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By Blair Kelly Outreach

How Financial Advisors Can Use Google Trends To Boost Organic Rankings

11 minute read
How Financial Advisors Can Use Google Trends To Boost Organic Rankings Featured Image

Boosting your rankings in Google is something that every business strives for. And digital content continues to evolve with online presence and rankings continuously changing. So, knowing the type of content to post to help you get discovered and which keywords you should use is crucial to creating content that draws an audience. And one way to do this is by utilizing Google Trends.

What is Google Trends?

This is a Google website that analyzes the popularity of top search queries in Google all across various regions and languages. It uses graphs to compare the search volumes of queries over a certain amount of time. So, by utilizing this tool and understanding what people are asking and what topics they want to learn more about, you can create content that will appear in these searches and help answer the audiences’ pain points.

7 Ways to Use Google Trends

Google Trends has four main sections, and they are:

  • Explore
  • Trending Searches
  • Year in Search
  • Subscriptions

So, how can you use this tool to best serve your business? We’re breaking down the 7 best ways to use Google Trends below.

1. Keyword Research

Keywords are so important to any advisor website as they communicate to the top search engines, such as Google what information is on your website. What keywords do you want to rank for? If someone is looking for a financial advisor who specializes in financial planning for physicians, then you want to include keywords that will help your website to rank for these words.

And with keyword research in Google Trends, you can what words people are searching for. Are there are trending topics that you can blog about that would still relate to your firm? Find out what they are and create content base on them which can help you to rank higher and show up in more searches.

It is incredibly simple, you just:

  • Go to Google Trends
  • In the “Explore topics” field, type a search term.
  • Click “enter”

Google TrendsIn the example above, we chose financial planning. So, you simply type that in, then it will tell you when the word spikes, the region where the most interest is, related topics and queries. It’s as simple as that!

If you start using keywords that are searched for more often, then you can increase your chances of being discovered. Once you know what they are, you can optimize your content to include these words and make sure they are relevant to your topic.

2. Trending Topics

Continuously coming up with fresh content can be difficult, which is where Google Trends can help. What topics are trending in the news and what are people searching for? Get more traffic to your content by putting articles out there that your audience is going to want to read. When you are choosing your topic, make sure that:

  • It is relevant to your business
  • You have enough knowledge to write on that topic
  • It has relevance to your niche

Having a continuous stream of strong content is great for showing that you are a thought-leader and an expert in the industry, and Google Trends is a great tool to utilize for this.

Google TrendsAre there any topics that you could write about and still tie to your topics? What’s the difference between the two?

Daily search trends

These highlight searches that jumped significantly in traffic among all searches over the past 24 hours, and updates hourly. You can use this search tool to see what people are most interested in at any given time and how they rank at another time.

Realtime search trends

These show searches that have jumped significantly in traffic in recent searches. They include collections of:

  • Knowledge Graph topics
  • Search interest
  • Google News articles

The Knowledge Graph enables searchers to be connected with real-world things and places. The algorithm search trends groups topics together that are trending at the same time on Google News and Search. Additionally, they rank stories that are based on the relative spike in volume and the volume of searches.

3. Meaningful Content Calendar

Creating and maintaining a strong calendar is crucial for content creation. It’s important to create your content and release it at the right time for the highest engagement. And like any business, financial advisors are incredibly busy, so it can be easy to lose track of what you want to publish once things really ramp up. But with a content calendar, you are able to plan accordingly and start putting content out in a cadence that will not only boost your SEO rankings but your readers will come to expect that you will put out content on certain days of the week.

And depending on the topic that you are writing, you can check on Google Trends and see what the best time is for publishing that certain content.

4. Improve Branding Efforts

With Google Trends, you can better understand how your firm stacks up against the competition. In order to improve your brand’s influence, you can use this tool to make better decisions about which areas you need to work harder on. In order to do this, you can put in:

  • The country
  • Period of searches
  • Type of industry
  • Choose web searches to find out which brands are the most searched for ones in this industry

Digital marketing

5. Newsjacking

What exactly is newsjacking? Well, simply put, it is when a brand or firm mentions or creates a campaign that is centered around a large-discussed news item. This is a way for brands to add to or piggyback off of conversations that are already being discussed online.

At Twenty Over Ten, we create both evergreen and timely content, and as you can see in the image above, our content team wrote articles that relate to the Olympic Games in Tokyo. You can see what is trending in

6. Publication Analysis

What publications frequently cover topics in your industry? You can easily discover this with Google Trends and once you understand who is covering your industry, you can pitch topics and articles to them. To do this, you select a topic, and the bar charts show the newly-added articles that hour and the cumulative total. This can show you how the news may lead or follow the trends.

7. Market Research

What is the current state of the market? If you are about to launch a new tool or service then understanding this can be incredibly beneficial. Google Trends Explore can also help you to understand how locations and different seasons affect the market, which ultimately can affect your services and goods.

In the Country drop-down selector below your query,  you can filter down to a metropolitan area or click into the options on the map. You can also change the date to expand or decrease the history.

Wrapping It Up

There are so many tools out there and many of them are free, which makes them even more appealing! This is just one of the awesome things that you can implement to help with your content creation and marketing. We hope that you have been able to take away some useful nuggets so that you can start creating content that really drives traffic to your website.

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About the author

Blair Kelly

Blair is a social media and marketing coordinator at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.

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