Tips for Tracking Google Trends

If you haven't played with the revamped Google Trends lately, you're missing out on an awesome free tool for analyzing both your site and the demand for your jewelry. In the April issue of Lapidary Journal

Jewelry Artist, I talked about how to use Google's free keyword tool to tweak the keywords on your site and online shop to come up higher in searches, and how to use Google Trends to analyze the demand for your jewelry — specifically, the keywords you use to describe it.

Defining Terms
I used skull jewelry as an example and discovered a trend on the rise, so let's use that to demonstrate. If you plug in "skull jewelry" under Google Trends, a line graph pops up showing the demand for skull jewelry has been rising steadily since 2010. This keyword is getting more searches than ever. Beneath the graph you'll see a list of related terms, showing that skull rings in particular are the big draw. Add "skull ring" to your graph search terms and you can see that's what is really trending.

But you can go even deeper. Beneath the graph, you'll see all the search terms you plugged into your graph. If you click on "skull ring" (on the left) a new list of related terms pops up. Now you see that "skull rings" rates 100, while "skull ring jewelry" or "skull jewelry" gets half that. Gold skull ring only rates 35 on average. If you sell skull rings, make sure the term "skull rings" is in both title and text of the web page where you feature it. (And if you're selling skull jewelry but not skull rings, get on it!)

Tracking Trends
But there's more. Click on "Rising" under Related Terms and you'll find the "breakout" trend is for black skull ring, gold skull ring, halo ring skull, Keith Richards ring, and mens skull ring.

I wonder if this is why Manhattan-based designer Wendy Brandes, a wizard at self-marketing, shows a gold ring set with a black skull on her blog banner? Maybe she was just way ahead of the curve. It also explains why my posts on skull jewelry, jewelry like a rock star and skulls like a rock star still get so much traffic. (There's even a shot of Keith Richards wearing a skull ring.)

Tweaking Your Site — and Your Inventory
It looks like what we're seeing here is primarily jewelry searches by men. Guys may not account for most jewelry searches, but apparently they're all over skull rings. If you've been making skull rings for women only, you're missing out on a hot demand.

You can do the same analysis for "flower rings," by the way — apparently that's even hotter! — or anything else you make. These free Google tools not only help you tweak your site or online shop to attract more traffic to existing inventory. They can also help you analyze demand for the jewelry itself. It's quite possible there's something you can add to an existing collection to meet that demand.

CATHLEEN MCCARTHY is a freelance writer whose stories appear in Town & Country, AmericanStyle, Art & Antiques, and her own site, The Jewelry Loupe. Follow her on Facebook and Twitter.

NET PROFITS is a regular feature of Lapidary Journal Jewelry Artist about using the Internet for jewelry selling of special interest to those with a home-based jewelry business. Learn more about inventory-tracking software in "Your Google Toolkit," April 2013, Lapidary Journal Jewelry Artist.

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