How to Use Google Trends for SEO and Content Planning

Google Trends shows how interest in a search topic changes over time and across places. It does not show exact search volumes — values are relative, on a scale from 0 to 100 — but it is excellent for spotting direction, seasonality and regional differences.

1. Compare topics and wording

Enter up to five terms to compare relative interest: "electric car" vs "EV", "jumper" vs "sweater". This helps you choose the words your audience actually uses, especially across countries. Combine it with long-tail keyword research.

2. Spot seasonal patterns

Set the time range to five years. Repeating peaks show seasonal demand: gardening in spring, tax guides before deadlines, gift ideas before holidays. Remember seasons differ by hemisphere — summer topics peak in December in Australia and in July in the UK.

3. Time your content

Publish or update seasonal content six to eight weeks before the rise, so search engines have time to crawl and rank it. Keep seasonal pages at the same URL every year so they build authority. See how to update old blog posts.

4. Find rising topics

The "Related queries" and "Related topics" panels have a "Rising" view showing searches growing fastest. "Breakout" means a very large increase. These can inspire timely content — check whether they are lasting trends or short spikes. Turn ideas into posts with the blog topic generator.

5. Compare countries and regions

The "Interest by region" map shows where a topic is most popular. For a global audience, compare countries before deciding which markets or examples to focus on. Read the international SEO checklist.

6. Check YouTube and Shopping trends

Switch from Web search to YouTube search or Google Shopping to see interest on those platforms — useful for video plans and product demand. See how to find trending products to sell online.

Limits to remember

• Values are relative, not search volumes.
• Low-volume terms may show no data.
• Spikes can come from news events that fade quickly.

A worked example

A UK and Australian outdoor clothing retailer published its "best waterproof jackets" guide every October. Google Trends showed Australian interest peaking around May and June, before the southern winter. The retailer created a separate Australian guide, published in April. It became the store's best-performing page in Australia that season.

A quarterly Trends routine

1. Check your five main topics over five years to confirm demand is stable or growing.
2. Note the months when each topic peaks in every country you target.
3. List rising related queries worth covering.
4. Schedule updates for seasonal pages six to eight weeks before their peak.

Fifteen minutes each quarter keeps your content calendar in step with real demand.

Related guides

• How to Start a Blog for Your Business (and Make It Pay Off)
• How Often Should You Publish Blog Posts for SEO?
• What Is Evergreen Content in SEO? (With Examples)

More free tools: browse all our free AI search tools, no sign-up needed.

Frequently asked questions