In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for June 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. June 2020 Overview June 2020 was another month where keywords related to a current event news story. Of the 90 phrases we captured over the month, a third of them were news-related. Before the pandemic, the most popular keyword category was “sports”. In June, there were a few sports-related terms that we will examine later on in the article. Beyond news keywords, we saw a few holidays drive users to search as well as a few gaming-related phrases specifically related to PlayStation 5 or PS5. Here are our takes on the keywords driving the most queries in June 2020. Google Doodle The keyword that drove the most queries last month was connected to a Google Doodle. Marsha P. Johnson - 6/29/2020 - 10,000,000+ queries Quoting from the Doodle Page, the illustration featured “LGBTQ+ rights activist, performer, and self-identified drag queen Marsha P. Johnson, who is widely credited as one of the pioneers of the LGBTQ+ rights movement in the United States.” The timing of the Doodle was to commemorate the one year anniversary of Marsha being posthumously honored as a grand marshal of the New York City Pride March. Google publishing this Doodle during Pride Month inspired us to view the 5-year trend for this phrase. Based on this graph, the search interest is continuing to grow for Pride Month, although the biggest jump occurred between 2018 and 2019. We believe that marketers should be aware of the increasing interest and align campaigns accordingly and authentically. June Holidays Last month had a few holidays that drove users to Google to search for more information. There were three on our list that we wanted to analyze further to understand the year-over-year trends: National Best Friends Day - 6/8/2020 - 500,000+ queries Juneteenth - 6/18/2020 - 5,000,000+ queries Happy Father's Day - 6/21/2020 - 2,000,000+ queries The first holiday that cracked the top 3 most queried terms of the day was National Best Friends Day that brands like Starbucks and ProFlowers have used in ad campaigns. This year, the search interest for this lighthearted, social-media-friendly holiday hit a new peak. The volume isn’t large for this holiday as compared to other, more established holidays but it has been trending up over the past three years. It could be considered for content calendar planning for 2021. With the protests for racial equality and justice being in the forefront of peoples’ minds over the past six weeks, it makes sense there would be a very large increase in search volume around the holiday of Juneteenth: Looking at Google search trends data from 2004 to present, you can see that this year may have been a watershed moment for this holiday – and we may see more governments recognize it as an official holiday. Lastly, Father’s Day had its top query day on the 21st. Father’s Day-related keywords also made the top 3 for the days of June 19 (Happy Father's Day - 1,000,000+ queries) and June 20 (Father’s Day message - 500,000+ queries). This year appeared to be a down year for queries related to this holiday as the peak occurred in 2017. Just remember, if there is any debate about which parent is more popular, check the data before you take a position. A Few Keywords Related To Sports In pre-pandemic days, most of the searches we collected were sports related but now they are a minor category of keywords. Here are the most queried phrases related to sports in June 2020: Drew Brees - 6/3/2020 - 2,000,000+ queries Bubba Wallace - 6/21/2020 - 2,000,000+ queries Cam Newton - 6/28/2020 - 2,000,000+ queries Searchers were interested in what Drew Brees had to say in terms of other players kneeling during the National Anthem before games. Bubba Wallace, who is a NASCAR driver, may have been the victim of a hate crime. Lastly, Cam Newton became a top searched sports-related query when he signed with the New England Patriots. It’s telling that without live games, sports queries have decreased over the past three months. With the major professional leagues set to resume play in July and August, it will be interesting to see if sports-related terms drive users to search like they did earlier in the year. Marketers should keep a close eye on sports keyword volume if live games resume. PlayStation 5 Is a Big Deal Sony revealed many details about their new gaming console and many people choose to learn more about it. PS5 - 6/10/2020 - 5,000,000+ queries PS5 Price - 6/11/2020 -2,000,000+ queries We have seen gaming become more popular as a keyword category over the months we have collected data. It seems the pandemic has driven more interest in gaming topics. Marketers should be aware of this growing trend and see if it continues to grow at the same rate in 2021. Thanks for reading. Until next month.
