In many ways, marketing is a game of trend watching. The marketer who’s best at spotting and using trends earns their business market share, brand recognition, and ultimately, revenue.
But how do you search for trends? And where do you start?
Well, since it owns more than 92% of the global search engine market, the answer to both of these questions is, Google.
How many people use Google?
Google controls a little more than 92% of the search engine market share worldwide. That includes 72% of the desktop market and 92% of the mobile search engine market.
Google’s nearest competitor, Bing, only holds 2.5% of market share, while Yahoo accounts for 1.5%. The distribution has remained relatively stable over the past few years with Google consistently claiming competitive victory thanks to detailed search results, in-depth analytics, and evolving service offerings.
Consider the rapid uptake of "Google" as a verb meaning, "to search" — "I’ll just Google it," "can’t you Google that?" "isn’t it on Google?" It’s not an exaggeration to say that when it comes to searching for information online, Google is — by far — the digital frontrunner.
How many Google searches per day?
Google doesn’t share its search volume data. However, it’s estimated Google processes approximately 63,000 search queries every second, translating to 5.6 billion searches per day and approximately 2 trillion global searches per year. The average person conducts between three and four searches each day.
Google also makes efforts to personalize search results, in turn, increasing the chances that users will opt for Google the next time they have a question. For users that aren’t logged into a Gmail or another Google account, the company uses anonymously stored browser cookies to get a sense of search histories and preferences.
For users signed into their Google account, Chrome’s browser history provides the data necessary for Google to construct a profile based on age, language preference, gender and search preferences, which informs the type of search results returned. Location offers an easy example of this approach — if users have location services turned on, Google search results will be filtered by geographic location to increase overall relevance.
Now, let’s look at a few of this year's top Google Search statistics and take a deeper dive into the trending searches that guide your marketing strategy.
Top Google Search Statistics in 2021
Now that we know how to search for trending topics, let’s look at how Google influences search with these latest statistics.
The top five Google searches in 2020 were "Election results," "Coronavirus," "Kobe Bryant," "Coronavirus update," and — unsurprisingly — "Coronavirus symptoms." (Google)
55% of people clicking on Google search ads prefer those to be text ads. (Clutch)
For every $1 businesses spend on Google Ads, they make an average of $2 in revenue. (Google)
The average click-through rate in Google Ads across industries is 3.17% in the search network and 0.46% on the display network. (WordStream)
The average cost-per-click for a keyword is about $0.61. (Backlinko)
The average cost-per-click in AdWords across all industries is $48.96 for search and $75.51 for display. (WordStream)
More than 90% of web pages receive zero organic traffic from Google. Just about 5% receive 10 visits or less each month. (Ahrefs)
A third of all Google searches are for an image and 13% of SERPs feature an "Image Pack." (Moz)
The average keyword is roughly two words long. (Backlinko)
The average conversion rate in AdWords across all industries is 3.75% for search and 1.77% for display. (WordStream)
There are over 190 different versions of Google Search. (GiT Magazine)
25. When Google opened its proverbial doors in September 1998, it only averaged about 10,000 daily search queries. ("The Search
With search volumes constantly fluctuating in response to world events and evolving news coverage, it’s worth knowing what searches are trending, how quickly they’re ramping up, and how they tie into similar keyword queries.
While one option is a scattershot approach — simply type a potential trend term into Google and see how many total results are reported — more targeted options often provide an easier path to improved search performance.
Let’s review some of the most useful tools available in the section below.
Review the "Year in Search," take Google Trends lessons, and see what’s trending now. You can also view the peaks and valleys of topic interest over time, which uncovers seasonality and allows you to plan your marketing calendar accordingly. Plus, find related topics and queries, and identify sub-regions your topic has been trending to better target your campaigns.
Discover articles, benchmark reports, and consumer insights that keep you up to speed on search. From ad bidding strategies to brand jingles, you’ll find interesting content that helps you think bigger while staying educated on how to leverage Google search for your business.
Sign on to Twitter for more than vaguely hostile political debates. Use the "trends" feature to uncover what’s trending in your state, country, or around the globe. When you click into a trend, you’ll see top tweets about the topic, relevant news stories, and live responses as well.
Identify the most shared content in the previous 12 months or the last 24 hours with BuzzSumo. BuzzSumo allows you to drill down and analyze the topics that matter to your industry, your competitors, and the influencers you learn from.
This RSS feed aggregator allows you to follow your favorite brands and see their most recent content in one place. Add your favorites and discover new publishers by searching your industry, skills, or — you guessed it — trending topics. Feedly also allows you to set up keyword alerts, so you’re always tracking the latest trends on topics you’re interested in.
Freshness and user-based voting determine how content is prioritized on Reddit. A quick visit to the homepage shows you trending or popular posts. And, you can filter by country or recency for a more relevant feed.
Sign up for Quora and select topic areas that interest you (e.g., "startups," "marketing," and "economics"). Quora will stock your feed with questions related to your content interests. This gives you insight into what your customers are asking, real-time debates about competitors, and even allows you to answer questions about topics you have experience in.
Expanding Your Google Impact
Bottom line? Google owns the largest piece of both search and web browser market shares and provides a host of interconnected services that empower the company to deliver personalized, real-time search results.
For marketers, this makes Google an irreplaceable tool for boosting consumer loyalty, courting new clients, and improving customer conversions. Armed with actionable trend data and relevant source statistics, marketing teams can expand their Google impact and ensure the right content gets seen by the right customers to jumpstart the sales process.
Originally published Jun 9, 2021 7:00:00 AM, updated June 09 2021