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In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for February 2022.

Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month.

Well, That Was Quick

We always feel like February comes and goes so quickly. Since it has less days than the other months, it makes sense. During its 28 days, we collected search queries from Google Trends. There were some big topics to query last month including the Winter Olympics, the Super Bowl, and the War in Ukraine. Overall, there were 9 keyword phrases that were queried over 10 million times in February 2022, which is only 2 less than the previous month.  Maybe we just did more in less days last month.

Along with the aforementioned topics, we’ll examine the top queried phrases related to the world of entertainment, politics, and the weather. Winter can bring some tough conditions and we need to know how to deal with them.  Google seems to be the tool to help us learn more and figure out the best course of action.  Here’s our take on the search trends of February 2022. 

 

Doodles To Noodle

You know the score:  Google changes their logo to a clickable visual.  Those clicks become queries to their engine and they get counted in Trends.  These three phrases were triggered by Doodle clicks:

  • Lunar New Year - 2/2/2022 - 10,000,000+ queries
  • Toni Stone - 2/8/2022 - 10,000,000+ queries
  • Dr Michiaki Takahashi - 2/16/2022 - 10,000,000+ queries

The Lunar New Year made our list again. We saw it first as a Doodle on January 31st but the Doodle fun lingered into February.  Toni Stone was celebrated on the 8th as she was the first of three women to play professional baseball. Her Doodle was published in honor of the 1 year anniversary of her induction into the Minnesota Sports Hall of Fame.  Dr Michiaki Takahashi invented the first chickenpox vaccine and his Doodle coincided with what would have been his 94th birthday.

 

Holidays

February has some minor holidays.  Let’s take a look at the ones that made the daily top 3:

  • Groundhog Day 2022 - 2/1/2022 - 5,000,000+ queries
  • Valentine's Day - 2/14/2022 - 2,000,000+ queries

We went a little further to understand the popularity of these two holidays over time.  Let’s just say the data tells two different tales:

Groundhog Day is gaining popularity and riding a 2 year wave, with a peak in interest this past February.

On the other hand, Valentine’s Day is decreasing in search popularity and has been on a 4 year skid. For Google searchers, a season-predicting rodent is better than a box of chocolates.

 

The TV & Movies Were Worth Searching For

February had an interesting mix of video entertainment that made the Google Trends daily top 3:

  • Tommy Lee - 2/2/2022 - 1,000,000+ queries
  • Jackass Forever - 2/4/2022 - 500,000+ queries
  • Inventing Anna - 2/11/2022 - 1,000,000+ queries
  • Uncharted - 2/17/2022 - 500,000+ queries
  • John Mulaney - 2/26/2022 - 500,000+ queries
  • Euphoria Season 3 - 2/27/2022 - 1,000,000+ queries

For movies, Jackass Forever and Uncharted were released last month and drove interest on their opening nights.  For TV events, The Pam & Tommy miniseries debuted on Hulu last month and drove queries for Tommy Lee.  Inventing Anna was released on Netflix and piqued the interest of Google users. Towards the end of the month, John Mulaney, who is no stranger to the Google Trends daily top 3, made the list due to his hosting of Saturday Night Live. His entry on February 26th was his third appearance since May 2021.  Lastly, the season 3 finale of the HBO original series Euphoria captivated searchers to learn more about the episode.

 

It’s awards season so people want to know more about the performers getting nominated for and winning awards.

  • Oscar Nominations 2022 - 2/8/2022 - 2,000,000+ queries
  • SAG Awards 2022 - 2/27/2022 - 500,000+ queries

The Oscars had a down year in 2021 in terms of search interest.  We’ll monitor and report next month if the awards show had a turnaround in interest this year.

 

In The News

When news breaks, people search.  The biggest news story in February was Russia’s invasion of Ukraine, but there were other stories that triggered queries in Google.