In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for May 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Before We Begin This month’s article is difficult to write. When we started this project, we were trying to mine the top searched terms for marketing insights to share on our blog. April 2020 had some light moments, and the holidays that occurred in May 2020 did drive many search terms that we will outline below. But before we discuss Cinco de Mayo and Mother’s Day, we’d like to acknowledge that this month is different. Important topics related to racial injustice and inequality predominantly drove queries in May. So along with those keywords, we’re going to share a resource that Google put together to continue to provide users with information on these topics. May Holiday Trends The first keyword phrase on our list that fell in the Holiday category is “Teacher Appreciation Week.” Teacher Appreciation Week - 5/3/2020 - 10,000,000+ queries Looking at the 5 year trend for this phrase, you can see that search interest surged in 2020. We think this year’s spike was powered by two main factors: 1) Google changed their logo to celebrate Teacher Appreciation Week on May 3rd as a part of their Google Doodle program. 2) The pandemic has taught us all how important our teachers are, especially the parents who have been helping their kids learn from home. While we may not see as much of a jump next year, marketers can add the week of May 3 - 7, 2021 to their calendars as a prime gift-giving time period. The second holiday phrase from our list is “Cinco de Mayo.” Cinco de Mayo - May 4th - 2,000,000+ queries Looking at the chart, the query volume is up from last year, but lower than a peak in 2017. The holiday has been criticized in recent years, as the promotion of the date started as an earnest show of patriotism but has transitioned to be a chiefly corporate celebration. Even without a pandemic, we wonder if the popularity of this holiday will continue to dwindle as the public’s attitude on the true nature of the celebration changes. The next holiday on our list is “Mother’s Day”, which appeared many times on our list. Mother's Day 2020 - 5/2/2020 - 1,000,000+ queries Happy Mother's Day - 5/8/2020 - 1,000,000+ queries Happy Mother's Day - 5/9/2020 - 2,000,000+ queries Happy Mother's Day Images - 5/9/2020 - 2,000,000+ queries Mother's Day - 5/10/2020 - 500,000+ queries This year, Mother’s Day was a multiple-day event with many queries occurring on the days that led up to the holiday. We do appreciate that there was a spike in queries the week before the holiday. We’re pretty sure people were checking to make sure they didn’t miss celebrating with the moms in their lives. Beyond that, the “images” query on the 9th is intriguing, as it appears that people were looking for visuals to wish someone a Happy Mother’s Day in lieu of a traditional printed card. We thought that this query was driven by our new behavior due to the pandemic. When you may not want to go to a traditional store to browse cards, the solution could be to make your own at home. From the chart above, this phrase has had enough volume to be measured from May 2012 now. With its highest volume this year, this trend could be an indication that pandemic-driven behavior shifts may affect sales in the printed card industry for future holidays. Lastly, “Memorial Day” was a popular holiday phrase on our list. Memorial Day - 5/24/2020 - 10,000,000+ queries 2020 saw the biggest query volume for this holiday not only over the past 5 years, but also... ...the last 16 years. This slight boost over last year and 2016 could be driven by COVID-19, as people were searching for information related to the holiday. Marketers should note that this holiday has been gaining query volume since 2004 and should be a factor they consider in their plans for the year. Protests for Racial Equality and Justice In May 2020, there were many queries that were related to the deaths of Ahmaud Arbery and George Floyd, as well as the protests that followed. Ahmaud Arbery - 5/5/2020 - 2,000,000+ queries Ahmaud Arbery - 5/6/2020 - 2,000,000+ queries Ahmaud Arbery - 5/7/2020 - 200,000+ queries George Floyd - 5/26/2020 - 5,000,000+ queries Minneapolis - 5/27/2020 - 2,000,000+ queries Minneapolis news - 5/27/2020 - 1,000,000+ queries Minneapolis riots - 5/27/2020 - 1,000,000+ queries Tim Walz - 5/28/2020 - 500,000+ queries Derek Chauvin - 5/29/2020 - 2,000,000+ queries Protests - 5/30/2020 - 2,000,000+ queries From a purely analytical standpoint, the query volumes of these searches indicate that the deaths of Ahmaud Arbery and George Floyd, as well as the world’s reactions to them, held great importance among the general public in May 2020. In the past, that’s the only takeaway we would share, as our primary goal of this blog was to merely report phrases, dates and query volumes as a record of how searches progressed over time. But the queries on this list cannot – and should not – be viewed or discussed solely through an analytic lens. Because not only do these queries represent the murders of two men, but the systemic racism, oppression and racial violence against Black people that remains prevalent in our country today. We at AMP Agency have been deeply affected by these events and stand in full support of the Black Lives Matter movement. As we continue to listen, to examine ourselves and our actions, and to do the work we need to do, we want to make it clear that any tool that helps us learn more about how we can end racial inequality is one we wholeheartedly support. That being said, Google itself has understood the importance of this subject and has provided this helpful resource to bring greater focus to the queries related to these society-changing topics. Along with compiling keyword queries related to protests for racial equity and justice, this resource includes many different insightful visualizations and data segments that provide information as users search for answers on Google. Thanks for reading. Until next month.
