A Year in Search Data
Google’s annual ‘Year in Search’ report, which analyses billions of data points to determine what the most searched for terms of the year are, is a useful public tool.
In 2019, the UK’s top searches included The Rugby World Cup, Game of Thrones and Chernobyl.
One overarching theme can be pinpointed by looking at the most common global trends. 2019 was the year of Heroes.
Google said: “In 2019, the FIFA Women’s World Cup and the ICC Cricket World Cup demanded our attention. “Avengers: Endgame” and “Game of Thrones” captured our imaginations. And Hurricane Dorian and the burning of the Notre-Dame Cathedral brought us together. Through it all, the common thread was heroes.”
So how can this information help you and your business?
It is useful to keep in mind when preparing campaigns.
Reflecting trends in culture can help your brand stay relevant, it shows careful consideration of your market and can help connect with potential customers.
‘With me’ marketing
There has been a surge in ‘with me’ videos around the world. From ‘come travel with me’ to ‘clean’ and ‘study’ with me videos. In 2019 this style of vlogging became 3 x as popular on youtube.
This is for a number of reasons, motivation may be a driving factor, as seeing someone else succeed in a task may inspire you yourself to hustle. Another is that, as humans, we are inherently nosy. Seeing snapshots into others lives and routines is intriguing to us.
Consider offering ‘behind the scenes’ access of the daily goings on in your industry. Broadcast this through instagram stories, blog posts and other videos. What is mundane everyday routine to you is a whole other world of wonder to others.
BERT
Google’s new search technology BERT or Bidirectional Encoder Representations from Transformers is a natural language processing operative.
It processes words in relation to all the other words in the same sentence, rather than one word after another. This provides context and helps give more accurate results. In a move towards real human communication, it is a significant development for online research.
In terms of SEO, researching into search intentions, a focus on using natural language and writing for people rather than an algorithm will help your content appear in relevant searched.
Voice Searches
With the popularisation of Alexas and Google Homes more and more google searches are being done via voice control.
Secondary Social Media Sites
The use of ‘secondary’ social media sites such as Pinterest, Snapchat, Reddit and Tiktok.
These can be great for reaching a wider range of clientele, especially when targeting young users (the under 30s).
The variations of content appropriate for the different platforms can also push you to get more creative and reassess what sort of content will work for your brand.
The new year promises new opportunities to merge your digital and outdoor advertising campaigns to create memorable, on trend ads. Contact us today on 0113 231 1774 to create yours!
