Posts tagged google trends
Looks like it was a busy week for searches about Park City Mountain Resort over Labor Day weekend, could there possibly have been some other reason for the big jump in searches but perhaps it was simply the great work of the marketing team?! Goes to show, don’t forget to set up subscriptions for Google Trends reporting for your favorite, or just interesting, web searches, so you can tell what searches might be ramping up without looking into Google Webmaster tools reports:
Google Webmaster Tools:
Note that there wasn’t much increase in the clicks to the site for this search, so I probably would not have noticed the increase in searches without delving into the deeper in Google Analytics’ Search Engine Optimization reports, and even there, I wouldn’t have been able to see how individual search queries performed, just overall queries. Be sure to use all the tools at your disposal and even if you’re not using a tool regularly, be sure you have it configured to alert you if something interesting comes along – you have the full quiver available, use it!
Google offers up such a wide array of amazing tools and applications that some of their coolest items sometimes can be overlooked. One of my favorite tools, that I don’t use often enough, is Google Trends. What this tools does is allow you to see what Google’s users are searching for over time and by region. What does that mean, well, I want to see when searches for “Ski Vacation” start to trend up – I search and this nice chart comes up:
Pretty slick eh, and it shows how the fourth and first quarter of the year look like ski jumps up and down to a point just before the end of the calendar year. Another neat component to this chart is the smaller graph on the bottom showing news reference volume – how often “ski vacation” appeared in news stories indexed by Google. It doesn’t show the trend I would expect of stories appearing slightly before the ski season.
Another nifty function is the ability to compare multiple terms (separate them using commas in the search box) at the same time. I decided to compare a couple of Vermont resorts over the past year and got these results:
Scale is based on the average traffic of stowe from United States in the last 12 months.
stowe 1.00, killington 0.50, sugarbush 0.18, okemo 0.25
I think this chart shows both the positive and shortcomings of this service. First, isn’t it awesome how you can compare brand specific keyword searches on the biggest search engine? On the other hand, simple comparisons like this can expose issues, like how I’ve managed to capture a bunch of town of Stowe related searches in this comparison, while the others are more centric to resorts. This isn’t something that can’t be overcome, but you need to be cognizant of other potential reasons people might be searching for our terms before reading too much into results.
One last really useful trick to use with Google Trends is to switch from comparing searches to comparing websites, this is a bit more difficult in the ski resort business as there aren’t many resort website with enough traffic to appear consistently in these results, but I highly recommend keeping this as well as the other trend related searches in your bag of tricks