A lot of people think that the trend curve in Google trends is the direct results of the search queries volume over time but that is not exactly the case.
If you are using the Google keyword planner then this shows accurate search volume numbers whereas Google trends in facts shows the relative popularity of a related search query. So relative popularity is a search queries volume ratio compared to the total of the search volumes of all possible queries, this thing gets ranked on a scale of nought to 100 based on that search topics proportion to all searches made
Search expert Andrew Craig from leading uk seo agency seo leaders explains it a little more saying ‘Google trends eliminates searches that are repeated by an individual over a duration of time and it gives you a better picture for your research. You need to be aware that Google trends actually only shows data for trending and popular terms, this means that they have to have a certain predetermined search volume’.
How to benefit from Google trends for your marketing campaign
Identify trends by season and then formulate, create and launch your content at the correct time;
many people in marketing will realise that search volumes for various keywords will be affected by the season and time of year, for example if you looked for the search term Christmas gifts, then this will be most prevalent around November and December.
If you run a business that is it actually dependent on the seasonal time of year you can easily estimate the top and bottom of search volume by looking at Google trends and that the relevant search queries. You can then create new content and post it inside with the peak or you can start to properly optimise and promote your existing and relevant webpages before the trends peak.
Avoid unicorns by checking for spikes
If you’re looking to analyse and find a good topic for your next piece of content do not even waste your time writing a word until you have analysed the top of Google trends, there is no point in spending your valuable and precious time making content topics that are falling out of the search results.
An example would of this would be for the search term fidget spinner which has an average search volume on a monthly basis of over 800,000, however the term yo-yo only has 45,000 searches a month and as the keyword difficulty of these two search term targets are very similar it would be much better to go for fidget spinner wouldn’t it?
NO! if you look at the Google trends you will find that there was a huge spike in popularity during May 2017 but now the interest in fidget spinners is almost petered out and nothing, but the interest in yo-yos for an example remained steady throughout time so this would be a far better place to spend your time
find relevant topics that are trending currently in use that for your content
You can use Google trends to find what topics have been trending heavily during the past day or few days and then create content to suit. You can actually use the Google trends to make calendar content programs. This would involve looking over for example a three-year period for some key header terms and then plan your content to coincide with the run up to that and stop promoting it just at the peak time ideally.