Using Google Trends as a Legal Marketing Tool

Lawyers should consider using Google Trends as a legal marketing tool.  Google's Hot Trends lists the most popular Internet searches during an hour-long period.  However, up until recently, you had to navigate to Google Trends to obtain a display of the most popular 100 searches.  As of a couple of days ago, those searching on Google will now see a graph at the bottom of the page whenever they happen to type in a search for one of the top 100 searches.  The feature (only available for now in the U.S. and Japan) also provides additional information concerning the query's popularity, rate of rise, etc.  Although Google now restricts to 40 the number of entries given on the homepage of Hot Trends (down from 100 items), the graph and trend information currently appear at the bottom of the search engine results page (SERP) for a particular Google search that matches a top 100 search.

Here's an example from a search I conducted this evening regarding "Google Wave:"

So, what does this mean for lawyers?  Providing a steady stream of quality content for consumption by clients and prospective clients — in the form of written content, audio content, and video content — is becoming more and more important for attorneys.  Fresh content on a legal blog or website brings more traffic and visitors to the site, and it also provides a reason for readers to continue subscribing to the blog or visiting the site.  When appropriate, lawyers should incorporate trending, "top 100" search terms in their blog posts or website content; the traffic from doing so can be well worth the effort of paying attention to, and incorporating, popular search terms when appropriate.  Of course, the key is for lawyers to incorporate popular search terms only when it makes sense.  Being aware of such terms, however, is of benefit to lawyers as they craft content for their websites, blogs, podcasts, etc.

By the way, speaking of Google Wave (referenced above), I'm hoping for an invitation.

I welcome your comments below.