Search Trend Analysis

Search Trend Analysis involves leveraging search engine data to explore customer interests and behaviors. By analyzing search volume, seasonal trends, and keyword patterns, teams can validate hypotheses about customer demand and priorities, enabling data-driven decision-making.

Cost

Tools like Google Trends and keyword planners are inexpensive, but advanced tools or expertise may increase costs.

Evidence

The evidence comes from real-world customer behavior but may not directly correlate to purchase intentions or specific demographics.

Metrics

  • Search volume for targeted keywords.
  • Trends in related searches over time.
  • Seasonal or geographic patterns in search activity.

Success Criteria

  • Keywords align with customer jobs, pains, and gains.
  • Significant and increasing search volume for critical keywords.
  • Clear seasonal or geographical patterns that validate assumptions.

Setup Time

1–2 days to select tools, define search terms, and prepare for analysis.

Run Time

1–5 days, depending on the depth of analysis and data granularity.

Risk Categories

Ideal for testing the...
Value Proposition, Customer Segment, Channel, Revenue Stream

Capabilities

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  • Basic understanding of search engine analytics tools.
  • Analytical skills to interpret search data.
  • Marketing and keyword research expertise.

Setup

  1. Define Hypotheses:
    Identify assumptions about customer behavior or preferences related to the product or service.
  2. Select Tools:
    Use Google Trends, Ahrefs, or SEMrush to gather search data.
  3. Determine Keywords:
    Focus on terms that relate to customer jobs, pains, and gains.
  4. Set Parameters:
    Define timeframes, geographies, and search sources for analysis.

Run

  1. Collect Data:
    Input selected keywords into tools and extract data on search volume, trends, and geographic distribution.
  2. Segment Results:
    Group data by categories such as seasonality, location, or product features.
  3. Compare Against Benchmarks:
    Analyze how results align with industry or competitor data.

Analyze

  1. Identify Patterns:
    Look for consistent increases or spikes in search volume for key terms.
  2. Validate Hypotheses:
    Compare data with assumptions about customer interest and behavior.
  3. Refine Insights:
    Use results to prioritize product features, marketing messages, or target geographies.

Additional Information

Search Trend Analysis can identify untapped markets or validate timing for product launches. Pairing with complementary experiments, such as customer interviews or landing page tests, increases the robustness of the insights.

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