Google leaders from across EMEA share their predictions for digital marketing trends expected to grow in 2021. And the top of it is "Equality on the marketing agenda" means more support and visibility to "black owned business" So I took a deep-dive into how this trend has shaped up since June 2020. And here are some interesting findings.  The search peaked in the last week of May and the volume rose again before the holiday season.  Leading blogs like Forbes noticed it and come up with the list of "100 black businesses to support" in June.  Other news providers like (TIME and NYmag) predicted holiday search volume and came with their list of black owned businesses to support before December.  Celebrities like O, The Oprah Magazine, and Marie Claire also picked the trend and came up with their own list in June and July.  As per the Ubersuggest by Neil Patel, the keyword volume for "black owned business” is 100K a month in the United States. With over 35% "Near me" searches.  Yelp partnered with My Black Receipt in June and business can mark themselves as “Black Owned”.  And the same goes for Google Small Business and Facebook for Business.  It's imperative for a business to invest in local SEO and capitalize on "near me" searches!

1. Deep dive - Trend 1 : #Top
digital marketing trends and
predictions for 2021
Yasir Chowdhrey
6th Jan 2021

2. Trend 1 : Equality on the marketing agenda
Global search interest in the
term ‘Black-owned business’
surged in mid-2020 as the
Black Lives Matter movement
gained further international
attention.
Consumers are shopping more
mindfully, and they hold power in
where and how they spend their
money.
If brands don't meet their
expectations, then they could be
at risk.

3. Google Trend “black owned business”
Picking up again at the end of the
year and may become a festive trend.

4. “100 Black-Owned Business to Support”
Forbes
capitalizing on the
trend and come
up with a an
article on “100
Black-Owned
Businesses To
Support” ranked
no 1.
The article was
published on June
5, 2020.
Ranked #1 on Google
Published date

5. Expected Holiday Search Volume
Ranked #2,
Published in September
Ranked #3,
Published in November
(Expecting holiday search
increase)

6. Celebrities picking on the trend
Ranked #7 on
Google, published
in July.
In the top 10 results,
Oprahmag was the
first one to spot the
search volume and
publish the list.
Published on June
2, 2020

7. Related Keywords “black owned business”
Related Keyword volume : 100K
Black owned businesses near me
SD : 17 (capitalize on it)
It’s imperative for all
businesses to optimize their
store for local SEO, starting
from Google my business.

8. “Near me” searches will increase more!
Yelp teamed up with My Black Receipt in June to Support Black-owned
Businesses. Anyone can search nearby “Black Owned” businesses.

9. GMB can also be marked as “Black Owned”
In July 2020, Google also allowed businesses to
identify themselves as Black-owned through the
company’s Maps and Search listings.
Google added a similar feature for businesses
that were “Women-Led”.

10. And so can be “Facebook Pages”
Black entrepreneurs, small businesses and local shops
can now get discovered in a privacy-protected way on
Facebook.
We’re making it possible for people to identify their
Page as a Black or minority-owned business on
Facebook.

11. Stay tuned for more insights on digital
marketing trends!