There are many tools out there that can help you with keyword research and Google Insights for Search is just one of those tools. But I find that not many people really know how to use it. So, I thought I'd give you some examples of how our Internet Marketing firm uses this great little tool.
Step One: Go to Google Insights For Search, and simply type in a keyword. We've found that it's better to start off with just one word and then expand from there.
Step Two: Choose your filters. Since the majority of our clients are in the USA, we choose the country vs. the Worldwide search. And normally, we like to see the trend for the last 12 months. It's the most pertinent information. We keep the last filter at All Categories. Of course, if you're searching for a very specific region, you can certainly change the filter to accomodate your needs. But if the results are too low, know that this tool will not present you with any information.
Step Three: After you've made all your choices, simply click on the Search button.
Step Four: The results are broken down into three rows. Row 1 shows you a graph of the trend for that word or phrase within the time frame that you chose. Row 2 shows you the regional interest for that word or phrase. Row 3 shows you the related terms AND the rising searches.
So, how do you use this information?
Row 1 - the graph here shows you clearly what the "trend" is for this word or phrase. You can see the highs and lows, if there's a seasonal demand for this word or phrase, etc.
Row 2 - the geographical map here shows you what parts of the world or the country has the most concentrated searches for the word or phrase. This is good to know because if you sell an item or service that is nationwide, you can see where the "need" or "desire" is most. If your company is in California but you see that Maine has a high demand for your item, then you'll want to beef up your marketing in the Maine area.
Row 3 - the phrases on the left give you "other" terms that you may want to search on - just because YOU believe that everyone is typing in "family dentist" doesn't mean that they really are. You may find out that "family dental" is a more popular term. The idea is to provide a variety of keyword phrases on your website or blog so that ALL searches can lead to your site. The right hand side of Row 3 shows you (if there are any) Rising Searches. This is very interesting because it gives you an idea of what keyword phrases have increased in the time frame that you chose. This insight gives you new keyword phrases that you can target in your Internet marketing campaign. AND it's a wonderful "insight" into what your audience is searching for.
So, if the audience is searching for it, it's up to you to give it to them!
BUT - there's a catch (isn't there always). Just because a keyword phrase is listed under the "rising searches" column, doesn't mean that it will be easy to get listed on the first page of Google for that keyword phrase. The competition number is still a very important factor. So, make sure to check with your SEO firm - give them the phrase(s) to check on and they'll let you know if that specific phrase is good OR if there are similar phrases that you can use. After all, if you're not on the first page of Google, or Yahoo or any other search engine, it will be very difficult to get traffic for that phrase.
Following are some examples that we've chosen from our Google Insights research some of our clients can use:
1) bankruptcy information
In the last 12 months, the search on Google for the phrase "bankruptcy information" has increased 110%
This phrase is extremely competitive - so for our client - the better phrase would be...
"Massachusetts Bankruptcy Information"
2) byetta for diabetes
In the last 12 months, the search on Google for the phrase "byetta for diabetes" has increased 200%.
This phrase is not competitive and can easily by used by our client selling Diabetic Medical Supplies.
In fact - it could lead to an interesting new "series" of pages on their blog. They could invite an endocrinologist to write articles about diabetes, diabetic medicine, diabetic products, etc. If searchers are looking for "byetta for diabetes" then they may also be searching for information about other medicines and products for diabetes.
3) water heater timer
In the last 12 months, the search on Google for the phrase "water heater timer" has increased 50%
This phrase is not competitive but extremely timely - after all - everyone is looking for ways to save money these days and water heater timers can do just that. Our Atlanta Plumbing Services company can easily add this information to their website or blog to attract more visitors.
4) acute stress disorder
In the last 12 months, the search on Google for the phrase "acute stress disorder" has increased 40%
Well, with the global economy in it's current state - this was no surprise!! This phrase though, is competitive, a better phrase would be "symptoms of acute stress disorder". For our client providing Stress Management Programs, this is an excellent phrase to build on and attract more visitors.
5) postpartum depression
In the last 12 months, the search on Google for the phrase "postpartum depression" has increased 110%
This phrase is fairly competitive, a better phrase would be "postpartum depression symptoms". Our clients providing South Florida Counseling Services and Counseling Services in Atlanta could benefit greatly by adding this information to their blogs and/or websites.
6) get legal advice
In the last 12 months, the search on Google for the phrase "get legal advice" has increased 70%
This phrase is fairly competitive, a better phrase would be "get legal advice online". Our South Florida Family Law Attorney can benefit from this phrase,
our South Florida Injury Attorney can also benefit from adding a page or 2 focusing on this phrase, our Fort Lauderdale Probate Lawyer can benefit from adding this information to his website or blog. Even our Ft Lauderdale Mens Rights Attorney can benefit from adding this phrase to his website. The idea is that if the audience is looking for this information, there is no reason why they shouldn't find this information on YOUR website (or blog)
7) my gums hurt
In the last 12 months, the search on Google for the phrase "my gums hurt" has increased 50%
This is an excellent phrase, low competition and high popularity. All our dental websites, Broward County Dentist, Miami Cosmetic Dentist and the Pembroke Pines Denist can all benefit by adding this information to their website and/or blog.
8) child support payments
In the last 12 months, the search on Google for the phrase "child support payments" has increased 50%
This is a highly competitive phrase so, for our clients that provide Fathers Rights in Child Support and South Florida Family Law Attorney services, the better phrase would be "child support payments in florida". By specifying the geography in the keyword phrase, it lowers the competition but at the same time provides the opportunity (as incoming links increase) for the website page and/or blog to increase in rankings for the more generic phrase.
9) copyright law
In the last 12 months, the search on Google for the phrase "copyright law" has increased 50%
This is a very competitive keyword phrase so a better phrase would be "copyright law and fair use". Still very popular but less competitive. Our Florida Trademark and Patent Attorneys can use this information on their website and/or blog and any website offering Copyright Law Information can add this specific phrase as well.
10) cost savings
In the last 12 months, the search on Google for the phrase "cost savings" has increased 60%
Well, without a doubt any phrase having to do with savings or reducing costs will be very big in the last 12 months and I'm guessing for the next 12 months as well (at least!). But, this is a very competitive phrase so I would recommend to couple this phrase with the service being provided. For example, our client providing Freight Audit Company Services can benefit from the phrase by changing it to "cost savings on freight". What business isn't looking for ways to reduce their expenses this year?
So, I hope you get the idea that I'm trying to give you here. Basically, find out what your audience is looking for and then give it to them. Feed The Fetish!