Analyzing trends in search keywords

				
					
  # Create the long and short range (in days) for the trend calculation.
  # See the explanation in the blog for the proper use of these values.
  # SET (short, long) = (5,14)-- any number
  
  
# Create dataset with all onsite searches based on unique visitors and keyword+date
# Only picking up words that do not contain other values then text or only numbers
WITH
  preselect AS (
  SELECT
    DISTINCT(date) AS date_derived,
    UPPER(Page.SearchKeyword) AS SearchKeyword,
    COUNT (DISTINCT fullvisitorID) AS nr_searches_word
  FROM
    --- enter: dataset with the Google Analytics offloading schema
    ,
    UNNEST(hits) AS T
  WHERE
    Page.SearchKeyword IS NOT NULL
    AND REGEXP_CONTAINS(Page.SearchKeyword, '^[A-Za-z0-9]+$')
    AND REGEXP_CONTAINS(Page.SearchKeyword, r'[a-z]')
    AND (isEntrance IS NULL
      AND trafficSource.medium NOT LIKE 'cpc')
  GROUP BY
    1,
    2
  ORDER BY
    2,
    1 DESC ),
    
  # Calculating the number of searches per day
  dates_volumes AS (
  SELECT
    DISTINCT(date) AS date_derived,
    COUNT (DISTINCT fullvisitorid) AS nr_searches_dag
  FROM
    --- enter: dataset with the Google Analytics offloading schema, same as in "preselect"
    ,
    UNNEST(hits) AS T
  WHERE
    Page.SearchKeyword IS NOT NULL
    AND (isEntrance IS NULL
      AND trafficSource.medium NOT LIKE 'cpc')
  GROUP BY
    1 ),
  
  # Calculating the share of searches for each word on that specific day
  share_of_searches AS (
  SELECT
    A.*,
    B.nr_searches_dag,
    nr_searches_word/nr_searches_dag AS share
  FROM
    preselect A
  JOIN
    dates_volumes B
  ON
    A.date_derived = B.date_derived
  WHERE
    nr_searches_word > 2 ),
    
  #Finding the previous values for number of words/share for each unique keyword
  previous_share_of_searches AS (
  SELECT
    *,
    LAG(nr_searches_word) OVER(PARTITION BY Searchkeyword ORDER BY date_derived) AS LAG_nr_word,
    LAG(share) OVER(PARTITION BY Searchkeyword ORDER BY date_derived) AS LAG_share
  FROM
    share_of_searches
  ORDER BY
    searchkeyword,
    date_derived ),
    
  # Calculating indexnumbers for share and number of searches for each unique keyword
  index_share_of_searches AS (
  SELECT
    *,
    nr_searches_word/LAG_nr_word AS index_searches_yesterday,
    share/LAG_share AS index_share_yesterday
  FROM
    previous_share_of_searches ),
    
  # Calculating the power of the indexnumbers
  # Calculating the moving averages
  moving_averages AS (
  SELECT
    *,
    (index_searches_yesterday - 1)* nr_searches_word AS Power_nr_searches,
    (index_share_yesterday - 1) * nr_searches_word AS Power_share,
    AVG(nr_searches_word) OVER(PARTITION BY SearchKeyword ORDER BY date_derived ASC ROWS BETWEEN 5 PRECEDING AND CURRENT ROW) AS MA_short_searches,
    AVG(nr_searches_word) OVER(PARTITION BY SearchKeyword ORDER BY date_derived ASC ROWS BETWEEN 15 PRECEDING AND CURRENT ROW) AS MA_long_searches
  FROM
    index_share_of_searches )
    
# Creating the final dataset for DataStudio
# Calculating the power of the trend numbers based on the moving averages
SELECT
  *,
  (MA_short_searches - MA_long_searches) AS trend_power,
  (MA_short_searches - MA_long_searches) / MA_short_searches AS relative_trend_power
FROM
  moving_averages