Google Trends

What people are searching for

Google Trends, what is it?

Google Trends shows how often a search term is entered into different Google properties relative to the total search volume across different regions of the world. That can be a head-scratcher of an explanation.

In layman’s terms, Google Trends shows how frequently a search term is input in different parts of the globe. It’s also possible to compare multiple search terms against one another, to measure relative popularity.

Learning how to harness the power of Google Trends is important. The tool is incredibly valuable for businesses and general research. Here are a few examples of what Google Trends may be used for

  1. Market research: Google Trends allows a business to understand potential interest in product or service
  2. Geography insights: Google Trends provides a tool to view the locations where search interest is greatest
  3. Brand awareness: search a brand on Google Trends to better understand interest and awareness
  4. Competitor awareness: search a competitor’s brand on Google Trends and compare competitor brand interest against different brands
  5. Real-time opportunities: Google Trends updates constantly, which empowers a person to view trending search terms that may inform new product and service ideas and allows one to capture demand at it’s peak
  6. Related search terms: discover new search engine marketing keywords or optimization keywords by understanding what potential customers search

Market research example

In this scenario, let’s pretend I’m curious about starting a kombucha company. Y’know, the fizzy and fermented tea that has become all the rage lately. I know my friends drink kombucha, but I wonder if it’s just them. Do other people drink kombucha as well? Is this a viable business opportunity? 

First, I’ll check out Google Trends. Google Trends isn’t the end-all, be-all of resources. Google Trends does serve as a great gut check. 

A strong indicator of people’s interest in kombucha is query volume or how often people search for the term kombucha. Let’s see if kombucha is popular among more than just my friends… In this case we’ll look at the relative popularity or interest in the search term kombucha across the United States.

According to the data, my friends aren’t the only ones drinking kombucha. It’s clear interest in Kombucha is steadily rising over time, and currently at peak popularity. By no means is this a green light to move forward with a business plan, but it’s a strong indicator there is interest and potential demand for kombucha.

Let’s compare kombucha to another drink the same target market may purchase, green tea. In this case, I can input green tea as a comparative search term.


It’s clear to see green tea is relativley more popular over time. However, it appears that kombucha is making a run for it, and closing the gap over the past few years.

In conclusion, there is increasing interest in Kombucha. Not only is interest in the drink increasing, it’s popularity is strong relative to interest in green tea and the search query gap is closing between the two products. My hypothetical business idea may have legs. 

Alright, now that you know how to use Google Trends, go and check out the product

Geographic interest

Google trends gives a person the ability to delve into the data, and drill down to state by state search popularity.

So what?

Geographic interest helps a person figure out where he or she may want to open a business or how to allocate resources against marketing efforts. In this case I may focus my initial marketing efforts on states where Google trends data indicates interest is very high.

Interest is highest in Vermont, followed closely by Montana, Washington and Alaska. 

Google trends popularity by state

Related search terms

Google trends provides related search terms. The image below contains additional queries that an individual who searched for “kombucha” may have also input into a search.

So what?

Related search terms help showcase the purchasing or product discovery pathway of a potential consumer. By understanding related search terms, a person gains insight into how a potential customer may be searching for his or her product.

In the case of my hypothetical kombucha example, these related queries can also be used to in an online keyword advertising campaign. Similarly, these related terms may be useful for SEO, marketing campaigns etc.

Google Trends related queries

Trending searches

Trending searches show the most popular queries over the day. These update more or less in real-time, and give a glimpse into what people look for in the present moment.

Top charts

Top charts shows trending search terms across many different categories. The data can be sliced and geographic location, category and time.

Google Trends Top Charts



Explore is a great rabbit hole to go down. There are suggested searches and curated insights.

Google Trends Explore