How to Do Keyword Research Using Google Trends

Table of Contents

Google Trends is a free Google tool that shows how often a keyword or topic is searched on Google relative to total search volume. Instead of showing exact counts, it indexes search interest on a scale of 0–100, where 100 represents the peak popularity of the term for the selected time period and region. Behind the scenes, it uses a sample of anonymized Google Search data to help you analyze and compare search demand. This makes it a powerful, user-friendly way for bloggers and small business owners to spot emerging trends, seasonal patterns, and regional popularity for their chosen keywords.

Searching and Comparing Keywords

To get started, open Google Trends (trends.google.com) and enter a search term or topic in the box. As you type, you’ll see autosuggestions: the exact search term you typed at the top, and below it Topics that Google matches to your query. A Topic search is broad: it includes the keyword plus related concepts, synonyms, misspellings and even other languages. This can give a fuller picture of interest across different ways people search. A Search term, on the other hand, matches the exact query string. For keyword research, trying both can be useful: topics for broad trends, and search terms for the precise phrase you want to target.

Once you enter your first query, you’ll see an interest-over-time graph and filter menus. You can then add up to 5 terms or topics for comparison. For example, click “+ Compare” and type another keyword. Google Trends will overlay the popularity lines for each term on the same graph. Filters at the top let you adjust the time range (e.g. past 12 months, 5 years, custom range), geographic region, category, and search type (Web, Image, YouTube, etc.).

For instance, the Google News Initiative illustrates how comparing “Zika virus” (blue) and “Malaria” (red) looks on Trends. The chart above shows Zika’s massive spike around early 2016, while malaria stays flat. You can hover over the graph to see the normalized value (100 at Zika’s peak, 4 for malaria at the same point). Below the graph, a map highlights which term dominates in each region. In this example, Zika was most searched in the Americas and malaria in Asia. Comparing keywords this way helps you quickly see which topic is more popular over time or by location, and by how much.

Step-by-step: Entering and Comparing Keywords

Enter your first keyword/topic. Type in a query and choose either the search term or topic from the dropdown. (Topics are often recommended for broader coverage.)

Set filters. Use the filters to choose your country (or “Worldwide”), time range, category, and search type (Web, News, YouTube, etc.). This ensures you see data relevant to your audience.

Add comparisons. Click “+ Compare” and enter up to four more terms. Make sure to compare like with like (topics vs topics, terms vs terms). This overlays multiple trends on one graph, letting you rank which terms are most popular.

Analyze the results. The timeline graph will update as you add terms. Notice which line is highest (top interest) and when spikes occur. Below the graph, check the “Interest by region” map and “Related topics/queries” for further insights (see below).

By following these steps, even beginners can quickly set up a Trends comparison and start exploring differences between keywords.

Analyzing Interest Over Time and Seasonal Trends

The main Trends graph shows interest over time for your keyword(s). Each point on the graph is scaled from 0–100, where 100 is the highest point of search interest in your chosen timeframe and region. Remember, this scale is relative, not absolute search count. A score of 100 means “peak popularity,” but not 100 searches – it just had the highest share of searches at that moment. A downward slope means a term’s relative popularity is decreasing compared to other searches, even if its absolute searches stay the same.

To spot seasonal patterns, set a multi-year range (e.g. 5 years) and look for regular spikes or dips. For example, many retailers see a surge in “Mother’s Day gifts” searches each April. The Google Trends graph for “Mother’s Day” typically shows low interest most of the year, a rising trend starting in March, a sharp peak around the holiday, then nothing until the next spring. Insights like this help you time content: if you sell gift guides, plan to publish in early spring to catch that wave.

Seasonality can also vary by region. The chart above compares “Brie” in the US (blue) and UK (red). Notice the US line spikes twice each year (around Thanksgiving and Christmas), while the UK line has a single annual spike at Christmas. Google’s documentation highlights this exact pattern. Such patterns tell a cheesemaker to stock different products at different times in each market, or help a blogger plan holiday recipe posts. In Google Trends you can switch between a map view and a list view of regions. Darker shades on the map (or value 100 in the list) indicate where interest is highest. Use this to answer questions like “Which month in Region X has the most interest?” or “How do interest peaks shift across years?”

Google Trends isn’t just for historical data – it also reveals currently trending topics. On the site you’ll find a “Trending Now” section (or tab) that highlights searches with rapid increases in the last 4, 24, or 48 hours, as well as past week. This is updated frequently and even shows an approximate search volume. Browsing by category (e.g. “Sports”, “Entertainment”, etc.) can give you timely ideas for content or social posts. If something in your industry is suddenly spiking, you might create a quick blog or video to capitalize on it.

Within the Explore tool, at the bottom of the results page are two tables: Related Topics and Related Queries. Each has a toggle for “Top” vs “Rising.” By default, you’ll see Rising terms – these are queries that have grown the most in volume during your selected time frame. Next to each rising term you may see a percentage increase, or it might say “Breakout”, meaning it grew by over 5,000%. For example, a sudden “Breakout” for “GameStop stock” in Jan 2021 would flag that meme-stock frenzy.

To interpret these:

Top queries are the most popular related terms in absolute relative interest (highest volume share) during the period. They show established, high-volume keywords.

Rising queries are those growing fastest. They often signal emerging interest but may have low base volume. A “Breakout” label is exciting, but remember it could still be a niche audience if it started from near zero. Always check volume with other tools (see below).

Identifying these keywords can power your content calendar. For example, if “back to school” starts rising in August, you know it’s time to publish guides or promotions. At Semrush, we use breakout trends (anything over 5,000% increase) to craft timely social media posts, quickly grabbing audience attention. Just be careful: don’t chase every flash-in-the-pan trend. If a query had virtually no searches then suddenly jumps, it might not be worth a full campaign unless you verify demand. Instead, look for rising topics that align with your brand and audience.