In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for April 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Yes, Banana Bread Did Have Its Moment There are moments in time that you will always remember. For me, I will never forget how in April 2020, “banana bread” peaked in its search interest. Although it never made the top three queries in the month of April, it did have an impressive jump in query volume in the month of April. I’m not sure it will reach these heights again, but may we always take with us the knowledge that there is a use for that browning bunch of bananas sitting on the countertop. The Top Trending Keywords Beyond the search increase of fruit-based bread, here are the top queries we collected in April: IRS stimulus check portal- April 15th - 10,000,000+ queries Coronavirus tips - April 19th - 10,000,000+ queries NFL Draft - April 23rd - 10,000,000+ queries Coronavirus tips - April 23rd - 10,000,000+ queries Kim Jong Un - April 25th - 10,000,000+ queries Popular Google Doodle games! - April 26th - 10,000,000+ queries Google Doodles make up half of the list, the “Coronavirus tips” query was triggered on two days in April along with the Doodle and announcement that “Popular Google Doodle games!” were going to be re-released to help with everyone’s boredom on the 26th. The IRS stimulus check portal received top queries on what is normally tax day and the nation’s need for sports was sort of fulfilled with the virtual NFL Draft that began on the 23rd. Lastly, queries about Kim Jong Un reached its peak on the 25th as there were multiple reports about his whereabouts and health condition. Where’s My Stimulus Check? People were also trying to figure out the whereabouts of their Stimulus check in April. Of the 90 phrases we recorded in April, phrases related to Stimulus checks made up 10% of them, including the one that made our 10 million club above. Here are the rest of the keywords in the order of the date they were searched: Stimulus check IRS - April 2nd - 200,000+ queries Stimulus checks deposit date - April 5th - 1,000,000+ queries IRS stimulus portal - April 9th - 500,000+ queries Stimulus check 2020 direct deposit - April 10th - 200,000+ queries Stimulus Checks - April 13th - 5,000,000+ queries Stimulus Check Calculator - April 14th - 500,000+ queries IRS stimulus check 2020 - April 17th - 500,000+ queries IRS stimulus payments - April 21st - 500,000+ queries It certainly makes sense that this topic had multiple entries into the top three queries throughout the month and how much the phrases varied from day to day.. It’s a reminder of how needed the financial assistance is and that having thorough online resources available for people who are seeking information is crucial. What Takes The Place Of Live Sports? If you have followed this series of posts, sports is the most popular category of the top queried phrases in past months.. If there aren’t any sports to watch, what do people search for? Thank goodness for documentaries and NFL players coming out for retirement: The Last Dance - April 19th - 5,000,000+ queries Rob Gronkowski - April 21st - 2,000,000+ queries Dennis Rodman - April 26th - 2,000,000+ queries If TV ad buyers are looking for alternatives to live sports, documentaries are getting a good amount of search interest. Singing Songs On TV The top keywords in Entertainment were related to singers on television. Andrea Bocelli - April 12th - 1,000,000+ queries Disney Singalong - April 16th - 200,000+ queries One World: Together At Home - April 17th - 500,000+ queries Eddie Vedder - April 18th - 2,000,000+ queries Stevie Wonder - April 18th - 200,000+ queries As we try to get through this together, the power of song is noticeable in our search queries. Live event TV that is geared toward family viewing appears to be driving search interest. Holidays One of the things that we picked up throughout the course of this project is the popularity of non-traditional holidays. For instance, Easter is an established holiday but did you know that National Siblings Day happens every April 10th and it’s a top searched keyword for two years running? In 2019, we recorded the phrase “national siblings day” as having driven over 1 million queries – just as it did in 2020. The Google Trends chart for this phrase shows that it was slightly more popular this year: Earth Day is a more established holiday, celebrating its 50th anniversary this year. Let’s take a look at how popular “national siblings day” is compared to “earth day”: Although we can’t tell with absolute numbers how many more queries Earth Day (April 22nd - 2,000,000+ queries) had over National Siblings Day, we can tell directionally that it still has a while to go until it’s as popular. Both holidays have a nice year over year trend, so brand marketers should consider them for their April 2021 plan if there is an appropriate tie-in with either holiday. Thanks for reading - Until next month.
