Keyword research is an integral aspect of search engine optimization (SEO). Marketers need to conduct keyword research in order to understand the shifts in consumer intent and behaviour that are caused by the ongoing tumultuous circumstances created by the COVID-19 pandemic. Brands and businesses need to adapt to the changing trends and focus their marketing efforts accordingly.
There are certain resources made available to users by Google that can help marketers transition easily into what is now called the “new normal.” The resources (mechanisms) are listed below:
- Rising Retail Categories: Think with Google established an interactive mechanism called “Rising Retail Categories“ to help users understand: the swiftly emerging retail categories that appear in Google Search Console, the areas in which they are emerging, and the queries associated with these categories. Marketers need to identify the currently trending categories and market their products/services accordingly.
- Corona virus Search Trends: Google had established “Corona virus Search Trends” during March of this year. Initially, there was a surge in search intent for the topic ‘corona virus’, but it has gradually reduced.
- Shopping Insights: Google had previously established “Shopping Insights”, which lets marketers keep track of the competing products in their categories as well as assess how well they are measuring against their competitors. This mechanism enables marketers to better understand the customers’ shopping intent online, thus prompting them to make well appraised advertising and inventorying decisions across online as well as offline channels.
- Market Finder: Established in November 2017, Google’s”Market Finder” enables marketers to identify those areas which offer the potential for growth, depending on the key metrics for their chosen categories.
- Google Surveys: Google has renamed the previously established market research mechanism “Google Consumer Surveys” (in March 2012) as “Google Surveys” in October 2016. It collects data from the survey questions that the marketers prepare and then provides notable insights into the minds of the target audience. Google Surveys help marketers to assess the searcher intent.
- Google Trends: Established way back in the year 2005 (in May), “Google Trends” is a mechanism that has previously not been used much by SEO (search engine optimization) professionals. Yet now it has gained momentum, in these trying times.