How to Use Google Trends: 9 Tips to Improve Your SEO in 2022

You may have heard of Google Trends before and know a thing or two about how it works. However, what you may be missing are some actionable tips on how to actually use these Google search trends to your website’s advantage. That’s why we’re here! Next, read a guide to using Google Trends for a variety of purposes.

This free website can help you in many ways – find a niche; conduct keyword research; See what’s hot on Google, and more specifically what’s hot on Google in your own country; get new content ideas; compare topics; or learn more about your audience.

Whatever your reason for reading this article to learn more about Google search trends, we’ll show you how to do all of those things. Again, Google Trends is completely free. So if you’re just starting out, it’s something to look into. Let’s dive in!

How to use Google Trends for various needs in 2023

To make your reading easier, we have divided this post into sections based on your needs. In each section, we show you how to use Google Trends to achieve a specific goal.

Here’s what Google Trends can do for you:

  1. Monitor search trends
  2. Find new keywords
  3. Research your niche
  4. Check out the latest popular searches
  5. compare keywords
  6. Optimize for video and e-commerce
  7. Target local audiences
  8. Analyze competitors
  9. Plan your annual calendar

Thanks to trend monitoring, you will keep an eye on the popularity of a topic in Google searches at any time. You can schedule posts based on their correlation with higher Google search frequency during specific time periods or based on specific observable triggers.

To start your research, go to the tool and search for a specific term.

Google Trends landing page

For example, if you want to write about (or sell) jackets, search Google Trends and look at the chart. You’ll find that this term is searched more frequently during the winter, with a peak in November. You will also find that it loses popularity between February and October.

How to Use Google Trends - Monitor keyword trends

It applies to any term you want to learn more about. Recognizing the patterns will help you get your content out there when people are really hungry for it. Posting at the right time will attract more traffic to your site than posting after people have already lost interest in a topic.

This is especially true for seasonal themes. There are also evergreens that can stay at the top of the charts all year round. This means that you can always write about it.

“Improve sleep,” for example, is constant throughout the year, although there are fluctuations here and there. So if you were already interested in writing about this topic, now you can be sure that it is worth it for you.


Because a quick look at Google search frequency will tell you that popularity is trending upwards.

Of course, you would still need to craft a well-written, informative article optimized for SEO, but checking Google search popularity is a must before putting pen to paper or fingers to keyboard. It almost doesn’t need to be said because it’s so obvious, but:

There’s little point in writing an article on a topic no one wants to read about unless you’re intentionally targeting a tiny, private audience.

Google Trends charts

Another reason you might want to check Google search trends is Update your old content. Be sure to update it with queries that are of high interest during a specific time period.

By default, Google Trends gives you a 12-month period for analyzing a search term, but you can change this period to more than a year. This will give you more clarity on which keywords are performing well over the long term, and which search spikes occur for short, finite periods of time.

If you’re targeting an international audience, you can also check what’s trending on Google in a specific country.

Search options in Google Trends

2. Find new keywords

The best way to get new content ideas is to start your search with a seed keyword, select the time period and country, and scroll down to see the last two blocks.

In the “Related Queries” block on the right will give you suggestions related to your seed term. Filter the keywords to get the best results and you will see the most searched queries for that period.

How to use Google Trends - find related searches

Clicking on any of these related searches will bring up more data about that specific search query and even more keyword suggestions. So you can jump from keyword to keyword and check what are the popular Google searches related to your topic. This will give you fresh content ideas to write about.

Google Trends also allows you to view this search information in two different ways:

  • Hot (up and coming) topics that have been gaining popularity lately
  • Popular themes from a specific period you choose

The top searches show the most searched keywords related to your topic.

💡 Top: For the increasing searches, you usually see what percentage their searches increased during the selected time period. But sometimes you see the word “Breaking out” next to them. A query starting with “Breaking out‘ has grown by more than 5000% recently. So, these are the search terms to target if you want to drive a lot of traffic to your site.

