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Preferring to identify myself as a \u2018creative\u2019 and swan around digital marketing offices drinking herbal tea and looking tortured, I\u2019ve sometimes been guilty of glazing over when it comes to search volume research. Recently though, I\u2019ve had a change of heart. Consider me a convert to data-driven content.<\/p>\n
Edinburgh vs. Glasgow<\/strong><\/p>\n Having a background in comedy and having lived happily in both Edinburgh and Glasgow, I\u2019m never averse to looking for the angle between the two cities. So it was that I found myself looking into search volumes and discovering that yes, Glasgow did generate higher search volumes than Edinburgh for Buckfast, square sausage, Tunnocks and Irn Bru. And yes, Edinburgh did generate higher search volume than Glasgow for quinoa and green juice.<\/p>\n So far, so stereotypical. Until I dug a little deeper and found that Glaswegians were doing more searches for bikram yoga, mindfulness and meditation than their counterparts here in the Capital. Turns out that the life expectancy might be shorter in the West but Glaswegians are determined to stay surprisingly chilled about it.<\/p>\n I then pondered whether the results for the stereotypical choices of square sausage etc could be bounced into a debate angle of Glasgow being more \u2018Scottish\u2019 than Edinburgh. Again though, the story\u2019s not quite so simple. Edinburgh generated more search volume for beer, whisky, haggis and stovies. Basically, if you can imagine Maw Broon serving it up, Edinburgh\u2019s onto it (don\u2019t worry Dundee, nobody\u2019s challenging your place as the home of the Broons).<\/p>\n London Scottish<\/strong><\/p>\n Initially, I didn\u2019t bother looking into how many people were searching for these kind of terms outside of Scotland but then curiosity got the better of me. There are many Scots in London but I was still taken aback to discover that over the past 12 months the search volumes in London for Irn Bru outweighed those of Edinburgh and Glasgow combined. A quick check on the magic Google turned up a BBC article giving a figure of 260,000 Scottish-born people<\/a> now living in London or the South-East. A striking reminder that Scotland\u2019s biggest and most important export remains its people\u2026 and those people might have to put a bit more research into locating our national soft drink.<\/p>\n The Election Impact<\/strong><\/p>\n