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What do your customers care about today? Will they be interested in your product in six months? The success of advertising largely depends on seasonality, the popularity of the topic and the ability to quickly respond to trends. You can “catch the wave” using free service Google Trends. In this post I described in detail its capabilities and tools.

What problems does Google Trends help solve?

Google Trends— a simple and convenient tool for analyzing popularity and seasonality search queries. In just a few minutes you can:

1. Determine the popularity of the topic and existing trends.
2. Conduct a seasonality analysis in your market.
3. Evaluate the impact of geographic data on the popularity of specific search queries or topics in general.

Let's look at the use of the service using specific examples.

What's trending?

On the main page you will see a dashboard with ready-made examples of Google Trends reports. Based on which you can create your own by simply changing the geolocation and/or keywords.

There you can also see lists of the most popular search queries and relevant news, which are updated once an hour:

Functions home page may be useful if you are involved in contextual advertising for a news site. By tracking the dynamics of topic popularity in Google Trends, you can always show your ads for the most relevant search queries.

YouTube algorithms act in such a way that each viewer is offered videos that are interesting to them. This is no easy task: over 400 hours of new content are uploaded to the platform every minute. It helps to study preferences feedback in real time: This allows you to offer relevant content to viewers and encourages them to return to YouTube in the future.

Some authors believe that certain types of videos are recommended more often than others. In fact, this is not true: the format of the content is not important. When drawing up recommendations, only Do viewers like this or that video?. Here's what comes into play:

• what videos are of interest;
• which videos do not arouse interest;
• how long does the viewing last?
• which videos get “I liked” and “I didn’t like” marks;
• which videos viewers choose to hide.

So, the key is to find out what your audience likes. To do this, review YouTube Analytics reports. From them you will find out how often viewers come to your channel and which videos they watch more often. This will help you understand what kind of content you should create so that your videos appear in users’ recommendations.

Temporal and seasonal changes

Your channel's performance may change over time, and that's nothing to worry about. Audience moods are fickle. From week to week, the interest of viewers can grow and, on the contrary, fade away. There is no need to rush to conclusions - it is best to judge the effectiveness of a channel on the basis of long-term observations.

Experiments

Everyone who is creative has a desire to try something new. When you're just starting out, experimenting helps you find your own style. But if you already have an audience, you need to take their opinion into account.

If you've been making videos in the same format for a long time and interest in them has faded, try offering viewers something different. Find out the new preferences of your audience, and then you will be able to not only retain it, but also expand it.

In 2007, Google gave the world a service that analyzes search queries, records and stores this data. Initially, the service was available only for the United States, but over time other countries were added. And in 2013, it became possible to look at the statistics of Google search queries in Russia. In order to understand the importance and usefulness of the tool, you need to understand its capabilities. Therefore, let’s not waste time and move from words to action, or rather to practice.

How to use Google Trends

Let's move on service link. The first thing we see is the well-known search bar; this is where we will enter the queries that interest us. For example, let’s enter the word “Kalina”. The question immediately arises: what was the user going to find? A car, a berry or maybe the lyrics of a song? For such controversial cases, in order to weed out the non-target audience, there is a function for selecting topics.

Below there is a filter which has the following selection functions:

1. Selecting the region of the request. You can specify both country and city.
2. You can set a period to view statistics for a specific year or month or the last 7 days (even hourly), which can be quite useful if you have information portal, where the latest news is constantly posted.
3. Select a category. Google Trends will offer you its own options, but you can choose yourself from a more complete list.
4. Search direction. Understand where the user tried to find information: in pictures, videos, news, or a regular search on the Internet.

As you can see in the graph, there is a stable seasonality of the query “buy a bike”, where the peak of popularity falls every year in May, and the dynamics of the Google query is growing every year. It often happens that popularity can rise two or more times a year: for example, tires become popular both in spring and autumn.

It is also worth mentioning the search operators that also work in Google Trends. If you have forgotten how to use them or didn’t even know, you can read them in.

Please note that the charts display numbers from 0 to 100, where 100 is the highest value for the selected period.

Next comes popularity by region. The darker the area, the higher the frequency. Based on the data, the Leningrad region is the leader in the “Buy a bicycle” request. You can watch both individual regions and cities. It is also possible to view the chronology of requests for a selected period in the form of a slide show. The chronology of query statistics will be indicated for the selected period in the filter, so if you are interested in history for a different time period, you should change the date in the filter.

