In the ever-evolving world of SEO, staying ahead of the curve means tapping into tools that offer valuable insights. One such tool that often goes underutilized by local businesses who use SEO is Google Trends. This free tool by Google provides data on search queries over time, allowing businesses to gauge the popularity of specific terms, compare keyword trends, and even get a sense of seasonal fluctuations. For local SEO, these insights can be gold. Let’s dive into how you can harness the power of Google Trends for your local business.

Understanding The Basics Of Google Trends

Google Trends, a powerful tool from the tech giant, offers a window into the world of search behavior. While it might seem straightforward at first glance, delving deeper reveals a plethora of features that can provide invaluable insights for local businesses.

  • Relative Popularity: At its core, Google Trends doesn’t provide raw search numbers. Instead, it offers a relative scale, from 0 to 100, indicating a keyword’s popularity over time. This relative scale allows businesses to gauge the ebb and flow of interest in specific terms without getting bogged down by exact numbers.
  • Timeframe Customization: Whether you’re looking for insights from the past week or want a broader view spanning several years, Google Trends has you covered. By adjusting the timeframe, businesses can identify both short-term spikes in interest and long-term trends.
  • Region-Specific Data: This is where the tool shines for local SEO. By narrowing down the region to a specific city or state, businesses can extract data that’s directly relevant to their target audience. For instance, a bakery in Atlanta can compare the popularity of “sourdough bread” versus “gluten-free bread” specifically within their city, ensuring their product lineup matches local interests.
  • Categories and Search Types: Beyond just web searches, Google Trends allows users to filter by specific categories or even types of searches, such as YouTube searches. This feature can be particularly useful for businesses in niche industries or those looking to expand their online presence beyond just their website.
  • Visual Data Representation: One of the underrated aspects of Google Trends is its visual representation of data. The colorful graphs and charts make it easier to spot patterns, compare keywords, and present findings to team members or stakeholders.
  • Real-time and Non-real-time Data: Google Trends offers both real-time data (from the past seven days) and non-real-time data (older than seven days). This distinction allows businesses to react to immediate trends while also strategizing for long-term shifts in search behavior.

Identifying Seasonal Trends

For many local businesses, certain times of the year bring a surge in customers. Whether it’s a cafe with a special pumpkin spice latte in the fall or a local boutique selling beachwear in the summer, understanding seasonal trends can be a game-changer.

  • Action Steps: Input relevant keywords into Google Trends and set the timeframe to the past year or five years. Look for peaks and valleys in the data, which will indicate times of high and low interest.

Comparing Keywords for Local Relevance

When optimizing for local SEO, it’s crucial to understand that generic, broad keywords might not always yield the best results. Instead, focusing on what resonates with your local audience can make a significant difference. Google Trends offers a robust platform for such comparisons, ensuring that your SEO strategies are laser-focused on what truly matters.

  • Localized Insights: By setting the region to your specific locality, you can see how different keywords perform within your target area. For instance, while “organic coffee” might be a trending term nationally, “artisanal coffee” might be the buzzword in your city. Google Trends will highlight these nuances.
  • Seasonal Fluctuations: Some keywords might have seasonal popularity. For a business, understanding these patterns can help in planning marketing campaigns. For instance, a local heater repair service might notice a spike in searches for “heater repair” during winter months. Recognizing this trend can guide promotional efforts.
  • Emerging Trends: Google Trends doesn’t just show consistent patterns; it can also highlight emerging trends. By keeping an eye on the “rising” section, businesses can spot terms that are gaining traction. Jumping on these trends early can give a competitive edge.
  • Visual Breakdown: The color-coded graphs provided by Google Trends make it easy to distinguish between the performance of different terms. At a glance, businesses can identify which keywords are leading the pack and which ones are lagging.
  • Refining Your Content Strategy: Based on the insights from keyword comparisons, businesses can refine their content strategy. If a particular term is gaining popularity, it might be worth creating blog posts, videos, or other content around that topic.