Exploring Keyword Popularity by Region

One of Trends’ strengths is geographic data. Below the timeline chart, you’ll see an interactive map (or list) showing search interest by location. If you set the region to Worldwide, the map highlights the country where your term is most popular. If you choose a specific country, it drills down to subregions or cities. The color intensity (or an index value) shows relative interest: the region with the highest interest is marked as 100, others are scaled proportionally.

Use this to tailor your SEO and content strategy by location. For example, a US-based bike shop researching “electric bicycles” might discover (as one blog noted) that interest is currently highest in Utah and Colorado. They could then write region-specific articles like “Top E-Bikes in Utah” or target ads to those states. You can also click on a country or state on the map to see related trending queries specifically there. These geographic insights help small businesses focus on the right markets.

Always set the location filter in Trends to match your target audience. If you serve only one country, don’t assume global trends apply. The Google documentation emphasizes checking multiple markets separately, since even similar regions (like US vs UK) may have different timing and interests. By analyzing the regional breakdown, you can discover new local keywords, new markets, or just make sure you’re optimizing for the places where your customers actually are.

Scrolling further down in Google Trends after your search will reveal two useful tables: Related Topics and Related Queries. These show other subjects and keywords that people who searched your term also searched for. They are a goldmine for brainstorming content and finding long-tail keywords.

Top (popular) related terms: Switch the dropdown to “Top” to see the most common associated topics or queries during your time frame. These have the highest overall interest and can reveal obvious keyword ideas. For example, if you search “marketing”, the top related queries might include popular subtopics like “digital marketing” or tools and events people frequently search alongside “marketing”.

Rising (growing) related terms: Select “Rising” to see which related queries have surged in popularity. These might be emerging questions or trends. For example, if “SEO Checker” is a rising related topic to “search engine optimization”, that indicates growing interest. You can then click that related query to explore it further in Trends. This “rabbit hole” of related queries can surface niche topics that your competitors haven’t covered yet.

Practically, use the related queries to expand your keyword list. If you see a rising related term, consider writing a blog post or FAQ about it. If you’re doing SEO, add relevant “Top” related queries as secondary keywords in your content. These sections essentially function like a dynamic keyword suggestion tool built on real user behavior.

Combining Google Trends with Other Keyword Tools

Google Trends excels at showing patterns and comparisons, but it does not provide exact search volumes or competition data. Its strength is context. As the Semrush guide notes, Trends data is relative, so it’s wise to cross-reference with other tools for hard numbers. For example, if Trends shows “vegan recipes” has grown 80% since last year, you might then check Google Keyword Planner, SEMrush, Ahrefs, or Moz to see monthly search volumes and difficulty for that term. This helps confirm whether the growing interest is also large enough to target.

A common strategy is: use Trends to find keywords and timing (e.g. “cruise vacations”, “back to school”), then plug those into a keyword research tool to get search volume, trend forecasts, and related terms. You could also combine Trends with Google Search Console data – see which of your current queries are rising in GSC, then check them in Trends to understand seasonality or geography. In short, think of Trends as part of a suite: it gives you insights (rising interest, seasonality, related topics) that you then act on with dedicated SEO tools.

Do’s and Don’ts for Effective Keyword Research

Google Trends is easy to use, but there are some pitfalls to avoid. Keep these guidelines in mind:

DO use multiple terms and filters. Compare keywords side-by-side, and adjust time frames, locations, and categories to refine your analysis. This gives a fuller picture of search behavior.
DO look for seasonal and regional patterns. Trends can help you schedule content or promotions at the right time and place.
DO check both topics and search terms. If you care about all variations of a concept, start with the topic. If you need the exact phrasing, use the search term. But compare topics only with topics and terms with terms.
DO explore Related Topics and Queries. Use the “Top” and “Rising” lists to find new ideas and long-tail keywords. This often reveals what’s on users’ minds right now.
DO use Trends for content planning. Identify which topics are gaining or waning in interest so you can write about the right things at the right time.
DO combine with other tools. Always pair Trends with keyword planners or SEO analytics to get volume and competition data.
DON’T assume Trends numbers are absolute. A trend score of 100 is just the peak interest point, not the number of searches. A rise from 20 to 40 is not doubling in search count; it means the term’s share of searches doubled relative to other terms.
DON’T chase every spike. A huge jump (even “Breakout”) for an obscure term might still be low traffic. Verify demand before investing heavily.
DON’T ignore context. If a query breaks out due to news (e.g. a celebrity scandal), ask if it truly fits your niche. As Google’s guidelines warn, “you shouldn’t write about something just because it’s trending” if it’s irrelevant to your audience.
DON’T forget data limitations. Trends excludes very low-volume searches, duplicate searches, and queries with special characters. A topic with zero trends score might simply mean “too rare to measure,” not that people never search it.

By following these do’s and don’ts, you can leverage Google Trends effectively without falling for common misunderstandings.

Conclusion

Google Trends is a powerful, free tool for keyword research – especially for uncovering relative search interest, seasonal patterns, and regional differences. For beginners and small businesses, it offers an easy interface to explore what topics are trending, how they change over time, and where the interest is coming from. By systematically comparing keywords, analyzing timelines, and checking related queries, you can discover valuable insights for your content and SEO strategy. Remember to use it alongside other keyword tools for volume data, and always focus on trends that align with your audience’s needs. With practice, Google Trends can help you plan timely content, optimize your marketing, and stay ahead of the curve in your industry.