Google Trends

Google Trends is a free Google tool that shows how interest in a search term changes over time and across locations. It does not give exact search numbers. Instead it shows relative popularity on a scale of 0 to 100, which makes it useful for spotting seasonal patterns, rising topics and regional differences.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

How Google Trends works

Trends takes a sample of Google searches and indexes them. For any term, time period and location you choose, the busiest point is given a score of 100 and every other point is scaled against it. A score of 50 means half as much interest as the peak, not 50 searches.

Because the figures are relative, a term with a flat line at 100 is not necessarily popular. It may simply be steady. To judge real demand you still need a tool that reports search volume.

Main features

  • Compare: chart up to five terms or topics side by side to see which wording people use more.
  • Location and time filters: narrow results to a country or region and a period from the past hour to 2004 onwards.
  • Search type: switch between web, image, news, Google Shopping and YouTube searches.
  • Related topics and queries: see what else people searched for, sorted by Top or Rising. A Rising query labelled Breakout has grown by more than 5,000%.
  • Topics vs search terms: a topic groups related searches across languages and spellings, while a search term matches the exact words only.

How to use it for SEO

  1. Check seasonality: set the range to five years to see when interest peaks each year, then publish or refresh content a few weeks before.
  2. Choose between wordings: compare phrases such as “holiday” and “vacation” for a UK audience to pick the term people actually use.
  3. Find rising topics: use Rising related queries to find new angles early, before they appear in most keyword research tools.
  4. Plan regional content: the map view shows where interest is strongest, which can guide local SEO pages.
  5. Spot long-term decline: a steady downward line warns that a topic may not be worth a big investment.

Limitations to keep in mind

  • Data is sampled, so small terms may show gaps or zeros and results can shift slightly between visits.
  • Scores are only comparable within the same chart. Two separate charts each have their own 100.
  • Very low-volume searches are not shown at all.
  • It reflects Google searches only, not other search engines or AI chat tools.

Google Trends alongside other tools

Trends works best as a companion to Google Keyword Planner or a paid keyword tool. Use those for estimated monthly volumes and Trends for direction, timing and wording. Together they help you build a content calendar that matches when people are actually searching.

Key Takeaways

  • Google Trends shows relative search interest on a 0 to 100 scale, not exact volumes.
  • It is ideal for spotting seasonal peaks and long-term growth or decline.
  • Rising related queries can reveal new topics early.
  • Scores are only comparable within the same chart.
  • Pair it with a volume tool to judge real demand.

Related Terms

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