hey miles here miles dr. calm in this
video you're gonna learn how to use
Google Trends a free tool that will
allow you to do market research in about
three different ways that will be very
very beneficial to your business now
Before we jump into the tool and the
reason why I want to share a little idea
or a little insight and that is that
most people don't do the research so
what this means is you have an
opportunity to be a little bit more
strategic than your competitors by doing
the research now I've spent an
incredible amount of time in research
tools from this tool to the keyword
research etc and other research tools
because I really get value in further
understanding my audience their needs
and their desires one of the big keys
here is that desire is not something
that we marketers create desire is
something we tap into and we learn what
those desires are of our target market
and our audience through research so
this is a big deal and even if you think
you understand how to use the Google
Trends tool you're gonna learn new
tactics and new ways to use this tool in
this video so as I mentioned there's
three key ways that you can use this
tool number one if you're just getting
started and you're trying to figure out
what your niche is you know that you
need to do your kind of build your site
in your authority site on something you
love but you have several options to
choose between this can help you focus
in and say aha looks like the data says
that this option has a better chance of
being kind of trending upwards over time
the second way this works is for your
content marketing if you're doing a 90
day challenge or if you're just doing
video marketing YouTube marketing or
blogging you can really learn a lot of
new topic ideas and other kind of
subtopic ideas for your main posts by
going to this tool it also can even give
you new keyword ideas as well so it can
help out with keyword research here as
well and then finally if you're creating
a product for your audience you know who
your audience is you've built an
audience and now you want to create a
product for them but you're not sure
topic it's on this will help you
identify what topics are trending within
the kind
of mass consciousness of your audience
all right we're gonna jump into the tool
right now and kind of get started so to
get here you simply go to google.com
forward slash Trends and we want to use
the explore topics feature up top but
real quick just so you know it has the
opportunity for you to choose what
country you're in it picks up that I'm
in the United States and then all
categories so if you want to really make
sure that you're focusing in on a
specific category let's say you're in
the health and wellness space and you
only want these two kind of results to
be relevant to your category you can use
that drop-down as well personally I like
to leave the filters wide open because
I'm trying to get as many different
ideas and new ideas as I possibly can so
I don't really want to limit the system
so the first thing that we're gonna do
is an idea that I've run within a niche
idea I've run with before that is vegan
dog food now this is kind of a it
started as a little bit of a joke but
I've actually done some research in
other videos keyword research videos and
it turns out there actually is
potentially a niche here for vegan dog
food this is the first time I've
searched it here and the big kind of the
big graph you get right off the bat is
the interest over time
it defaults to worldwide so even though
it knows from the last screen I'm in the
United States
it defaults to worldwide I am able to
change that if I wanted to put it to
United States only and then it defaults
to the past twelve months and again all
categories as based on the web searches
so what we can see from this graph just
in a moment is that these lows from
early last year are much lower than
these lows that we have going on right
now in our highs as of about six months
ago are higher than they were months
before that this tells me it's trending
now let's zoom out to the five-year mark
and see what it looks like and over the
course of the five year mark it's gonna
pile all the data from the search volume
over the last five years and you can see
there is actually a very drastic
increase in the search volume around
vegan dog food kind of interesting but
here's where it gets really fun we're
able to compare that keyword phrase with
other keyword phrases and the tool gives
us more data which I'll cover in the
future I want you to understand how to
compare the different phrases to get
going because this is really
powerful so I'm gonna put in vegan cat
food as a comparison and now you're
gonna see that it's gonna draw two lines
and the red line is vegan cat food the
blue line is vegan dog food we can see
clearly that the red line over the last
five years seems pretty close to flat
and it has not increased like vegan dog
food has increased and now over the last
six months to the last year and let's
set this back to one year just to get a
little bit cleaner data a little bit
easier to look at you can see clearly
that there's a lot more people searching
