Key to every successful business website is having the right product to sell at the right moment in time. A good source of intelligence about what is hot and what is not is Google Trends.
For those that don’t know, Google Trends provides a tremendous amount of data about people, products, or concepts. Want to know what is going to be the hot seller? Ask Google. As noted in this blog, “search volume data (how much people are searching for a keyword or term at a point in time) is a great measure of how interested people are in a particular topic over any given time period.”
At CityMax.com, we use Google Trends for a couple of different things, including search engine optimization and PPC research. However, in looking at Google Trends the other day, we noticed an interesting correlation that “scientifically” proves what we’ve been maintaining for the past 10 years: Entrepreneurs Make the World a Happier Place.
Well scientifically proven may be a bit of a stretch, but we thought we would share our observations:
Our search started with the concept of “happy” (see below for the trend report since 2004). The concept of “happy” ebbs and flows around the holidays, in large part to “Happy New Year” and “Happy Holidays” no doubt. But what piqued our curiosity was the relative volume of news mentions at the end of 2007 and the start of 2008… mentions that have been increasing relatively constantly since that time.
This chart surprised us a little. After all, aren’t we still in the midst of a recession? Isn’t it all a doom-and-gloom, the sky is falling, run for the hills, depressing kind of world that we live in right now? Why is ‘happy’ trending upwards?
Take a look at the keyword concept “recession” to see both the massive spike in the volume of search surrounding the concept as well as the mentions in news. Yep… the recession is in full swing (though interestingly it is on a downward trend).
Given this increase in “happy” in the midst of a recession, we asked ourselves, “What makes us happy?” Responses came from across the company: customers, success stories, getting a product out the door, selling. In other words, what makes us happy is winning.
So we ran the “win” and “lose” search concepts through Google Trends and here are the results:
Six years ago, “win” was searched for with much greater regularity than “lose”. In fact, “lose” has recently overtaken “win” for the first time in Google Trend history. But the same uptick occurs for news mentions, correlating to the increase in happy. We guess it stands to reason, that news mentions about winners might happen to mention that the winners are happy.
So was this the answer, or was there something deeper? We dug into things further with a few search concepts that are dear to our hearts: the life of the entrepreneur.
We started with a simple search for “small business” (see below). And there was our first “ah-ha”, the same uptick at the end of 2007 and start of 2008. What was interesting is that this uptick also corresponds well to the searches around “recession” and recessionary concepts. Captain Obvious might state that if people are worried about the economy and losing jobs, they might very well consider starting a small business of their own.
What happens when you search for the concept “entrepreneur” and “self employed” within Google Trends? You see the same spike in mentions in the news and you see a rolling average increase in the total number of searches.
So, in our opinion, this proves what most entrepreneurs and small businesses know intrinsically: when you are an entrepreneur and running your own business, happiness is often a result.
Do you agree? Are entrepreneurs happier than most? Let us know in the comments below.
Written by John Lyotier, VP of Marketing at CityMax.com and avid reader of stats, charts, and graphs.