Google searches for Agile methodologies have risen 28% since 2017.
What can Google search behaviour tell us about the methodologies adopted by project managers in the height of a global pandemic?
It’s been one of the strangest business years on record. Project managers have been forced to adapt to an entirely new set of circumstances. It’s no surprise that many businesses have had to fundamentally change how they deliver work.
2020 brought a lot of attention to how teams operate.
Project managers have had to re-evaluate. This means asking questions. In 2020, everybody goes to one place for answers: Google.
By analyzing Google search behaviour, we can get a glimpse of human behaviour during a global pandemic.
In this article
What Project Management Methodologies Are Trending?
As a search marketing agency, we’re eternally curious about search engine behaviour.
So we’ve investigated global keyword search volume around the 9 most popular project management methodologies .
Here is what we found:
- Scrum related queries up +11%
- Agile related queries up +10%
- Kaban related queries up +19%
- Scrumban related queries up +54%
In principle: methodologies that fit under the ‘agile’ umbrella saw notable gains during the initial impact of the pandemic.
It makes total sense too…
The core values of agile include having a process that enables adaptation. In 2020, when curveballs are being thrown left and right, people are going to naturally gravitate away from rigid working structures.
Agile has become a dominant philosophy for many, and the pandemic may have been the motivator to jump ship from old ways of working.
What Specific Searches Are Trending?
In the table above, we see an increase in ‘broad searches’. If we think about the intent of users behind these searches, we could presume that they are new to the topic. For example: “agile management methodology”.
It’s something a user would search when they want broad information around a topic. A query they make when just discovering a new way of managing their team.
If we look at the search engine result pages (SERP), we can see that google recognises this. All the rankings are beginner & introductory guides:
What Specific Searches Are Receding
Many of the receding keywords are not associated with agile principles, like extreme programming and waterfall, for example.
However, many are “longer tail,” meaning they are longer and more specific. Take “extreme programming in software engineering” or “waterfall model testing”. The user making this query is somewhat more educated and more aware of the uses of the methodology.
Seeing searches drop for these kinds of searches may indicate there has been a reduction in practitioners troubleshooting day-to-day.
What Does This Mean?
From this data, would it be fair to speculate that COVID & remote working is signalling the end of more rigid ways of working? I’d speculate no…
If we dig a little deeper and look at cumulative searches across agile philosophies and more rigid methodologies between 2017 – 2020, both categories have seen a good amount of search growth.
Looking at cumulative queries for rigid methodologies like extreme programming, waterfall, and PMBOK from 2017-2020, there has been 23% growth.
Despite big drops over the initial hit of the pandemic, searches grew 5% between 2019 – 2020.
The same goes for the cumulative of those ‘agile’ searches (Agile, Scrum & Kanban queries) from 2017-2020: there has been 28% growth.
From 2019-2020 these searches grew 7%.
I don’t believe COVID has been “the nail in the coffin” for the likes of waterfall ways of working. However, it’s clear that the sudden change in working conditions caused project managers to react and re-assess how they manage teams.
So although the pandemic has caused a shift in working, this may not stick after normality resumes. Some teams may prefer the new ways of working, while others may go back to how they used to work. Only time will tell.
Written by Michael at Salience, a UK search marketing agency with +12 years working with market leading clients.