Snapshot : A quick data dive into most searched on google today. Let’s look at how Google Trends gives marketers content ideas for social media based on trending search terms. Sports, celebrities, news and events dominate. But there’s also always some random searches that you can tap into as well.
One job you’d never want, would be to work in the press office at Google. Because they get a lot of bad press. Look at the recent coverage of their fall out with the Australian government on paying for news coverage, for example.
Now, to be honest, we find it hard to get worked up about one way or the other. Corporate giants who make millions and billions in adverting revenue arguing with each other. For most normal people, who cares, really?
Google vs other media businesses
But it did get us thinking about the difference between Google and all those other news and media businesses. You know, the ones who give Google all the bad press.
Because, we’ve worked directly with the folks at Google and some of those other media providers. In our experience, the folks at Google are pretty easy to deal with. They are honest about their role as an advertising and media-led business. And they’re open to discussions about partnerships that serve the greater good, rather than just about selling airtime.
You don’t always find that. They might also negotiate hard, but they’re less commercial hardball players than you’ll find in most media businesses. That’s not to say they’re perfect either. But they come pretty high on our list of people we like to work with. They have an interesting culture which we’ve covered in other articles.
But putting aside their cultural approach, there’s two business reasons we think Google stands out from those others. Two ways that they differentiate themselves.
Google’s two points of difference
Firstly, there’s the fact that their basic core service – search – they give away for free. Imagine if you had to pay for search? They could make a fortune charging for search, but they don’t.
That’s interesting. That makes them different.
And imagine if you have to live without search. How would you ever track down that new restaurant, that new recipe and what show that guy had been on before? Imagine you had to choose between search, and those shows on those other channels. You could probably find an alternative to those other shows. But what’s the alternative to search? Nah, if we had to make a choice, we’d throw all those other shows under the bus in a heartbeat. We’ll keep search, thank you very much.
And here’s the second thing.
Not only do they give that service away free, they also share a lot of the data that it generates freely too. As business owners you can use Google data to get live, free market research and insights 24/7, 365 days a year. For free. We cover lots of examples of this in our guide to secondary data.
We don’t see other media channels doing this. Amazon famously give almost nothing away. If you jump though a few hoops, you can squeeze some insights out of Facebook and Twitter But they don’t make it easy or obvious. They don’t even come close to matching what Google give you.
For us, Google have democratised digital data. It’s the digital equivalent of when water taps, pipes and plumbing started to go into houses.
As business owners, Google’s search data is amazing for generating insight and ideas. As an example, let’s have a quick data dive into the most searched on google today.
Finding ideas on most searched on Google today
Having had the first Trump-Biden presidential debate / playground fight playing in the background as we wrote this post, we’re pretty sure by the time this article goes live today, that’ll be the top trend. And to be honest, it was such a car crash, we can’t even bring ourselves to talk about it.
So, let’s do something a bit more fun. What can the most searched on Google today for the last 3 days tells us tell us about what people in Australia want and need right now?
Maybe because we first looked at most searched on Google today on a Monday, and the weekend is big for sport, but wow, sport. Sport related content is all over Google Trends. And we means, all over.
The search numbers smash some of the other search trends out of the park. Particularly anything relate to the English Premier League.
But scroll down a little, and you also find cricket (the IPL), US-based sports, especially basketball and gridiron and some other “global” football teams like Athletico Madrid and Bayern Munich rating highly on searches.
And then rounding off the sports section, you have the teenage boy’s wet dream combination of cars and fighting, with Formula 1 and WWE / UFC.
So, no surprise really that sport is popular as a general theme. But actually, quite an opportunity when you know what’s interesting to people who are interested in sport, right now.
Who could use this sort of data?
Well, obviously any business whose product, service or offer connect strongly into sport can use this information. They can use it to be current, topical and on-trend with their own content, especially on social media.
While obviously, you have to be careful not to infringe any trademarks, or suggest any endorsement, there’s nothing to stop you talking about these sports, these teams and what’s going on in them.
If you know these are the topics that your audience search on, what an opportunity to talk about them on your social media posts or feature them in your product offer. What an opportunity to build your brand identity as relevantly connected to these events, and to be an expert and fan in those areas.
One of our local restaurants for example, has a chalkboard outside where they feature funny or sports related content. Usually to the detriment of the Manly Sea Eagles. We’re pretty sure they must get some insight from Google Trends.
We love celebrities
So when sport doesn’t rule, it seems that celebrities do.
And what seems to be “hot” right now in celebrity world are pregnancies and babies. News about Joaquin Phoenix’s new baby and pregnancies with Sophie Turner from Game of Thrones and supermodel Chrissie Teigen all featuring highly in what people search for in the last three days.
Now clearly the celebrity world is a fickle one. And again, there’s challenges to make sure you don’t infringe any trademarks. But if these are the things that are interesting to your target audience talk about them. Have an option and a point of view.
Who could use this sort of data?
If you’re a parenting related brand, retweet the news about Joaquin’s baby with a comment that shows you care that they chose River as the baby name.
Make a GOT related pun about the new King of the North being on the way for Sophie T and whichever one of the Jonas brothers she’s with.
The point is you’re showing that your interests match those of your target audience. That’s really helpful to build connections and conversations.
News and events also matter.
Which leaves us with our last major category on Google Trends (LINK), and that’s when major things happen.
So in the last few days, we’ve had the Microsoft outage, the improving Coronavirus situation in Melbourne (though also the sh*tshow politics going on in the background) and the run-up to todays, let’s not talk about it, presidential debate. Supreme Court nominees and The Rock.
This stuff’s all gold from a social media content point of view. If you can comment / post on anything that’s relevant to your business, your brand, by association come across as a savvy, switched and connected.
Who wouldn’t want that?
Life’s rando searches
So, there we have it, sports, celebrities and news and events are what the most people are interested in. These three groups cover most topics in most searched in Google today. Think about what your brand could do with that.
Except, there’s one last category, we probably need to mention too.
And that’s because much as we’d like it too, life doesn’t always fall into three neat little buckets. We often make it try to, because it makes life much easier. But what people search for also throws in a few left-field thoughts too.
Because in general, people are left-field.
So, we also have high number of searches on Genshin, that even though we consider ourselves quite gaming friendly, we have to search and find out it’s a downloadable game.
Then, you’ve also got La Nina, the Pacific-based weather event, Fox News which we couldn’t figure out other why it was trending in Australia, and randomly Hugh Hefner and I Love Lucy.
Those topics, well, we would struggle to generate many ideas out of those, but if you’ve got any, let us know.