Google Insights for Search provides additional features aimed to help advertisers and marketers understand search patterns and visitors' behaviour.
Google Insights for Search allows you, for example, to determine the seasonality of any market, or establish the geographical distribution of a given search term.
The ability to obtain this type of data is precious and surely gives you an edge over your competition, whether you need to fine-tune your pay per click ads, evaluate the market potential of your next business venture, or find popular keyphrases for your SEO campaigns.
Below are some examples of how Google Insights for Search can be used for market research. Let's say this fictitious company - Gardening Outlet Ltd – is enjoying great success in the UK and want to expand their business to the United States.
In Google Insights, I've selected the "Locations" option under "Compare by"; the relevant geographical locations under "Locations", and in "Filter" I've used a popular keyword for the gardening industry.
The graphical heat map pictured below indicates that there is a greater demand for "gardening supplies" in Wisconsin, Colorado, Oregon and Massachusetts than anywhere else in the US. Hence these states would be the ideal places for Gardening Outlet Ltd to begin their US campaign.
Google Insights for Search also reveals search terms related to "gardening supplies" in the form of top all time searches and rising searches, the latter being useful to identify new trends.
Gardening Outlet Ltd can also establish the seasonality of the demand for certain products using Google Insights. I've selected the "Time ranges" option under "Compare by"; the relevant years or time ranges under " Time Ranges ", and in "Filter" I've used "lawnmower".
The "interest over time" graph pictured below clearly indicates that April and May have much greater demand for lawnmowers.
To make things easier you can export your findings as a CSV file to your favourite spreadsheet editing software.
It would be impossible to describe everything Google Insights does in this article. I will certainly continue experimenting with it for analysing potential markets for our clients' advantage.
Anyway, feel free to leave comments below, highlighting how you're using Google Insights for Search or Google Trends.