  • Jeff Zucker - 2/2/2022 - 2,000,000+ queries
  • Similac recall - 2/17/2022 - 1,000,000+ queries
  • CDC mask guidelines - 2/25/2022 - 500,000+ queries

Jeff Zucker resigned from CNN because of his relationship with a colleague and Similac and other baby formula brands were recalled following complaints about bacterial infections in infants who consumed the products. Finally, after several months of COVID-related queries that were not so great, the CDC relaxing mask guidelines drove queries on the 25th.

 

Ukraine Invasion

It’s been in the news and on our minds for a couple of months now.  We present this timeline as a record of how the war has unfolded via search queries.

  • Ukraine - 2/11/2022 - 1,000,000+ queries
  • Ukraine - 2/21/2022 - 2,000,000+ queries
  • Russia - 2/21/2022 - 1,000,000+ queries
  • Ukraine - 2/22/2022 - 10,000,000+ queries
  • Ukraine - 2/22/2022 - 2,000,000+ queries
  • Russia Ukraine - 2/22/2022 - 2,000,000+ queries
  • Ukraine - 2/23/2022 - 10,000,000+ queries
  • Russia - 2/23/2022 - 5,000,000+ queries
  • NATO - 2/23/2022 - 2,000,000+ queries
  • Fox News - 2/24/2022 - 1,000,000+ queries
  • Russia invades Ukraine - 2/24/2022 - 1,000,000+ queries
  • SWIFT - 2/26/2022 - 500,000+ queries

From this list, we saw some duplication in the list as the search volume was very high for this topic on the 22nd and 23rd. In the past, we have seen Google Trends have an issue with duplication of phrases, especially on keywords that have a huge spike in interest. We’ll keep collecting the top 3 phrases of the day, hoping that the conflict comes to an end.

 

Politics Topics

Last month, there was a nominee for a new Supreme Justice.  

  • Ketanji Brown Jackson - 2/24/2022 - 2,000,000+ queries
  • Ketanji Brown Jackson husband - 2/25/2022 - 500,000+ queries

The AMP team found it interesting that not only did the candidate’s name make the daily top 3 but also queries about her husband. We guess it’s interesting that Judge Ketanji Brown Jackson is related to former Speaker of the House Paul Ryan through marriage.

 

President Biden’s first State of the Union address drove queries on the 28th.

  • State of the Union - 2/28/2022 - 1,000,000+ queries
  • State of the Union 2022 - 2/28/2022 - 500,000+ queries

We wonder if users needed to refine their search to include the year since it seems as Google should have been able to give up-to-date results on the first query.

 

Tech Sector Keywords

From the world of technology, there were subjects that people queried to understand better and gain information.

  • Samsung - 2/9/2022 - 500,000+ queries
  • Truth Social - 2/20/2022 - 500,000+ queries
  • Starlink - 2/26/2022 - 500,000+ queries

On the 9th, the Samsung Galaxy Unpacked 2022 event took place and the new S22 series was unveiled.  Donald Trump’s long awaited social media platform launched on the 21th and Elon Musk launched Starlink on the 26th.

 

Winter Weather 

Snow, ice, and wind are a big part of winter weather in the USA.  Here are two weather related phrases that made the daily top 3:

  • Winter Storm Warning - 2/16/2022 - 1,000,000+ queries
  • Snow squall - 2/18/2022 - 500,000+ queries

We don’t think we have figured out the Winter Storm Warning query yet since it has appeared numerous times over the past few months. We thought there was a Google-enabled automatic query for the phrase, but it may be an aggregation of related phrases for the purposes of Google Trends Daily Trend reporting.

You can see that the volume on the topic has exploded only recently:

It’s odd because there have been winter storm warnings issued by the National Weather Service before 2022.  We are not sure why they are becoming a topic that Google is picking up on now.

Who learned the definition of a snow squall this year?  It looks many people did.

 

This Year’s Winter Olympics

The 2022 Winter Olympics were held in Beijing and although the TV ratings were down, there was enough search interest for the games and the athletes to report in our post.

