Google trends for the second half of 2018

Every year Google runs a study based on online user references and behaviours. This set of insights is called the Google Consumer Barometer and it's essential for companies that want to communicate better and, above all, be where the consumer is looking.

According to the newly released research, 79% of users search for a place online before visiting it in person – and the vast majority of the time on mobile. Although searches happen every day, there are products and services with seasonal spikes in demand. This is mainly down to key dates such as Easter and Christmas, and times of year such as the holidays and the start of spring.

On that note, we're actually heading into a time of year when demand for certain services goes up. As well as the August holidays, in 2018 we have another factor shaping consumer behaviour online: the World Cup.

Searches for hotels, spas, children's camps, activities for teenagers, gigs and music festivals go up as a result of the summer holidays. That's an excellent business opportunity for companies providing services linked to the trends listed above.

On top of that, with the World Cup kicking off on 14/06, searches for items related to the event go up too. Smartphone use rises sharply during ad breaks – around 90% of people who own a smartphone use it during those moments.

Searches for televisions, snacks, takeaway food, terraces, barbecues, shirts, trainers and footballs are far higher because of the World Cup, and this is also an excellent opportunity for companies selling related products and services.

Is your company's website ready for the traffic? Is it responsive? Fast? Easy to read? Are your services clearly described? Is your company well placed in Google's rankings?

These are the key questions to ask if your company's goal is to make the most of the trends of the coming months.

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