how to use google trends to find sizzling hot topi with timestamps YoutubeScribe.com

[0:00] Have you ever bought one of these?
[0:01] Or one of these?
[0:03] Even if you don’t know what either of these
are, there’s a good reason for that.
[0:06] And it’s because they gained popularity
so fast, and lost it just as quick.
[0:11] And in this video, I’m going to show you
how to use Google Trends to find hot topics
[0:15] that won’t fade over time.
[0:17] Stay tuned.
[0:18] [Music]
[0:21] What’s up SEOs?
[0:23] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:27] your competitors, and dominate your niche.
[0:29] And there are two goals for this tutorial
and that’s to help you find sizzling hot
[0:33] topic ideas and to teach you how to analyze any
keyword and know that it won’t disappear tomorrow.
[0:39] Let’s get into this thing.
[0:40] So Google Trends is pretty straightforward.
[0:42] You enter a search query, hit enter, and you’ll
see a graph that shows you the popularity
[0:46] of the search term or topic over time.
[0:49] But you need to understand that the numbers
on the graph do not directly represent search volume.
[0:54] Each data point represents relative popularity.
[0:56] It’s then plotted on this graph on a scale
from 0-100 based on a topics proportion compared
[1:02] to all searches on all topics.
[1:05] Here’s a good example.
[1:06] If you look at the trend on “Christmas tree”
and “Christmas decorations,” you’ll
[1:10] see that they have almost the exact same trend.
[1:13] But look at the difference in search volumes
in Ahrefs’ Keywords Explorer.
[1:16] They’re completely different.
[1:18] So let me give you a 30 second walkthrough
of the features and then we’ll get into
[1:21] some techniques, tactics, and strategies.
[1:23] Here, you can isolate your data by location
or view the data from all over the world.
[1:28] And then there’s a date filter.
[1:29] So in general, the longer you choose the clearer
the pattern will be in the graph.
[1:33] Next is “compare,” which lets you gauge
the popularity of 2 or more search terms against
[1:37] each other plotted on the same graph.
[1:40] Here, you can isolate data between Google’s
different search engines like web search,
[1:44] images, news, shopping, and YouTube search.
[1:47] Then below that are 2 graphs: interest over
time and interest by region.
[1:51] Finally, there are two tables below which
are related topics and related queries, which
[1:56] we’ll dive into in a bit.
[1:57] Now that you’re a Trends master, let me
show you 5 actionable ways that you can extract
[2:02] important data from this absolute beast of a tool.
[2:05] The first method is to identify seasonal trends.
[2:08] And seasonality is so huge that it can put
companies out of business.
[2:12] For example, being a farmer without sun and
rain is like being an SEO without a computer.
[2:17] So let’s search for “golf clubs” in Trends.
[2:19] Then I’ll set it to the past 5 years to see if 
there is a recurring pattern between seasons.
[2:25] And as expected, you can see valleys in popularity
as we get into the colder months of the year.
[2:29] Now, I’ll add “golf courses” to the
graph and you’ll see that it follows nearly
[2:33] the exact same pattern, and appears to be
more popular than our first query.
[2:37] Finally, I’ll add one last layer and that
would be “indoor golf.”
[2:41] And you’ll see quite the opposite effect.
[2:43] The last term trend slightly upwards in the
winter months, which shows you that you can’t
[2:47] generalize a topic, like golf, to only have
downturns in the same season.
[2:52] So here are a few things you can do to battle
the inevitable seasonal downturns.
[2:56] #1. Focus on promoting your products, services
and content that are in-season or not affected
[3:02] by the season.
[3:03] So as a store that sells golf equipment and
accessories, you might want to focus on selling
[3:07] things like golf simulators, or tools like
indoor training aids which either peak in
[3:12] the winter months or remain stable.
[3:14] #2. Use the interests by region section to laser
in on areas to push your paid ads.
[3:19] So, if you look at the 5-year trend for the
search term, “golf simulators,” you’ll
[3:23] see that it repeatedly gets more popular in
the winter months.
[3:26] Now, if you scroll down to the “interest
by subregion” area, you’ll see a heat
[3:30] map of popularity.
[3:32] So rather than targeting the entire United
States, you’ll see specific states you can
[3:36] narrow your audiences down to.
[3:38] So, for example, people in Hawaii probably
wouldn’t be as interested as people in Minnesota,
[3:43] where it’s much colder and icier.