  • Winter Olympics - 2/3/2022 - 10,000,000+ queries
  • Shaun White - 2/3/2022 - 5,000,000+ queries
  • Olympic medal count - 2/4/2022 - 500,000+ queries
  • Eileen Gu - 2/6/2022 - 500,000+ queries
  • Nathan Chen - 2/7/2022 - 500,000+ queries
  • Eileen Gu - 2/8/2022 - 1,000,000+ queries
  • Shaun White - 2/10/2022 - 2,000,000+ queries
  • Nathan Chen - 2/10/2022 - 1,000,000+ queries
  • Women's figure skating - 2/17/2022 - 1,000,000+ queries

The volume on the first query of this list was assisted by a Google Doodle. Other than that, interest in the games did spur keyword queries throughout their duration with specific athlete’s names being the most searched for topics.  

 

What Time Does That Big Game Start?

Every year, the NFL’s championship game drives search queries. It is still the most popular sporting event in the USA and the search volume proves it. It may be popular, but people still need to verify when it’s happening.

  • Superbowl Kickoff time - 2/11/2022 - 500,000+ queries
  • What time is the Super Bowl - 2/12/2022 - 5,000,000+ queries

Check out related queries from the past 3 years:

  • Super Bowl time - 2/5/2021 - 500,000+ queries
  • Super Bowl 2020 time - 2/1/2020 - 2,000,000+ queries
  • Super Bowl Time - 2/2/2019 - 1,000,000+ queries

The AMP SEO team thinks that knowledge of the kickoff time is important for party meal prep.  You have to know when to start the chili or put the wings in the oven so they are ready for the game.  Here are the other keywords related to the Super Bowl that made our list: 

  • Super Bowl 2022 - 2/12/2022 - 10,000,000+ queries
  • Mary J. Blige - 2/12/2022 - 10,000,000+ queries
  • Joe Burrow - 2/13/2022 - 10,000,000+ queries
  • Super Bowl score - 2/13/2022 - 5,000,000+ queries
  • NBC - 2/13/2022 - 1,000,000+ queries

Notable queries include Mary J. Blige, who was among several different performers of the halftime show, and Joe Burrow, the losing quarterback of the game.  Both of them must have more star power than the others.

 

Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.

Until next month.

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AMP Agency, a full-service digital marketing agency, has acquired Genome, an award-winning digital innovation, transformation and product development company. The addition of Genome will further AMP’s strategy to advance technology-enabled innovation and grow internationally. “Our technology practice has become a valuable resource for clients. It was clear from the start that Genome would bring necessary skill sets, so the acquisition felt natural. The addition of the Genome team’s expertise and its capabilities take our offerings to a new level.” said Michael Mish, President of AMP Agency Genome CEO Matt Fitz-Henry will serve as senior vice president of technology for AMP Agency, with the primary objective of building innovative technical solutions for clients. Genome’s Executive Vice President and General Manager Nate Herr will serve as senior vice president, technology services.   Read the full press release here.

