Posted by: on May 17, 2012

What’s New: Quick Tips For Using Insights

According to the Official Google Blog, the search giant recently updated its free Google Insights tool, expanding it to include data from more than 21 countries; a cross section of countries from Europe, the Middle East and Africa.

The update aims at providing marketers, digital planners, and any variation of those in the field, valuable demographic interest data. The tool allows marketers to break down the digital audience by geographic location, as well as to see what’s trending and what topics are gaining in popularity online.

In addition, they’ve included access to Google’s research library, which holds an impressive amount of whitepapers from all 21 countries the tool now includes.

Great! So What?

If you are a business owner, you’ll want to pay attention to this new tool, especially if you’re trying to increase international reach for your products or services.

Most internet marketing professionals pride themselves on the ability to precision target specific markets for their clients.

Yet, this notion would not be possible without having an idea of the culture, psychographic or demographic data regarding said audiences. Accurately anticipating the type of interests each audience has, as well as the mindset they use when either engaging in online search or social media, is where Google Insights flexes its proverbial muscles.

Got It. So, How Would I Use It?

As great as the tool is, it’s still not without flaws. Using the tool correctly requires the user to take some extra initiatives on their own, and smart marketers will need to know WHAT they are searching for to FIND what they are searching for, by using sheer common sense and a their own research legwork. How’s that for irony?

Here’s an example. Let’s say you are an American, performing Search Engine Optimization (SEO) regarding Argentinean customers for a Los Angeles hotel client. You might realize the possibility that very few English words are going to be used for search in the primarily-Spanish speaking country. Also keep in mind that Google Translate won’t help much here – very rarely do the direct translations of English to Spanish provide the same nuances that someone might be searching for.

With that in mind, your goal may be to attract people from Buenos Aires to come to the L.A. hotel.

Try setting Argentina as your target country and searching for “Hotels in Los Angeles.” As you see below, the search does not yield any results.

Screen Grab of Results in Google Insights for Search

(Please Click on Picture to See in Full View)

However, changing the search term from English to Spanish – “Hoteles en Los Angeles” – will net you different results (see below).

Screen Grab of Google Insights Results

(Click on Picture to See in Full View)

Now that you accurately told the tool what you are searching for, you can see that how much search volume exists for said term, as well as the projected audience in Buenos Aires. This might tell you to pursue it as a keyword for the Hotel, or give you new ideas to find a larger audience.

One added benefit of using these results is that the highest search volume for this keyword in Argentina is not only in Buenos Aires, but also the Capital Federal. Put simply, this means you’re getting more bang for your buck with results you might not have thought to search for.

The moral of the story is this: With the new update in place, you’ll have one more tool to help you find out if an audience for the messages you are sending, and if they are hitting the demographics you want. As any marketer worth their salt will tell you, taking the guesswork out of the equation is a huge step in the right direction towards finding some SEO success.

So, how do you use Google Insights? Do you like the new changes? Let us know in the comments section below. Or, if you just want to talk shop, shoot me an email at Jason@lgdcom.com.

Brand. New. Ideas.