Google Integrates Insights and Trends: 2 Key Tools for Online Marketing

A few days ago, Google unified two of its tools that several years ago help us the process of competitive analysis and keyword research for SEO and SEM. These are Google Insights for Search and Google Trends, today unified at

But what is this tool really for? Let’s review some of its features and see some examples of how to use it:

1) Search Trends:

A large percentage of the searches that are done on the internet were influenced by some stimulation external to the online world. In this way, if we can analyze the trend of searches of a brand or product, we can deduce what effect a massive campaign had or a news item that was widely diffused.

2) Choice of the indicated keyword:

Many times we wonder what is the key word to express a certain idea or concept. Or, how do people search for a particular thing or product. For example, if we have a restaurant. What is the best way to write that word? Is it “Restaurant”, “Restoran”, “Restaurant”, “Restorante”? How do people look for it?

3) Variations by geographical area

For those of us who work in a regional way, we know that there is not a single Spanish language, but each country or region has its own version of the language. To understand what terms to use based on our geographic target, we can use this tool to make a comparative by geography, and so for example, observe that word is used in Latin America to search for “Flights”.

4) Seasonality:

We may want to study the seasonality of a particular product to understand the best time to start a campaign and when to finalize it.

For this, we can compare the trend of searches of different years to see what is the average behavior of users. Let’s see an example to promote a summer destination in Mexico.

In this case we can see that the searches for the word “Beach” begin approximately on March 20 and have their peak during the first week of April. Then another peak occurs in the month of July, which ends in mid-August.

5) Competitive analysis

As explained in point 1, the searches reflect reality. Thanks to this, we can use this tool to make a comparison with a business competitor. For example, we can analyze the interest of the consumers by the brands “Coca-Cola” vs.. “Pepsi” over the years.

There are plenty of additional uses so this tool can definitely be considered as the Swiss knife of online marketing.

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