What Is Google Trends and How To Interpret Its Data

What is Google Trends?

Google Trends is a tool provided by Google and it gives you a good graphical overview of the top searches by topics, keywords, locations, over periods of time specified by you, e.g. the past few hours, days, weeks, months and even years.

How to Interpret the Google Trends Data?

When we do a search on Google Trends, say, about Food Delivery, it provides a graphical mapping of the searches over time.

 

It is interesting to note that this is a business in which the demand is stable and consistent over the years, with spikes at regular period of each year, e.g February, Valentine period and May which is the Mother’s day period.

As we scroll down, we can see that countries such as Australia and Singapore has high demand for this service. It also provides the list of related search topics and the actual search queries.

If you were to double click on the destination ‘Singapore’, you will be brought to the following page:

 

It provides the list of related search topics and related queries where you can select  to view by the metrics Top or Rising . Top refers to the most popular topics. Scoring is on a relative scale where a value of 100 is the most commonly searched topic, a value of 50 is a topic searched half as often and a value of 0 is a topic searched for less than 1% as often as the most popular topic. Rising refers to related topics with the biggest increase in search frequency since the last time period. Results marked “Breakout” had a tremendous increase, probably because these topics are new and had few (if any) prior searches.

In the above example, it seems like people going to Raffles Place MRT Station and Clementi Shopping Mall are looking for available florists in these locations.  In fact, even for someone who do not know much about this business could deduce who are the strong players in the Singapore Florist market. Names such as Astoria Florist, Noel florist, Windflower florist, Hazel florist appears in the list. For anyone in this business and wanting to know who are their strong competitors, the data from Google Trends give a good indications:

 

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