Words Still Matter

Tuesday, August 2, 2016 | Jeff Davis

In our last article we looked at Google Trends - one of my favorite FREE tools from Google. 

Google Trends is a great way to review the actual search terms that consumers are using to online for research. One of the comparisons we looked at was the relationship between "gym" and "fitness". Below is a graphic showing the use of these terms across the United States.

Screen_Shot_2016-07-28_at_4.45.55_PM.pngBut part of the power of Google Trends is the ability to look at national trends (gyms work in Hawaii, but not in Oregon) and then drill down into your neighborhood. 

When we look at the state of Ohio, we see that the entire state is not a the same light shade of blue. There are pockets of heavy use. If your YMCA is located in these pockets - see Zanesville - you should use the term "gym" in your content. 

Screen_Shot_2016-07-28_at_4.50.20_PM.png

"Mutability is life's sole constant." Change is inevitable. So below the chart is the option "View Change Over Time". 

Screen_Shot_2016-07-28_at_4.51.46_PM.png

If you click on this button, you will see the change that occurs over time - in this case from January 2016 until July 2016. 

Here are the results when you search on the term "Fitness". 

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Similar to "gym" yet different. Google Trends then goes even further and offers you suggestions for terms people search on related to the terms you are currently using.

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In this case, Planet Fitness comes up frequently when individuals search on "fitness". So how does this help you?

If it were me, I would use the term "Planet Fitness" in my article on "fitness". Something like "The Three Biggest Differences Between the YMCA and Planet Fitness". And include a form offering a free personal tour of your Y.

Google Trends is a great, FREE, underutilized tool that shows past and current consumer behavior. And...

"The very best marketing comes from observing consumer behavior and inserting your message into their behavior."

If you would like to talk about how Google Trends can help you marketing efforts, give us a call at 419-776-7000. We would love to talk.

 

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