for vegan dog food than there are vegan
cat food and then let's just put a vegan
pet food for fun if you're gonna see
that vegan pet food actually
is it higher lower we're up its the
lowest so vegan pet food is now yellow
it gives you the color up here on the
search next to what you're working with
and you can see that vegan pet food is
really the lowest searched so if you
were trying to figure out yes the vegan
dog food the thing or should I do maybe
a broader picture of vegan pet food so I
could talk about all of them sure you
could do a little bit of each but
honestly it the data is kind of pointing
to the fact that there is a lot and I
would say looking at the bar graph over
here there is over double right 27 to 67
is over double the volume searches for
vegan dog food then vegan cat food
really impressive numbers to be able to
get that kind of data when you want to
start over you just click in the Google
Trends click on the icon there logo up
top and what's gonna happen is it's
going to give you a fresh new start and
you just go right in the explore topics
this time I'm gonna do a topic that's
kind of new I expect it to be trending
we're gonna search Bitcoin and there's a
lot of people who have jumped into the
the marketing space and the education
space around Bitcoin and you can see
that man that almost correlates to
bitcoins price right there was a very
large peak in the December maybe January
time frame and it has absolutely tanked
so really interesting if you laid over a
price kind of graph over top I'm
thinking it would look there would be a
very high correlation let's jump this
back to the past five years just to see
what it has done over five years kind of
for fun and you see that an absolute
massive spike here recently in December
and is back down but even this
point that it's at now is still much
higher than the historical average so
these are the kinds of perspective items
that were able to get from this tool and
we're gonna do a little bit more data
with this and I want to show you how to
get new relevant topic ideas and keyword
ideas so when you go below the graph it
gives you the map of the different
regions that have interest and you can
see South Africa happens to be number
one I find that amazing I dunno I
believe that the the South African Rand
they've had some currency problems over
the last who I don't know two three five
years so that's really interesting to
see the US didn't even make the top five
but you are able to switch it over to
City and now we can see that Vancouver
San Francisco Toronto LA and Vienna
Austria are all the top cities and I
don't think any of their countries are
actually represented here very
interesting data and this is the kind of
stuff that will help you understand
where the people searching for you are
and then you can get an understanding of
what they're experiencing or what
they're going through in their life now
below when I go to the very bottom you
can see interest over time for Bitcoin
then there's the interest by region and
then we have the related topics and then
we have the related queries so the
related topics are broader more general
the related queries are like the related
search terms that Google finds when
people search Bitcoin they also search
this other one now you can see down here
there's 25 topics there's 25 queries it
automatically kind of sorts them by
rising so if I wanted I could sort it by
top and it's going to literally go to
the one that gets the top most searches
and then work its way down but this is
an opportunity for you to understand
what's rising and what's potentially
trending because as a content creator
when you're creating content videos
podcast episodes and blog posts if you
can piggyback on a trending topic you
have a chance to really really massively
grow your audience and your reach in a
very short period of time because the
number of people being of service to the
audience looking for that trending topic
is much smaller a really good example
was my facebook video that I did over
the weekend a couple of days ago where I
reviewed and showed the new Facebook ad
platform integration since I rolled that
out a few days within Facebook launching
that new
platform in that new ad management
system I was one of the first videos out
on it which means when someone goes in
searches I'm one of the few it lowers
the bar for the competition there's less
competition because I was one of the
first movers and you can get a first
mover advantage in this situation so
you're able to go through here on the
related topics you can see iota ripple
these are other kind of crypto
currencies you can see the future
contracts as a topic people are
interested in crash is something that
people are searching for a lot
interesting these are topic ideas is
Bitcoin headed towards a crash are we in
an economic bubble have the futures
contracts affected Bitcoin and then you
have the other related queries which are
just the other search kind of phrases
right so Bitcoin bubble burst did the
Bitcoin bubble burst these are the kinds
of ideas you can get from here but now I
want to run a little search for etherium