Be careful though, as many of these keywords don’t have long-term popularity. They are temporary keywords that trend for a limited period of time and then disappear.

Be sure to take a look at “Related topics” Block also for more inspiration. There you will see the topics that users have searched for in relation to your main search term.

3. Research your niche

Before deciding on a niche for your website, make sure people are still hungry to learn more about it and where you feel you can add unique value that solves a problem or pain point relieves. Trends come and go, so you should do your research and validate if your idea has potential for longevity.

Google Trends is an excellent tool for exactly this purpose. First, look for the niche you are considering for your website. Next, change the statistics date to “interest over time” from 12 months to 2004-present. This allows you to get an overview of how it has evolved or regressed over a long period of time. Think of it as a Google search longevity tool.

For example, if you look at current topics such as “Bitcoin” or “Vlogging”, you will see an overwhelming increase in the charts in recent years. On the other hand, if you search for “finance”, you will notice that this topic does not show any drastic swings. Instead, it has had a loyal, consistent, and popular following for a number of years.

This allows you to better understand which niches have more chance of success based on the numbers in front of you and the fluctuations in the chart. When the charts are steady, even when there isn’t a notable increase, that’s still a good sign. It means your topic has an interested community of followers who are constantly learning about it. You can capitalize on this interest and build your own loyal community around the topic.

Unless you’re into pump-and-dump schemes, which we encourage you to use, stay away from search terms that experience temporary spikes in Google search frequency followed by massive dips. You don’t want to commit to a niche that is inherently volatile and risky.

As opposed to a long-term engagement in a volatile niche, writing one-off content on topics that are gaining popularity can sometimes bring benefits to your blog or website. As long as the topic makes sense and fits into the broader niche of your site, writing a time-sensitive article about a hot topic can drive more traffic to your site.

For this specific purpose, Google Trends is like your best friend.

How to use Google Trends to get the list of latest popular searches?

Just type in Google Trends, select the country whose trends you want to check (top right corner) and scroll down.

Here you can see the recent trending searches and the yearly top searches in this country. Keep in mind that these currently trending keywords are temporary and may not be as popular over the next week or month.

If your website writes about breaking news topics or short articles are part of your content strategy to increase traffic, then this Google Trends feature is a must-have resource. However, if you plan to write some evergreen content, don’t rely on the latest search trends. Long-term keyword research will be much more relevant for this type of long-form content.

5. Compare keywords

Use Google Trends’ comparison option to see which relative keywords have the most searches and how they fluctuate over time.

As we mentioned earlier, there are terms that experience huge spikes in popularity for a short period of time and then plummet to very few searches per month. On the other hand, there are terms that never peak but remain constant over a long period of time.

If you need long-term relevance of your content, you should use the constant search term because it has staying power.

This feature is cool because it’s easier to see the differences and find the most effective keyword when you have all the stats plotted on the same chart.

Let’s take this interesting example in which we compare podcasts to audiobooks:

It seems that podcasts are the most popular form of audio content. After a dip in popularity in 2008, they surged again in 2017. Even though searches have slightly decreased in 2021, they appear to remain dominant.

Another interesting observation is that podcasts have had peaks and troughs in the number of searches, while audiobooks have followed a constant path from their inception to the present day.

6. Improve SEO for video and ecommerce

If your business relies on video marketing or ecommerce (or both), Google Trends is a good resource for understanding how trends differ.

If you search for a term, change the channel from “web search” to “YouTube search” or “Google shopping.” The results you get will only include one of these two platforms and not the general Google search engine. Think of it as the Google Trends YouTube Edition.

They are very helpful as you can see what products or verticals are popular for ecommerce stores. Also, you can find topics that can make videos successful based on what people search on YouTube.

For example, if you search “how to cook” you will find that there are more weekly searches on YouTube than Google Search. So if you want to create content on this topic, you might want to turn to videos.

This is a cool feature because while some keywords work great for blog articles, they may not be as popular in a video format and vice versa. It helps to tailor your content to the topic and preferred consumption methods of the target audience.

