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    Google Trends is a free tool provided by Google. With its help we can check search trends, the popularity of a keyword or topic of interest. In this context, by trends we mean the number of organic searches over time.

    This is a free tool, helpful for anyone who creates something on the Internet based on keyword analysis. Data on searches and keyword phrase trends, form the basis of many elements of marketing.

    It’s free.

    Google Trends

    What is Google News Initiative available under Google Trends?

    Also linked to the Google Trends tool is the Google News Initiative, which is intended to be an initiative to support the news industry. As part of this initiative, min. journalists have access to reliable information and ever-changing search trends. Google also offers a number of training courses to make their tools easier to use.

    Google Trends works a little differently than other Google tools (such as Keyword Planner) that give us information about key phrases. The most important difference is primarily that it does not show a specific number of searches for a given keyword, calculated on the basis of historical data, but precisely the search trends for a given keyword both in real time and in the past.

    Let’s start with the fact that we can download all the data shared in Google Trends in CSV format or share directly via a link. This will be especially useful when we want to present search trends in real time being, for example, a news journalist.

    We can use Google Trends in two ways, depending on what our goal is. If we want to see what is most searched for on Google, we should go directly to the “gaining recent popularity” section. There we will see the topics that are currently “on top” within Google searches.

    If, however, we are interested in information on a specific topic or a comparison of two different keywords, we should type them into the Google Trends search box.

    Somewhat colloquially speaking, Google Trends allows us to see what users type into Google’s search engine on a given topic. Thus, Google Trends statistics include such information as:

    • interest in terms of time (we can see data from as far back as 2004) for a given topic presented on a line graph, (note that the data provided are normalized and presented in the range of 1-100, normalization is based on the fact that Google checks on what day in a specific region and time the most searched term was selected, this result is marked as 100)
    • interest in the topic in a particular territorial area – we can select the places where users search for keywords with a refinement to a particular country or in its individual regions
    • interest in specific subject categories
    • interest in specific search engines – in Google Graphics (graphics search engine), news search engine, Google Shopping and YouTube
    • interest by city – where we get a map of a country with individual cities marked on it, which are assigned values on a scale of 1 to 100, where 100 means the city with the highest interest in the topic at the time we indicated
    • similar topics and queries – Google also shows us similar topics and queries gaining popularity
    • the above data, we can also compare for two different keywords and thus check their popularity

    Google Trends is used not only by marketing professionals, but also by a whole range of people from different professions or simply curious people who want to see what others are most likely to search for on Google. And it’s not surprising, because the data we get from Google Trends is presented in an understandable and very accessible way.

    Google Trends statistics, and social media activities

    Verifying what the daily search trends are for various topics on the most popular search engine is especially important if we want to conduct a real-time marketing strategy in our social media channels. As we know, there are a number of paid tools that support such social media activities, but it is also worth taking a look at Google Trends.

    In this case, the most relevant section for us will be the “gaining popularity” section, where we can see all the phrases gaining recent interest and see how many and what similar queries are related to the topic. This way we will be able to react quickly and prepare content covering popular topics within our social media.

    With the help of Google Trends, it is also worth using to see how the popularity of the keyword that is to be the basis of the content we create. If the search trend for a particular phrase is downward, you may want to search for another keyword?

    If we already have a list of key phrases ready, it’s worth subjecting them to a quick audit using Google Trends and putting the popularity of the keyword high on our priority list.

    As we know, it is not only the growth of key phrases that is important in SEO efforts, but more importantly the traffic they generate to the site, and this is of course derived from the total number of searches. So it’s worth keeping this in mind when creating a content plan and choosing related key phrases to include in the content.

    When to use Google Trends, in paid campaigns

    Remember, of course, that Google search is not just about free results. Google Trends applies on a similar basis to PPC campaigns. Keywords for AdWords campaigns are usually selected using the Keywords Planner, which shows us the number of searches and its distribution over time in the previous 12 months, CPC rates, competition and percentage changes in these elements.

    However, if we want to know when to run a seasonal marketing campaign across the country or in a particular region, it is useful to search for keywords and similar queries trending strongest for the periods in question. Since the main function for which we want to use Google Trends is that we can see where and when given keyword phrases are most popular, we can admit that it is a great tool for this purpose.

    As I mentioned earlier, Google Trends can also be useful in the work of a journalist. To encourage those working in the media, Google has gone all out with its News Initiative, but even without this percussion, when creating materials it is worth verifying the interest of potential audiences in a given topic.

    There are topics that have the most interest at any given time, and we know this even without checking what the popularity of the keyword is at the moment (international events, sports, etc.). Such situations are governed by their own laws, so you should undoubtedly write about them. However, it’s worth looking at Google Trends regularly to see what topics are gaining popularity and can benefit us in the future.

    This way we will be able to get ahead of the competition and “take care” of the topic ahead of time, which others will not be able to do without sufficient data.

    An interesting case from the past few years was the analysis of Google Trends data in the context of Polish language matriculation topics. In the Podlaskie province, very specific searches on “Lalka” Boleslaw Prus suddenly began gaining popularity just hours before the start of the high school exams.

    It would have been possible to consider this data a bit coincidental, “ot students repeat before the baccalaureate” however, the situation turned out to be a bit less innocent when searches related to a specific topic that later appeared in the exam sheet were also added. Then Google Trends information on that particular search term was widely discussed in various online and traditional media.


    Google Trends is a useful tool for a very wide range of marketing professionals and content creators. So it’s worth keeping it in mind in your daily work, so that the content you create is always “up-to-date”.

    Keywords are the cornerstone of content creation planning in many fields, even among people who have had no exposure to SEO and approach it in a slightly different way than SEO or paid campaigns. Many paid tools may be too complicated for such people or simply too advanced for their needs. Then Google Trends comes to the rescue, where we can check the popularity of a given phrase, without having to put it in the context of SEO, where we get the result in a simple and accessible form for everyone.

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    Adrianna Napiórkowska
    Adrianna Napiórkowska

    She has 11 years of professional experience, she started her career at the Emarketing Experts agency as a junior SEO specialist. In addition to website positioning, she was responsible for conducting 360° marketing projects as an Account Manager at She worked for companies from the financial sector (Bank Millennium, Bank Meritum, Finai S.A.) and e-commerce (e.g. Black Red White, Autoland, Mumla). At Up&More, he is responsible for, among others, SEO projects for Panek Car Sharing, Amerigas, Interparking, H+H and Autoplaza.