When conducting web marketing, it is extremely important to follow trends, implement measures that match the current trends, and capture events that are of interest to users. However, it is extremely difficult for personnel to do this manually, and it is no exaggeration to say that it is a waste of time.
Real-time search is useful in such cases. In this article, we will introduce the overview, benefits, and useful functions of real-time search. We will also explain how to actually perform a real-time search, so please refer to it.
What is real-time search?
First, let’s start with an overview of real-time search. Real-time search means searching in real time for content related to the topic or keyword you want to search. With real-time search, you can find out how much related content is being searched for in real time and what the needs are.
Real-time search can serve as a reference for the information users are looking for, so it can also reduce the probability of failure of
web marketing
measures. If you want to check user reactions or conduct
marketing
that matches trends, why not use real-time search every time? Users primarily use real-time search for the following purposes:
Benefits of real-time search
So far, we have provided an overview of real-time search. Here we will introduce the following three benefits of real-time search.
Let’s look at each in turn.
You can collect information that is currently attracting a lot of attention.
By using real-time search, it is possible to collect information that is currently attracting a lot of attention. It is a particularly effective method for collecting trending current information such as politics, economics, and world affairs.
In Japan, a country prone to disasters such as earthquakes and floods, real-time search can be used as a means to efficiently collect information to protect one’s safety when a disaster occurs.
In fact, X (formerly Twitter) is also equipped with a real-time search function, and the government also used it as a tool for disseminating information during the Great East Japan Earthquake.
Can be used for keyword research
When managing corporate blog articles and
owned media
as part of
content marketing
, it is extremely important to target keywords that continue to be searched for a long time, even if the search volume is small.
At the same time, it is also necessary to handle information that is of great interest to users, even if only temporarily. This is because these trending keywords make it easy to collect backlinks, and as a result, they become a great foundation to support corporate sites and owned media.
In addition, trending keywords have low competition, so it is relatively easy to achieve high rankings. By using the real-time search function, you can save yourself the trouble of researching trending keywords.
Able to collect information in case of emergency
Real-time search provides instant information, making it a useful source of information in emergencies. During the Great East Japan Earthquake, many people used X to learn about the situation in the disaster area and the safety of their loved ones.
Furthermore, after the earthquake, the Fire and Disaster Management Agency and the government also used it as a means of providing information.
At the time of the Kumamoto earthquake, a new system was introduced to quickly search for information for disaster victims from the large number of posts on X.
In an emergency situation, a lot of information flows at the same time, and false information or information that differs from reality may also be mixed in. It is important to carefully check the source of the information and its accuracy. We also recommend that you refer to official information sources such as the government, fire department, and police.
Can be used for marketing
By using real-time search to obtain the latest information at that time, you can use that information for marketing.
For example, if a product or service similar to your own is becoming a hot topic, you can make it easier to sell by strengthening your marketing and taking measures such as lowering prices at that time. Additionally, if keywords related to your company’s products and services are displayed high in real-time searches, you can take measures such as strengthening your sales with listing ads.
By constantly following trends and latest information through real-time searches, you can take quick response actions, such as immediately reinforcing marketing measures, when keywords that are highly compatible with your company become a hot topic. Masu.
To perform a real-time search
So far, we have provided an overview of Yahoo! Real-time Search and Google Trends. From here, we will introduce three methods for performing real-time searches, including these two.
Let’s look at each in turn.
Utilize Yahoo! Real-time Search
The first method is to use
Yahoo! Real-time Search
, which is explained in this article. You can use it on your browser without logging in, and you can search by simply entering keywords in the search window.
In addition, there are various useful functions such as “Topics Now” that allows you to check trending keywords and “TV Now” that allows you to check topics related to TV programs. Why not try using them one by one?
Utilize Google Trends
If you are in charge of the web, we recommend using
Google Trends
for keyword research. If you take measures using keywords with increasing search numbers in real time or in the recent past, you will increase your chances of getting backlinks. If you can acquire backlinks, you can expect your search rankings to steadily increase in the future, making it easier to achieve your goals of increasing sales and attracting more customers.
