3 Free Google Tools To Assess Your Business Idea or Enhance Your Digital Marketing

Google can be a great source of information while also in the same breath it can be a not-so-great source of information especially if you are looking for symptom advice – please don’t do this!!

But as a small business that’s looking to transition into a new space or as a potential new business idea, Google can be a great place to start to answer a few initial burning questions (for free) like;

Would there be an appetite for this? or Is there a demand for this currently?

Is there anyone else doing/offering this? If so, what is their offering?

Is there an element of seasonality to this?

As a business owner or employee, you can uncover the answers for these questions backed up by tangible data/examples by setting aside some time to dive into a few Googles Platforms all for free!


Without having any experience in running campaigns on Google Ads or formally known as Google AdWords, an account is free to create and can help you identify what the search landscape looks like for your industry/idea based on several data points.

It can help you understand:

  • How often people search on Google for your industry.
  • What language they use to describe it – which could inspire other digital marketing initiatives like blog writing etc.
  • How competitive the market is or isn’t.

It is also a really useful tool that can help you estimate the cost of a potential advertising campaign that you may consider down the line.  

Looking at some examples below firstly on identifying how often people search:

It has never been more important to look after our minds and bodies than in today’s world. When we analyse the search landscape of ‘nutrition’ for example we can begin to uncover several insights:

According to Google’s keyword data, in any given month there are over 1K searches each for ‘nutrition’ and ‘nutritionist’ – cementing the view that demand is there, if that was an information you were seeking.  

But despite the low search volume of ‘nutrition advice’ this may, in fact, be more valuable to you (as a nutritionist looking for clients) given the intent shown by the search query itself as its self-qualified a stage ahead of a general research phase.

What language is being used:

A common misunderstanding is suggesting the language used by those working in a particular industry and those interested in this industry is the same. In many cases it is not. For example, people’s retention and knowledge can be vastly different on the same topic and that often translates into search behaviour too. From a Google perspective, two internet users can be searching for the exact same thing but have two entirely different search queries. The goal here would be to understand firstly that this is a thing and secondly uncover what those relatable keywords are/could be through further research.

Sticking with the ‘nutrition’/’nutritionist’ example, below are relatable terms used by users searching linked to our chosen terms:

What benefit is knowing keyword information?

Knowing how often internet users search and how they search in terms of language can direct you in a number of interesting directions. If you have no online presence at all, it will allow you to build your presence around these search terms that matter most and carry the most search volume. Working towards this over time will allow your website to be listed within the top positions on the Google results page and so will generate increased organic traffic in return.

If you already have a presence, then identifying keyword data and insights can guide your digital marketing strategy in a direction you perhaps didn’t think about and can potentially accelerate results the higher the search demand is for certain keywords.  

This is a brilliant interactive tool that identifies what the highest searches are in each day. The vast majority of the highest daily search trends would be related to current events, breaking news headlines & sporting occasions but this tool helps you stay in the know of what is peaking the search interest on Google. It also has a real-time feature that identifies search interest that is about to peak or has peaked. 

For an SMB, where the real learnings are is using trends to uncover search behaviour that can be anticipated again or used to inform your digital marketing strategy.

Here is a slightly abstract example but if you were in the business of selling or sourcing Christmas trees there is quite insightful data to be viewed from Google trends:

Looking at 2020 in isolation, we can see that the upward trajectory of users searching for ‘Christmas Trees’ began as early as the week of the 11th– 17th of October (no!!)  and then peaked the week of the 22nd – 28th of Nov.


Looking in isolation is one thing but an important factor in digital marketing is how does that compare to previous year/years?

The graph below is the exact same search but with 2019 represented in red and 2018 represented in yellow. What is interesting to see is that in 2020 search-demand not only started earlier than the previous two years but it surpassed it emphatically too in overall search demand.



In general, 2020 won’t be an easy year to compare previous trends with but it should still be included as a reference point when planning any strategy.

3 - Google

This may seem basic but using the Google search engine itself as a research tool can often uncover multiple aspects of what the current landscape looks like. It is a useful tool to use if you wanted to benchmark against your competitors; How well does their website perform?  Are they using Google search for advertising purposes? What do the top organic search results yield? (as Google would deem this to be the most relevant to answering the search query)  

Top tip. When using the Google search engine as a research tool use incognito browsing in case the system declares you unqualified for seeing previous ads you have not clicked.

Reason being: If you have been served an ad on Google before and did not click it over time the system will start to recognise that this ad isn’t relevant for you (as you haven’t engaged with it) and begin to limit and then remove it from your searches.

If you have any questions or interested in hearing more about the points raised above, feel free to get in touch: info@footprintwebdesign.ie

Digital Marketing Consultancy and Services

At Footprint, we offer digital marketing consultancy so feel to get in touch if you are interested in learning more about using online platforms as marketing channels.