How to use Google Trends for keyword research.

Keyword research is a crucial component of any SEO strategy. It allows brands to uncover the search terms and phrases that potential customers are using, helping to improve content relevance and visibility. Given the increasing focus on digital presence, understanding trends in search data can significantly improve SEO efforts. Google Trends provides marketers with insights into how search terms are performing across different regions and over time. This article will discuss the effective use of Google Trends for keyword research, including a step-by-step guide to using the tool for maximum SEO benefit.

What is Google Trends?

Google Trends is a free tool from Google that shows how popular certain search terms are over time. It was launched in 2006 and uses real Google Search data to help users see what people are searching for and how that interest changes. Instead of showing exact numbers, the tool uses a scale from 0 to 100:100 means the term was at its peak popularity during the selected time period, and 0 means there was very little interest.

For brands, this tool can be helpful when planning content, marketing campaigns, or product launches. It shows what people are looking for, when they’re most interested, and where that interest is coming from.

Some key features include:

Search interest over time: You can monitor whether a search term is increasing or decreasing in popularity.

Interest by region: You can check which countries or cities where terms are being searched more frequently.

Related searches: The tool suggests other similar or trending search terms, which can give you ideas for blog content, SEO keywords, or product naming.

Keyword comparison: You can compare different terms to see which one people are searching for more.

Users can also filter results by several criteria, allowing them to refine their research. These filters include:

Search type: You can focus on specific types of searches, such as web searches, YouTube searches, Google News, or Google Shopping. This is helpful for businesses targeting specific channels like video content or eCommerce.

Time range: You can adjust the time period for the data, from the past hour to several years, helping you track short-term trends or longer-term patterns.

Location: This allows you to focus on a specific country, region, or city, providing more relevant insights for local or regional strategies.

Category: You can filter the results by industry or topic, which helps narrow down the search to terms relevant to your business.

Using Google Trends.

To start using Google Trends, go to trends.google.com. You don’t need to create an account to access the tool—it’s free and open to everyone. However, if you’re signed into a Google account, you’ll have the option to save searches and revisit your findings later, which can be helpful when building a long-term strategy.

Once you’re on the homepage, you’ll see a search bar at the top. This is where you type in any keyword or phrase you want to research. Google Trends will then show how interest in that keyword has changed over time.

Before diving into the data, it’s a good idea to adjust a few filters to make sure the results are relevant to your business. You can refine your search by:

Location: For example, narrowing it to the United Kingdom if that’s your market.

Time range: From the past hour to several years back.

Category: To focus the results by industry or topic.

Search type: Choose from web search, image search, news, Google Shopping, or YouTube.

Setting the correct region is especially useful if you’re targeting a specific market. This ensures you’re seeing insights that reflect what your potential customers are actually searching for in that area.

How to use Google Trends for keyword research step by step.

One of the main benefits of brands tracking the popularity of specific keywords over time, is they can spot emerging trends and adjust their content strategy accordingly. For instance, if it noticed a sudden increase in searches for a particular term, it could be a sign to create relevant content or optimise existing pages to capture that growing interest. Additionally, by comparing different keywords, creators can discover which ones are most relevant to an audience, allowing the strategy to be focused on high-traffic terms that can improve search engine rankings.

Businesses should follow these steps to make data-driven decisions that align with the target audience’s interests and improve online presence.

1. Start with a seed keyword
To begin keyword research, users should input a relevant seed keyword into the search bar on Google Trends. For example, if the brand offers “Property Management”, it might start by entering the term “Property Management.” Upon entering this term, a graph will appear, showing how the search interest for this keyword has changed over time. This initial step provides a visual representation of the term’s performance.
Actionable step: Record the keyword and the graph data in a spreadsheet. Include columns for search interest, the time frame, and any key observations about trends. This will serve as a foundation for understanding the seed keyword’s performance and trends.

2. Identify related keywords
Next, users can scroll down to the “Related Queries” and “Related Topics” sections on Google Trends. Here, they can find long-tail and variation keywords that are linked to the initial seed keyword. These related keywords are critical for expanding keyword strategy and finding new content opportunities.
Actionable step: From the “Related Queries” section, extract keywords that show significant interest, especially those listed under “Rising” (keywords experiencing rapid growth) and “Top” (established keywords with ongoing popularity). Add these keywords to the list in the spreadsheet. Sort the keywords by volume or growth rate to prioritise which ones to target first.

3. Compare keywords
Google Trends allows users to compare multiple keywords side by side. This feature is essential for brands that want to assess which terms have more search potential. For example, comparing “SEO agency” with “digital marketing agency” can help identify which term is growing in interest.
Actionable step: Select two or more keywords to compare by clicking the “Compare” option. After comparing terms, record the data points from the graph (such as search volume trends) and note which keywords appear to have higher or rising search interest. Add this comparison data to the existing keyword list in the spreadsheet. This insight will help businesses prioritise keywords that are trending upward, improving content strategy and search visibility.

4. Spot seasonal trends
Google Trends can help to identify seasonal patterns in keyword interest. For example, keywords like “Black Friday marketing campaign” will likely see a significant spike in November. Recognising these seasonal trends ensures content is published at the right time to capture peak interest.
Actionable step: For each keyword, take note of any seasonal spikes or declines by analysing the search interest graph for the term over time. Record these patterns in the spreadsheet, marking the months or seasons when interest peaks. This allows businesses to plan content and marketing campaigns in advance to capitalise on high-demand periods.

5. Use geo-targeting for local SEO
The “Interest by Subregion” feature on Google Trends helps businesses identify regional search patterns. If a company provides local services, such as SEO services in London, businesses can see which areas are showing the most interest. This can help tailor SEO strategies to target specific regions or cities.
Actionable step: Use the “Interest by Subregion” filter to see where specific terms are most searched. Record the regions with the highest search volume in your spreadsheet. For local SEO, these insights can guide the creation of geo-targeted content, such as landing pages or blog posts focused on the cities or regions with the highest interest.

Integrating keyword research into your SEO strategy and ongoing monitoring.

After completing your keyword research, the next step is to integrate the insights into your overall SEO strategy. Begin by optimising your website’s content based on the high-traffic or rising keywords you’ve identified. This can involve updating existing pages, creating new blog posts, or refining product descriptions.

However, the process doesn’t stop there. It’s essential to monitor the performance of these optimised pages over time to ensure they continue to drive traffic and improve search rankings. Use Google Trends to track how the keywords are performing and whether they’re still gaining traction. Regularly review and update your content based on new trends or shifts in search interest, ensuring your strategy remains aligned with current audience behaviour.

Complementing Google trends with additional tools.

While Google Trends provides invaluable insights, it does have limitations. Google Trends shows relative search interest, rather than exact search volume, and it doesn’t offer data on keyword difficulty. Therefore, it’s beneficial to use external tools like Semrush, Ahrefs, or Google Keyword Planner to gain a comprehensive view of keyword potential. These tools can help provide precise search volume data, assess keyword competitiveness, and give deeper insights into keyword difficulty.

For example, while Google Trends helps you gauge seasonality and trend direction, tools like Semrush can give you more detailed information on search volume and keyword competition. When integrated into your overall strategy, these external tools can significantly enhance your keyword targeting, content strategy, and paid media campaigns.

Content strategy & SEO targeting.

By identifying rising keywords, brands can create content that aligns with what their audience is actively searching for. For example, if a fashion brand notices increased interest in “linen suits,” they can create blog posts or product features around this topic to capture the attention of consumers during the peak of interest.

Google Trends can also inform SEO strategies by highlighting rising keywords in your industry. For example, a skincare brand might see a rise in searches for “niacinamide serum” and decide to optimise its product pages for that term. By focusing on trending keywords and incorporating regional data, brands can enhance their SEO efforts and attract relevant, high-intent traffic.
Benchmarking brand interest.

Google Trends is also useful for benchmarking brand performance. By comparing search interest in your brand against competitors, you can gauge visibility and assess the impact of your marketing efforts. For instance, a direct-to-consumer mattress brand could compare search interest in their name with that of a major retailer to measure brand awareness and make informed decisions about future campaigns.

Why should Google Trends be a key tool for every brand's strategy?

Google Trends is an essential tool for brands looking to make informed decisions about their content and SEO strategies. By offering real-time insights into search behaviour, it helps brands identify trending topics, optimise content for relevant keywords, and adapt strategies based on what people are actively searching for.

Regular use of Google Trends allows brands to understand shifts in consumer interest, spot rising keywords, and plan content or campaigns that align with current demand. Whether refining SEO tactics, planning seasonal campaigns, or launching new products, Google Trends gives brands the data they need to make smarter, more effective decisions.