In many ways, marketing is a trend-tracking game. The marketer who best recognizes and capitalizes on trends deserves their market share, brand awareness and ultimately their sales.
But how do you look for trends? And where do you start
Now that Google owns more than 92% of the global search market, the answer to these two questions is: Google.
How many people are using Google?
Google controls just over 92% of the global search engine market share. This includes 72% of the desktop market and 92% of the mobile search engine market.
Google’s closest competitor, Bing, holds only 2.5% of the market share, while Yahoo accounts for 1.5%. The distribution has remained relatively stable over the past few years, with Google winning over and over again thanks to detailed search results, in-depth analysis and evolving service offerings.
Think of the rapid spread of “Google” as a verb that means “search” – “I just google it”, “can’t you google this?” “Isn’t it on google?” It is not an exaggeration to say that Google is by far the digital leader when it comes to finding information online.
How many Google searches per day?
Google does not share its search volume data. However, it is estimated that Google processes approximately 63,000 searches every second, which equates to 5.6 billion searches per day and approximately 2 trillion global searches per year. The average person performs between three and four searches a day.
Google also makes an effort to personalize search results, which in turn increases the likelihood that users will choose Google the next question. For users who are not signed into a Gmail or other Google account, the company uses anonymously stored browser cookies to get an idea of search history and preferences.
For users signed in to their Google account, Chrome’s browsing history provides the data Google needs to create a profile that includes the type of search results returned based on age, language preference, gender, and search preferences. Location provides a simple example of this approach: when location services are enabled, Google search results are filtered by geographic location to increase overall relevance.
Now, let’s take a look at some of this year’s top Google search stats and dive deeper into the trending searches that guide your marketing strategy.
Top stats for Google Search 2021
Now that we know how to search for trending topics, let’s take a look at how Google affects search with these latest statistics.
- The five most frequent Google searches in 2020 were “election results”, “coronavirus”, “Kobe Bryant”, “coronavirus update” and – unsurprisingly – “coronavirus symptoms”. (Google)
- More than 50% of Google searches end without a click. (Search engine country)
- 92% of all search queries are long-tail keywords. (Backlink)
- As of October 2020, there were more than 267 million unique US visitors to Google. (Statista)
- 89% of the URLs and 37% of the URLs in positions 1 to 20 rank differently on mobile devices and desktops. (SEMRush)
- There are now more than 1.8 billion Gmail users worldwide. (Tech jury)
- Compressing images and text can save 25% of web pages over 250KB and 10% save more than 1MB. These changes reduce the bounce rates and increase the page rank in the Google SERPs. (Google)
- Chrome accounted for 69% of the web browser market share in 2020. (Net market share)
- In 2021, 56% of web traffic was from cell phones. (Broadband search)
- 14% of Google searches are a question. (Backlink)
- In 2020, 500 keywords made up 8.4% of total search volume. (Backlink)
- The average click-through rate for first place on the desktop is 31.5% and 24%, respectively, higher than that of mobile devices. (Extended web ranking)
- Four times as many people are likely to click a paid search ad on Google (63%) than any other search engine – Amazon (15%), YouTube (9%) and Bing (6%). (Coupling)
- 55% of teenagers use Google voice search on a daily basis. (Marketing Dive)
- 55% of people who click on Google Search Ads prefer text ads. (Coupling)
- For every $ 1 companies spend on Google Ads, they average $ 2 in revenue. (Google)
- The average click-through rate in Google Ads across all industries is 3.17% in the search network and 0.46% in the display network. (WordStream)
- The average cost-per-click for a keyword is around $ 0.61. (Backlink)
- The average AdWords cost-per-click across all industries is $ 48.96 for search and $ 75.51 for ad. (WordStream)
- More than 90% of websites do not receive organic traffic from Google. Only about 5% receive 10 visits or fewer each month. (Ahrefs)
- A third of all Google search queries relate to an image and 13% of the SERPs contain an “Image Pack”. (Moz)
- The average keyword is around two words long. (Backlink)
- 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 was only doing an average of about 10,000 searches per day. (“The search
With search volume fluctuating in response to world events and evolving reporting, it pays to know which searches are trending, how quickly they are growing, and how they are linked to similar keyword searches.
While one option is a scattershot approach – just type in a potential trending term into Google and see how many overall results are reported – more targeted options often provide an easier path to improved search performance.
Let’s take a look at some of the most useful tools in the following section.
How to find trending searches
- Google trends
- Think with Google
1. Google trends
Check out the Year in Search, take Google Trends lessons, and see what’s hot right now. You can also view the ups and downs of topic interest over time, which will reveal seasonality and help you plan your marketing calendar accordingly. Also, look for related topics and searches, and identify subregions where your topic is trending to better target your campaigns.
2. Think with Google
Discover articles, benchmark reports, and consumer insights to keep you updated as you search. From ad bid strategies to branded jingles, you can find interesting content that will help you think bigger while staying up to date on how you can use Google Search for your business.
Log in to Twitter for more than vaguely hostile political debates. Use the Trends feature to find out what’s trending in your state, country, or around the world. Clicking on a trend will bring you top tweets on the topic, relevant news, and live replies.
Use BuzzSumo to identify the most shared content in the past 12 months or the past 24 hours. BuzzSumo allows you to break down and analyze the topics that matter to your industry, your competitors, and the influencers you are learning from.
This RSS feed aggregator allows you to follow your favorite brands and view their latest content in one place. Add your favorites and discover new publishers by searching for your industry, skills, or – you guessed it – trending topics. Feedly also lets you set up keyword notifications so you can always keep up with the latest trends on the topics you are interested in.
Fresh and user-based voting determine how content is prioritized on Reddit. A short visit to the homepage shows you the latest or popular articles. And you can filter by country or timeliness for a more relevant feed.
Do competitive research, search for a keyword, or search for trending topics. Ahrefs helps you identify trending content and shows you what to do to outperform your competitors.
Pocket allows you to save content from anywhere on the web. Check your content whenever you want and head to the Explore page to find trending topics that are relevant to you.
Log into Quora and select topics that interest you (e.g. “Startups”, “Marketing” and “Business”). Quora fills your feed with questions about your content interests. That way, you can gain insight into your customers’ questions, real-time debates about competitors, and even answer questions on topics you are experienced in.
Extend your Google impact
Bottom line? Google has the largest market share in both search and web browsers and offers a variety of interconnected services that enable the company to deliver personalized search results in real time.
This makes Google an indispensable tool for marketers to increase customer loyalty, acquire new customers and improve customer conversion. Armed with actionable trending data and relevant source statistics, marketing teams can increase their impact on Google and ensure that the right content is seen by the right customers to drive the sales process.