The guys at Google are probably lucky enough to have all kinds of trend data at their fingertips. For the rest of us, Google Trends is fairly limited. However, despite its limitations, you can actually do some clever things with Google Trends. In this presentation, we take you through 8 examples which you can start using right now.

1. 8 tips for getting marketing information out of Google search data.
How to get insights from Google Trends

2. www.google.com/trends
All graphs in this presentation come
from Google Trends

3. Track downward trends
This graph shows the decline in UK search demand for the phrase cheap flights.
This may reflect falling overall demand, but it could also mean the audience now has
ways of finding cheap flights other than organic search.

4. Compare one thing with another
This graph shows the search demand over time for yoga versus aerobics. You can
see the steady increase in demand for yoga.

5. Compare your demand with your competitor
There is a clear upward demand for brand searches for Slimming World, compared
with a general decline for Weight Watchers – suggesting contrasting fortunes for
each of the brands.

6. Find out which questions are the most popular
“How” questions have a much higher demand than other questions, with “what”
questions in second place. Useful insights for content planners.

7. Find peak seasonal periods
Search demand in the UK for “Christmas party venues London” peaks at the end of
October each year. Previously, it was November.

8. Most people plan weddings in January
The peak month every year for wedding searches is January, just after New Year.

9. Glastonbury has three peaks each year
Google Trends shows that Glastonbury searches get their first peak each year when
tickets for the next year’s event go on sale. There is another spike when the line-up
is announced, with the highest peak during the event.
Tickets on sale The event

10. Compare demand in different countries
In the US (on the left), demand is higher for “pet friendly hotels”.
In the UK (on the right), more people search for “dog friendly hotels”.

11. Find out when searchers start browsing
People search for villas in Spain in August and January ready for the next summer.

12. Track behavioural change
Retailers take note – customers no longer want fast delivery, they want same day
delivery. Where will it go from here?

13. And thanks to Google Trends
Thanks for your attention
Steve Masters
@masterstips
@verticalleap