and etherium is another cryptocurrency
that you could see the drastic
difference here between the two search
volumes right you can see that ethereal
did kind of rise for a while but boy it
is also much less and still Bitcoin has
the main kind of focus in mass
consciousness of all of the crypto
current of these two crypto currencies
not all of them I would if I was in the
space I would run so many comparisons of
all the top 20 tokens and I would really
compare them with each other to try to
figure out which ones are rising and
which ones are falling and then you want
to focus your research and your content
creation on the ones that are rising so
you can stay in front of that rising
tide let's do another search I've got
two more ideas maybe three more ideas
that we'll go through together because
as you're looking at these you're gonna
notice there's different ways to use
them so I've mentioned products in the
beginning of the video of how you can
use this to help you with products but
maybe you're doing product reviews maybe
you're in the diet space and you're
wanting to review different like
different diets and you're in the
nutrition or fitness space so so we're
gonna start with paleo and Palio's the
search for paleo now obviously it could
bring back topics around Paleolithic man
etc so the first thing I want to
understand is a is this trending upwards
and I can see clearly that this is a
downward trend there was a spike here
but this is clearly on a downward trend
and these highs over here are a lot
higher than these highs back here so
that gives me a lot of interesting data
about that paleo trend but I want to see
here at the bottom related topics you
can see paleo food ketogenic diet
veganism vegetarian cuisine so Google
does understand that I'm talking about
the diet about the food about the kind
of nutritional side of paleo so these
are the new ideas that it gives me and
what I want to do is put in ketogenic
and see what that looks like compared to
paleo so you see ketogenic looks like
it's going up a little bit but still a
massively lower amount of search volume
and then let's do Atkins and I'll just
throw in vegan here for fun just to see
what they all the difference in all it
looks like so that's a that's a pretty
pretty clear drastic telling picture
right there and that's what I'm looking
for when I use this tool right like not
only is veganism lower here in the
earlier last year it's higher up here
now that means it's had a big trend it
went through this big run-up and it's
holding these new highs and it's holding
these new lows compared to where it was
at and it massively outpaces the search
volume and the trending compared to the
other diet options I find this to be
really really interesting data let's
pull this back out to the past five
years and see if that holds true over a
longer period of time because again you
want to build and we want to build
businesses that are based on you know
that have the potential for longevity
and this clearly shows that the Paleo
there's something that happens in the
paleo world
I bet it's New Year's I bet the
beginning of the New Year's January
first there it is January 1st January
first people say hey I'm going on a diet
I'm gonna lose some weight they know
that the the trendy diet is paleo so the
search volume spikes around January and
it dies off through the rest of the year
now what does this tell you if you're in
the nutrition space in the fitness space
that's a great time to roll out some new
content on maybe diet fads and maybe to
roll out some content on that specific
diet having it come out around Christmas
and
the new year's time because you have the
best chance to gain traction with that
type of content comparatively you can
see that veganism has absolutely been on
a pretty consistent rise over time I'm
guessing that some of these big spikes
are when some of the big documentaries
came out like cowspiracy or what the
health both are great documentaries I
highly recommend them pretty powerful
impacting ideas laid out visually now it
gives you an interest by region of all
of the different colors right all of the
different items here combined but then
below it has each one broken out so
paleo the interest by region and the
related queries and then it's ketogenic
the interest by region and then the
queries so it breaks it down each one so
as you add more you get the same data
set kind of broken out we only get the
related queries when we have multiple
search queries in here you don't get the
related topics that only shows up when
you have just one of them on here and
you're obviously able to just click and
remove the other ones that you don't
necessarily want in here if I simply
clicking on the three dots to the right
click the Remove and again you're gonna
need to get comfortable inside of the
research tools I've probably spent
hundred two hundred three hundred hours
over the course of my career right 15
plus years making money online in this
particular research tool keyword
research is another one and then the
Facebook tool the audience insights tool
is the other one I spent an incredible
amount of time in so this is really
