Free! Insights for Search

Search takes a whole new meaning with the launch of Google Insights for Search. Attending the media briefing held at the Ascott Hotel in Makati City, Jay Trinidad and Therese Lim, described to media how “Insights for Search” works.

Jay who is Regional Product Marketing Manager, Consumer Products, Google Asia Pacific, showed a comparative search between today’s presidentiables. He described how off-line activities help create spikes in online search. Guess who led the spikes this month?
The results showed a clear visual trend of spikes and leads of one presidentiable over another candidate.

With an expensive cost of research, a media colleague asked if “Insights for Search” was free, Jay says, “ It is free because it is what is right for the users.” That is good as many companies can’t afford the cost of research. “If people have more information, they could spend more money,” adds Jay.

While “Insights for Search” provides interesting comparative data, it is NOT stand alone data. It doesn’t show actual number of hits. This figure is rounded off in “hundreds.” Brand managers would still need other qualitative research data to analyze results from “Insights for Search.” Therese says, “It helps provides trends.”

Jay adds that “Insights for Search” is available in 40 languages and is part of Google’s commitment to its users.

Another concern raised by another colleague was “artificial search.” This could be true for presidentiables who would want their online presence rise by simply asking X amount of staff to do nothing all day but type the presidentiable’s name. That is possible but the Google team assured media that it had in place tools that would detect “artificial search.” Guess, Google could always track down these fake searches through the IP address where the query is coming from.

What I find interesting and valuable is that “Insights for Search” allows you multiple comparative searches, like search for three brands at the time. Also allows you a focused geographic search, like if you want to see trends in Luzon or Cebu.

“Insights for Search offers a glimpse into the spirit of the times,” says Jay. “What the world is searching for offers an insight into what’s interesting to people around the world.”

I shared “Insights for Search” later with my Chief, comparing queries for her brand and a competitive brand. She found the tool interesting and has also shared the tool with her client and agency team. Of course, client confidentiality prohibits me from identifying which brands we googled. But you try this tool and find out how technology works for a brand audit. And try it in Filipino!