At WordCamp 2018 I attended a session presented by Alyssa Murfey about how to use Google Trends to create a strategic content strategy.
“Why do I need a content strategy,” a storeowner may ask?
So your customers can find your store’s information easily online.
Alyssa has worked with Wendy’s and Tropicana with the same goals in mind. Her approach works well when trying to communicate with the public: leave breadcrumbs behind and customers will think they found you by themselves. She has found a few items to keep in mind that work well together, knowledge of search and social trends, and a general knowledge of popular traffic patterns on your website.
Alyssa showed us a free tool to help gain this knowledge about search queries that I hadn’t heard of:
Type in a subject, find out what words people use related to your subject when doing a search, when and where. For example I typed in “grocery” and found people are searching the term “Convenience store” in Utah during the past day. They are also looking up “camping grocery list” which makes sense since this weekend is Memorial weekend. Might be a good time for a display of those small jars of Mayo that don’t need to be refrigerated.
Bonus! Let’s say you’re having a disagreement with someone on what words are most common, like “grocery” vs. “convenience store”. As you can see below, “grocery” is still the winner, at least today. If they still won’t let it go you can still split all kinds of hairs by changing the time frame or land region.
On the home page you can browse through popular topics that may give you an idea for a social media post that might gather more likes than usual. For example: “Heading out into nature this weekend? Here’s a basic camping snack list so you won’t go hungry.”
So there you have it. Take a look at Google Trends, you might find it interesting or fun. I like to put in terms like “Groovy” vs. “Cool” to see if my lingo is out of date and how much. Another fun thing to do is compare Recipes from 2013 to 2017. I see cupcakes are on the way out, and recipe searches spike during Thanksgiving and Christmas. The search for “food” has slightly risen for the past five years, and the words “near me” tend to follow so make sure your location page is up to date. “Vegan food nearby” and “Food Delivery” are also popular. You can also find interesting articles others have done research using Google Trends. This article has lots of interactive graphs that show the rise and fall of food terms. For example graphs show how “fat-free” is out and “Veganism” is in take a look: The Rhythm of Food. Show your employees and see what they say. It’s the bee’s knees.