When it comes to building a strong online presence, staying ahead of the curve is everything. Search engine optimisation (SEO) is a fast-moving field, and leveraging real-time tools can give your website a competitive edge. One of the most underrated yet powerful tools available today is Google Trends – a free platform that allows users to explore the popularity of search terms over time.
Whether you’re an in-house marketer, a small business owner, or working with an SEO agency in Sydney, understanding how to use Google Trends can transform your SEO strategy from reactive to proactive. This guide covers how to use Google Trends effectively, what insights it can offer, and how to apply its data to boost your visibility in search engine results.
What is Google Trends?
Google Trends is a free tool that analyses the popularity of top search queries in Google Search across various regions and languages. Rather than showing the exact volume of searches, it shows relative interest over time. A value of 100 represents peak popularity, 50 indicates a term is half as popular, and 0 means there was not enough data. At its core, Google Trends is about understanding what people are searching for and when – providing valuable context that traditional keyword tools often miss.
Why Use Google Trends for SEO?
Here’s why Google Trends deserves a place in your SEO toolkit:
- Real-time search data: It offers timely insights into what’s trending now.
- Seasonality: See when topics surge or decline throughout the year.
- Geo-specific insights: Discover where in Australia (or globally) your keywords are most popular.
- Compare topics: Stack multiple keywords against each other to determine relative interest.
- Content ideation: Uncover blog or page topics based on rising search queries.
- Market research: Identify shifts in consumer interest before your competitors do.
By incorporating these insights into your SEO strategy, you can make more informed content decisions and optimise for terms that truly resonate with your audience.
Here’s How to Use Google Trends for SEO
Start with Keyword Exploration
Begin by entering a broad keyword or topic into the Google Trends search bar. For instance, if you’re a fashion retailer, type in “winter jackets” to see how interest in that topic fluctuates. Adjust the filters by:
- Region (e.g., Australia or even by state)
- Timeframe (past 12 months, 5 years, etc.)
- Category (to narrow the context)
- Search type (Web Search, Image Search, News, Google Shopping, or YouTube)
This helps determine not just whether your keyword is popular, but when and where it is.
Identify Seasonal Trends
One of the most powerful features of Google Trends is its ability to show seasonal spikes. If you’re in the tourism industry, you might notice that searches for “beach holidays” peak in late spring and early summer. Using this information, you can:
- Time your content: Publish relevant blogs or product pages before peak interest.
- Plan ad campaigns: Boost visibility when interest starts to build.
- Update old content: Refresh past articles with trending keywords ahead of time.
Compare Related Keywords
Use the “Compare” feature to see how different keywords stack up. For example, compare “SEO” vs “digital marketing” vs “content marketing” to determine which term has more traction in your target region. This can inform:
- Which keyword to target as your primary SEO term
- How to structure your content hierarchy
- What semantic or secondary keywords to include in your copy
Tip: Try using both short-tail and long-tail keywords for a well-rounded view.
Discover Related Queries and Topics
Scroll down to find “Related Topics” and “Related Queries” (these sections are goldmines for content inspiration). Google categorises these into:
- Top: The most popular related terms.
- Rising: Terms gaining momentum – ideal for jumping on emerging trends.
Let’s say your core keyword is “electric cars”. You might find that “EV tax rebate” or “Tesla Model 3 range” are rising queries. These can become valuable blog topics, FAQs, or social media posts that tap into what your audience wants to know now.
Regional Targeting for Local SEO
If your business operates in a specific region, such as Sydney or Melbourne, Google Trends can show you where particular keywords are more popular. Simply filter your results by region. For example, if “organic skincare” is trending higher in Victoria than in Queensland, you might tailor your marketing efforts and geo-specific landing pages accordingly. This is especially helpful for businesses with multiple physical locations or those running targeted ad campaigns across different areas.
Align Content Strategy with Search Behaviour
Once you’ve gathered data from Google Trends, you can use it to adjust your content calendar:
- Create content around peak times: Write posts ahead of time so they’re indexed by search engines before demand spikes.
- Optimise existing pages: Update them with trending keywords, FAQs, or subheadings.
- Cluster related content: Use related queries to build topic clusters and strengthen internal linking.
Monitor Brand and Competitor Searches
You can also use Google Trends to monitor interest in your own brand or your competitors. Just type in your business name and compare it against industry rivals to track relative awareness. This is useful for:
- Brand benchmarking
- Crisis monitoring (e.g. spikes after a PR issue)
- Evaluating campaign impact
Some Extra Pro Tips for Using Google Trends Effectively
- Pair it with Google Keyword Planner: Use Trends for direction and validation, then Keyword Planner for actual search volume.
- Export your data: Google Trends allows you to download graphs and data points for further analysis.
- Use long-tail variations: Don’t just focus on broad terms – dig deeper into specific queries.
- Watch for “Breakout” terms: These often represent huge spikes in interest and can be a great opportunity for fast content creation.
Google Trends is more than just a tool for curiosity – it’s a strategic asset that can uncover timely opportunities, inform your content roadmap, and sharpen your SEO strategy
From spotting emerging topics to refining local targeting, this free platform can give your business a distinct edge in a crowded digital space. In the ever-changing world of search, those who stay curious (and act quickly!) come out on top.
The above article is paid content, and any information presented should be independently verified before making any decisions as a result of the content. This article does not constitute advice of any kind, nor does it represent the opinions of the website publisher.