Since it’s launch it has received some buzz and become a useful tool among academics, but it’s never become a part of the standard toolset among marketers the way Google Trends has.
There are a lot of reasons for that. Google hasn’t publicized Correlate the way it has the general Trends toolset. Correlate even has features that sporadically break. But I think the slow adoption is because marketers don’t realize what the potential of Google Correlate – or even how it works.
According to Google, it is –
a tool on Google Trends which enables you to find queries with a similar pattern to a target data series. The target can either be a real-world trend that you provide (e.g., a data set of event counts over time) or a query that you enter.
In other words, the pattern generates the keywords rather than the keywords generating the pattern. So you do have to think in reverse.
Before we go into specific use cases for Google Correlate – a couple notes on caveats.
First, Google Correlate does not pull absolute search volume. Just like Trends, it is based on share of total volume. All terms are relative to each other. You still need to use Keyword Planner to find search volume.
Second, correlation does not equal causation. Just because terms correlate with each other does not mean they share a causal relationship. There’s a lot of noise in the Correlate data, but plenty of hidden gems too. You’ll have to use best judgement.
Here are five ways to use Google Correlate and integrate it into your marketing research toolset.[Continue Reading]