Google Reveals 7 Hidden Features in Google Trends

Google Trends is a free, powerful tool that offers valuable insights into search trends and keyword data. However, many users may only be using a fraction of its capabilities. In a recent video tutorial, Google highlighted seven lesser-known features within Google Trends, designed to help users access deeper insights and share their findings more effectively. These hidden gems include punctuation use, language segmentation, comparison tools, seasonality analysis, year-over-year trend tracking, interest by country, and various options for exporting or sharing data. This article will explore each feature, explaining how they work and how they can enhance your keyword research and analysis.

1. Punctuation for Finding Hidden Insights

One of the most exciting aspects of Google Trends is its ability to handle advanced search operators. These operators allow users to manipulate the search data to uncover hidden insights. Omri Weisman, Google Trends Engineering Manager, demonstrated three key punctuation operators: quotation marks, the plus sign (+), and the minus sign (–).

A. Using Quotation Marks for Precise Keyword Searches

Quotation marks can be incredibly useful for pinpointing specific keyword phrases in your searches. By enclosing a search term in quotation marks, Google Trends will provide data for that exact phrase. This approach is ideal if you want to focus on a particular phrase without variations, misspellings, or plural forms.

For instance, searching for “digital marketing” in quotation marks will yield data solely for that exact phrase. This technique is excellent for narrowing your analysis to precise search terms and steering clear of irrelevant data that may come from broader searches.

B. Using the Minus Sign to Refine Keyword Searches

The minus sign operator is a handy tool for filtering out specific words from your search results. It’s perfect for removing terms that might skew your data. For example, if you're analysing the term "digital marketing social," Google Trends will display data on digital marketing while excluding anything related to social media.

This feature allows you to zero in on the most relevant information and clear away any distractions that could affect your results.

C. The Plus Sign for Broad Topic Research

The plus sign operator enables you to search for related keywords in one query. By using the plus sign, you can lump together several phrases or topics, allowing you to see the combined query volume. This approach provides a broader perspective on related topics, making it an excellent tool for researching trends and understanding user behaviour across similar subjects.

For example, if you search for “digital marketing + SEO,” Google Trends will show query volume for both terms, providing insights into how these two related topics are being searched together.

2. Segment by Language

Google Trends also allows you to segment your searches by language, which can provide even more granular insights into keyword trends. This feature is particularly valuable for businesses and marketers targeting multilingual audiences or global markets.

For instance, if you're interested in analysing how many searches for “cat” are conducted in Japanese within the United States, you can filter the data by language. By doing so, you can better understand language-specific search trends and optimise your content for different linguistic markets.

Another powerful use of this feature is combining two languages using the plus sign operator. By doing this, you can see the combined query volume for searches conducted in two different languages. This is especially useful for analysing search trends in bilingual countries or regions.

3. Use Filters to Identify More Actionable Data

One of the key takeaways from Google’s tutorial is the importance of using filters to uncover more actionable data. Daniel Waisberg, a Google Trends expert, emphasised that comparing keywords and applying filters can help you identify meaningful trends that would otherwise remain hidden.

For example, by comparing multiple keywords, you can discover trends that may indicate a shift in user preferences or behaviours. These filters allow you to refine your data and gain a more accurate understanding of what people are searching for.

4. Seasonality Discovery

Understanding seasonality is crucial when analysing search trends. Many keywords and topics exhibit seasonal behaviour, with spikes in search volume at certain times of the year. Google Trends allows you to discover these seasonal patterns and adjust your marketing strategies accordingly.

By applying filters to your search data, you can see when specific keywords peak in popularity. For example, searches for “Christmas gifts” will naturally increase in the months leading up to December. By identifying these seasonal trends, businesses can better plan their content and advertising campaigns to align with the times when interest in their products or services is highest.

5. How to Remove Seasonality Trends

While seasonality discovery is valuable, there are times when you want to analyse trends without the influence of seasonal fluctuations. Google Trends allows you to remove seasonality trends from your data, providing a clearer picture of the overall trend.

This feature is accessed through the filters within Google Trends. By filtering out seasonal spikes, you can focus on long-term trends and gain more actionable insights. For instance, if you're analysing search data for “fitness,” you can filter out the seasonal spikes that typically occur in January (due to New Year’s resolutions) and get a more accurate view of the general trend throughout the year.

This comparison can be done with up to five searches at a time, allowing you to compare multiple keywords and see how they perform over time without the noise of seasonality.

6. Compare Interest by Country

Another hidden feature in Google Trends is the ability to compare search interest by country. This feature allows users to analyse keyword trends across multiple countries, making it an invaluable tool for businesses operating in international markets.

To access this feature, you can use the filters located in the three-dot menu next to the search query. By selecting multiple countries, you can compare search query volumes and see how interest in a particular keyword varies across regions.

For example, a company interested in expanding into new markets could use this feature to compare search interest for their product in the United States, the United Kingdom, and Australia. This data can help them determine which markets offer the most potential for growth and tailor their marketing strategies accordingly.

7. Save and Share Trend Results

Google Trends provides multiple ways to save and share your data. Ori, a Google Trends specialist, highlighted three easy methods for exporting or sharing your trend insights: sharing via URL, embedding the data, or exporting it to a spreadsheet.

A. Sharing via URL

Sharing trend data through a URL is the easiest method. Simply copy the link from your browser and share it with others. This approach makes it convenient to distribute your findings to colleagues, clients, or team members.

B. Embed Trend Data

Embedding trend data is another powerful option. Google Trends allows you to generate embeddable cards with the data, which can be inserted into a webpage or blog post. The advantage of embedding data is that it is constantly updated, meaning that the data will remain current even after you’ve embedded it.

These embeddable cards can also reproduce some in-product interactions, allowing users to explore the data directly from your webpage.

C. Export the Data

Lastly, you can export Google Trends data into a CSV file, which can be opened in spreadsheet programs like Microsoft Excel or Google Sheets. Exporting your data is useful when you need to conduct more in-depth analysis or present the data in a different format.

Conclusion

Google Trends is a highly versatile tool, offering much more than most users typically realise. By tapping into its lesser-known features, such as punctuation operators, language filters, segmentation, and comparison tools, you can uncover deeper insights into search trends and keyword data. Whether you're analysing seasonal patterns, comparing search interests across different countries, or looking to share your findings, Google Trends equips you with the resources needed to make informed, data-driven decisions.

By utilising these seven hidden features, you can maximise the potential of Google Trends, refining your searches, filtering out unnecessary data, and uncovering actionable insights that can propel your marketing strategies forward. Next time you explore Google Trends, take advantage of these features to gain a more comprehensive understanding of search trends.