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"Google Insights: A Social Barometer for the Digital Age". Ambergreen White Paper

"Google Insights: A Social Barometer for the Digital Age". Ambergreen White Paper

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Published by hottinroof
Ambergreen search guru Grant Whiteside looks at Google Insights for Search tool and how it can give you a pictorial breakdown of the social barometer.
Ambergreen search guru Grant Whiteside looks at Google Insights for Search tool and how it can give you a pictorial breakdown of the social barometer.

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Published by: hottinroof on Mar 05, 2009
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06/16/2009

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Google InSights:A Social Barometer for the Digital Age
 
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Google InSights:A Social Barometer for the Digital Age
It has often been said that Google’s InSights for Search tool can give you a pictorial breakdown of the socialbarometer. It reects Google’s search queries; whats rising, what’s falling and where. Over the last 21 months, thecredit crunch has been on many people’s minds. The words that have been adopted by the media’s front pageheadlines are quickly used by the public at large as they dig deeper on the search engines for more detailedinformation. The credit crunch rst became a news-worthy item in the latter half of 2007. Media activity began to increase, asdid related trac levels, but it wasn’t until the nancial institutions started to collapse in mid 2008, that the publicreally started to show a huge interest in the situation.
 
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Fig 1 - Credit CrunchNews Activity
Notice how search queries such as “Economic Downturn” began to rise in early 2008, with a urry of media activityaround the Spring / Summer period. Was this just another buzzword that was never really used by the masses untilthe media started promoting it?It resulted in a sharp rise in search activity in the months that followed as the real “Economic Downturn” hit home.Since the start of 2009, the “economic downturn”, has turned into a “recession”. This can be clearly seen as guresshow a drop in the use of “economic downturn” queries, as they are replaced with “recession” search queries.
Fig 2 - Economic DownturnNews Activity
GFEDC
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2004 2005 2006 2007 20082004 2005 2006 2007 2008
 
Fig 3 - Recession
Within this period of time we have seen rising numbers of unemployed people within the UK. This has beenreected in the number of search queries looking for help relating to benets and job opportunities. This trendgraph should also allow for an increase in use of broadband users within the UK and an increase of awareness of DWP (Department of Work and Pensions) content that is available over the internet. The nal query, “jobcen-treplus” uses a URL search, reassuring us all the domain names are commonly used as search queries in the searchengines.Google InSights has a tool that measures “Growth relative to category”. This helps put the rise and fall of searchqueries into perspective in comparison to many search queries within a specic sector. This allows for the everincreasing number of unique and long tail search terms used by a public that have learned how to search using lessgeneric search queries.What we are seeing is a slow drop in people even thinking about moving house since Autumn 2007, with agrowing increase toward renting within the “Real Estate” category.Looking at the last 12 months in detail, we are beginning to see a reduction in consumer condence in the market,showing even less queries in both the rented and buying markets. This is suggesting that the public are staying putuntil the economy starts to show signs of recovery of social media over the latter period of 2008.
Fig 4 -Job Centre (Blue), Job Centre Plus (Red), JobCentrePlus (Yellow) 2004 2005 2006 2007 2008-100 %Fig 5 -Cheap Mortgages (Blue),Flat to rent (Red)
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Febuary 20082004 2005 2006 2007 20082004 2005 2006 2007 2008

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