7. Target local audiences

Another useful aspect of Google Trends is the fact that you can use it to learn more about your audience on a deeper level. When you search for a query, you’ll see the regions and cities where your content or product has the highest Google search frequency.

You can use this data to optimize your website for local SEO and target those specific regions through paid advertising or custom content. You can personalize your content marketing to reach more of these target areas and increase conversion rates.

8. Analyze your competitors

Sometimes people look for a specific brand they trust when looking for a product. The same happens when they enjoy a particular blogger’s content or a vlogger’s videos.

Via Google Trends you can in “Related Queries” when any brands show up in people’s searches.

When I search for “coffee,” I get “Starbucks” as one of the top searches related to it. Seeing brands in suggested searches gives you an indication of who your competition is and allows you to study their marketing strategy.

You can also use the comparison feature to see how Google Trends compares to your competitors or even yourself. These stats will help you analyze your market and identify the areas where you can improve your branding strategy.

You can even write content to compare your products to your competitors and show users the benefits of your products.

9. Plan your annual calendar

If your niche is about writing about hot topics that come and go for short periods of time, proper editorial planning is what you need. When it comes to issues like this, timing is key. Your content, sales, or seasonal offer needs to go live around the same time that Google search trends are peaking for you.

By learning how to use Google Trends, you can look up keywords and topics ahead of time, review their historical patterns, and plan your content based on the assumption that the patterns will continue to repeat themselves.

Frequently asked questions about Google Trends

We’ve covered a lot in this article and we encourage you to bookmark it if you haven’t had a chance to read everything thoroughly. In the meantime, before we wrap it up here, if you want a quick, direct answer to a specific question, below are some frequently asked questions and answers about Google Trends:

Is Google Trends free?

Yes. Google Trends is a free tool that you can use to do keyword research, improve your SEO, plan a winning content strategy, and more.

Where does Google Trends data come from?

There are trillions of searches on Google every day, and those searches generate a lot of data. The search engine’s algorithms organize this data based on both the broad query subject and the specific keywords used in a particular search. Google then samples this data to show changes in interest in a topic over time. In other words, it shows you what’s trending.

How does an advertiser benefit from using Google Trends?

Advertisers, like marketers and other business people, benefit from Google trends in a number of ways, but one of the most important is market timing. By using Google Trends, an advertiser can see both historical search trends for a product they are trying to promote as well as what is very popular right now. This can help them plan their advertising campaigns better.

How to use Google Trends to find a niche?

You can use Google Trends to check if your desired niche is worth pursuing. First, type the niche you want to track into the search bar. Then switch the date range to “interest over time” from 12 months to 2004-present. This allows you to see how interest in your niche has evolved or declined over a long period of time. If the charts show consistent interest, it means your topic is long-lived and therefore might be worth pursuing further.

How do I use Google Trends for SEO?

Most SEO tools will tell you how much search volume there is for a keyword. However, this data is only based on the last check that the SEO tool performed on the keyword. In other words, it only shows the search volume at that particular point in time. In contrast, Google Trends shows historical interest in a keyword over a period of time. This allows you to see if a keyword has long-term value or is only popular because of a factor that’s causing a temporary spike in interest.

Learn how to use Google Trends in 2023

That ends our guide to using Google Trends. As you can see, this tool can provide you with valuable insights that will help you shape your content strategy. You can better plan ahead and schedule your content to fit at the most optimal times throughout the year. You’ll also get actionable data on your audience and details on seasonal themes.

To recap, here’s how to use Google Trends:

  1. Monitor search trends
  2. Find new keywords
  3. Research your niche
  4. Check out the latest popular searches
  5. compare keywords
  6. Optimize for video and e-commerce
  7. Target local audiences
  8. Analyze competitors
  9. Plan your annual calendar

How often do you use Google Trends? Do you think it’s a must-have tool for individuals or businesses looking to increase website traffic?

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