Think about what you would expect to find if you searched “cheap refrigerator” vs. “best affordable refrigerator”. Both approaches will surface inexpensive options, but the latter is more likely to identify good value. When your customers search, they often use modifiers. “Free [couch]”, “best [couch]”, “cheap [couch]”. They aren’t just looking for a couch, they are looking for the right couch. Over time, certain modifiers have gained popularity. Take the refrigerator example above, if you actually want a “good but not too expensive” refrigerator, searching “best affordable” will give you better results than “cheap”. This year, a whole new group of modifiers has emerged. “Contactless delivery” “curbside pickup” “at-home test drive” “try on app” Certain industry searches have seen massive growth. +50% YoY “wealth management” – finance +600% YoY “car cleaning kit” – automotive/retail +1000% YoY “restaurants open for” – restaurants +60% YoY “car sales” – auto +100% YoY “bank account online” – finance +100% YoY “slippers for” – retail +200% YoY “glamping near me” – travel These are all searches local businesses could be using to stand out. We go into this topic in more detail in the full article. Ride the trends others may miss.