powerful this is the kind of trend I'm
looking for if I'm a niche research from
wanting to create a course I want to go
into something that has this kind of a
trend line over long periods of time and
again you get to the bottom and you can
see the related topics it bases it based
on rising but you can set it right at
the top and it's gonna give you the
different top ideas that it's looking
for but looking at what's rising you
weed out a lot of competition people who
haven't published in the last year are
not gonna be able to trend on a rising
topic so it really opens up the
opportunity to focus on what is rising
now maybe you're in the kind of niche
research world right now and you're like
okay I like mountain biking snowboarding
and stand-up paddleboarding and I want
to make a review website where I really
you all of the different aspects of bits
and pieces and I want to go become an
influencer in one of those spaces you
love them all equally and you don't know
which one to really pour your heart and
soul in a great opportunity for this
tool so let's type in mountain biking
first and we're gonna just run this kind
of first query we're gonna see what
mountain biking comes up with and you do
want to do more than one query right so
you'd want to look at different phrases
around mountain biking mountain bikes
MTB you obviously should know the niche
but we can see it's got a big trend I'm
guessing that summer time and I'm
guessing it goes down a bunch in the
winter I'm gonna set this out to the
five years so we can kind of compare
them all at five years because I like
the long broad picture and again this
tells me it's highly highly seasonal
which makes perfect sense and it's good
to know if you're going into a niche and
into a business that if you have a very
seasonal business you might want to find
a second kind of complementary business
that complements this so you don't have
a drought season in your business model
again the graph clearly shows that that
would happen if you went all-in on this
kind of niche right so then let's do
snowboarding snowboarding should have an
alternate kind of approach now the
amount of people searching snowboarding
is kind of crazy I'm guessing this is
due to the Olympics and if we go back
four years there's the other Olympics
quite interesting to see but even in the
peak of winter there are a lot more
people searching right in the peak
season for snowboarding there's more
people searching than there are for
mountain bikes searching in the peak
season of mountain biking that's a
pretty clear aha moment right there and
these spikes around the Olympics are
absolutely incredible now let's add
paddle boarding which is obviously a
newer kind of sport that is totally fun
I love paddle boarding personally and
you can see clearly paddle boarding is
barely even registering right it's not
even on the map there I'm gonna lower
this down to 12 months to get a little
bit clearer view but those giant spikes
from snowboarding skew all the data
unfortunately so you can see let's
actually go back and take snowboarding
off even though we've clearly shown that
is one of the better places for the
attention here and paddle boarding is
red and mountain biking is blue so very
similar time frames so this is how you
can use the tool if you're in the niche
research phase and you're like you got
to make sure that you don't have these
seasonal droughts in your business model
and then also if you can find two that
complement each other because when
snowboards up at its peak mountain
biking's down at its low and mountain
biking's up at its peak snowboarding is
down at its low so that can be the aha
moment that you might need to be like
aha okay I need to come up with a brand
that covers those two season sports so I
can have a year-around business and I'll
get supported by one of each of the
brands moving forward these are the
kinds of thought process processes that
can come out of these types of
researches the last one I'm gonna do
just for fun is YouTube marketing versus
Facebook marketing let's just see or
maybe maybe they'll do YouTube marketing
and video marketing since those are more
closely correlated so we'll do YouTube
marketing and in my opinion video
marketing YouTube marketing are about
the same thing but if I'm in that space
and I'm wanting to create content on the
topic I want to see what the search
volume looks like and it is very clear
that's pretty similar right there but I
can see that the red line which is video
marketing actually gets greater search
volume than the blue line so quickly in
an instant from two entering to terms
and clicking enter I'm able to see if I
was gonna create a blog post or a like a
skyscraper post or an ultimate guide to
I wouldn't do ultimate grind guide to
youtube marketing I would name it the
ultimate guide to video marketing why
because the data shows that's what more
people are searching for now this line
is a little bit flat it's not actually a
great-looking line so I wouldn't
necessarily want to go all in on this
long term because that trend looks like
it's going down a bit when I look at a
