2018 has come to a close and Google has released their most
popular search trends for the year. This list is a great way to see how search
has changed in Google over time – now that the search engine has turned 20
years old.
The annual Year in Search is a good reflection on the
changing search trends, the latest cultural moments or events that shaped the
most popular searches, but also what we can learn from all of these.
1. People searched
for answers
It should come as no surprise that people asked Google a
bunch of questions this year. With an increase in mobile search, people went to
Google whether it was a practical question or a query to find a specific
location.
In fact, location-based searches took up a large part of the
2018 searches.
This is important to take into consideration when thinking
about your local search marketing.
2. Searches were very
direct
“How to” and “What is” searches ended up being very direct
and simple in 2018. It’s less common for people to type in complicated queries
when looking for an answer. For example, while someone might type in “How do I
turn off automatic updates for my iPhone 10,” it’s much more likely for them to
keep it short – “How to turn off automatic updates.”
Even if you’re not aiming for a popular and general keyword,
it’s still good to understand how to simplify your keywords in order to boost
your search engine optimization (SEO).
3. People searched
for ‘good’
According to Google, the world was searching for “good” in
2018 in a higher frequency than the previous years. People searched for
different kinds of queries, from “how to be a good dancer” to “what makes a
good role model.”
There are many brands that already benefit from this trend
by focusing on social good and how they can make an impact while increasing
their brand awareness. Just remember that ‘good stories’ can’t be forced. If
your brand is trying too hard to inspire your audience, then the result might
not be successful.
What Were the Most
Popular Searches of 2018?
The most popular search queries
have to do with:
- big events
- people who were in the spotlight
- practical ‘how to’ questions
- help to find a location
- bigger questions answered briefly
Going into 2019, you can take some wisdom from these top
search trends and apply it to your search engine optimization and marketing
efforts. A closer look at this year’s search trends shows that queries are becoming more
direct, specific, personal and even conversational in nature.
These trends can help us plan better campaigns, content, or
ads by understanding what people search for, how the search queries are
changing and how we can predict their search journey.
If you’d like to have an experienced digital marketing team
to support your business and marketing campaigns in 2019 and beyond, give us a call at (407) 682-2222 for a free
strategy session.