Today, Google unveiled a new free service called Insights for Search. The tool allows you to track the popularity of various words and phrases that people most often use to search for things on Google. An extension of Google Trends, the collection of search queries that people type into Google has been called a “database of intentions” since it is a window into what terms people are actually using and, sometimes, what they are interested in buying.
Insights allows anyone to analyze the results in much greater detail than Trends does. Users can slice the data by categories to distinguish, for example, searches for Apple the company and apple the fruit. Users can also slice the data into geographic areas and view it on a map. And they can download the data onto spreadsheets to compare it to their own forecasts or research. The tool is aimed primarily at marketers and search engine optimization (SEO) experts, who may use it to devise and track advertising, marketing, and search engine marketing (SEM) campaigns.
On the marketing side, a national company could experiment with different versions of a television ad in Kansas City and Atlanta, and check the number of resulting searches in each city to see which one is more effective. Or it could use the data to find out where users are searching most actively for a specific product feature.
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