Google Trends: What is the tool and how to use it in your strategy

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Have you considered using the Google Trends for his actions Inbound Marketing ?

That’s what this article is going to deal with.

But before (or after, if you prefer) of reading, you can also watch the video below, which has some extra tips on how to use Google Trends to your business .

Well, this is not the first post of RD you will read that Inbound is about their personas and not about your company, but it strengthen here before you start. Knowing this foundation, how to find out what kind of information the public is consuming and how to use it to your advantage?

There is only one solution, but, of all existing in the market, we have Google Trends, a free and fantastic tool.

Google Trends brings together a gigantic database to show you what topics are being researched at the moment, which were surveyed over the last 30 days (or last year, or the last 5 years, or any predefined date since 2004) , which issues related to your search other people are also seeking and other insights.

In this post you will know what is Google Trends, how it works, how to use the tool and other important details. Check out!

What is Google Trends

Created in 2006, Google Trends ( trends mean trends, in English) is a free tool provided by Google that lets you monitor the number of searches for a particular keyword  or topic over time.

When you search for a word, the tool shows a graph in which the horizontal axis represents time – that can be searched from 2004 – and the vertical, the volume of searches.

You can refine your search by country criteria, time (searches done in the last 5 hours, for example), category (arts and entertainment, finance, games, etc.) and type of search (for images, news, shopping, YouTube search or “web search”, which is the classic Google search).

How does Google Trends works

The results of the Trends are a part of the total collected results from Google. The search engine collects the data, categorizes them, connects them to a topic and remove personal information.

data is deleted searched by few people, searches for a term held by the same person in a short period of time and special characters.

Fun fact: Every year Google looks back video of the search terms. It looks just like it was in 2016:

Why use Google Trends

Does the tool serves for your business?

If you work with Digital Marketing the answer is for sure!

Some reasons to use Google Trends are:

  • 1. To have content ideas:  the tool shows the most searched terms for people. Important for content and SEO ;
  • 2. To find trends:  when searching for keywords related to your business, you can find the growth (or decline) of the searches related to your market;
  • 3. To compare terms:  biscuit or cookie? Keyword or keyword? Olympics or Olympic Games? Compare synonyms or related topics to see what more worth using in your marketing action.

Google Trends: How to Use

To begin, go to the page https://trends.google.com/trends/ . You do not need a register to begin.

On the first page, you will find the themes that have been discussed over the Internet.

You can type a search term in the “explore topics”. In the example below, it was used “Digital Results” with the length of time “past 12 months.”

Note that some very specific searches, such as proper names or many terms in quotes, may not have enough search volume to generate the chart.

google trends

Rolling down the page, you will find the countries in which the term is most researched, as well as issues and related research.

google trends

You can also compare two or more different search terms. In the survey below, a comparison between the search for cookie or wafer:

biscuit or wafer

Interpreting the information Google Trends

When you type a term in Google Trends search field, you have access to a wealth of information.

Interest over time

Numbers represent search interest relative to the highest point on the graph of a given region in a given period.

A value of 100 is the peak of popularity of a term. A value of 50 means that the term had half of popularity. Likewise a score of 0 means that the term was less than 1% of the peak popularity.

Interest by region

To find out which place his term was more sought for a specific period.

The values ​​are also calculated on a scale from 0 to 100, where 100 is the place with the highest popularity as a fraction of total searches in that location; 50 denotes a location that has half of popularity; and 0 indicates a place where the term has less than 1% of the popularity of that site with the largest number of searches.

Important: a larger value means a higher proportion of inquiries and not greater absolute count. A small country in which 80% of queries are about “bananas” will have twice the score of a large country where only 40% of queries are about “bananas”.

Consultations and related topics

Show other similar topics and queries to the term being exploited and which were searched by users.

It’s a good feature to find alternate keywords.


Main? Rising?

The results you may have noticed that there are these two options.

  • Key are the queries and topics that were searched.
  • Rising are queries and terms related to the largest increase in the frequency of research since the previous period.

Important:  results marked “Surge” had some significant increase, probably due to the fact that these queries are new and have no or few prior research.


Details and other features Google Trends

Up, we went straight to the point to show how simple enough to start using Google Trends. However, the tool has other features and options that go beyond the search field, and worth checking out.

home page

How about knowing quickly what are the main topics that are being sought by people on Google?

That’s what Google Trends homepage shows: one compiled Featured insights and materials for high for you to stay inside.

In the right corner of the screen, you can filter the results by category and country.

google trends

To explore

“Explore” you have access to a number of search terms and can filter them by location, time, category and type of search (Web, image, news, shopping or YouTube). It is especially useful for you to understand what people are looking for in its class.

In the example below, I filtered the search for the most searched terms in Brazil in the last 30 days and in the category “food and drink”.

google trends

You can also change the “key terms” to “terms on the rise” and check which terms have gained relevance in defined period.

See an example of the same search from the image above:

google trends

Top searches

The tab key research shows more details

In the right corner, you have an icon with a “+”. By clicking here, you can sign up to receive Google Trends notifications in your email.

google trends

In high on YouTube

In this tab, the videos that are standing out on YouTube in a predetermined time interval are shown. The default is “in the last 24 hours,” but you can filter to see older trends.

It is a great choice for those who publish videos on the platform and want to understand what the success of content being published.

This view, however, has its days numbered. You can see in Google Trends the message itself: “Soon, this page will redirect users to the YouTube Trends .”

google trends

most searched

The tab “More Searches” may seem redundant with the “Top Searches”. However, there is a subtle difference between the two: here, Google Trends shows a retrospective of the most searched terms in the last year.

If you want to older data, you can filter them. The Trends shows the most searched terms since 2008.

The research can be segmented by location. In Brazil, the most searched terms in 2016 were “Pokemon Go”, “2016 Olympic Games” and “Big Brother Brazil”.

Also, on this screen you have access also to some results filtered by categories, such as “music,” “actors”, “actresses”, “people”, “how to”, “sports”, “memes”, “film” “what is” and more.

google trends


Google Trends is an excellent tool to be used in any business. If you have any case of Trends use in your business, share with us in the comments.

Also, you can use other Google features to assist their Digital Marketing actions. Check out our free eBook Google Marketing Tools for your company and see the main services it offers and how to use them throughout your sales funnel.