Popular searches · Search data
How to read Google's Year in Search
Google Year in Search is an annual roundup of trending searches. A live room host can use it to find conversation ideas, then check the topic's context and relevance before planning a session.
What it is
Year in Search is Google's yearly summary of notable searches, built on Google Trends data. It highlights topics that grew quickly in that year, in lists such as people, events and questions. Lists differ by country.
It shows interest, not quality or truth. A topic can be searched because it was surprising, because it was confusing or because it was in the news.
What it hides
Trends show change over time, so a steady topic that people always search can look unremarkable next to a one-off spike. Everyday searches may never appear.
It also does not say what the searcher wanted. The same word can mean different things to different people, which is why intent matters (see our guide on search terms and search intent).
Using it well
Use the lists to see what your audience was curious about, then check whether you can add something of value. If you cannot, skip the topic.
Do not add popular words to a page that has nothing to do with them. It does not make the page more relevant, and readers who arrive for something else leave quickly.
Where to look
Google Trends is free to use and lets you compare topics, countries and time ranges. Read the notes on each chart to see how the numbers are scaled.
Sources
Questions, answered
Does a popular search mean a topic is important?
No. It means many people were curious. Importance and curiosity are different things.
Are the lists the same in every country?
No. Google publishes them by country and region, and the lists differ.
Written by the Vozzo editorial team. Spotted a mistake or want to suggest a correction? Email support@vozzo.org.
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