Why marketers need to stay in tune with search trends
Ruth De Luchi, founder and managing director at Status Agency, discusses how marketers can stay on top of search trends to realign strategies and better manage campaigns.
Search habits change constantly. They change due to world events, social movements, shifts in our vocabulary, seasonality, and new cultural trends. Is it any surprise that searches including Rihanna, WorldPride, housing, and interest rates skyrocketed last month?
Think With Google recently released its Year in Search 2022 report which highlighted how search habits were influenced by social trends. For example, there was a 30% year-on-year increase in search interest for “time to” in 2022. As inflation set in and interest rates went up, people were making searches like, “is now a good time to buy a house?” more frequently.
Photo by Pawel Czerwinski on Unsplash
Economic uncertainty has also made people more selective about where, when, and how they choose to spend their money and there was a +20% bump in Google Search interest for terms containing “compare” in Australia last year. Savings and sustainability also started to go hand in hand as search interest in “cheap electric cars” also increased by 75% year-on-year.
