Google Website Trends … drool
Today Google launched Google Trends for Websites.
This is big news for stat-junkies like me! I can hardly contain myself. This is Google’s first attempt at competitive research, and comparisons are being drawn to Alexa and Quantacast, but also to comScore and Nielsen//NetRatings. Now, comScore and Nielsen//NetRatings obviously offer up a lot more insight and reports to their subscribers. I should know, I access comScore frequently, and it’s a very useful tool with way more data than the Google Website Trends.
However, there are some nifty features within Website Trends that include being able to compare daily unique visitor traffic from site to site. Now, they don’t disclose the raw numbers, but you can visually draw some quick comparisons. And, I’ll bet we’re only days or weeks away from being able to download the data to a CSV file, where the raw numbers will be disclosed.
For example:
Just for shits-’n-giggles, let’s compare the three reports above, with the same reports using comScore data. Now, that definition for each site will vary, and it’s not really fair to compare two dramatically different collection methodologies, but it’s still fun:
- Compare thestar.com with theglobeandmail.com
- Compare cbc.ca with ctv.ca
- Compare workopolis.com with monster.ca
All Google reports include Geographic differences. You can see who’s accessing the sites from the different country or region. This is an extra paid product from comScore. Something I don’t currently see. So, Google is giving me insight that I don’t get from comScore — the ability to see non Canadian traffic.
Also available is cross-visitation. In other words, when viewing the report for cbc.ca, you can see that CBC’s visitors also visit ctv.ca, sync-blog.com, globesports.com, reportonbusiness.com, theglobeandmail.com, etc. Cross-visitation doesn’t mean competitor; far from it. Using the CBC example, the number two on the list for “also visited” is sync-blog.com. sync-blog.com doesn’t even come close to the traffic volume of cbc.ca, so it just means that sync-blog.com probably gets clicked on in google’s search by the same users that click on cbc.ca. Just because people “also visit” a site, doesn’t make that site a competitor (however, often it does).
One unique feature to Google Website Trends, is the “also searched for” list. Unique to Google, because they have all that search data that no other has. This, in addition to the “also visited” can give some real insights into competitive similarities.
Now, what about the methodology? This is what separates Google’s stats from the professionally driven like comScore or Nielsen//NetRatings. Both have a sound statistical methodology that makes them reliable and statistically relevant. With Google, they have a disclaimer that reads (at time of writing), “Google Trends provides insights into broad search patterns. Please keep in mind that several approximations are used when computing these results. All traffic statistics are estimates.”
Where do they get the stats? Perhaps it’s from people clicking from Google to the individual sites? Perhaps it’s from Google’s Analytics? Perhaps it’s a combination of pixie dust, and some whack-job algorithm?
The stats come a variety of sources, such as aggregated Google search data, aggregated opt-in anonymous Google Analytics data, opt-in consumer panel data, and other third-party market research. The data is aggregated over millions of users, powered by computer algorithms. Additionally, Google Trends for Websites only shows results for sites that receive a significant amount of traffic, and enforces minimum thresholds for inclusion in the tool.
So, just because it’s free, and just because it’s Google, doesn’t mean it’s not being produced with some level of statistical ‘trueness’.
I think those that use Comscore or Nielsen//NetRatings will continue, and not jump to the Google tool right away. But this is going to make for some interesting conversations in the coming days. Let the games begin.
I agree with you. I don’t think Google Website Trenks marks the death of Comscore or Neilson, but it’s still fun to use, and a great resource for competitors and also a great tool to drive keywords for search ad campaigns. That’s how I’ll use it.