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for April 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Top Trending Keywords - April 2022 Overview Last month, we only had one phrase that was queried over 10 million times, according to Google Trends. We’re not sure if “April Showers brings less Unified Search Interest” is the new hip saying but you’ve read it first, for sure.We did see queries across the typical topics: Entertainment, Holidays, Politics.  We’ll delve into all of those phrases.  Oh yeah, and a billionaire decided to buy a social network so we’ll examine the timeline of that topic. Finally, since there were so many and they were spread over five distinct subcategories, we are doing a deep dive into the keywords related to sports.  Those live events certainly capture the attention of Google users.   Climate Change Awareness In coordination with Earth Day, Google changed their logo with a Doodle that linked to search results for the following phrase: Climate Change - 4/21/2022 - 10,000,000+ queries SInce the inception of Google Trends, the search interest for this phrase has never been as high as it was last month. Google has used its Doodle program to bring attention to other topics in the past. We wonder if search interest in this topic will continue to increase in future months and years.   No One Was Slapped At The Grammys After we reported that Will Smith broke Google Trends in March 2022, the AMP team thought there may be a spike in interest in other awards shows. Check out the phrases attached to the Grammys: Grammys 2022 - 4/2/2022 - 2,000,000+ queries Olivia Rodrigo - 4/3/2022 - 2,000,000+ queries The awards show received a respectable number of queries and congrats to Olivia Rodrigo on her wins.  Let’s look at the historical data for this awards show: Looking at the past five years, the search interest in this year’s Grammys was a part of a downward trend.  There appears to be no effect from the Oscars.  We do like the small spike in the chart that is connected to when nominees are announced.   Top Movie Queries Last Month What films drove people to search in April 2022?  Here’s the list we collected: Doctor Strange 2 - 4/6/2022 - 200,000+ queries Sonic 2 - 4/7/2022 - 500,000+ queries Thor: Love and Thunder - 4/18/2022 - 1,000,000+ queries Don't Worry Darling - 4/27/2022 - 500,000+ queries The only phrase that is attached to a movie that premiered in theaters from this list is “Sonic 2”.  The rest are associated with a trailer that was made available online. If interest in a trailer is high, we feel that it’s a good indication that anticipation for the film is high.   Bonus query - the final episodes of the Netflix series Ozark were made available on the 29th: Ozark - 4/29/2022 - 500,000+ queries   Holidays And Natural Occurrences Interest in holidays is strong and we typically see the most popular holidays get queried on the day they occur or when the celebration starts.  Here are the phrases that we collected last month: Passover - 4/14/2022 - 200,000+ queries Happy Easter! - 4/17/2022 - 1,000,000+ queries Earth Day - 4/21/2022 - 1,000,000+ queries It’s clear that the Google Doodle related to climate change dwarfed the search interest in Earth Day.  In this five year view, the interest is in a bit of a down trend. The spike in the middle of the chart shows that search interest was at its highest in April 2020. Some people may not think it’s a great holiday but Tax Day in the US was on the 18th this year and here was the phrase associated with that day: TurboTax - 4/18/2022 - 1,000,000+ queries Procrastinators unite!  Or not. Or whenever you get to it. We saw that the full moon in April drove people to search and another weather related query made the daily top 3: Full moon April 2022 - 4/14/2022 - 200,000+ queries Severe thunderstorm warning - 4/11/2022 - 200,000+ queries Winter is officially over - we did not see any Winter Storm Warning queries in April!   