Last Updated on February 28, 2025
Looking for a simple way to keep your digital presence fresh, impactful, and relevant to your audience?
Stay ahead of trending searches and topics with Google trends tools and features.
In this guide, we’re taking a look at Google Trends from the ground up. You’ll learn how it works and how to use it to take control of your digital marketing strategy and grow your business.
So, are you ready to learn more about how Google Trends can help you make data-driven decisions and connect with your audience more effectively? Let’s dive in.
An overview of Google Trends
Here’s what Google Trends is and how it works.
What is Google Trends?
Google Trends is a free tool that Google launched in 2006 that provides real-time data on trending topics, keywords, industries, and search patterns.
Marketers and businesses use it to track how interest in specific search terms evolves over time—including where these topics are most popular geographically, as well as related search queries and trending keywords.
How does Google Trends work?
Google Trends analyzes data from Google searches and shows how often people search for specific terms.
It highlights trends by region, related topics, and popular queries. Businesses use this real-time data to adjust their strategies and stay on top of market trends.
For example, if you own a financial services brand and notice a spike in searches for terms like “loan refinancing,” “refinance student loans,” or “bridging loan calculators,” could indicate a growing public interest in loans.
By aligning your finance content with these emerging trends, you can attract a more engaged audience looking for up-to-date information. This can drive more traffic to your site and establish your content as a go-to resource during critical financial periods.
What factors does Google use to identify trending topics?
The Google Trends homepage clusters related and trending topics across Google Search, News, and YouTube.
It detects trending searches and stories based on the following:
- A surge in relative search volume compared to past activity
- The total number of searches and keyword frequency
- A notable increase in search activity
Google Trends also uses a specialized algorithm to identify trending topics and evaluate search volume, keyword usage, historical data, and geographic search patterns.
How to use Google Trends for data-driven business growth
Put your business in front of more qualified eyes with the following strategies:
Keyword research & topic clustering
Discover secondary keywords and topic clusters related to your target keywords—and track their popularity.
Then, create content on your website to draw in more relevant users and capitalize on search intent.
For example, if you’re launching your latest line of men’s tweed jackets and want to target that long-tail keyword, Google Trends can help you find related keywords. In this case, it might pull up terms like “tweed blazer” or “black tweed jacket.”
You can then optimize your content to rank higher for these terms, making it easier for potential customers to find your products. For instance, you might publish mini guides or blog posts on your site about styling tweed blazers or caring for a black tweed jacket.
You can also create a backlinking strategy around these keywords. For example, find natural ways to embed links to these keywords in your content when publishing guest articles on high-authority sites. (Make sure these sites allow do-follow links.)
Competitor analysis
Stay ahead of the competition by using Google Trends to monitor your competitors’ search visibility.
Compare search interest between your brand and theirs to see where you stand. Use the data to identify gaps in their strategy and opportunities for your own business to shine.
For example, if you notice a competitor is gaining more search traffic by discussing best practices around a B2B topic but hasn’t shared any case studies, you can fill this gap by creating detailed case studies of your own.
To clearly communicate these insights, consider creating a comparison infographic that visually contrasts your performance with that of your competitors. This valuable, in-depth content can help you attract and engage more visitors, giving you a competitive edge in your market. (Especially if you use your own firmographic data and customer stories.)
Local SEO
Use Google Trends as a local SEO tool to find regional search patterns to fit into the new search engine results page.
Look at what topics are trending in your area and tailor your content and marketing campaigns to local interests. This is especially important if you serve a local market, target customers in specific locations, or have a brick-and-mortar business.
For example, if you own a coffee shop in Oklahoma City, you can use Google Trends to see what coffee-related searches are popular in your area.
You can then align your products, content, and promotions with these trends to attract more customers and improve search rankings.
For instance, if locals are searching for terms like “blueberry cold foam” and “cherry cola,” you could include these in your menu and market them as specialty add-ons and drinks across your marketing channels.
Content calendar optimization
Plan your content calendar around seasonal trends and spikes in interest.
Identify when certain topics are most popular and time your content releases to coincide with peak search periods. This can help you maximize your chances of your audience discovering you when they are most active.
For example, if Google Trends shows a surge in searches for “holiday gift ideas” in November, you can plan to publish relevant content during that time. This strategic timing helps you capture more attention when people are actively looking for related products or information.
*Pro Tip: Always leave room for spontaneous content in your content marketing strategy. You never know when a new trend will pop up that you can capitalize on.
Trend forecasting for product development
Google Trends isn’t just for marketing—it can also inform your product development.
Use it to analyze search trends over time, spot emerging demands, and adjust your product offerings accordingly.
For example, if you’re a tech company noticing a steady rise in searches for “AI-powered devices,” consider adding AI features to your next product.
Here’s another example: If you own ad placement software, you might add AI features that can automatically spot media outlets that aren’t considered brand-safe. This proactive approach can help you create innovative products in line with customer expectations.
You can also find trends that have been steady for years by reviewing featured trends and stories in the “Dive Deeper” section.