Marketing Land recently released an article discussing a recent survey by Conductor. The survey argued the importance of SEO during an economic downturn and had respondents from a wide range of industries including retail, healthcare and travel. Check out some of the key findings from the article below. Key Findings Due to the outbreak of COVID-19, marketing budgets are being impacted with 65% of survey respondents reporting that their budgets will most likely be decreasing. 45% reported that their budgets would only decrease slightly while 20% noted that their budget would decrease greatly. Despite a decrease in budgets, 32% said their goals would remain the same while 36% said their goals would actually increase. So how do you meet these goals with a reduction in budget? The majority of survey respondents agreed that SEO would gain in importance either slightly (34%) or steeply (29%) during this time. Organic search was seen by 66% of respondents as the top performing channel last year. When asked how a global recession would impact your marketing strategy, the top response was to lower the marketing budget. The second top response was to specifically invest in lower cost channels like SEO. So why does all this matter? As consumers’ behaviors shift to focus on seeking information and answers, brands should rise to meet the demands of their audiences. With a reduction of budgets from other marketing channels, it makes sense that content creation and organic search optimization are now more important than ever to meet goals and reach/retain customers. Learn how AMP Agency can manage your organic search strategy during these challenging times and after them.
John Krochune, VP of SEO April 23, 2020 In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for March 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Unprecedented Times This month, we are reporting this data set a little bit differently. Knowing that this pandemic has been on everyone’s minds in March, we are presenting different data points from not only Google Trends, but two additional tools that showcase changes in search behavior during these uncertain times: Pinterest Trends and Exploding Topics. The query volume related to the virus is some of the largest ever recorded by Google Trends. The 2 most searched branded keywords in the USA over the past few years are “Facebook” and “YouTube” (source: Ahrefs). A couple of the most queried non-branded phrases are “weather” and “maps”. Take a look at how those keywords compare with the volume of searches behind “coronavirus”: Here’s the view of the past 12 months: 5 year view: Since 2004 view: Even in this “Since 2004” view, Google Trends is reporting that “coronavirus” has more search volume than “Facebook” did in 2010. While this data may not be shocking, it does illustrate how truly life changing this outbreak has been. Looking specifically at Google Trends’ top queries as reported in March 2020, over half of the queries were related to the virus.To help inform you about how people were searching, we categorized the queries based on their different intents. General Queries Coronavirus tips - March 14th - 10,000,000+ queries Coronavirus Symptoms - March 11th - 5,000,000+ queries Coronavirus COVID-19 - March 20th - 1,000,000+ queries COVID-19 - March 27th - 500,000+ queries Financial Related Queries Mortgage rates - March 15th - 2,000,000+ queries Dow Jones - March 9th - 2,000,000+ queries Stimulus - March 23rd - 1,000,000+ queries Coronavirus stimulus package - March 25th - 1,000,000+ queries Oil Prices - March 8th - 500,000+ queries Stimulus checks - March 28th - 500,000+ queries Furlough - March 23rd - 500,000+ queries Dow Jones - March 1st - 500,000+ queries Mortgage rates - March 3rd - 500,000+ queries Stimulus package - March 23rd - 500,000+ queries Places Ohio stay-at-home order - March 22nd - 5,000,000+ queries San Francisco - March 15th - 2,000,000+ queries New Rochelle - March 10th - 500,000+ queries New York - March 20th - 500,000+ queries Coronavirus Michigan - March 