Utilize SNS such as X
Finally, SNS such as X and Facebook also have real-time search functions. For example, X has a function that allows you to search for popular tweets that contain related keywords, and display a list of tweets that have received more attention. Additionally, X allows you to search for popular hashtags, making it easier to find out what users are interested in.
Searches on Facebook have certain characteristics in the order in which results are displayed. The first page you’ll see are Facebook pages related to your search keyword. After that, posts from friends follow, and finally posts from all users who are set to public. Keep in mind that private posts are not included.
Yahoo! Real-time search functions
One of the major tools that provides real-time search is Yahoo! Real-time Search. Yahoo! Real-time Search has the following useful functions.
Let’s look at each in turn.
Emotion analysis function can be used
Yahoo! Real-time Search allows you to use the sentiment analysis function. You can check the percentage of negative and positive calls by hour. The BERT
algorithm
, which is also used by the Google search engine, is used to determine whether an item is negative or positive.
In addition, you can check not only the search word (keyword) but also the content. If there is a high percentage of negative posts for keywords related to your company, try to improve the content of the posts.
Let’s talk about it
Trending is a feature that allows you to search for keywords that are mentioned the most times in real time. This is useful when you want to research the latest information and trends.
You can set various conditions to narrow down only specific information.
With real-time search, you can set various conditions to extract specific tweets.
For example, if you want to extract only tweets sent from your own account or your company’s can be extracted.
It is also possible to extract a specific # (hashtag). As mentioned above, in the event of a disaster, you can gather the latest related information by searching for “#earthquake.” In addition, various search methods are published on
the official help page
, so we recommend that you refer to them when using them.
Google Trends features
Earlier, I introduced Yahoo! Real-time Search. Although it is slightly different from real-time search, Google Trends also exists as a tool that allows you to investigate trends. From here, we will introduce the functions of Google Trends, divided into three categories:
Let’s look at each in turn.
investigate (investigate)
Investigate (investigate) is a function that allows you to type up to 5 keywords into the search window and check the trends in the number of searches for each keyword. If you don’t know which keywords to take measures against, we recommend using Google Trends’ research function to find out the number of searches, and take measures using keywords that your company can rank high in.
You can also narrow down your search by target country, period, category, and search method, as well as identify related topics and keywords. In terms of keyword research, it can be said that it has a better function than Yahoo! Real-time search.
Trending words
Trending keywords are keywords whose search numbers are increasing in real time. You can check by country, and related keywords, interests, and related news will also be displayed. You can also check keywords whose search numbers have increased within the past 24 hours using Trending Words.
Look back by search
With the search function, you can compare the most recent year with the previous year and search for keywords that were searched the most. You can also search by country, and topics and related keywords related to the most searched keywords will also be displayed.
Additionally, if you have a particular keyword that you want to track, it has a feature that notifies you by email when a change occurs, which is very convenient.
What kind of information can be searched in real time?
You can obtain the following real-time search information using Google Trends.
Keyword demand can be searched in real time
Google Trends allows you to check the demand for keywords over time. There are keywords with high demand and keywords with low demand throughout the year. Google Trends quantifies trends in “keyword demand = search interest” using an index called “popularity.” The highest point is 100% popularity, and the points up to 0% are roughly divided into “75%,” “50%,” and “25%.”
If it is approximately 50% or more, it can be determined that the keyword is currently in high demand. The degree of popularity also varies depending on the market background and the presence or absence of trends, and by quickly detecting trends, you will be able to understand what users are looking for. For example, the Google Trends graph below examines the search demand for the keyword “severe heat.”
You can see that the popularity increases rapidly from June onwards, and then declines from August onwards. Furthermore, after that, it remained at almost 0% level, indicating that there was almost no demand for the keyword from September of the same year to May of the following year. You can search for these “keyword demands” in real time.
Trend words can be searched in real time
You can also search for “trending words” on Google Trends. Trending words are different from regular keywords, and are words that are currently being talked about. You can check trending words by day or trending words for the past 24 hours by specifying a time. By checking these trend words, you can check the “currently trending topics”.
What is the difference between “word” and “keyword”?
