Humanity is going through challenging times. And with it, the global economy. Travel and tourism demand evaporated overnight. Most of us spend a lot more time in front of our screens. Many of us are working from home. Some of us don’t have a job anymore.
People’s interest in information, products and services changed. That is not reflected in the data we rely on. Search volumes were 12-months averages because it made sense in a stable world. Today they’re misleading. They significantly shifted and will continue to shift. Agencies need a way to understand these trends and help their clients make critical business decisions based on them.
That’s why we’ve decided to share our Year-over-Year data, which proves critical in understanding how the COVID-19 context changed customer interest and demand. With this data, SEO agencies can proactively support their clients in understanding market trends now.
Today, we’re launching Search Trends after COVID-19, a free tool for SEO teams to get Year-over-Year search trends at a keyword level and at a topic level, looking at the last full month of the current year versus the same month of last year (Feb. 2020 vs. Feb. 2019, for instance). This is a good indicator of how the COVID-19 context actually impacted search volumes, as it evades seasonality.
That means that soon (around April 10), you’ll have the data ready for March 2020 versus March 2019, and access to even more actual data, as we continue to update it on a monthly basis.
In terms of data sources:
- we’re using the last 13 months data from Google Ads’ Keyword Planner, with SEOmonitor’s close variations aggregation system, meaning you get a search volume that represents the sum for all the close variants for the main keyword you’re analyzing.
- we’re using our Topics tool to present the search trend at a topic level, for keywords with similar search intent. We’ve included this part in order to give you data on the broader impact on the respective niche, category, or intent.
The data is available for the US & UK markets, so you can start using it as we speak!
How you can use Search Trends right now:
We want to support the SEO industry weather this storm, as YoY data directly reflects the shifts in demand for products, services and information, and is crucial for businesses now.
SEO agencies can bring new, different value to their customers in this context. They can become close partners for their clients, helping them see opportunities in new demands, and being their consultants in difficult times.
Let’s say you have a retailer as a client and you see drops in certain types of product demand, but there may be other types of products that are currently on the rise. You can fastly grasp the opportunity with an accurate Search Trend available to present to said client.
It’s a good way to pivot, look at how customer behaviours change and be there to meet the new demand.
So, give Search Trends after COVID-19 a go.
What we’re doing next:
We’re focusing all our resources to develop tools and content to help SEO agencies better navigate this crisis.
That’s why we’re currently calibrating our platform Search Volume data and, consequently, the Visibility metric, to reflect the changes in the current context and be useful to you, as you control your input.
Also, the next tool we’re launching soon is a Client Health Tracker for agencies, so you know how your clients’ business is affected along with how their campaign is going. With it, you can understand which clients are struggling the most and need immediate attention, and how your revenue might be impacted. It’s another tool that can help you push through uncertain times. But more on that in the following days.
And if you want to ask more questions, brainstorm and be part of the conversation with other SEO agencies, join Office Hours – a weekly live chat with SEO agencies guests and practical advice for what you can do for your own agency.
One final word: We’ve developed the Search Trends after COVID-19 in a week and optimized it for time to market, as we wanted the product to be useful as soon as possible. We need your help to make it better, so please use the button for reporting errors any time you encounter something that should be improved.