THIS IS NOT AN SEO POST.
How to reach customers through search engines is at the forefront of many discussions here on ActiveRain. The methods for achieving search engine results are pretty clear, yet somehow constantly under debate. So rather than throw rocks at that hornet nest, this post will explore how analyzing search trends can shed light on consumer patterns and give valuable clues about the future of our industry.
If I asked you what time of year generates the highest volume of Google searches for 'diet' you probably would have no problem answering. It is no surprise that people like to renew their commitment to healthy eating right around the same time as they ring in the new year. It probably also comes as no surprise that the lowest volume of searches for 'diet' occur in the period between Thanksgiving and Christmas. The chart below looks at the popularity of the search term 'diet' in the United States from 2004-present. (Read more here about Google's method for creating these charts)
But diet is not the only topic that experiences cyclical popularity. In fact, searches for 'homes for sale' and 'real estate' also follow some consistent patterns. For example, do you know what day of the week people are most likely to search for the phrases 'homes for sale' or 'real estate'? And a bonus question, what day of the week are people least likely to search for those phrases?
Those peaks and valleys follow a consistent pattern for both search phrases. Interestingly, the most popular day for 'homes for sale' is Sunday, but for 'real estate' it is Monday. And the least popular day for 'homes for sale is Friday, while for 'real estate' it is Saturday. These charts show only the last 90 days, but you can stretch it out over any period of time and the same patterns emerge, as well as some interesting seasonal trends.
Can you imagine what the chart would look like for a phrase like 'short sale' over the last 6 years? I could make a few predictions! But what about inquiries about your services? Do you think that with searches for 'short sale' on the rise you might see a similar pattern for 'real estate agent'?
I'm not trying to imply that people are going to stop looking for real estate agents online. But I do think it is important to analyze data like this from time to time and decide if there are opportunities to reach customers in a new way. It might just change the way you look at SEO. Or it might lead you away from your SEO focus altogether....after all, the number one search term in the United States over the past 12 months was 'Facebook'.
This Google Insights for Search tool is available for you to play with for free. You can easily analyze trends on a more local level, adjust the timeframe for your data, compare keywords, see popular related searches, and more. Go check it out and learn more about search trends in your area.
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