Discovering Related Queries

Google Trends doesn’t just stop at showing the popularity of your primary keyword; it goes a step further by unveiling related search queries. This feature is particularly invaluable for local businesses aiming to stay ahead of the curve and tap into the evolving interests of their target audience using quality SEO.

  • Broadening Your Keyword Horizon: While you might have a set list of keywords you’re targeting, the related queries section can introduce you to new terms that hadn’t crossed your mind. These can be variations of your primary keyword or entirely new phrases that are relevant to your business.
  • Content Inspiration: Struggling with content ideas? The related queries can serve as a brainstorming tool. For instance, if you’re a local bakery and your primary keyword is “artisanal bread,” related queries might show terms like “sourdough starter” or “gluten-free bread recipes.” These can be excellent topics for blog posts or video tutorials.
  • Understanding Search Intent: The related queries can give insights into what users are specifically looking for. For a local gym targeting the keyword “fitness classes,” related queries might show terms like “yoga classes for beginners” or “HIIT workouts for weight loss.” This can guide the gym in tailoring their offerings or marketing campaigns to meet these specific needs.
  • Spotting Emerging Trends: Just as with the primary keyword, related queries can also highlight emerging trends in your locality. If a particular related term is seeing a sudden spike in interest, it might indicate a new trend that you can capitalize on.
  • Competitive Analysis: By exploring the related queries of keywords your competitors are targeting, you can gain insights into potential areas they might be overlooking. This can give you a competitive edge by allowing you to cater to niches they haven’t tapped into.
  • Refining Ad Campaigns: For businesses running Pay-Per-Click (PPC) campaigns, the related queries can be instrumental in refining ad groups and ensuring that ads are displayed for the most relevant and trending terms.

Monitoring Local Events or News

Local events, news, or happenings can influence search behavior. By keeping an eye on spikes related to specific local events, businesses can tailor their content or promotions accordingly.

  • Action Steps: Regularly check Google Trends during local festivals, events, or significant news stories. Adjust your content strategy to tap into the increased search interest.

Refining Content Strategy

The digital realm thrives on content, and for businesses, producing relevant and timely content can be the difference between blending in and standing out. Google Trends, with its vast reservoir of search data, offers a unique perspective into the ever-evolving interests of the local audience. This makes it an invaluable tool for content strategists and SEO strategies.

  • Identifying Seasonal Trends: Every locality has its unique seasonal interests. Whether it’s “winter skincare routines” during colder months or “summer barbecue recipes” as the weather warms up, Google Trends can highlight these cyclical interests. By aligning content calendars with these trends, businesses can ensure they’re always in sync with their audience’s current needs.
  • Spotting Content Gaps: While it’s essential to produce content around popular topics, there’s also merit in addressing less saturated niches. Google Trends can reveal related queries that might not be as popular but have a dedicated search audience. By addressing these topics, businesses can cater to specific segments of their audience, offering value that competitors might be overlooking.
  • Engaging Formats: Google Trends doesn’t just offer insights into topics but can also hint at preferred content formats. For instance, a rising trend in queries like “how-to videos” or “step-by-step guides” can indicate a preference for visual or detailed content. Businesses can then tailor their content formats accordingly.
  • Staying Updated: The digital landscape is in constant flux, with new trends emerging and old ones fading. Regularly consulting Google Trends ensures that businesses’ content strategies remain updated. It’s not just about jumping on every trend. But discerning which ones align with the brand and can offer genuine value to the audience.
  • Interactive Content Ideas: Modern audiences appreciate interactive content, be it quizzes, polls, or interactive infographics. By analyzing the nuances of related queries, businesses can come up with ideas for interactive content that not only engages but also educates the audience.


Google Trends is more than just a tool for gauging global search interest in SEO. When used strategically, it offers local businesses a wealth of insights that can drive their SEO strategy. From understanding seasonal fluctuations to discovering new content topics, the potential is vast. As with any tool, the key lies in consistent use and interpretation of the data in the context of your local business landscape. Start leveraging Google Trends today and gain a competitive edge in your local market.