Using Google Insights to plan your online marketing strategies

Google insights is a free tool that gives you an indication as to the relative interest in any keyphrase over time.

Whilst the data it provides is only relative (i.e. you don’t get a feel for market size) you do get some really interesting information related to peak interest and long term growth or decline.

So here’s the first example, and for this we’ll look at web design.

The graph below shows that interest in the phrase web design has been in steady decline since 2004. It also shows that the peak season for web design is January – February each year.

If we were planning our marketing and development strategies for the year, we’d know for sure that we’d miss a significant opportunity if we delayed until March. The graph also shows that we shouldn’t worry if things go a little quiet during the summer months.

Let’s look at some examples that effect the businesses of our customers.

The graph below shows the relative interest in wedding photography.

It’s clear that for this keyphrase there has been a stable growth in interest through the past 6 years. It’s also very clear that peak interest occurs during July August and September each year, with a very significant drop off in November and December. If I were going to spend money on advertising, clearly the three popular months would be a successful time to do it and the winter months would be a good time to think about making alterations to the website or maybe taking some time off.

The next chart shows the relative interest in landscape gardeners.

This graph shows a decline consistent with the recession, but makes very clear that peak interest months are March – June.

The final chart shows interest in funeral directors.

This graph shows strong growth in the industry (consistent with a growth in population, but also consistent I suspect with an increase in growth of the silver surfer community).

January through April are popular (?) times here, perhaps consistent with a cold winter and people “hanging on for Xmas” (sorry if that sounds a bit crass).

Now if you have worked in these industries for a long time, it is probably obvious to you when your peak months are, but if you are entering a new industry, or working with people in other industries, it certainly helps to know this sort of information.