Politics As Usual We had a few queries related to politics, both domestically and abroad, that made our collection from last month: Senator Dianne Feinstein - 4/14/2022 - 200,000+ queries Rudy Giuliani - 4/20/2022 - 500,000+ queries Madison Cawthorn - 4/22/2022 - 200,000+ queries French election - 4/23/2022 - 1,000,000+ queries Sen. Dianne Feinstein made the list because of news stories that she is no longer mentally fit for Congress.  Rudy Giuliani made an appearance on The Masked Singer TV show, which was spoiled back in February.  The North Carolina congressman made headlines on the 22nd and the presidential election in France captured enough attention of the US audience that it was queried over a million times on the 23rd.   Elon Musk  Not sure if you’ve heard but Elon Musk announced that he was going to buy Twitter and then had his offer accepted - all in the month of April 2022. Elon Musk - 4/4/2022 - 500,000+ queries Elon Musk - 4/25/2022 - 5,000,000+ queries At the time of this writing, the deal has not been finalized but all of AMP is watching closely to see what changes may come to this social media platform and its ads policies.   Just a Month About Sports Since people have been allowed to watch events in stadiums and arenas, sports-related searches are back with a vengeance. We did see a dip in the number of phrases that had sports intent between April 2020 through the summer of 2021.  Last month, we saw a good number of phrases that could be grouped to tell a few stories. Check out the timeline of the NCAA Basketball Tournaments: Final Four - 4/1/2022 - 1,000,000+ queries UConn women's basketball - 4/1/2022 - 500,000+ queries Duke - 4/2/2022 - 5,000,000+ queries Duke vs UNC - 4/2/2022 - 2,000,000+ queries UConn women's basketball - 4/3/2022 - 1,000,000+ queries NCAA basketball - 4/4/2022 - 5,000,000+ queries The Masters were back in a big way thanks to Tiger Woods and newcomer Scottie Scheffler.  See how people searched over six days in April: Tiger Woods - 4/5/2022 - 500,000+ queries Masters leaderboard - 4/6/2022 - 2,000,000+ queries Tiger Woods - 4/7/2022 - 1,000,000+ queries Scottie Scheffler - 4/8/2022 - 1,000,000+ queries Scottie Scheffler - 4/9/2022 - 2,000,000+ queries Scottie Scheffler - 4/10/2022 - 2,000,000+ queries Did you know European Football is popular in the US, at least from a search perspective? Check out this list of league and team names: Champions League - 4/5/2022 - 500,000+ queries Real Madrid - 4/6/2022 - 1,000,000+ queries Europa League - 4/7/2022 - 500,000+ queries Liverpool - 4/10/2022 - 500,000+ queries Read Madrid - 4/12/2022 - 1,000,000+ queries Man City - 4/13/2022 - 200,000+ queries Liverpool vs. Man United - 4/19/2022 - 500,000+ queries Liverpool - 4/24/2022 - 200,000+ queries Champions League - 4/26/2022 - 1,000,000+ queries Real Madrid - 4/26/2022 - 200,000+ queries Real Madrid - 4/30/2022 - 200,000+ queries NBA playoffs kicked off in April 2022 and the queries related to it rolled from the 13th through the 29th: Pelicans - 4/13/2022 - 500,000+ queries Hornets - 4/13/2022 - 500,000+ queries Clippers - 4/15/2022 - 500,000+ queries Hawks - 4/15/2022 - 500,000+ queries Warriors - 4/16/2022 - 1,000,000+ queries Timberwolves - 4/16/2022 - 500,000+ queries Bulls - 4/17/2022 - 500,000+ queries Suns - 4/17/2022 - 500,000+ queries Warriors - 4/18/2022 - 1,000,000+ queries Bulls - 4/20/2022 - 1,000,000+ queries 76ers - 4/20/2022 - 500,000+ queries Miami Heat - 4/22/2022 - 200,000+ queries Celtics - 4/23/2022 - 2,000,000+ queries Bulls - 4/23/2022 - 500,000+ queries Pelicans - 4/24/2022 - 500,000+ queries Jimmy Butler - 4/24/2022 - 200,000+ queries Celtics - 4/25/2022 - 2,000,000+ queries Warriors - 4/27/2022 - 1,000,000+ queries Joel Embiid - 4/28/2022 - 1,000,000+ queries Memphis Grizzlies - 4/29/2022 - 1,000,000+ queries Lastly, American Gridiron Football made some appearances in the daily top 3. The first phrase being a new league and the NFL draft. USFL - 4/16/2022 - 1,000,000+ queries NFL Draft - 4/27/2022 - 5,000,000+ queries 2022 NFL Draft - 4/28/2022 - 2,000,000+ queries Phew - that was a lot but each subsection had its own little journey.  You could see how the NBA playoffs are unfolding by just reading through the top queries.  Go Celtics! Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.

