Thread by @ianhelms

🧵 An example for why I love @GoogleTrends:

One of my clients is a lifestyle brand that publishes lots of recipes.

While their recipes are up over 1,100 page 1 keywords YoY (+38%), their organic traffic is down 15% YoY. 🥴

#SEO #ContentMarketing

So that begged the question of why page 1 visibility didn’t equate to traffic.

Of course things like titles and descriptions can have an impact on CTR but at such a disparate rate?!

🤔💭

So I turned to #GoogleTrends to look at search popularity for recipes and got some cool insight:

While recipes were highly-searched during the pandemic w/ restaurants were closed and people were cooped up…

The reopening of the world has people searching less for recipes.

This is further verified by the fact that searches for restaurants had a similar but opposite trend.

It happens every year during warmer months…

But there’s clear correlation between the world reopening and people dining out at higher rates than before:

And coincidentally enough—the rate at which “recipes” queries has decreased in popularity (-17% YoY) basically mirrors what my client saw (-15% YoY).

🤯🤯🤯

Moral of this story: Google Trends is awesome, and while you can do whatever possible to be top of page 1, you can’t make organic search happen where it doesn’t exist.

…and scene! 🎬