Search trends are in constant motion. The Year-over-Year (YoY) metric helps you adapt your strategy to the market dynamics, so that you focus your SEO efforts on the right keywords.
Expressed as a positive or negative percentage, it compares the search volumes of last month with the same month of the previous year. By looking at the same month in two consecutive years, you are sure to compare apples with apples and thus filter out any seasonality.
The YoY trend is available at a keyword level, as shown above, but also at a group level:
You will definitely want to focus on the keywords trending upwards and not on those that are losing momentum.
Understanding the Year-over-Year trend of your keywords can play a key role in deciding how to prioritize your SEO actions. Keeping an eye on it will provide valuable insights into the market trend, enabling you to take early actions when needed and consequently stay ahead of the competition.
Here's a video to guide you through the main available metrics in your SEO Campaign: