What are they doing that you can do, too?

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3. Use Google Trends for Where & ‘Related’
Nothing tells a story quite like a keyword search — plug in a search term, and the “related queries” section paints a picture of what and how people are thinking about the topic.

“Skincare routine” reveals the following:

skincare routine interest Google Trends

For whatever reason, Hawaiians are searching for this term at a higher rate than other subregions of the U.S. This gives you a thread to begin pulling on — why might that be the case? Is there a way to take advantage of this?

Then you’ll see the “related topics” and “related queries” sections. These add a little more color to your search term, and yield more paths to potentially explore:

skincare routine Google Trends related search topics

From the above combinations, a few things stand out:

The Ordinary, a brand by DECIEM skincare, is crushing this category right now.

Why is this the case?


The word “hyram” keeps popping up. This refers to YouTube influencer Hyram Yarbro, whose skincare routine videos consistently get 4M–10M views each. Also, Hyram lives in Hawaii and is pretty vocal about it, which might explain why Hawaiians are overrepresented with respect to this search term.

What can you learn from Hyram?

How does he create his skincare routine videos? How does he talk about skincare?

“Korean skincare routine” keeps coming up. A bit of research reveals that it’s not a routine for Korean people’s skin. Rather, it’s a specific ten-step process that was popularized by a Korean beauty blog, and has since become the template for skincare routines.

What’s the 10-step routine here?

How can your products play a role in this routine? How can you use market senegal phone data knowledge of K-Beauty to introduce your brand to new customers?

Note that with all these lines of inquiry, the search term is simply a jumping-off point — you (probably) won’t find success by just targeting Hawaii and throwing the words “ordinary,” “Hyram,” and “Korean” into your copy.

These words will start you down the pathway to transforming your brain to look like the brain of your target customer — and that’s where the magic lies.

Plus, they can unlock a host of search-engine optimization (SEO) and search-engine marketing (SEM) insights; like on Google AdWords as well as Google Shopping.

Don’t limit yourself though. Search for relevant hashtags on Twitter, Instagram, TikTok, etc. to find organic reach for your product or market.