How to Identify Emerging Audience Needs with Google Trends

A deep focus on understanding your audience’s needs can significantly shape your SEO strategies and boost both long-term and short-term brand success.

Is that an exaggeration? I don’t think so.

Google is incorporating AI into its ranking system, allowing the algorithm to evaluate content in a way that mirrors human reasoning. As Google continues to refine how it matches content with audience intent, it becomes crucial to grasp the evolving needs of your audience.

This shift is one reason why digital PR is becoming a strong alternative to traditional link building in SEO. Even large-scale SEO operations now integrate PR strategies to engage and convert audiences into customers.

One of my favorite ways to pinpoint emerging audience needs is by using Google Trends. The data about search behaviors captured by Google Trends provides clear signals about what is becoming increasingly important to specific audiences.

Have you ever heard the saying, “follow the money”?

This idea suggests that when an audience takes meaningful actions—such as spending money or attending events—it indicates something significant. These actions offer insights into their intent, and behaviors can be a powerful indicator of that intent.

Google Trends serves as an excellent tool for businesses to track audience search behaviors over time, revealing what their target audience is interested in, needs, or wants.

Here’s a step-by-step guide on how to use Google Trends and other techniques to identify and address these emerging needs.

Step 1: Define Your Audience Category
What terms or phrases does your audience use to describe the products or services you offer? Start by analyzing the keywords on your website or that of your competitors to identify rankings for broad, general keywords related to your product or service.

But don’t stop there—look deeper into more specific terms or subcategories that your audience might be searching for. Some call these “niches,” but it’s more accurate to view them as audience categories that share common interests and behaviors.

For example, Averton, a brand specializing in eBikes, sees their audience searching for the term “eBike.” However, their audience is also actively looking for more specialized products, such as “folding eBike,” which opens up many potential features and possibilities.

Tip: Often, audiences search for a category term along with the brand name. For instance, people may search for “Averton eBike” when looking for products from this specific brand.

Once you have identified the category, dive deeper to uncover the pain points or challenges your audience faces within that category.

Step 2: Identify Pain Points
What problems is your audience encountering within the category? Different methods can help uncover these pain points. Here are some options:

• Google Autocomplete: This feature can reveal common issues related to a search query.
• Social Media Surveys: Run surveys on platforms like LinkedIn or X (formerly Twitter) to gather insights.
• Social Post Analysis: Observe the reactions and comments on your social media posts to identify pain points that engage your audience.

To illustrate how to identify these insights quickly, I looked at the eBike category. Here are three potential pain points identified through Google Autocomplete when searching for “eBike”:

1. Classes: People are concerned about eBikes being dangerous and may need training on how to ride hem safely.
2. Battery Issues: Ongoing battery costs can be a concern for eBike owners.
3. Conversion Kits: Instead of buying a new eBike, some are opting to convert a traditional bike into an eBike.

Analyzing whether these issues are gaining or losing traction can give you a more complete understanding of your audience’s interests and concerns.

Step 3: Analyze Audience Behavior Around the Topic
Are these pain points trending upward, downward, or staying consistent? For example, the issue of “classes” for eBike riders appears to be gaining traction, as interest in “classes” continues to rise.

With the growing demand for eBikes, and Google Autocomplete suggesting “classes,” it’s clear that this is an important need that can be addressed. An eBike company could leverage this insight by offering training courses to improve safety or even introduce a built-in feature like a gyroscopic stabilizer.

Quick Tip: Use this checklist to assess if a trend has the potential for sustainable growth:

• Is the trend scalable?
• Is there a sense of urgency or time-sensitivity?
• Is the problem more emotional or practical in nature?
• Are there few or no existing solutions addressing the issue?

Utilizing tools like Google Trends, Autocomplete, and Semrush can dramatically speed up the process of identifying emerging audience needs.

By following a systematic approach—defining your audience category, pinpointing their pain points, and analyzing behavioral trends—you can develop targeted strategies to build a meaningful connection with your audience.

And that, ultimately, is how you can generate success.

At Earn SEO, we specialize in helping businesses discover and leverage emerging audience needs to drive growth and maximize their SEO potential. As an experienced SEO company in NYC, we utilize advanced tools and strategies, like Google Trends, to ensure your brand connects with the right audience at the right time. Our team is dedicated to optimizing your online presence and driving conversions by understanding what matters most to your target audience.

Let us help you navigate the complexities of SEO and elevate your brand. Contact us today for a personalized SEO strategy that truly delivers results.