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- [Instructor] If you've watched this course from the start,
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you've heard and seen me refer to Google Trends.
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In this video, I want to show you how I use Google Trends
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to confirm ideas, spot predictable events,
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and discover regional nuances.
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For our hiking tour company,
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I can plug in different keywords
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to see their search trends over the past years
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and how those searches compare to each other.
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Hiking tours is a highly searched term
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that shows capability based on seasons.
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Desert hiking is in the highest demand
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in the winter months in the US,
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and hiking survival is on everyone's mind all year long.
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The first method of using Google Trends
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is simply to confirm what your keyword research shows.
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Regardless of the tools,
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remember, the monthly estimates are not accurate.
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They're best used as a comparison and not a hard number.
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Now, similarly, in Google Trends,
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you aren't going to get hard monthly numbers
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of the search demand,
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but the comparison will show you
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which terms are searched more.
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Google uses an index of 0 to 100,
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but that has no reflection on the actual search volume.
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As an example, I was researching for a furniture company,
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and we found that more people search for a couch, about 60%,
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than a sofa, about 30%.
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However, prior to 2008,
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more people searched for a sofa than a couch.
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The use and searching of the term
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changed significantly over the past 20 years.
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This guided the company in the copy and content development
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as both versions of the word should be used.
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However, when digging into how people search for furniture,
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we found an interesting phenomenon.
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Retailers were describing the colors of their couches
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as mauve, wine, emerald, ivory,
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coffee, taupe, and sand.
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However, searchers were looking for couches
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with the primary color in the search term,
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such as black, white, brown, green, or blue.
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There was a huge disparity in the industry,
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and our client quickly gained an advantage
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by changing their color descriptions.
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Another use of Google Trends
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is to evaluate when the trends happen.
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For one of my B2B clients,
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we found that their customers were searching for products
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earlier than anyone predicted.
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The marketing for the product was on an annual cycle
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and started in March,
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yet we saw that people were searching as early as December.
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The decision was made to move the marketing calendar
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to match the search trend,
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and sales increased by 40% that year.
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Use Google Trends to compare popular terms,
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spot trends, and compare synonyms.
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Look beyond the monthly or yearly trend,
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and look at the macro trend over multiple years.
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This provides you with enough data
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to spot predictable trends
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and connect them to events, dates, or seasons.
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