What’s trending in the Online Marketing world?
Monitoring the number of searches the following topics have conjured on Google is an accurate way of measuring their relevance and popularity in the world of marketing.
- SEO: Search Engine Optimisation
- PPC: Pay Per Click (Advertising)
- SMM: Social Media Marketing
Using Google Trends it’s possible to measure the interest in these topics over the course of the last six years, it demonstrates how often a particular search-term is entered relative to the total search-volume across the world. It also demonstrates the popularity of the terms by region and country. Evidently Google Trends is an extremely useful marketing tool for monitoring any relevant search–term.
SEO is Blue, PPC is Red and Social media is Yellow.
A clear pattern emerges when analysing the results;
SEO results have been steadily increasing since 2004 and has reached a plateaux in 2010, it remains the most popular search-term of the three. It began with a score of 24, before steadily increasing for several years, as of November 2012 it’s current result is 73.
PPC began as the most popular search-term of the three at 68, it has been gradually decreasing ever since, as of January 2009 it’s search results plummeted from 69 to 14.
SMM As you’d expect social media marketing returned no results until 2007, as the concept of ‘social networking’ was basically non-existent. It’s results have increased and coexisted with the increasing popularity of Facebook, Twitter and other social networking giants. As of November 2012 it holds a rating of 48.
What will happen next?
It is forecast that over the next couple of years the results will continue in very much the same manner, SEO is predicted to maintain it’s high results, PPC is expected to continue to decrease in popularity and SMM is expected to continue to increase until it conjures basically the same level of results as SEO. Of course it’s worth noting that these future results are dependent on the current state of the market and are unable to correlate with unforeseen circumstances.
Where are these results coming from?
What becomes most evident from the regional results is that SEO and PPC return the highest results throughout Asia, for instance Vietnam and Hong Kong have the highest number of results for both of these aspects of online marketing. SMM meanwhile is unique in that it generates high results from a more diverse range of sources, such as the United States, Netherlands, Kenya and other nations throughout southern and central Africa. Clearly, examining the geographical results of these search-terms through Google Trends is an extremely effective way of analysing the online market throughout the world.
Why do these results matter?
These results are an effective method of measuring the popularity of these aspects of marketing, the online marketing environment is dynamic and consistently changing, therefore it’s extremely important to keep up to date on these types of results. Your online marketing strategy should always be relative and reflect the popularity as well as the geographical proximity of these results.
By Richard Owen