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How Has Demand Shifted for Digital Marketing Agency Services in the US? Top Google Search Trends Report

Introduction

As a digital marketing agency focused on promoting brands in America, we were curious about the most in-demand services in our niche and how the pandemic has influenced them. This article provides valuable insights for digital agency owners, department heads overseeing expansion, and those considering starting a small influencer marketing agency with friends, particularly in choosing the right state.

Spoiler Alert: Texas Takes the Lead: The Powerhouse State Dominates Digital Marketing Agency Service Searches

Methodology

We have conducted a comprehensive study comparing states based on search query volume and dynamics in the digital marketing niche from 2020 to 2023. Our focus areas include major business hubs in the US: California, New York; as well as states known for their low state income tax rates: Florida, Nevada, New Hampshire, North Dakota, Tennessee, Texas, Delaware, Washington, and Wyoming. For each state, we have identified the Top 10 Google searches based on their ranking relative to the overall search volume in 2023.

It is important to consider that Google search demand is influenced by the job market, including periods when graduates or students are actively seeking employment. This factor can introduce seasonality and create additional spikes in search queries before the fall season and after the New Year. However, this merely reflects the engagement of agencies in a given region.

Keywords: graphic design, marketing agency, digital marketing agency, marketing strategy, market research, PPC, lead generation, video production, WordPress website, influence, marketing, website development, brand identity, communication strategy, ad agency, brand strategy, content strategy, performance marketing, advertising in social media, digital, advertising, digital agency, digital strategy, brand promotion, social media promotion, full-service marketing agency, how to boost sales, hire a marketing agency, sales in social media

Source: Google Trends, Google Adwords.

US Search Query Dynamics: Seasonality Shifts in '20-'23

In our market research, we observed two peaks in search query dynamics: August-October and January (sometimes extending into May). In October 2022, a significant surge in queries related to “marketing agency” likely resulted from a prominent marketing event announcement. This impacted California (excluding San Diego), New York, Florida, Nevada, and Texas. The lowest interest in the topic was observed from May to July.

Understanding the seasonal fluctuations in search queries is crucial for marketers and digital agency owners to optimize their strategies and capitalize on peak periods of interest. Stay tuned to these trends and leverage them to drive success in the ever-evolving digital marketing landscape.

Digital Marketing Seasonality in US

US Digital Marketing Market Insights

The overall annual growth rate of digital marketing in America is already surpassing forecasts, reaching an impressive 11% in ’23. It’s worth noting that in ’21, the total query volume in the niche experienced a 7% contraction. However, from around April 2022, the levels began to recover.

In ’23, the growth rate continues to climb, with a remarkable 9% increase in the first half (H1) compared to the same period in ’22. These numbers indicate a thriving and dynamic market that presents numerous opportunities for marketers and digital marketing agencies to capitalize on.

When examining the search queries exhibiting an upward trend in the US, two terms stand out: “marketing agency” and “digital marketing agency”. Demand for these services has doubled over the past four years (see table below). Slightly lower in rank but still experiencing significant growth in popularity are the search queries for “website development” and “WordPress websites”. We predict that this trend will persist throughout the second half (H2) of ’23. This can be attributed to the increasing number of new companies emerging within the small business segment.

Despite the highest search volumes, the query for “graphic design” continues to experience a declining trend, further influenced by the emergence of new AI-powered tools. Additionally, “marketing strategy” and “PPC” queries have struggled to regain their pre-pandemic positions, indicating sustained lower demand even now.

Top 10 Google Searches in USA 2023

Top 10 Google Searches in USA 2023

Now, let’s take a closer look at the popularity of specific queries in various states.

New York State Market Insights

In the state of New York, several search queries exhibit a growing trend. “Marketing agency” experienced a peak of 249% in ’21, followed by “market research” and “digital marketing agency” with peaks of 70% in ’22. Other popular queries include “website development” with a 39% increase in (H1) ’23, as well as “lead generation”, “influence marketing” and “WordPress website”. All six queries are expected to continue their upward trajectory in (H2) ’23.

