How To: Use Top Search Queries + Related Searches Metrics
Top Search Queries:
Top Search Queries offer qualitative input (that can be quantified) into the questions consumers are asking, the brands and products driving Category growth, ingredients, benefits, concerns, and more.
Within the Category Trends section, when you expand the Category, you will see Top Search Queries ranked by monthly search volume high to low averaged over the past 12 months.
Within each Trend or Brand page:
- Top Search Queries are ranked from just the previous month based on Volume High to Low.
- You can select View As: Text for a list OR View As: Table to quantify how frequently top queries are being searched.
- As these will refresh each month, be sure to export the queries if you are measuring qualitative insights.
Below is an example of Top Search Queries from the trend Water Based Foundation — as you can see, you are able to see how both general and branded searches are driving the trend upwards
Related Searches Dashboard:
Top Search Queries are parsed for insights when you scroll down below to the Related Searches Dashboard, which contains a few different metrics: Related Searches, Brands, Industries, and Global
1. Related Searches Tab:
- What is a Related Search? Related Search shows which keywords are driving consumer interest within a trend based on Top Search Queries. We use filters to identify top ingredients, format, concerns, benefits, retailers, and more that are helping propel growth.
- Related Searches do include branded searches, so when you read through queries, you can also see when certain keywords are driven by brands or products vs. general consumer interest.
2. Brands Tab
Brands that are most often searched alongside the category to showcase who is owning the space. These are sorted into Low (Mass), Medium (Masstige + Prestige), and High (Luxury) brands.
Within this section you can also customize the metrics you’d like to explore using the ‘Columns’ button, as well as Exporting the data as a Table or Time Series CSV.
3. Industries Tab
This tab will help answer how the category performing across industries + verticals Spate covers.
Below is an example of how ‘Vanilla’ is performing across categories based on Volume, Increase, or YoY metrics:
For example, while Vanilla is a Seasonal Riser under Beauty, it is a Sustained Riser in Personal care, experiencing a 26.4% growth YoY. Finally the table also shows us, that the Volume of searches for Vanilla in Food & Drink is the highest by far, although its trend cluster remains flat.
4. Global Tab
Showcases how the trend is performing globally. Below is an example for ‘Vanilla’:
For example, below the filter of ‘Volume by Category’ has been selected to showcase which Geography has the highest Volume of searches for Vanilla — the visualization below shows that the UK is dominating this search.
