Using keyword trends and search volume to improve your business

As time goes by, the importance of data in business becomes more and more important, and in the field of marketing, data analysis is one of the essential elements. In particular, keyword data analysis shows you the peaks of your products and allows you to plan your products, marketing activities, and campaign strategies accordingly, so you can not only market successfully but also grow your business. Let's take a look at some examples to discover the insights behind keywords.

1. Keyword Trend

Let's talk about the keyword "hoodies". When do people search for hoodies? In the image below, you can see the trend of searches for the keyword "hoodies" from 2021 to 2023.

If we look at the last three years of trends, we see a pattern of relatively high search volumes in March and October each year. This is due to seasonality, a phenomenon that refers to a cyclical recurring pattern based on a specific time of year or issue. Taking these seasonalities into account can help you better plan and execute your product and marketing campaigns.

We can assume that in March, people are looking for hoodies and cardigans as a transition from padding to outerwear as the weather slowly warms up, and in October, people are looking for hoodies as outerwear as the temperature slowly drops. In other words, people seem to be looking for hoodies in between the short sleeve and padding seasons. Therefore, we can expect to see a similar increase in searches in October 2023 as we did in October 2021 and 2022, and we can prepare promotions related to hoodies.

2. Keyword Trends and Search Volume

Unlike keyword trends, which show a specific pattern, keyword search volume shows the absolute value of how many times a keyword has been searched on search engines like Naver.

The graph above shows the evolution of the search volume for the query: hoodies. It shows a gradual decrease in search volume from 2018 to 2023, which can be interpreted as a decrease in the market pie for hoodies. In other words, there is less and less interest in hoodies.

This is a graph of keyword search volume for other apparel products related to hoodies. The interest in cardigans and padded vests hasn't changed much over time, but the interest in lightweight padding has increased, and the interest in hoodies has decreased. Therefore, marketing activities centered on cardigans in March and lightweight padding in October may bring more market pie than hoodies and hoodies, which are decreasing in search volume.

You can see that both hoodies and lightweight puffers are searched for a lot in October, but lightweight puffers are searched for about 530,000 times more than hoodies. So if you sell hoodies in March and lightweight puffers in October, you'll see a big boost in sales.

3. keyword trends, search volume, and revenue

Now let's analyze this with our own revenue.

The first key question is: Is there a gap between sales and seasonality?

The hoodie keyword gets the most searches in March and October each year, but sales have not been as high as the interest.

If we look at October in particular, we see a lot of business gaps between market pie and revenue. In other words, the company had an opportunity to drive more sales of hoodies, but missed it. We can speculate on the following reasons

- They were unaware of the seasonality of interest in October. → Need to analyze keyword trends

- The product is there, but the content is not. → Make sure that high-interest products are being displayed on the main page

- Your products are not compelling. → You can check product attractiveness through metrics such as product page traffic, views, dwell time, bounce rate, and conversion rate.

In addition, by referring to product review data such as websites and communities, you can understand what customers want, and reflect it in product planning and marketing activities to deliver attractive products and messages.

The second key is, "How much does our brand dominate search results for specific keywords?

For example, if the keyword hoodie is searched 100 times and 20 visits are made to your website through this keyword, your search share is 20% through the flow/search volume calculation. Search share is one metric that can give you an idea of your growth potential based on your traffic and search volume. If the search share for the keyword "hoodie" is 20%, it means that our brand occupies about 20% of the search results on Naver. If the search share is low but the conversion rate is high, we can increase our exposure in organic search results by creating content that helps customers recognize and engage with hoodie products, so that our brand can occupy more search results.

To summarize, in order to reduce the gap between seasonality and sales through search trends by product, if the market pie is predicted to increase through search volume, it is necessary to establish a product planning and marketing campaign strategy that considers seasonality in order for our brand to occupy more search results.

4. Interested customers

Knowing your audience is an opportunity to understand the characteristics of your customers who are interested in certain products and maximize sales by exposing them to trending products.

Naver Search Data

Visit Data

Purchase Data

Here's what we can learn from these three types of data.

1. Naver search data: Men and women in their 40s searched for hoodie products on Naver.
2. Visit data: Customers who visited shopping mall A are men in their teens to 20s.
3. Purchase data: Customers who purchased the hoodie at shopping mall A are women in their 40s.

First of all, men and women in their 40s were interested in hoodies and searched for them on Naver in March and October, but the customers who actually visited the mall were young men in their teens and 20s. In other words, we missed the 40-something male and female customers due to incorrect targeting (advertising/promotion..).

On the other hand, we can see that men in their teens and 20s visited the mall to look at the hoodies, but women in their 40s were the ones who made the purchases. We can assume that the men in their teens and 20s left after visiting, while the women in their 40s who made the most sales spent time in the mall, browsing and buying what they wanted. On the other hand, the 40-something male interested in hoodies didn't visit the mall or make a purchase.

We can see that there is a gap between the visiting users (men in their teens and twenties) and the purchasing users (women in their forties). To find out why men in their teens and twenties visited the mall and women in their forties purchased products, we need to compare the pages spent on the mall by visiting users and purchasing users to find the business gap and close it.

Review Data

In addition, review data is a great way to get a closer look at how customers are reacting to your product. If you find out that your hoodie delivery is slow or that the quality of your product is poor, you can make and sell better quality products or improve the slow delivery issue when designing future hoodie products, which will increase customer satisfaction and increase sales.

In addition to trends and search volume for each keyword, there are many other things you can learn from gender, age, and review data. If you use this data to inform your product design, marketing efforts, and campaign strategy, rather than just your intuition, you'll get much better results.

Here are some key takeaways

• Analyzing keyword trends can help you predict when your product will sell more.
• Analyzing keyword search volume can help you understand how market interest is changing.
• Analyzing interested customers can help you understand who is likely to buy your product.
• Using a specific example, you can derive the following insights

• Hoodies increase in search volume in March and October.
• The market share for hoodies is decreasing, but the market share for lightweight padding is increasing.
• Sales of hoodies are low compared to the market pie, which is due to a lack of seasonal marketing efforts.
• While men and women in their 40s are interested in the product, it's mostly women in their 40s who are buying it. This is due to poor targeting.
• Analyzing Hooded Up's reviews gives you the insight that they need to improve their shipping speed and quality.
  Based on these insights, you can create the following marketing strategy.

• Run a hoodie promotion in March and October to increase sales and gain market share.
• Increase marketing efforts around lightweight padding to gain market share.
• Increase marketing efforts to expose hoodies to men and women in their 40s.
• Improve delivery speed and quality to increase customer satisfaction and increase sales.

Analyzing keyword data is an essential part of creating and executing a marketing strategy. If you create a proper marketing strategy based on insights gained from data, your marketing efforts will be much more effective.