This site uses cookies and other tracking technologies to make possible your usage of the website, assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide better user experience.

By using the website, you agree to our Privacy policy

Accept and continue

Report a bug

Cancel
106
How-to 5 min read August 5, 2019

How to analyze the seasonality of business with Google

Seasonality of business exists in many niches, and it certainly affects SEO positions. Search engines make it possible to track and analyze the seasonality of sales.

Why you need to analyze the market seasonality

You will get the data about the popularity of each query during a time interval, forecast the ups and downs of your website as a whole as well as of any particular query. Of course, you can skip analysis and simply collect keywords and wait for glory days. But when your traffic decreases, you will still need to seriously work on it.

At the beginning of building a business, people normally start by estimating demand. As the business grows, they turn to demand planning. Thus, you are able to reduce advertising expenses. It is obvious that you should conduct an analysis of cycles at several stages:
1
Statistical analysis of seasonality when preparing the semantic kernel helps to avoid queries which will not drive traffic to your website next year.
2
Direct your analysis at forecasting future traffic. Using simple maths formulas, you can forecast low and high seasons when advertising expenses will be the most efficient.

This is intuitively clear during the preparation of the semantic kernel if your website is field-specific. For instance, tender procedure accompaniment services. The case gets more difficult if your project is an online store with a variety of product categories. Starting from children's toys to car spare parts. In that case, you will need to analyze seasonal trends in each product category.
3
Seasonality analysis will help easily identify issues of your project. If there should be a seasonal growth but there are no customers, go to the next stage.

How to analyze the seasonality of business with the semantic kernel

You can analyze it on Google Trends. With this tool you will see the search history of your query on a long-term period. You can specify a region, type of the device, which is convenient for a mobile view, and a category. You can download the report and share it on your social media:
Keywords dynamics in Google Trends
You can compare queries within the same tool. Find out the frequency of your query in Keyword Planner, and review the frequency trend selecting the required parameters within the Google tools for further analysis. Insert your data in the document. Go to the "Keyword Planner":
Google Ads Keyword Planner
Get insights into the frequency of your query based on the number of impressions. Data in the range from 10 to 100 thousand are too wide, therefore the number of impressions is more representative:
Keywords impressions in Google
You will obtain keyword frequency and select the most effective queries. Go to Google Trends and review the statistics of your query. Choose your region:
Search queries dynamics analysis
Get the graph:
Keywords popularity in Google Trends
Evaluate the peak:
Keywords popularity peak in Google
Note: here 100 points mean the highest popularity.
The tool is especially useful when marketing new products or services.

Conclusion

Built-in Google tools allow forecasting the seasonality of traffic and keywords. Use Google Keyword Planner and Google Trends for such an analysis. The analysis will help you to:

  • avoid inefficient keyword in the semantic kernel;
  • forecast total traffic of your field;
  • diagnose issues of your web resource.

The analysis will clearly show when advertising investments are worth it and when you should wait for a better time. This method of analysis can be applied in several ways, and you can draw a summarized report as you see fit. Its advantages are the following:

  • accessibility. All services are free of charge;
  • simplicity of construction. Services do not require special formulas or calculations.

To draw a report, analyze the obtained queries via the tools paying attention to declines and increases of demand. Merge all results into one table for the convenience of working with the data.

This article is a part of Serpstat's Checklist tool
Checklist at Serpstat
Checklist is a ready-to-do list that helps to keep reporting of the work progress on a specific project. The tool contains templates with an extensive list of project development parameters where you can also add your own items and plans.
Try Checklist now

Learn how to get the most out of Serpstat

Want to get a personal demo, trial period or bunch of successful use cases?

Send a request and our expert will contact you ;)

Rate the article on a five-point scale

The article has already been rated by 0 people on average out of 5
Found an error? Select it and press Ctrl + Enter to tell us

Share this article with your friends

Sign In Free Sign Up

You’ve reached your query limit.

Or email
Forgot password?
Or email
Back To Login

Don’t worry! Just fill in your email and we’ll send over your password.

Are you sure?

Awesome!

To complete your registration you need to enter your phone number

Back

We sent confirmation code to your phone number

Your phone Resend code Queries left

Something went wrong.

Contact our support team
Or confirm the registration using the Telegram bot Follow this link
Please pick the project to work on

Personal demonstration

Serpstat is all about saving time, and we want to save yours! One of our specialists will contact you and discuss options going forward.

These may include a personal demonstration, a trial period, comprehensive training articles & webinar recordings, and custom advice from a Serpstat specialist. It is our goal to make you feel comfortable while using Serpstat.

Name

Email

Phone

We are glad of your comment
Upgrade your plan

Upgrade your plan

Export is not available for your account. Please upgrade to Lite or higher to get access to the tool. Learn more

Sign Up Free

Спасибо, мы с вами свяжемся в ближайшее время

Invite
View Editing

E-mail
Message
Optional
E-mail
Message
Optional

You have run out of limits

You have reached the limit for the number of created projects. You cannot create new projects unless you increase the limits or delete existing projects.

I want more limits