Here we will explain the difference between “word” and “keyword”. A word is simply a word or a word that means a word. It also has the meaning of “data processed by a computer.”
Keywords, on the other hand, are phrases or words that users type into a search engine. This is a so-called “search query” and is used to distinguish it from a simple word. The trending words mentioned above are not strictly search queries, so they are not “trending keywords” but “trending words.”
Trend word rankings can be searched in real time
You can check the ranking of trending words by selecting “Rising” from the top menu of Google Trends. You can check “Daily Search Trends” and “Real-time Search Trends,” and in “Daily Search Trends,” you can go back in time and check trending word rankings.
You can also check the trending words within 24 hours with “Real-time search trends”. Checking the current trending words and also checking what was talked about in the past will help you understand market trends.
Get trend information in real time
By registering the words and email addresses you are interested in in Google Trends, you can automatically obtain trend information in real time. The registration procedure is explained below.
1. Log in to your Google account and access Google Trends
2. Click the three-line icon at the top left of the screen
3. Click Registration from the menu
4. Click the “+” icon at the bottom right of the screen
5. There is a menu for “Topics” and “Trending keywords”, so select “Trending keywords”
6. Select “Region”, “Type” and “Frequency” and click the “Register” button
By configuring the above settings, trending keywords will be sent to the email address you set at the specified frequency.
To create article content from real-time search
You can also create article content from real-time searches. This is what is called a trend article, and article content is created targeting topics that competitors have not written about yet.
By quickly detecting information and uploading article content, you can create a blue ocean situation, where you may be able to achieve higher rankings or monopolize access. We recommend the following steps to create article content from real-time search.
1. Search for trending words in real time
2. Research the demand for search keywords
3. Check related keywords
4. Use real-time search for rewriting as well
1. Search for trending words in real time
Search for “hot words” that are currently trending through real-time search. Please note that words that have a certain level of demand are often already available as article content, and it may be difficult to achieve high rankings or gain access.
The words you should aim for are “trending words”. If it’s a trending word that has become a hot topic, there’s a good chance that your competitors haven’t written about it yet, making it easier to get high rankings. I will always keep my antenna up for acquisition of trending words that have suddenly increased.
2. Research the demand for search keywords
Just to be sure, we will investigate the demand for the words obtained in “1. Search for trending words in real time” above. It is desirable if the keyword continues to be searched even after the article has been published, but many trending articles are temporary, and the demand for the keyword may disappear after that.
If we determine that the keyword is likely to continue to have demand, we will take measures to strengthen the article and prevent it from dropping in search rankings.
3. Check related keywords
Related keywords are also displayed in Google Trends’ “Real-time search trends”. By checking the trending keywords as well, you can derive keywords and write related articles.
Highly related “related articles” are often of high interest to users, and there is a possibility that users will “click on them” even if they are not currently being talked about. The more such articles there are, the higher the user’s website circulation rate and website stay rate, and the higher the SEO effect.
4.Use real-time search for rewriting as well
Real-time search can also be used for rewriting. If you don’t regularly rewrite and improve your article content, your search rankings will naturally drop. However, given the huge amount of article content, it may be difficult to decide which articles should be rewritten and when.
In such cases, use real-time search to determine when to rewrite. For example, we use Google Trends to rewrite article content for keywords that we have determined will have high search demand.
By keeping it up to date before search demand increases, you can provide users with fresh article content. In order to increase user satisfaction, it is necessary to regularly rewrite article content to keep it up to date.
How to search on SNS
Real-time search can also be done on SNS. The following SNS are mainly used.
X
In X, you can display a variety of trending keywords by clicking on the “magnifying glass icon = search for topics.” It is further divided into five categories: “For you,” “Trending,” “News,” “Sports,” and “Entertainment,” and you can get popular keywords for each attribute.
Also, X’s posts are also displayed in Yahoo’s real-time search, so you can check trending keywords and popular posts by checking Yahoo’s real-time search. In addition, you will also find out the following details:
You can check the number of posts by period.
You can check the changes in the number of posts over 6-hour, 24-hour, 7-day, and 30-day periods, so you can use this information in your marketing strategy.
Understand user emotions
It is also possible to understand whether the posted posts are positive or negative at the moment, according to the above period. A pie chart representing the user’s emotions, such as the “emotion percentage,” is displayed, and by checking this, you can understand changes in the user’s emotions over time.
Facebook
You can also get an idea of what’s trending on Facebook by checking the likes of posts and posted videos. You can also get trending topics by entering keywords in the search window.
However, unlike X, on Facebook, the top chronological display is the Facebook page related to the entered keyword, the second and subsequent posts are posts by people who are registered as friends, and the last are posts that are open to all users.
Because of this system structure, understanding trends is limited. However, it is still useful enough to confirm the supplementary position of X, so I will check it as well.
How to use it for marketing
We will explain how to actually use real-time search for marketing.
Create content based on user interests
For example, by creating article content from the keywords displayed in real-time search, you can deliver the latest article content that is in line with the topic at that time to users.
Since some of the keywords displayed in real-time searches are new, they are often blue ocean keywords that have relatively few competitors on search engines. If the domain power is strong, the article content can be indexed by search engines within a few hours, and it can easily be displayed at the top of the list.
Also, if you can find medium- to long-term trending keywords on Google Trends, you can create article content using those keywords and slowly aim for higher rankings even if you have many competitors. By using real-time search, you can create article content that is effective in the short, medium and long term.
Post a web advertisement
Web advertising, including listing ads, can be said to be very compatible with real-time search because the speed from posting to delivery is fast.
For example, if you discover a keyword with high affinity or relevance to your company through real-time search or Google Trends, and if that keyword has a high level of attention and is likely to become popular in the future, this is a great opportunity.
In such cases, predicting that the number of accesses will increase in the future, and creating and posting article content using that keyword as soon as possible will increase the possibility of gaining a large number of accesses. Utilizing real-time search and Google trends for web advertising is also an effective marketing strategy.
Understand seasonal events
By tracking and accumulating keywords using real-time search and Google trends, you will be able to understand seasonal events. For example, there are events that attract attention in each month, such as New Year’s Day in January, Setsubun in February, and Hinamatsuri in March.
However, everyone knows about these typical events, so if you use keywords as they are, you will be injecting article content into a red ocean. Therefore, we will further utilize real-time search and Google trends to find detailed events.
Then, January is “Starting Work”, “Nanakusa Gayu”, and “Email Day”, February is “Ehomaki”, “Side Job Day”, and “NISA Day”, and March is “Mini Insurance Day” and “Camera Invention Day”. ” and “Calculator Day,” a wide variety of keywords appear.
Another way to create a connection with users is to create article content by linking these blue ocean keywords (minor keywords) with few competitors to your own products and services.
Reference material:
How to use Google Trends
I will explain how to use Google Trends. Google Trends doesn’t require an account, so just go to
the Google Trends
page and use the tool. When you enter the keyword you want to search in the search window on the page and click “Search,” the popularity trend of that keyword will be displayed in a line graph over time.
If you want to narrow down your search, select the country, period, category, etc. from the top of the screen. If the line graph rises to the right during the most recent period on the right side of the graph, the popularity of the keyword you searched for tends to increase in the future. On the other hand, when the trend is downward to the right, the popularity of the searched keyword tends to decline.
How to use Yahoo real-time search
We will explain how to use Yahoo real-time search. Yahoo Real Time Search doesn’t require an account, so just go to the
Yahoo Real Time Search
page and use the tool. A list of trends is displayed, but if you cannot find the keyword you are looking for, type it into the search window.
Then, the trend in the number of posts and the percentage of emotions will be displayed at the same time as the post of X. When the number of posts on the right side of the graph rises to the right, there is a tendency for the number of posts with the searched keyword to increase in the future. On the other hand, when the trend is downward to the right, it means that posts related to the searched keyword are becoming less popular.
summary
In this article, we explained about real-time search. Real-time search is extremely useful when you want to know about user interests and trends. There are various tools that can perform real-time searches, such as Yahoo! Real-time Search, Google Trends, and SNS, so why not try the one that is easy for your company to use first?