With Google, it seems like any question can be answered. As a consumer, you find answers within search results. As analysts, we find answers within search data.
Search data refers to both keyword volume (how often a keyword is searched a month) as well as ranking positions (where a website appears in search results).
Keyword Volume and Customer Demand
By grouping similar keywords together, we report on consumer trends. For example, the electronics sector may want to compare store visit interest overtime. In this case, we would include searches for a company’s locations, hours, in-store coupons, etc. Or perhaps the auto industry wants to compare DIY searches (“how to rotate tires”) to services searches (“mechanic near me”).
Ranking Position and Company Performance
Many factors determine ranking position – like a website’s relevancy, user experience, conversion rate. Ultimately, ranking position reflects customer preference and therefore can benchmark companies against their competitors. So for product searches, the ranking positions give insight into where customers are shopping. For example, make up product searches and their respective ranking positions can determine if people prefer shopping on Sephora, Ulta or Amazon.
Check back on our blog to read about search trends.