The year that went by was full of turmoil – going out of the pandemic (read that as two years of restrictions and lockdowns), the war in Ukraine and a downtrend, rising inflation and dwindling personal finances. Search trends indicate a rosier story but conversion rates are a mirror of reality.
Truthfully, we were quite ecstatic that the world will bounce back. It was as though it said ‘I’ll be back’. Yes we were back for a few months and so was the inflation. Today, we are staring at an economic recession and it will be few months before we can dance a jig, party, travel or socialise.
Last year, we had written a detailed article on search trends – 22 Digital Marketing trends for 2022. Yes, clearly we were upbeat, and so excited that we were looking to turn a new leaf post-pandemic. Looking back, we feel that technology has progressed as expected but the market has not. Or, looking back, people were too scared to change and we analysed with the heart. Today, the scenario is quite different.
So, we were looking into search trends from Google and found it was confidently on the uptrend. But again, thinking from the heart and using a little common-sense, we found it hardly useful.
This not a pessimistic piece, it is more realistic and this analysis is from the heart as well as the mind. Every insight from you will be very useful make this a good and useful chatter.
Insights into Google Search trends in 2022 shows people across the world are experiencing heightened emotions, some parts more than the other.
The apprehensions on health, war-torn world, and dipping personal finances have changed people at a deeply emotional level. The uncertainties of life, as they are today, have changed us. On the contrary, only hope and optimism can save us, and that is what is driving the world including search. It is then quite understandable that customer behaviour has changed over the year and so did their needs and necessities.
People want to make amends and make up for lost time. They want to travel and make life socially bearable after a long hiatus. However, apprehensions and uncertainty rules them. The dynamics of these persisting changes will continue into 2023.
2022 saw two moods ruling search trends – uncertainty and optimism. And it seems, that will continue into 2023.
Making up for lost time
2022 saw an abundance of partying and weddings. According to Google, search for related keywords has boomeranged by about 300%. Many keywords are on the rise more in Europe, Africa and the Middle Eastern countries and we feel that the trend will continue across the rest of the world, in lesser percentages.
Health and wellbeing search trends
2022 has changed people’s priorities with health and wellbeing coming out on top. According to Google’s Search trends for health based keyword like yoga have been up by about 200%. This indicates probable bad business for packaged food, frozen food and ready-to-eat stuff. But, we cannot be sure because we are not from those niches.
Personal finances
With inflation ruling the economy and dipping personal finances, the concern has gathered momentum on search. Many countries are seeing energy bills going through the roof. According to Google, the search trends for finance related keywords have gone up by as much as 300%.
Travel search trends
Restrictions on travel are almost over. As I write this, there is a confusion on travel restrictions in China and regions around the war-ravaged Ukraine. People are hitting the travel keywords fast and with Airline prices spiralling upward, personal finances come into play. The inferences – people want to travel but are not able to. The search trend is relevant and present but conversion rates will be much below average.
Conclusion…
Your business may not be in the wedding, health, personal finances or the travel niche. You do have your search trends for 2022. Think insightfully and relate to these trends. You will know where your business is headed over 2023.
2023 may not see much growth in business, however, it is going to be foundational for the next year. Trends will be set and people will not change fast enough to get into the pre-COVID mode. Probably they never will. Of course, it is just our insight. What is yours? Use the comments to put them in.
Strategise your digital marketing based on the above search trends and economic factors and your own domain’s search trends, this is will help you fortify your digital marketing strategy for better and long-lasting results.
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