“If you look for it, I’ve got a sneaky feeling you’ll find that social actually is all around.”  Okay yes, I did steal that line from one of my favorite Holiday movies, Love Actually. But it’s true– elements of social networking are integrated into many of the products we consume every day, even if it’s not as overt as platforms like Facebook or Twitter.  Take Venmo for example. You open up the app to pay your roommate for your share of utilities and catch yourself scrolling through a feed of your friends’ recent transactions, decoding emojis to figure out what they’ve been up to. At its core, this is social networking, and it’s a feature of Venmo’s payment platform that has set it apart from its competitors like Zelle.   By adding a social component to something like a payment platform, Venmo created a space for not just payments to be exchanged, but social interactions. As humans, we intrinsically crave these connections and interactions that remind us we’re not alone. Leveraging this insight has put Venmo at a competitive advantage, as with many other brands who have taken the opportunity to create a social experience around their product. Why? Because nothing can compete with the power of a strong community around a product.    Case Studies: Products with Social Components & Where Brands Can Lean In There is a range of products with social components baked in. Some were created with social at the forefront, while others added social components as a feature to an existing product. Some have opportunities for external brands to join the conversation and leverage their niche communities, while others are a closed community of consumers. We’ll dive into two case studies to show the ways this has played out for two popular brands: Strava and Spotify.    Strava  Strava calls itself a social fitness network. The app allows users to track their activities and offers a range of analysis tools, from miles ran to calories burned and so on. But they didn’t stop there– Strava integrated a social experience into the commonly found fitness tracking app by allowing users to post their workouts to a feed, follow friends, and comment to give “kudos” (likes) to other users’ workouts.  Similar to other social platforms, users find themselves following IRL friends and acquaintances, but also their idols and professional athletes to get a glimpse into their training. The app allows users to join clubs, such as a running club or group of members training for the event, and invites them to take part in challenges such as “complete a 5K in May” or “log 250 minutes of activity”.  Brand Involvement  Clubs and challenges are the best way for brands to get involved in the conversation on Strava. A brand can create a club like Brooks Run Club or Nuun Hydration to connect athletes who identify with these brands to each other. Another option is for brands to host a challenge such as Lululemon’s Move and Stay Connected challenge, which was created during the height of the pandemic in 2020.    Spotify  Spotify serves a very straightforward purpose to consumers– to access music and podcasts. With that said, they have done a great job at weaving in social components that feel additive to the experience of using the app.  When you sign up for Spotify, you create a profile with your name and a profile photo. You’re prompted to connect your account to Facebook, and recommended users you may know and artists you may like to follow. Once you’re following other users, you can check your “friend activity” on the desktop app, view their profiles and save their playlists, and even create co-authored playlists with other users.  In addition to these social components within the app experience itself, Spotify has mastered the art of integrating with other social networks and encouraging users to share the music and podcasts they’re listening to on those external platforms. For instance, the notorious Spotify Wrapped campaign is practically designed for sharing on Instagram Stories. But even on a normal day, the regular social sharing integration in the Spotify app that allows users to share what they’re listening to on social is seamless.  Brand Involvement  There are a handful of ways that brands can get involved in the conversation on Spotify. Perhaps one of the most fun and creative ways is to create a brand profile with curated playlists like McDonald's and Gymshark have successfully done. Brands may also buy a variety of ad placements in the Spotify app, including audio and video ads served to listeners who use the free version of the app, and also podcast ads.    Below are a couple of questions to ask when thinking about how you can apply this to your brand or product:   Can a social component be added to my product in a way that adds value to the overall experience?  A social component needs to build upon your existing product, and it needs to feel natural as if the purpose of the product supports the need for a social component and the experience is additive to the product.  There should also be a clear reason to create a space for consumer-to-consumer interactions. For example, perhaps you can see that these engagements are already happening on another social platform, like a Facebook Group or a Reddit thread.    Can my brand join the conversation or have a presence in a social component of an existing product, like Spotify or Strava?  If there’s a social component of a product that feels like a perfect fit for your brand, there may be an opportunity to establish a presence in that community. However, it’s important to approach these opportunities thoughtfully and strategically, because you will be under the microscope of a niche community. Additionally, you need to be careful that you’re joining a conversation where brands are welcome. For instance, communities like Reddit exist for user-to-user interactions, and brands can be shunned away from the platform.     With this all in mind, my hope is that next time you’re deciding which social platforms to leverage for an upcoming project or campaign, you may think outside the box about social media and look at the non-traditional, yet intrinsically social, platforms at your disposal.