longer scale the blue lines going down a
bit the red lines going up a bit so it
seems like maybe back in 2015 December
of 2015
something shifted and people stopped
searching YouTube marketing and started
searching video marketing very very
interesting to see that kind of a ship
the numbers and then let's just look at
Facebook thro Facebook marketing onto
here see where that is boom looks like
that's gonna massively larger way larger
but also trending down big-time trending
down right so the the big peak was
actually April of 2013 was the highest
so I've said a few times that Facebook's
kind of slowly dying the train racking
in the train wreck in slow motion is
happening before our eyes the data
proves that very clearly these lows are
getting lower and what happens after the
lows right so after this low it went up
above the 75 line here it didn't even
get back up above the 75 line so we're
getting lower lows and lower highs on
Facebook which is really interesting
what sort of interest just for fun just
because I am actually curious because
we've been getting more traffic from
Pinterest organically than Facebook and
sure enough nobody's even searching
pinterest marketing so really
interesting to see how these lay out
over each other you are watching a
youtube video you know that I'm very Pro
kind of video marketing so I'm in this
middle channel I don't like love or do
much YouTube Facebook marketing other
than the ads for my wife's main business
and we do a lot of Pinterest and we get
more traffic from this little tiny green
line so probably a big reason why we get
such good traffic from Pinterest
marketing is because there's so many few
so such fewer numbers of people
searching it learning about it and
actually implementing on it so we're
able to stand out on Pinterest because
there's just not that much interest
amongst marketers so that's really it I
feel like we've covered this I maybe
covered it two or three too many times
but I wanted to be thorough here and I
wanted to show you not just what comes
out of the tool I wanted to kind of help
you understand how I what I think about
the data and how I allow the data to
tell a story and that's really what
we're looking for when we're doing
research is we're trying to get the data
to tell a story again the idea is that
we as internet marketers we don't
actually go out and create the desire
within our target market or within
our audience the desire is already there
our job as marketers is to identify what
that desire is and then to help them
obtain that desire right the desire
could be to avoid challenges or it could
be to achieve a specific goal and your
job is to help them achieve that goal
and you find out all the bits and pieces
that lead up to what that goal is
through these types of research and I do
believe those who do more research than
their competitors are able to be more
strategic than their competitors with
every little action and if you take the
time to do the research before every
post before you make these big decisions
your future self will absolutely thank
you because the results that you'll get
will be far superior than the results
that your competitors are getting just
one of those ways for you to get that
little bit of a slight edge over your
competitors because most people today
just blow through the research they skip
the research phase and this type of
research has served my wife and I so
greatly over the years right here on the
end screen over here on the whiteboard
I'm gonna have a video pops up that will
be a kind of how do I use this data
right now that I know the topics and the
keyword phrases it'll be a free SEO
class that I taught um it might pop up
in a minute it might be up right now get
you know there's a certain time frame I
can open that but what I want to
reference that video for next is once
you have this data the the trend ideas
the search ideas the queries and the
keyword phrases how do you actually get
that onto your WordPress website
effectively in the way that you're gonna
get the most leverage from the research
right so let's do the left let's do the
research and then let's leverage the
research in our execution to get the
most out of it in that next video that
pops up there will help you with that if
you have questions for me get at me in
the comments below I'm happy to chat in
the comments when I have free time if
you liked the video give it a thumbs up
subscribe if you haven't clicked the
bell if you already have subscribed if
you know anybody who would get a lot of
value from this video or a group on
Facebook that would get value from the
video grab the URL share it out to them
I'm happy for you to share this embed
this or get this out to the world that
that helps me and it just kind of helps
everybody because these tools doing the
research is the key so let's let's help
others kind of on their path if we can
and that's it I'm gonna see you in a
couple of days with another new video
until then be well do the research put
in the work your future self will
absolutely thank you again I'll see you
on the next video and until then be well
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