Be in trend! All about Google Trends marketing opportunities

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Google Trends has been making marketers' lives easier since 2006. Initially, the service was intended for the US audience: it analyzed only English-language queries. By 2011, several dozen languages ​​appeared in the interface, including Russian, and in 2023, the popular tool from the search engine of the same name was completely updated and acquired new functionality.

In essence, this is an analogue of the domestic Yandex Wordstat, but is everything as simple as it seems at first glance? Can these services replace each other or is it still worth using them in combination? Let's figure out how to use its numerous functions for the benefit of your own business and what is the fundamental difference between Google Trends analysis and other keyword selection systems.

What is Google Trends and how does it work?
Trends are a transient phenomenon and completely dependent on on page seo service public opinion. They shape demand and influence revenue. The main goal of Google Trends is to track the popularity of various topics in different regions of the world and control how the level of user interest changes over time.

The system collects data on what users search for in the Google search engine, taking into account both high-frequency and low-frequency queries. After that, phrases are assessed by frequency and distributed into categories. The calculation is carried out only within one location. The resulting number is divided by a certain time interval, and during the analysis, Google Trends assigns it a percentage score. Accordingly, the more often some information is searched for, the more percentage the service will assign to this request.

Google takes into account only very high-frequency queries. Accordingly, if the phrase does not belong to these, the system will give the answer that there is not enough data for analysis. Special characters are not taken into account during analysis, but three universal operators can be used. Thus, "" allows you to search by an exact word form, fixing it, the "-" sign excludes certain words from the phrase from analysis, and "+" takes into account several options in one request (for example, iPhone + iPhone).

Among the service's capabilities:

Determining the popularity of different topics. Using Google Trends, you can understand how relevant a particular topic is: just analyze the frequency of queries related to it;
Tracking popular products and services. The system allows you to understand what users from a specific region are interested in and focus on promoting these products or services. For marketers and sellers - a great way to update their product line;
Comparison with competitors. Google Trends queries can be compared with other topics. This allows you to understand how competitive the promoted product is, whether it is in demand on the market;
Seasonality analysis. The ability to track the popularity of individual topics over a certain period of time allows you to track seasonality, when demand for individual goods or services decreases;
Topic selection. The system is indispensable when developing content plans for news portals or blogs: you can easily determine what topics users read;
Expanding the semantic core. Using the service, you can expand the semantic core of the site - those words and phrases that you use in your articles and texts for SEO promotion.
This functionality is the main difference between the analysis of the popularity of queries in Google Trends and the Yandex Wordstat semantic selection system: the latter will help you determine the composition of the semantic core, and Trends will track the dynamics of popularity, seasonality and competitors' achievements. Experts note that the services are not interchangeable: if you want to be trendy, use both.