[3:45] And if you want to get even more targeted,
you can narrow this down to the metropolitan
[3:49] areas and even cities.
[3:51] #3. Since your workload should be a bit lighter
in the off-season, you can use that time to
[3:56] prepare content for the busier months.
[3:58] For example, looking at the 5-year trend for
searches on the query, “workout,” you’ll
[4:03] see that there are mini spikes every January.
[4:05] And it’s because people are making New Year's
resolutions to lose weight or to get fit.
[4:10] And then it just continues to decline through
the year, which is a bit sad.
[4:13] So rather than releasing your content at random
times, you can prepare your content updates
[4:18] and new posts or videos starting one month
or so in advance to reach more people when
[4:23] they’re actually searching for it.
[4:24] The next technique is to avoid keyword unicorns.
[4:27] Let’s look at Google Keyword Planner’s monthly
search volume for the keyword “fidget spinner."
[4:32] If you were to stick with the old way of doing
keyword research and look at just the search
[4:36] volume, you'd think that you found yourself
a unicorn of a keyword.
[4:40] But when you compare that with Google Trends,
you would quickly discover that the unicorn
[4:44] has officially slid down the mountain and
flatlined to nothing.
[4:47] And if we look at the keyword metrics in Ahrefs’
Keywords Explorer, you’ll see the same trend
[4:52] as well as the average monthly search volume.
[4:54] So bottomline?
[4:55] If you see trends that appear to be completely
dead or flatlining at the bottom, you may
[5:00] want to consider avoiding them and take search
volume with a grain of salt since they are
[5:04] rounded annual averages.
[5:06] Also, seeing as we’re looking at the last
5-year trend, which includes its most popular
[5:11] time, we can exclude the spike to get a decent
idea of where it is today.
[5:15] So I’ll set it to the past 12 months, and
you can see right away that the decline of
[5:20] the fidget spinner continues.
[5:21] And this is a very important step to take
because if you were to just look at the 30
[5:25] day trend, you might think that the topic
was still popular.
[5:29] The next technique is to find related keywords
to find new keyword ideas.
[5:33] Now, if you look at the trend for “protein
powder” and then you scroll to the bottom
[5:36] of the page, you’ll see related topics and related queries.
[5:40] The “Related Topics” box represents topics
that users also searched for.
[5:44] So, you can see that people who search for
“protein powder” are also interested in
[5:48] topics like “ketogenic diet.”
[5:50] By default, it’s set to “Rising,” which
shows you related topics with the biggest
[5:54] increase in search frequency since the last
time period.
[5:57] But you can set it to “top” which shows
you another relative scale scored up to one-hundred.
[6:02] On the other side are related queries that
users searching for your target term also
[6:06] searched for.
[6:07] And you can change this to top or rising too.
[6:09] This should give you a broader look into your
topic at hand.
[6:12] So you’ll see a lot of people are looking
for the “best” protein powder, others
[6:16] are searching specifically for whey, and some
are looking for vegan, and so on and so forth.
[6:21] These keywords should give you a better idea
of a searcher’s intent or next intent so
[6:25] that you can serve them the best you possibly can.
[6:28] Another effective way to use this is to type
in the name of a brand or a company.
[6:32] Now, if we look at the Trend for “Hubspot,”
then I’ll scroll to the bottom of the page.
[6:36] Next, I’ll change the filter to “Top,”
and then I’ll scroll through these pages
[6:40] until I find a competitor’s name.
[6:43] And you’ll see here that one of
their competitors is Salesforce.
[6:46] Now, I’ll take this over to Ahrefs' Keywords
Explorer and type in a couple queries like
[6:49] "hubspot vs salesforce" and "salesforce vs
hubspot" and run the search.
[6:55] Next, I’ll go to the metrics tab.
[6:57] There are a couple of things you’ll probably notice.
[6:59] First, there is little to no competition since
both of these terms have a keyword difficulty
[7:04] score of zero, making it potentially a very
low competition keyword that you can go after.
[7:10] Next, you'll see that cumulatively, the search
volume is around 950 searches per month.
[7:15] And the clicks data shows that there are more
clicks that happen on the search results page
[7:19] than the corresponding number of searches.
[7:22] And the reason is likely because people want
to read multiple reviews before they decide
[7:26] on which one to buy.
[7:27] So even if you don’t rank in the top 3 of Google,
you can still attract some decent traffic.
[7:32] So whether you’re an affiliate marketer
or a part of one of these companies, you can
[7:36] create “versus pages” to gain a decent
amount of easy and free traffic.
[7:40] The next strategy is one of my favorites and
applies more to established brands for global SEO.
[7:46] This technique allows you to understand which
cities and subregions need your products and services.
[7:51] We already discussed ad targeting using the
interest by region, but there’s more you
[7:55] can do with this.
[7:56] So, first, I’ll type in a brand name like
ActiveCampaign.
[7:59] Then, I’ll change the location settings to “Worldwide.”
[8:02] And you’ll see that their branded query
has been pretty stable over the past 12 months.
[8:06] If I scroll down to the Interest by region,
you’ll see that some of the top countries
[8:10] searching for them are in the Netherlands and Hungary.
[8:13] This can be a good signal for them to translate
their pages into these countries’ native
[8:17] languages and use the "hreflang" tag.
[8:20] But the coolest part of this feature is if
we add a competitor to the mix, you’ll see
[8:24] something completely different.
[8:26] So I’ll add Aweber to compare these stats.
[8:29] Scrolling down to the regional data, you can
see the market share of searches broken down
[8:33] by country.
[8:34] And as we go deeper through the list, you’ll
see countries like the United States, where
[8:38] Aweber seems to own more of the search market.
[8:41] This information will give you a better idea
of where you might need to focus your marketing
[8:45] efforts so that you can slowly pick away at
the countries where your brand may not have
[8:50] the strongest presence yet.
[8:51] From here, you can click on the country name
to investigate further, and get more accurate
[8:56] regional data.
[8:57] So rather than targeting the US as a whole
nation, you can target specific areas.
[9:02] The final technique that I have is to use
Google Trends to select your YouTube topics.
[9:06] Now, just because searches on Google are trending
upwards or are stable, it doesn’t mean that
[9:11] YouTube follows the same pattern.
[9:13] Check out the Google web searches for “HTML Tutorial.”
[9:16] A consistent decline, right?
[9:18] Now, look at YouTube.
[9:20] There’s a consistent incline, then a sudden
drop off and it looks like it’s stabilizing now.
[9:25] So let’s say that you’re a musician and
you cover famous artists’ songs.
[9:28] So rather than covering any old song, you
can use the trend to find out whether you’re
[9:32] creating content at an optimal time, or if
it might be too late.
[9:36] For example, if we look up Ed Sheeran’s
song, “Thinking out Loud,” you’ll see
[9:40] the typical “new release” kind of trend.
[9:42] Super popular...
[9:44] then fades.
[9:45] I’m not saying that you won’t get any traffic
if you create content after it's faded, but
[9:49] by this time, it’s probably too late to jump on
the trending wagon to get real viral action.
[9:54] But let’s compare his more recent song, “Shape of You.”
[9:57] You’ll see two things:
[9:58] First, his new song has been quite a bit more
popular when comparing peaks.
[10:02] And second, it’s on the decline, but perhaps,
it’s not too late to get a little bit of
[10:06] traction, since we know that the decline tends
to slow down from here.
[10:10] These are the kinds of trends you can look
for as a musician, and if you’re able to
[10:14] get in before the peaks or during the peaks,
the higher the chance you’ll be able to
[10:18] ride the wave.
[10:19] Now, Google Trends is absolutely monstrous
and one of my favorite tools simply because
[10:24] it’s only limited by your creativity.
[10:26] So, when you’re making marketing decisions
or choosing topics to create content on, you
[10:30] need the history of the topic to get an idea
of where it’s going.
[10:34] And this can be the difference between an
absolute hit versus a complete flop.
[10:39] So use Google trends in combination with a
keyword research tool like Ahrefs’ Keywords
[10:43] Explorer to make sure that you have a full
scope of the topic before you create it.
[10:48] This will help you create a more predictable
system in your content choices and lead you
[10:52] to greater success.
[10:54] If you enjoyed this video, like, share, and
subscribe to our channel for more actionable
[10:58] SEO and marketing tutorials.
[11:00] And hey, if I missed a feature, combination,
or hack that you absolutely love, leave a
[11:05] comment and share it with the rest of us here
in the Ahrefs community.
[11:09] So keep grinding away, get results, and I’ll
see you in the next tutorial.

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