Google Trends 'Year In Search' 2020 Visualized » Twistedsifter


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Google provides a plethora of tools for anyone lớn use to lớn help better understvà their audience. Google Trends has been around for some time now and it really provides great insight into lớ well as providing valuable information.

This article is dedicated lớn walking you through a simple exercise that can and probably will unearth some great truyền bá opportunities as well as additional insight in general.

Knowledge of What is Searched

Over the years Google has steadily improved their Trends platkhung. Now you can spover hours sifting through global search trends. Reviewing general interest, seasonality, yearly increases or decreases và breakout searches too.

And why should we care about global Google search trends? When you combine Google search data alongside the parameters we will go into below, you open up vast new lăng xê opportunities.

Search Parameters

Parameters examples.


You can go big with 'Worldwide' trends or get very specific, dependant on your markets. If you have sầu international offices there may be global events which upon reviews could show Location A, B, C has far more interest than Location X, Y, Z.

This provides clear media buying allocation opportunities as well ideas where there needs khổng lồ be more focus.


This is where the trends start to lớn formulate in a visual presentation allowing you to noticed cyclical opportunities or one-off's. You can customize the time frame but we always love sầu reviewing '2004 - Present' and 'Last 5 Years'. These time-frames clearly show you peaks in trends the inevitably fall-out & pre-sự kiện hype build-up too.

Be sure lớn spkết thúc time on the time selections as there are valuable insights that can be found when you zoom in và out. Sometimes a trend based on a short-term time frame will not show the overall trkết thúc movement over the last X years.


Searches that are made via Google usually have intent or context based around them. Knowledge of SEO can be a plus here, however, adding categories to your trends keywords can help paint a more reliable overview.

Search Type

This includes web, news, image, Youtube and Google Shopping. Providing great insight into lớn the popularity of a search as well as which format the results are best consumed.

Understanding Search Context

Because of how Trends works - results are compared khổng lồ previous highs or your key term - you need khổng lồ spend time on understanding the context of a trover.

Below are a couple of examples which you can have a go with & see for yourself.


It happens once per year, this is something we know for sure. So we can probably hazard a guess that the searches trover for 'Cannes' will be pretty much cyclical.


12 months.All appears to be as we assumed. With increasing interest lost khổng lồ the event & peak interest during it. Then a huge drop in interest and basically nothing for the rest of the year.

Tip: Even though there is no clear trend as such, there can be some insight inkhổng lồ when interest starts building and when it becomes a 'tipping point'. This lets you align your calendar & pitching to lớn get ahead of the crowd.


5 years.Now you care starting khổng lồ see a potential trover. The 4 spikes from previous years appear khổng lồ be declining. There are a couple of 'random' spikes in interest during năm ngoái - this would be where you investigate.

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Tip: Finding spikes in interest when it appears from history there shouldn't be could provide great information that others could have sầu missed. Dive sầu deeper, make notes và evaluate all of the information - is there a deeper trend? Can you analyze & factor in your brand?


2004 - Present.The 5 year trend of declines in interest are now validated by the more longer term time selection. Now you can see that there is a clear decline in interest since 2004 but the peak in interest still remains around the same time of year.

Tip: Investigate this trkết thúc. This is a quảng bá piece in the waiting if you are in this industry. You have gone from a 5 year decline to lớn a 10+ year decline - this could be an opportunity lớn spin the story lớn match your offer or service. Either way it's there for you khổng lồ show off your lăng xê chops.

'Healthy Drinks'

I'm going to give sầu you an example that is more hàng hóa focused which should give a more real-world lăng xê example.

The idea here is that you should be able to lớn see how you can use Trends right now with your focus từ khóa. Going broad such as 'healthy drinks' can lead you down khổng lồ some interesting ideas, which can follow in-line with global interest.


12 months.Now apart from the Dec 31 - Jan 10 'NY Resolution' period, which is sort of expected, there is little to lớn no clear trkết thúc.

Tip: We clearly know why there is this peak in interest because of the association between healthy và new years. Dive sầu inkhổng lồ this a little more, see if any of your truyền thông contacts has this beat and reach out to lớn discuss their calendar.


5 years.That New Years trend is staying the same but peak interest is getting higher each year whilst lowest interest is also going up. That lớn me shows there is an on-going and growing interest in this. Which is vital khổng lồ start understanding the dates further & the context behind these peaks.

Tip: Time to lớn dig deeper. reviews dates & any key events that occurred, đánh giá future events và how tìm kiếm interest can be used in time with an event to grow your brands lăng xê.


2004 - PresentOnce you zoom out on a bigger timeline you can see and confirm that the overall interest and searches keeps on going. Year after year interest has been growing & it doesn't appear to lớn be slowing down.

Tip: This is a clear trend, with clear peaks in interest - you need to start thinking about how to best capitalize on this clear trover.

Developing an Editorial Calendar

Queries và Topics - Rising + Top

To make things easier we will be sticking with 'healthy drinks' as our trkết thúc từ khoá. This will make idea generation easier than going with Cannes, plus it's a product/brvà opportunity too.

* Top – The most popular tìm kiếm queries. Scoring is on a relative sầu scale where a value of 100 is the most commonly searched query, 50 is a query searched half as often as the most popular query, and so on.

source: Google

* Rising – Queries with the biggest increase in tìm kiếm frequency since the last time period. Results marked 'Breakout' had a tremendous increase, probably because these queries are new and had few (if any) prior searches.

source: Google

The idea with these 'Top' và 'Rising' queries is that you can see what is gaining popularity in relation to lớn your focus keywords. These provide opportunities to see if there are any directly related key words alongside a key trend.

You also have another key tool next to lớn queries which are 'Topics'. These tover to be more broader but closely related searches in other areas of your search term.


OK, as an example we are a Matphụ thân tea drinks brand. We have sầu searched for health drinks trends và also noticed that in related topics it is a 'Breakout' topic. We know that healthy drinks get searched for around key times of the year & we want lớn get in on the action with some strategic PR.

The next steps would be to lớn nhận xét peak interest, kiểm tra the context behind the peak interest, start lớn gather initial press release ideas.

You should then reach out to truyền thông media contacts who have covered this before và ask them about what would be interesting to lớn see and hear. This is a great lăng xê positioning opportunity - as long as you can provide the quality content lớn baông chồng this up.