The growth dynamics can be attributed to the rapid increase in the number of new businesses in the state. In ’21, there was a 2.45% growth in the number of registered businesses, and in ’22, a 0.06% increase, resulting in a total of 2,267,870 companies. Small businesses constitute over 99.8% of all businesses in New York (source: www.oberlo.com).

Interestingly, although keywords related to social media are ranked below the top 10, last year we observed a significant peak in the query “advertising in social media” with a 281% increase (441% in NYC) compared to a decline of 11% in ’21. While the frequency of queries has decreased in ’23, there are promising signs of reaching or surpassing the previous year’s levels. This trend is also reflected in the query “social media promotion”, which reached a maximum mark of 142% (251% in NYC) in ’22 and has the potential to exceed those results in ’23. New York stands out as the state showing a significant interest in this domain.

On the other hand, we note a negative trend in the query for “graphic design”.

Top 10 Google Searches in New York State 2023

Top 10 Google Searches in New York State 2023

Furthermore, regarding seasonality, we can identify the main peaks in March and October.

Digital Marketing Google Searches Query Trends '20-'23 New York State

Digital Marketing Seasonality in New York State

Washington State Market Insights

Notable growing trends include “marketing agency” with a peak of 93% in ’22, “digital marketing agency” with a peak of 63% in (H1)  ’23, “website development” with a peak of 49% in (H1)  ’23, “WordPress website” with a peak of 55% in ’22, “video production” with a 27% increase in (H1)  ’23, and “lead generation”.

On the other hand, declining queries in terms of rank include “graphic design”, “PPC”, and “marketing strategy”.

Top 10 Google Searches in Washington 2023

Top 10 Google Searches in Washington 2023

Furthermore, in terms of seasonality, we can identify two peaks in March and September. The peak in October ’22 may be associated with marketing events or industry conferences.

Digital Marketing Google Searches Query Trends '20-'23 Washington State

Washington

Delaware Market Insights

When analyzing the market in Delaware State, it is important to note that despite the attractive tax benefits and the state’s popularity for business establishment. For instance, “digital marketing agency” shows a 248% increase with 102 queries. Conversely, queries such as “graphic design”, “marketing strategy”, “market research”, and “PPC” are in a declining trend.

Top 10 Google Searches in Delaware 2023

Top 10 Google Searches in Delaware 2023

Additionally, in terms of seasonality, we observe peaks in March and September. The spikes of activity in May, July, and December may be attributed to marketing events.

Digital Marketing Google Searches Query Trends '20-'23 Delaware State

Digital Marketing Seasonality in Delaware

Florida Market Insights

Let’s begin our overview of Florida with the topic of “graphic design”. Unlike many other states, this region shows a consistent growth in interest, reaching a remarkable 11% increase in (H1)  ’23 compared to the previous year. Additionally, key queries such as “digital marketing agency” experienced a peak of 56% in (H1)  ’23, “marketing agency” saw a 75% increase in ’22, and “lead generation” peaked at 36% in ’22, all demonstrating a growing trend.

For the query “website development”, we observe a V-shaped scenario, with a minimal decline of -11% in ’22 and a rebound in ’23 to reach positions similar to those in ’21, marking a 33% increase. On the other hand, “WordPress website” shows consistent growth, likely driven by the demand for this CMS among small businesses. Similar to New York State, Florida is witnessing an increase in the number of new businesses. In ’23 alone, Florida saw the creation of 158,088 new enterprises, surpassing any other state in the country. (source: www.floridajobs.org)

Furthermore, it is worth noting an interesting surge in popularity for the search query “ad agency”, which experienced an 84% increase (156% in Miami) in ’22 compared to ’21.

We observe a U-shaped scenario for the keyword “PPC”. It experienced growth of 14% in ’21 compared to the previous period, followed by a sharp decline of -19% in ’22. Only in ’23 did it begin to recover and approach the levels seen in ’20.

On the other hand, “video production” is in a declining trend, with a decrease of 24%. According to our forecasts, we do not anticipate significant growth for this keyword in ’23.

Top 10 Google Searches in Florida 2023

Top 10 Google Searches in Florida 2023

Seasonality-wise, we can identify peaks in January and October. Additionally, we observe spikes of activity in April and August, which may be attributed to marketing events or conferences taking place during those months.

