I’m sure most of you reading this who have a strong SEO background will no what Google Insight is and how it works but for the benefit of those who are not familiar with it let me just run through the basics.
Google Insight is a tool which helps you take a closer look at web search patterns and popularity. You can choose to view data in a number of ways for select keywords either web search, image search, product search and news search. As well as looking at search terms or keywords you can also take a close look at what searches are most popular in a particular location. For example if you compare popular searches in the US compared to the UK you will find what the top searches are in each Country. You can also narrow this down to sub regions, if you split the UK up into England and Wales you get a list of top searches and rising searches in each sub region. This is what it looks like for the UK;
This is great for taking advantage of search spikes and hot topics but what I want to focus on in this post is using it for search terms and how it can assist us in deciding on what keywords to use. Once we have done our keyword research , we can now run our chosen keywords through Google Insight Analysis and there are a number of reasons to do this.
A) We can see in which locations our keywords are most popular and consider location targeting.
B) We can find out if our keywords are declining in search or rising.
C) We can explore other keywords which may not have a high search volume yet but are rising in popularity.
D) Comparing the strength of your main keywords
Let’s run through these aspects by showing you some examples.
One of my main keywords is the term “seo” (no surprise) so my first step was to have a broad look at it;
If you expand the above image you will see that I am checking results for “seo” in the UK, in the sub region England. As you can see the search popularity is consistently high but it tells me even more as we scroll down the page.
As you can see from above it also gives me the top Cities/Towns in England that use this keyword. Now for my blog I have not done too much location targeting as I am more interested in my blog, eventually competing both nationally and internationally. However if I wanted to target the phrase “seo” for a particular area this could be of great assistance and will have an effect on the area I target.
We can also see from the above evidence that “SEO” is a stable keyword and is not declining in anyway making it a solid keyword investment.
Exploring other keywords
Another area it allows you to research is possible keyword variations.
The tool also provides you with the top keywords used relating to the one you have entered. This may give you more ideas for targeting particular pages towards other top keywords. It also gives you those keywords that are rising in popularity, as you will see from above “seo specialist” is a fast rising keyword, interesting .
This tool should help you finalise your keyword choices and you should check your chosen keywords at least quarterly to ensure you are keeping on top of search popularity.
However if you are struggling to decide the importance of your keywords, for instance which one should be more prominent in your title tag and anchor text then as well as looking at the search volume you can also look at the popularity figures on Insight.
Comparing Strength of Keywords
When I was carrying out my keyword research I was stuck choosing my main keyword, it was between “seo” and “search engine optimisation”, both have good search volumes with seo slightly beating “seo“, however I thought “search engine optimisation may yield results quicker.
Insight makes it possible for you to compare multiple keywords to see trends all the way back to 2004.
The above graph shows the interest level for “ “SPELLING_ERROR_18″>seo” and “search engine optimisation” from 2004. In 2004 – 2005 search engine optimisation ruled however since then seo has clearly pulled away. This will have a lot to do with people in the UK becoming more familiar with the abbreviation. This is why I decided to make seo my first target and search engine optimisation a secondary target. I firmly believe the gap will continue to grow between these two keywords.
The examples I have shown above can be duplicated with any niche and keyword theme and I firmly believe Google Insight for search is going to get more and more popular amongst SEO’s and Internet marketers.
This post has only shown a few of the many ways you can use Insight, there are hundreds of other ways you can utilise the tool, especially for your adwords campaigns. I tried to pick the main uses for SEO but of course if any of you have found it useful in any other way let me know in the comments. It doesn’t matter how long you have been involved in SEO you are still learning.
Hope this was helpful,
Author: Tim (293 Articles)
Tim Grice is the owner and editor of SEO wizz and has been involved in the search engine marketing industry for over 7 years. He has worked with multiple businesses across many verticals, creating and implementing search marketing strategies for companies in the UK, US and across Europe. Tim is also the Head of Search at Branded3, an SEO agency in Leeds.