At the end, Google Trend provides statistics on similar queries on the Internet. Here you can see the top topics and queries, as well as those that are actively gaining popularity. This information is really useful. Based on trend statistics, it is worth paying attention to the expansion of the range of tricycles and Stealth bicycles.

Now that you have a list of queries that are worth focusing on, you can compare by brand or type.

Interesting!

Google Trends data is used to estimate flu or other disease activity.

It’s also worth paying attention to “Comparison”. This function makes it possible to compare search queries with each other. Or parallel the request in different countries. For example: citizens of the Republic of Belarus are more interested in such a question as “presidential elections” than residents of Russia.

It is also possible to compare statistics over time periods by overlaying graphs to understand how the request dynamics are going this year relative to last year.

Interesting!

Google Hot Trends is an add-on and shows the latest and most popular searches

Let's summarize the statistics of Google Trends queries

We learned that the number of users who want to buy a bike is growing every year. U of this request There is seasonality, which begins to grow in December, gains a peak in popularity in May and then declines until December. Based on the statistics of Google Trends search queries, we understand that the prospects for bicycle sales are great, and we know when to expect an influx of customers. We saw that it was better to focus on advertising in the Leningrad, Moscow and Kaluga regions, while in the Vologda and Pskov regions the popularity was much less. And according to Google data, searches for buying a tricycle are up 400%.

Expert opinion

At first glance, the functionality of Google Trends is quite simple and primitive. It seems that it is not very informative, but this is far from the case. This service makes it possible to view statistics of Google search queries in the past, find out what is happening now and, after analyzing the data obtained, make a forecast for the future. If you have an online store, then you will be able to understand in which regions it is better to “push” and at what moment. If the site is informational, then Google Trend will indicate popular news queries that are skyrocketing right now or find topics that have maintained high ratings for a long time. It also helps in the development and expansion semantic core. Stay in the search trend and learn to look into the future.

During the All-Russian decade of subscription, which took place from May 12 to May 22, 2016, about 2.7 million subscriptions were issued to periodicals, which is 7% more than in the same period of May 2015.

Of the total number of publications subscribed during the decade, about 1.5 million subscriptions were for central publications, more than 750 thousand for regional ones, and about 450 thousand for republican, regional and regional media. Among the regions, the leaders in the growth of subscription circulation were the Ivanovo region, the Nenets Autonomous Okrug, the Republic of Tatarstan, the Kursk region, the Khabarovsk Territory, as well as the Omsk, Lipetsk, Sverdlovsk, Oryol regions and the Republic of Kabardino-Balkaria.

During the All-Russian decade of subscription, Russian Post, in addition to discounts from publishers, reduced the price of delivery: by 5% for federal publications and by 10% for regional and local media. At the same time, an additional 15% discount during the entire subscription campaign has already been provided by Russian Post for publications included in the list prepared by the Expert Council on Regional Print Media under the Russian Ministry of Telecom and Mass Communications. Compared to previous campaigns, the list of such publications has been significantly expanded, as has the time period for providing the benefit - previously it was valid only during the ten-day subscription period.

“A decade of subscriptions has once again allowed millions of Russians to subscribe to their favorite newspapers and magazines at significant discounts, and publishers to increase circulation. The most active during the ten-day period were the subscribers of district publications, which are extremely important for the population - in 10 days, 25% more subscriptions were issued for the “district” publications than in the last year’s ten-day period. But what is especially pleasant is that during the ten-day period, thousands of Russians took part in the “Tree of Goodness” campaign and subscribed to social institutions,” noted the Deputy General Director of Russian Post for postal business Inessa Galaktionova.

It is worth noting that the subscription campaign is not completed and will last until the end of June. You can subscribe not only for yourself, but also gift it to family and friends online at podpiska.pochta.ru, including for recipients in other regions of Russia. In addition, the “Tree of Good” charity subscription campaign continues in all branches of Russian Post. Anyone can subscribe to periodicals addressed to orphanages, boarding schools, as well as homes for the elderly and veterans.

In the central branches of Russian Post in cities and regional centers, “Tree of Goodness” banners were installed, informing customers about the charity event. Anyone can donate a subscription by independently selecting a publication from subscription catalogs and a social institution from the lists offered by postal operators.