10th - 500,000+ queries Famous People Affected By The Virus Tom Hanks - March 11th - 10,000,000+ queries Joe Diffie - March 29th - 5,000,000+ queries Idris Alba - March 16th - 2,000,000+ queries Mark Blum - March 26th - 1,000,000+ queries John Prine - March 29th - 1,000,000+ queries Prince Charles - March 25th - 1,000,000+ queries Rand Paul - March 22nd - 1,000,000+ queries Justin Trudeau - March 12th - 500,000+ queries Boris Johnson - March 27th - 500,000+ queries Government Related Phrases Trump - March 12th - 5,000,000+ queries Defense Production Act - March 18th - 5,000,000+ queries Stafford Act - March 15th - 1,000,000+ queries CDC - March 16th - 1,000,000+ queries CARES Act - March 30th - 500,000+ queries Sports & Technology NBA - March 11th - 10,000,000+ queries Zoom - March 23rd - 2,000,000+ queries MLB - March 12th - 500,000+ queries Grouping these queries into categories helps us understand what specific aspects of this pandemic drove people to search. For instance, it’s clear that if there was a geographic location being affected by the virus, people wanted to know more about it. It’s also clear the people are seeking information and brands should create content that is useful for their consumer, may it be COVID-19 specific or not. Lastly, looking at the list as a whole, there isn’t much insight into how the effects of the pandemic are driving other non-virus-specific keywords. So, this month, we looked at other sources to get a wider perspective. Pinterest Trends Since late last year, Pinterest has been publishing their own trends of user behavior on their platform. We found this month’s report very insightful into how consumer interests have shifted now that we are social distancing. Here are the highlights: Home Wellness home bodyweight workouts (+205%) home workouts, no equipment (+329%) self care at home (+332%) meditation tips for beginners (+108%) Kids At Home work from home with kids (+1,657%) nature walk activities kids (+407%) home games for kids (+331%) Food yeastless bread recipes (+4,400%) bread in crockpot (+3,191%) sweet amish bread (+1,499%) Home Beauty home hair cuts (+417%) homemade eyebrow wax recipes (+321%) DIY manicure at home tutorials (+159%) These phrases give us a picture of how people are adjusting to their new stay-at-home reality. There is such value in knowing the specific terms that are increasing during these and any times. Brands can focus on how their consumers’ livelihood has changed and create content or offers to suit their current situation. Exploding Topics Another tool we have been using to find trending keyword phrases is Exploding Topics. The tool is built off of Google Trends data, but curated into categories like “business” or “technology” so you can get a look into the biggest trending topics of certain subjects or industries. The site also has a newsletter that provides some of the most relevant trending topics. Here are a couple that provide insights into changing consumer behavior: Elderberry Gummies Elderberry is reported to have immune-boosting qualities. With the outbreak of COVID-19, the search interest of this product increased dramatically. Virtual Tours Search interest in virtual tours has also increased dramatically. This term is most likely driven by museums and amusement parks providing these kinds of online tours so that we can “visit” these places from the safety of our homes. We wonder if this topic will continue to be popular in the future as people get more accustomed to viewing places virtually. Should this be the case, the topic of virtual tours could be a big area of opportunity for the real estate market. When I started this project last year, I never imagined a month like this one. Even though it’s interesting to see how this pandemic has changed the way people search, there are lives at stake and I don’t take that lightly. I hope that you and your loved ones are staying safe, taking the proper precautions to keep yourselves and others healthy, and that we all pull through this thing together. Until next month.