4m 8s
    6. Search for synonyms
      3m 19s
    7. Plan for plurals
      1m 56s
    8. Develop your keyword spreadsheet
      4m 44s
  4. 25m 28s
    1. Find searcher intent
      1m 48s
    2. Measure brand impact
      2m 26s
    3. Research demand patterns
      4m 0s
    4. Assess the right searcher
      5m 45s
    5. Assess competitive data
      4m 5s
    6. Measure keyword competitiveness
      3m 34s
    7. Measure the competitive environment
      3m 50s
  5. 20m 45s
    1. Intersect keyword demand and keyword trends
      2m 27s
    2. Apply tools for finding keyword search trends
      5m 3s
    3. Compare keyword trends
      5m 15s
    4. Asking why
      3m 22s
    5. Articulating strategy
      2m 35s
    6. Organizing keyword data with your additional data
      2m 3s
  6. 14m 25s
    1. Introduction to keyword research software and options
      1m 29s
    2. Raven tools
      3m 55s
    3. Moz
      3m 24s
    4. SEMrush
      2m 27s
    5. Keyword Discovery
      3m 10s
  7. 59m 55s
    1. Familiarize yourself with the page title
      2m 10s
    2. See how the page title is used
      3m 8s
    3. Evaluate your page title options
      7m 23s
    4. Understand page structure
      3m 40s
    5. How to utilize page structures to your advantage
      5m 20s
    6. Keep the attention of your reader with better page structure
      5m 33s
    7. Converge strategies of structure, scanning, and spiders
      3m 19s
    8. Implement keywords throughout your content
      6m 37s
    9. Integrate keywords within your website
      6m 42s
    10. Consider alt attributes and title attributes
      7m 2s
    11. Review your navigation for keywords
      3m 43s
    12. Test your navigation for usefulness and understandability
      5m 18s
  8. 37m 35s
    1. Create effective ads
      4m 16s
    2. Learn keyword-based bidding strategies
      2m 24s
    3. Balance keywords and quality score
      7m 51s
    4. Avoid costly mistakes
      4m 48s
    5. Focus on negative keywords
      3m 16s
    6. Add dimensions of location, timing, and word structures
      8m 57s
    7. Continually improve your campaign
      6m 3s
  9. 39m 10s
    1. Do not be fooled by rankings
      3m 35s
    2. Measure the right outcomes
      6m 19s
    3. Establish value
      5m 0s
    4. Develop keyword segments in your analytics
      6m 20s
    5. Evaluate landing pages for value
      6m 7s
    6. Troubleshoot landing page bounce rate
      5m 54s
    7. Prioritize your marketing efforts
      5m 55s
  10. 2m 25s
    1. Next steps
      2m 25s

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