For instance, if you click “Summer 2024” at the time of this writing, you’ll learn that:
- Search interest in “heat wave” and “stay hydrated” is at an all-time high this summer in the United States
- Searches for “song of the summer” spike every summer and are at a five-year high
- “Things to do” spikes every summer in the US
Identifying niche markets
Explore related queries and topics to discover new areas and niche markets to expand your business.
For example, if you sell skincare and hair products and want to expand to selling facial hair care products, you might notice a spike in searches for “beard oil” and beard oil companies.
This gives you the chance to consider testing beard oil as an item to sell—and could even lead to you creating your own line of beard care products. Think beard combs, beard cream, and beard shampoo.
Additional Google Trends tools and features to grow your business
Here are some more Google tools you can use to inspire data-driven success and grow your business:
Google Analytics
Data analytics tools, in general, help users track and analyze website traffic and user behavior.
Google Analytics provides insights into how visitors interact with your site so you can improve its performance and user experience.
For example, you can use Google Analytics to discover which pages have high bounce rates.
If you find that your product pages have a high bounce rate, you might need to improve their content or design to keep visitors engaged and encourage conversions.
Google Search Console
Monitor and manage your website’s presence in Google search results. With Google Search Console, you can track search queries, fix indexing issues, and optimize your site to rank higher in search engine results.
For instance, check Google Search Console to see which search queries (read: keywords) bring traffic to your site.
If you notice you’re getting clicks for a term you hadn’t targeted, you can create more content around that topic to capture even more traffic.
Google Ads
Create and manage all of your Google paid advertising campaigns to drive that coveted traffic to your site.
Google Ads lets you set budgets, choose keywords, and measure ad performance to reach your ideal audience effectively.
For example, you might launch a PPC campaign to promote a seasonal sale. You might set up your ads to target keywords like “summer sale” and “discounted products”—and then track the campaign’s performance to adjust your strategy for maximum return on investment (ROI).
Google Business Profile
Are you looking for a simple way to manage your online business listing on Google Maps and Search? This tool gives you a spot to showcase and update your business information, respond to reviews, and attract local customers by showing your business details in relevant searches.
For instance, you might use your Google Business profile to publicize your store hours and special promotions. When you host an event or offer a new service, you might also post it on your profile to attract local customers searching for these updates. But be careful about what you post, as violating any of Google’s policies may result in your Google business being suspended.
Google Tag Manager
Simplify and manage your website tags without needing code changes.
Google Tag Manager allows you to add and update tracking codes, such as analytics or marketing tags, from a single interface. For example, you might set up Google Tag Manager to easily add tracking for a new email marketing campaign.
This can help you track user interactions with your emails and analyze how they impact your site performance without modifying your website code directly.
FAQs
Let’s look at some frequently asked questions about Google Trends.
How can Google Trends benefit my business?
Google Trends helps you find trending keywords and track industry trends so you can optimize your content and digital presence. With these insights in hand, you can work to improve your SEO strategy, produce relevant content, and increase your site’s visibility.
Can I track seasonal trends with Google Trends?
Yes, you can track seasonal trends with Google Trends by adjusting the time frame for your search. This helps you plan content and marketing campaigns around peak interest periods.
Is Google Trends’ data real-time?
Google Trends provides near real-time search data. It reflects the latest search trends and interests so you can stay current and adjust your content strategy accordingly.
What is Google Trends’ data based on?
Google Trends bases its data on relative search volume, making it useful for identifying trends rather than providing precise search counts.
You can use it to learn how search interest fluctuates over time.
Can I see regional interest with Google Trends?
Yes, Google Trends shows where search interest is highest by region and subregion. You can choose “worldwide” or search by country in the drop-down menu when performing a Google trends search.
Use this information to tailor your content and marketing strategies to specific geographic areas. (Especially if you target customers in specific cities or countries—or own a local business.)
Can I compare multiple search terms on Google Trends?
Yes, with Google Trends, you can compare up to five search terms at once. This helps you see how interest in different terms compares and identify which terms are more popular.
How often is Google Trends data updated?
Google Trends updates its data in semi-real-time, with new data typically becoming available every few hours.
Can I use Google Trends for market research?
Absolutely. Google Trends works wonders for any type of market research. It helps you identify consumer interests, track industry trends, and analyze competitor performance to inform your business strategy.
Conclusion
Google Trends is a strategic tool you can use to improve your business’s digital marketing strategy.
Even the best marketing agencies use it. Why? It reveals search trends, optimizes content, and drives more targeted traffic to client websites and marketing channels.
Need a hand with your online marketing? Omniscient Digital specializes in creating high-quality content that boosts digital visibility, builds authority, and drives sales. Let us help you leverage data-driven strategies to achieve your business goals.
Book a strategy call now to learn more.
Author Bio:
Kelly Moser is the co-founder and editor at Home & Jet, a digital magazine for the modern era. She’s also the content manager at Login Lockdown, covering the latest trends in tech, business, and security. Kelly is an expert in freelance writing and content marketing for SaaS, Fintech, and ecommerce startups.