Digital Marketing Google Searches Query Trends '20-'23 Florida State

Digital Marketing Seasonality in Florida

South Dakota Market Insights

In South Dakota, we observe a resurgence in demand for graphic design services. Additionally, the following search queries are trending upwards: “marketing agency” with a peak of 350% in (H1)  ’23, “digital marketing agency” with a peak of 121% in (H1)  ’23, “WordPress Website”, “lead generation”, “website development”, and “communication strategy”.

On the other hand, the search query for “PPC” is in a declining trend. Overall, the state exhibits a relatively low volume of marketing-related queries.

Top 10 Google Searches in South Dakota 2023

Top 10 Google Searches in South Dakota 2023

Market Demand Seasonality in South Dakota is characterized by peaks of activity in April and September. Additionally, there are other peaks in April, October, and November that may be associated with marketing events.

Digital Marketing Google Searches Query Trends '20-'23 South Dakota

Digital Marketing Seasonality in South Dakota

Tennessee Market Insights

We observe a significant increase in interest for key search terms in the state of Tennessee. The following queries have shown remarkable growth:

“Marketing agency” experienced a peak of 86% increase in searches in 2022. “Digital marketing agency” witnessed a staggering surge of 190% in searches in 2022. “Website development” saw an 88% rise in searches in 2022. “Lead generation”, “WordPress website”, and “influence marketing” also exhibited substantial growth in search volume.

On the other hand, we noticed a decline in interest in “graphic design”, while the demand for “PPC” remains relatively low.

Top 10 Google Searches in Tennessee 2023

Top 10 Google Searches in Tennessee 2023

Based on seasonality, the main peaks are observed in January, March, and September. Other surges in activity may be associated with marketing events.

Digital Marketing Google Searches Query Trends '20-'23 Tennessee

Digital Marketing Seasonality in Tennessee

California Market Insights

In the highly competitive marketing niche, we observe a consistent increase in audience interest in the following topics: “Marketing agency” experienced a significant peak of 63% growth in searches in 22. “Digital marketing agency” witnessed a 46% surge in searches during (H1)  23. “Marketing strategy”, “lead generation”, “video production”, and “WordPress website” also demonstrated steady growth in audience interest.

On the other hand, certain topics have experienced a decline in popularity. Despite a high volume of searches (31,308) in 20, “graphic design” has been on a declining trend, reaching a low of 23,083 searches in 22. Other topics showing a decrease in interest include “market research”, “PPC”, and “influence marketing”.

Top 10 Google Searches in California 2023

Top 10 Google Searches in California 2023

In this state, we observe four seasonal peaks of activity: in January, March, August, and October.

Digital Marketing Google Searches Query Trends '20-'23 California

Digital Marketing Seasonality in California

Nevada Market Insights

We are witnessing a growing popularity in search queries within the state of Nevada. The following terms have shown significant increases:

“Marketing agency” experienced a remarkable peak of 180% growth in searches in 22. “Digital marketing agency”, “video production”, “PPC”, “lead generation”, and “WordPress website” have also seen a rise in popularity.

However, we have noticed a declining trend for “graphic design”, “market research”, and “influence marketing”. It is important to note that the overall search volume in the state is relatively low, making it challenging to draw definitive conclusions.

Top 10 Google Searches in Nevada 2023

Top 10 Google Searches in Nevada 2023

We can identify seasonal peaks in the following months: January, March, and August. The significant spike observed in October 22 can be attributed to a marketing event.

Digital Marketing Google Searches Query Trends '20-'23 Nevada

Digital Marketing Seasonality in Nevada

New Hampshire Market Insights

In this state, there is a relatively low overall volume of search queries within the marketing niche. As a result, the Top 10 rankings differ slightly compared to other regions. However, certain key terms are showing upward trends.

“PPC” is experiencing a significant increase in popularity. “Marketing agency” has seen a peak of 111% growth in searches during (H1)  ’23. “Digital marketing agency” has reached its highest point with a 201% surge in searches during (H1)  ’23. “Website development” has shown a remarkable 279% rise in searches during (H1)  ’23. Other terms including “WordPress website”, “ad agency” with a peak of 188% during (H1)  ’23, and “communication strategy” are also gaining traction.

