Four Great Ways to Use Google’s Insights for Search Tool for CanuckSEO!
You know about Google’s Keyword Tool and given the quality of free and premium tools now available for SEO, you’re probably over it by now. Then there’s Google Trends, which is fun to play with and shows comparative data based on keywords. But have you tried Google’s Insights for Search Tool yet? Better yet, have you leveraged its insights for better optimization of your web site?
Insights for Search (IfS) is Trends’ obscure cousin (it’s been in beta for over two years), but it’s a very cool tool for people who love search data – and there are several areas where it outdoes Trends. But before we talk about some interesting ways to use it, here are some random tidbits we uncovered about search in Canada:
- Over the past month, Quebec has been hungering for croustade aux pommes. Meanwhile, zucchini recipes became popular all over Canada at the end of June. Exactly like the past four years.
- Canada is far more curious about Eminem than Katy Perry – except when it comes to image search. But the undisputed king of Canada’s Image searches? Justin Bieber.
- What about Canadian SEO? The search popularity of SEO in Canada has been steadily increasing over the years, with British Columbia always sending the greatest volume of “SEO” queries. And in the past year, more relative search interest for the term has come from Waterloo and Markham than Vancouver and Toronto respectively.
Based on existing data, Insights for Search Forecast predicts that “SEO” will continue gaining interest (see dotted line)…
Using Insights for Search – for SEO1. Comparative keyword research.
It’s probably clear that what IfS does best is comparative research into search volumes. It doesn’t provide hard numbers like the Keywords Tool, but you can not only narrow your search by term but also region, time period and search type (Web, Image, News and Product). You can further narrow it down by category, and visually understand how “search interest” for a term varies across time and geography. A lot of keyword research comes down to the comparative value of similar keywords, and IfS is great for testing even less popular terms which don’t show up in Trends. Learn more about how the data is normalized.
2. Research for local SEO and gaining insight into new markets.
If you are looking to promote your content in a new market, you can find out which areas are heavily interested in your existing keywords and target them more aggressively. For local SEO of products and services, IfS can not only come in handy for seasonal searches (compare search interest based on specific time ranges) but for every term you can also see a breakdown of each sub-region into its most “interested” cities.
3. Using ‘rising searches’ to create targeted content.
Searching for specific keywords or areas turns up a result called “rising searches”, which indicates search terms that are related to your input and have experienced growth in the time period specified. Creating fresh content (especially for blogs and articles) to capture that interest can help your traffic and boost your keyword relevance.
4. Using visual data to present to clients and advertisers.
There are still SEO skeptics around, and it’s sometimes hard to convince bosses, clients and/or advertisers about a particular strategy unless you are able to present your research visually. There’s no better company to provide search data than Google, and Insights for Search provides easily embeddable, animated graphs and tables that you can put directly in your presentations when explaining your SEO choices to invested parties. You can also export your research into CSV files.
So what are you waiting for? Give Insights for Search a spin and gain deeper understanding into your keywords. Start with their Help Topics first so that you know exactly what the numbers mean and how you can leverage them for your business. Be warned, though – it’s addictive!
About The Author:
Joyce Loews is an experienced author, software analyst, and consultant. She is a leader in the field of ERP, including Oracle and SAP Consulting.