Google Trends helps compare relative interest in a given context; It does not provide an absolute number of potential customers. To prepare a schedule, compare multiple consistent periods and bring trends closer to the issues actually received by your company.
Set comparison context
Keep a consistent area, period, category, and search type. Write down if you compare an exact term or a topic. A change in context can change the result without the commercial need to change. Keep these settings with capture or export: a graph without a perimeter becomes difficult to interpret a few weeks later.
Identify a season rather than an isolated peak
Observe multiple cycles when data permits. Look for a repetition clear enough to prepare the contents before the need, without turning each variation into an event. Google specifies that Trends is a relative measure and that low volumes require caution. A peak is not enough to prove a lasting opportunity or a purchase intention.
Read a relative index without turning it into volume
Google explains that Trends data is standardized by time and territory, then scaled. A high index therefore does not directly correspond to a number of searches. Two territories with comparable value can have different volumes. Before comparing captures, also check the category, search type and choice between term and topic.
| Reading too fast | what should be kept | more prudent decision |
|---|---|---|
| Value is worth a number of customers | The index is relative to the context chosen | Compare a trend with the requests actually received |
| A zero value means no need | Low volumes may be limited in the tool | Complete with support and team questions |
| A PIC imposes a new article | The PIC can be punctual or far from the offer | Check the relevance and duration of the need |
| two captures compare directly | Settings may be different | Maintain and harmonize the scope of comparison |
The Google Trends Documentation is used to understand the measurement. The editorial calendar remains a decision of your team. For a local or specialized activity, a subject that is not very visible in the tool can be given priority because it avoids a recurring misunderstanding before a service. Do not invent a volume to give more weight to this decision.
Cross with the actual activity
Compare the trend to received requests, delivery capabilities and support questions. A highly media topic may be far from your offer. Conversely, a specialized question can deserve an article even if it is not very visible in the tool. Choose the contents for the decision they make, then use Trends as a calendar clue among others.
Fictional example: preparing a seasonal campaign
A trader wants to explain the customization times before a busy period. It checks the previous cycles of interest and the time needed for production. The guide appears early enough to help prepare an order, then its information is reviewed as the period approaches. The calendar is built with the operational team, not just with a search curve.
Work backwards from the required publication date
- Identify when the reader begins to prepare his decision, not just when the activity reaches its peak. Information on the documents to be provided must be available before filing an application.
- Add the time needed to collect facts, write, produce media, translate and check pages. A publication date should not hide these dependencies.
- Plan a review before the relevant period. Deadlines, coordinates or modalities may change even if the seasonal trend is repeated.
- After the period, decide if the page remains useful, needs to be updated or should explain the end of an offer. Keep a durable URL when the need actually comes back.
In a fictional example of a custom order, the calendar can provide a preparation guide, a review of deadlines and then clear information on the orders still possible. The dates must be confirmed by the actual activity. The search graph cannot set a production capacity or a delivery promise instead of the company.
To make the choice verifiable, note Subject, Question, Application Source, Trends Context, Responsible and Review Date. A seasonality hypothesis should be corrected. This file completes the Drafting brief based on customer issues and Tracking useful requests. A reasoned calendar should not be confused with proof that the future article will be popular.
Turn the observation into a topic sheet
For each selected item, note Question, Public, Expected Decision, Preparation Date, and Revision Date. Add the person who will confirm the information. No popularity figures should be invented to dress the subject. Combine this calendar with the long tail questions from customers To post at the right time answers that remain useful beyond a trend.