On the other hand, the following queries have experienced a decline in popularity: “graphic design”, “marketing strategy”, and “market research”.

Top 10 Google Searches in New Hampshire 2023

Top 10 Google Searches in New Hampshire 2023

We have identified seasonal peaks in the following months: January, March, and October. Additionally, we attribute surges in activity during May and December to marketing events.

Digital Marketing Google Searches Query Trends '20-'23 New Hampshire

Digital Marketing Seasonality in New Hampshire

Wyoming Market Insights

Wyoming stands out as the smallest in terms of search volume for marketing services. However, queries for “digital marketing agency” and “marketing agency” are showing rapid growth. Conversely, “graphic design” is experiencing a declining trend post-pandemic, and we forecast that it will continue to fluctuate within last year’s range in ’23.

Top 10 Google Searches in Wyoming 2023

Top 10 Google Searches in Wyoming 2023

Based on seasonality, we can identify the following months: January, March, and October as the main peaks. Other surges in activity can be attributed to marketing events.

Digital Marketing Google Searches Query Trends '20-'23 Wyoming

Digital Marketing Seasonality in Wyoming

Texas Market Insights

Concluding our review with the state of Texas, which exhibits the highest volume of queries for digital marketing agency services. The following key search terms are experiencing a growing trend:

“Marketing agency” reached a peak of 348% growth (8,625 queries) in 22. “Digital marketing agency” saw a 156% increase in 22. “Market research”, “marketing strategy”, “lead generation”, “website development”, and “video production” also showed significant growth, with a peak of 37% in 22. Although “ad agency” did not rank high on the list, it has already surpassed the 230% mark in (H1)  ’23, indicating a general high interest in agency work in the region.

These popularity indicators for marketing-related queries are driven by the abundance of new businesses in Texas. The state accounted for 536,301 new business applications filed nationwide from January 2021 to January 22, ranking third among states (source: lbg-online.net).

On the other hand, there is a decline in demand for “graphic design” and “PPC” queries.

Top 10 Google Searches in Texas 2023

Top 10 Google Searches in Texas 2023

Based on seasonality, we can identify several peaks: January, March, and September. Additionally, we attribute a high surge in activity in July to a marketing event.

Digital Marketing Google Searches Query Trends '20-'23 Texas

Digital Marketing Seasonality in Texas

Summary

Users consistently searched for “graphic design” among marketing services. However, we observed a decline in demand for this query across all regions, except for Florida, where it only began to recover in (H1)  ’23 after the pandemic.

On the other hand, there is a significant and rapidly growing demand for “marketing agency” and “digital marketing agency” search queries. The highest peaks were observed in 2022 and (H1)  ’23. This trend bodes well for digital marketing agencies. Another promising direction is “website development”, which has also shown a rapid increase in demand. This trend is further supported by the rising interest in “WordPress website” queries. If you were planning to add this service to your agency’s offerings, now is the time to seize this opportunity.

Significant surges in “advertising in social media” and “social media promotion” queries were observed primarily in the state of New York. In other regions, there is low activity associated with these search queries.

The search query “PPC” is experiencing a declining trend in almost all states. Additionally, some regions are witnessing a decrease in popularity for search queries related to “market research”, “marketing strategy”, and “influence marketing”.

Among all the states included in our analysis, the highest number of queries within the digital marketing niche was recorded in the following top four regions in ’22: Texas with 8,625 queries (peak – 348%), Florida with 3,367 queries, California with 2,683 queries, and New York with 1,583 queries. Pay close attention to these regions if you are planning to open a new branch of your agency or seeking areas for growth.

These insights provide valuable guidance for marketers and marketing agency owners. By adjusting marketing strategies accordingly, marketers can explore alternative avenues for effective advertising campaigns. Furthermore, the identified top regions with high digital marketing query volumes offer potential expansion opportunities for agencies looking to establish a presence or seeking new growth points.

Authors: Nikita Felik and Kateryna Shevchenko

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