Forecasting Business Impact with our Google Searches
COVID-19 is upending consumer behavior. For brands to adapt, we’ve developed this analysis to help brands understand the impact of the pandemic on their industry.
Using Google search activity in the U.S., across hundreds of thousands of search queries, this analysis uses search volume as a proxy for consumer demand. We explored over 100 industries and tracked this weekly since the first outbreak was identified in February.
Simply locate your industry below and use the color coding to illustrate the impact from week to week.
And because every company is unique, we also created an easy-to-use calculator that uses this analysis to estimate the impact on your traffic and revenue.
COVID-19 IMPACT CALCULATOR
To download the calculator click the button below. You will also receive a copy in your inbox.
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According to the table above, which industries are seeing a surge in demand? Across the board, the surges tie closely to how consumer’s daily habits are changing. As we all spend more time at home, we’re looking for activities and hobbies to keep us busy. Hobbies and leisure categories have seen an increase in demand. Home and garden segments are also on the rise as people are home to invest in springtime home improvement projects.
Lots of parents are looking to keep kids at home entertained, so it’s no surprise demand for “kid’s toys” has grown. Pet categories have also done well, since we’re spending more time with Fido.
Notably, “health” related search demand spiked in March and dropped in April. As the pandemic unfolded in March, consumers were searching for answers. Armed with more information, April has seen a drop in demand.
Which other segments have seen drops in demand? Overall, sports have been hit hard. However, “individual sports” have done well, including bicycling. In fact, search demand around “bicycles and accessories” has spiked 175%.
Shopping categories have also seen a dip in demand. Although categories like “apparel” and “luxury goods” have seen a decline, “athletic apparel” demand is on the rise. Folks are looking for comfortable quarantine clothing.
As expected, travel-related demand has seen a precipitous decline, along with demand for live events and concerts.
What Search Data Tells Us About the Impact Across Industries
Why Leaders Are Moving Media Dollars
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Now, let’s go one step deeper and look at the impact of COVID-19 on your unique business.
Use the new calculator to understand the potential impact of COVID-19 on your business. Once you enter basic details about your website, you’ll get an estimate of traffic and revenue impact.
Before starting, you’ll need an estimate of your average monthly organic traffic and the percent of annual revenue you attribute to organic search.
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Businesses are facing big decisions: how to respond to this unprecedented situation, how to make the right budget cuts, how to best help customers in this time of crisis. And we hope the tools above help inform those decisions.
Right now, 65% of marketers anticipate cutting back on budgets, and 63% of marketers are immediately increasing their focus on SEO – why?
People depend on the content they find to make nearly every decision in their life. It’s true now more than ever. So the big question is, are you being found? And what are you losing out on by not being found?
Most media investments are fleeting. You buy a click, you get a click. In great times, it’s viable to deploy large amounts of capital using media campaigns. But this is expensive and inefficient.
Your content and SEO are like bonds (high-yield/low-risk ones). You invest today. You begin to get yield today. If you execute well, you continue to drive value for many years -- without making any further investments. Are you investing in your future?
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Why is Google search activity important?
There are seven billion Google searches globally per day. Customers are searching for answers. They’re looking for help and turning to Google to find that help.
Search demand is a proxy for consumer intent and behavior. With the COVID-19 crisis having a dramatic impact on search behavior, search activity can help businesses understand what their customers want today and anticipate their needs for tomorrow.
Leveraging search data, you unlock valuable insights into your customers to adapt your marketing strategy.
What do you anticipate as your average monthly organic traffic over the next 12 months?
What is the average % decline you expect in user searches?
What percent of your Annual Revenue do you attribute to Organic Search?
How many months do you expect this decline to last?
500,000
50%
50%
3
Traffic Impact
Estimated Traffic Loss with 50% Search Volume Decline over a 3- Month Period"
75,000
Revenue Impact
Over a 3 Month Period Assuming 50% Search Volume Decline
25.0%
View the latest trends in how people are searching for products and services across over 100 industries. Check in frequently for updates.
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