Over the past 12 months, search volumes for “skiing in Austria” declined in April and recovered in October, with a peak in late December/early January. As we would expect, interest is highest during the winter months but there are still spikes in interest to work with throughout the year.
People don’t normally wake up
One day and decide to book a skiing trip dataset for next week. They plan trips like this over a period of weeks, months or even longer. So the first thing you can do is use this data to predict when bids should be highest on your PPC ads. It’s also important to rank strongly in organic search during these periods because most of your leads are likely to come from people planning for the next winter season.
Target high-intent searches during shoulder seasons
Shoulder seasons are the period between the latest news in aviation regulations peak and off-season where things generally die down. Lead quantity naturally declines but there are a number of steps you can take to maximise profit during these periods:
- Adapt your messages: For example, ski resorts will promote off-season activities.
- Incentivise: Run promotions encouraging people to book now.
- Targeting: Target high-intent leads that are more likely to convert and require less investment to close.
- Customer retention: Reach out to existing/former customers and tempt them into making the next purchase.
- Referrals: Run referral campaigns with existing customers, encouraging them to recommend your business to their friends, family members, colleagues etc.
- Differentiate: Use seasonal trends data to differentiate your brand and mitigate the negative impact, e.g. all-year-round skiing.
Google Trends will even tell you how to adapt your messages, what kind of incentives work, which high-intent search terms to target and how to discover which interests you can satisfy through differentiation.
Use Google Trends for technical SEO
Now let’s take a look at how to use Google chine directory Trends to help with the technical side of things, such as optimising your page titles, meta descriptions and page content to match user interests. A recent study conducted by Ignite Visibility found that meta descriptions have the most influence on which result users click – by a long margin, too.
Relevance is everything here. Users read these previews to decide whether pages will provide the information they’re looking for.
So a clothing brand can turn to Google Trends and type in something along the lines of “womens clothes” and look at the Related topics and Related queries sections to see which items are currently in-demand.
You can then use this data to optimise your meta descriptions to include the most popular items right now and reorder your page content to show the most in-demand items first. Likewise, you might want to change your use of images in the hero sections of pages to reflect current interests.
Taking this even further, there might be some search trends that prompt you to create new pages entirely. Or you could create new category pages that could rank for emerging search trends and possibly even generate site links in your organic listings.