ON NEW INSIGHTS FROM SEARCH TERMS
By: Frank Harrison
Tags: Search Trends, Marketing, Brands, Share Of Search, Search

22 November 2021|Insight, Search, Search trends, Share of Search

We have just released a major upgrade to the Similar Terms module in Share-Of-Searching, using new methodology to deliver terrific insights into related Google search trends that are associated with a search term (for example a brand name) in any country. The similar terms are automatically retrieved from Google.

Users can now input a brand name (or other search term) and select a country and date period (back to 2004) to discover search trends for associated search terms — the interests, intent, and questions that people make related to a brand (or other term). This reveals interesting, often unexpected, insights into search terms that are directly related to a brand. The new ‘narrow search’ option filters to similar terms that include the input search term, while the ‘wide search’ option extends to a broader set of associated search terms. Both result in fascinating charts of search trends around brands and any other search term.

Here is an example, in this case for ‘Tesla’ in the UK. The chart below, based on a ‘narrow search’ shows the trends in relative search volumes for search terms that are closely related to Tesla:

The chart shows rapid growth in search interest for many Tesla terms in the UK since 2015, with peaks in searching when new models are released. It also shows that since February 2020 the greatest interest has been in ‘Tesla price’, ‘Tesla share’, ‘Tesla share price’, and ‘Tesla stock’ — all trending highest during the pandemic. This compares with relatively low interest in these terms pre-2020. Since the UK removed Covid restrictions in July this year there has been a large increase in Tesla-related searching.

Using the ‘wide search’ option extends the data to a broader set of search terms that are related to ‘Tesla’ as shown in this chart:

The chart shows the dramatic growth in interest in ‘Tesla’, close to a tenfold increase over the last seven years. There has also been a big rise in searching for ‘electric car’. Although there was a drop in car interest generally in March 2020 when UK Covid restrictions were introduced, levels of interest returned to pre-pandemic levels by the summer.

While the Similar Terms module is great for exploring search trends for terms related to any brand, it also reveals related terms, and the trends for those terms, for any search term — for example, take a look at celebrities, events, politicians, topics, influencers, brand purpose, travel destinations, companies… you name it.

Share-Of-Searching generates charts of Google search trends, comparing up to 40 search terms at a time by country, region, or metro area, and within category or sub-category, for any period from today back to 2004. Trends in search volumes and % share of search can be seen by day, week, or month. The ‘Similar Terms’ module shows trends for related search terms that are associated with a search term. The data can be exported to Excel and the charts to PowerPoint.

Use Share-Of-Searching free for two weeks by creating your own account for instant access without any obligation here — https://www.shareofsearching.com

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By Frank Harrison, Croft Analytics