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UK Search Trends and Covid 19

UK search trends and COVID-19

UK Search Trends and Covid 19

Some readers may be interested to know that Google provide a free tool, which allows users to dig into Google’s keyword-oriented search data. Known as “Google Trends”, the web-app renders regional (national) or international search data as a simple line-chart. Multiple topics or search-queries (keywords) may be compared

This query shows UK Google searches over the past 12 months, specifically for the search term “covid 19” (lower-case, as that’s how most users search on Google)

The Y axis is a relativistic ‘interest’ metric generated by Google, ranging between 0 and 100. It’s not an exact number of searches, moreso a relative gauge of the selected data-set’s peak and trough

One thing that is interesting, is how the scale of each line will adapt depending upon competing search-terms and topics. For example, if we add the ‘coronavirus’ topic alongside the “covid 19” search term, the chart will re-scale itself:

After setting a larger topic against a search-term contained within aforementioned topic, the individual search term looks much less prominent. Now that we have mastered the basics; it’s very interesting to see how the search-presence of other topics compares with that of Covid 19

Travel & Covid 19

Here’s an intersect of the primary Coronavirus search-term (“covid 19”) and Google’s perceived ‘travel’ topic:

As you can see, Covid’s rising search interest had big consequences for travel publishers and brands operating within Google’s various query-spaces. This isn’t data which will shock anyone, but it’s interesting to see how searchers shift from one topic to another. It’s interesting to see a real shift in data, straight from the horse’s mouth (from Google)

Learning More

  • If you want to learn more about Coronavirus’ impact on travel-industry websites, this post from Search Engine Journal is worth a read
  • If you want to read some tips in terms of how travel marketers (or site owners) should respond to Coronavirus, this post by Melt Digital is quite good – though personally, we do still think there’s a place for paid activity post-Covid
  • Another post by Yieldify is also very insightful. I find Yieldify’s statement that businesses should entirely move away from acquisition to conversion to be a little over-the-top, but they are correct that CRO (Conversion Rate Optimisation, the marketing application of UX) is often overlooked. Our SEO team are well-versed in both SEO and CRO skillsets here at Wildfire, so we can help you with that if you need us to

Retail and Covid 19

I also find this Google Trends chart to be very interesting

As soon as search interest for Covid began to increase, the “Shopping” and “Online shopping” topics also saw an uptick. The high-street had been dead (as a Google topic) for a year and remains lifeless

My personal assumption was that, with nowhere to go and nothing to see (as well as a hefty dose of uncertainty) – the British public would really reign-in their spending. At least on the web, that doesn’t seem to be true. I guess that even if you’re working from home, Amazon and eBay are only one click away

Both companies seem to have observed an up-tick in search interest since Covid-19 broke in the UK (Amazon in particular)

We imagine that Coronavirus has exaggerated the online power-divide for retail. Larger companies are likely to be succeeding as never before, whilst those who were struggling to get by may go bust

Learning More

  • If you want to learn more about the impact of Coronavirus on Retail & FMCG, this post by Econsultancy has some useful information
  • If you are interested in learning how some ecommerce stores are adapting to Coronavirus, this post from Bigcommerce is very insightful

Automotive Industry, Green and Covid 19

Due to mass-media bias, I was almost certain that I would uncover a huge increase in green (environmental) movement search interest. It seems as if every day, there’s a new post claiming that self-isolation is causing people to consider how they might live better (and help the planet more) after this pandemic ends

Certainly it seems true that lockdown has increased air quality in the UK, but it doesn’t seem that this has helped the UK (web) public to engage more with the green-movement:

This would lead most people to believe that, after lockdown ends, air pollution will increase again. Other popular topics and search-terms like “Pollution” also fail to make a dent. Clearly people are more concerned with their immediate health:

Although people don’t seem much more interested in supporting movements which fight pollution (and climate change); people do seem less interested in items and modes of transport which are damaging the environment

Although people may be no more intrinsically interested in fighting climate change, being locked inside has forced them to consider other modes of transport:

Will all of this stick once lockdown ends? Time will tell. No one event is likely to change the world, but there are small green shoots of hope

Learning More

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SEO & digital marketing specialist of nearly 10 years. A master of Google Data Studio, XPath and more. Applied data-driven analysis, to increase revenue and on-site conversions. Architecting information, to bring you closer to your online audience!

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