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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 September 2021.

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.

 

A Return To The Typical For September 2021

After a weird August 2021, last month’s queries looked more like the ones to which we are accustomed. There were a few phrases that were queried over 10 million times.  Deadly weather events weren’t a top search topic - thank goodness - and the return of the NFL brought back many of the top team names back into the daily top 3.

September did have its unique qualities too. We noticed some intriguing reporting on some Google Doodle clicks - phrases that were in the top 3 one day and then gone the next. Also, the sad story of Gabby Petito can’t be ignored as her name appeared in our capture 6 times last month. Lastly, coffee had a moment in September as a national day held in its honor was searched a bunch on the 28th. With that, let’s get into the top searched phrases of September 2021.

 

The Curious Clicks of Google Doodles

When Google changes the logo on its homepage with what they call a Google Doodle, people click. When people click, it leads them to search results. When they are led to search results, it’s counted as a query. Here are three queries that we counted because they were attached to a Google Doodle;

  • Christopher Reeve - 9/24/2021 - 10,000,000+ queries
  • Google - 9/27/2021 - 10,000,000+ queries
  • Rodolfo 'Corky' Gonzales - 9/30/2021 - 2,000,000+ queries

Two of last month’s Doodle were published to celebrate the lives of people of note, the actor Christopher Reeve and political activist Rodolfo Gonzales.  The other Doodle, noted by the query “Google” was posted to celebrate the company’s 23rd birthday.

One thing we noted as a team was the reporting of Google Doodle clicks on September 5th.  Since we check the daily search trends from Google Trends every day, we saw that it was initially reported that Google’s 2021 Labor Day Doodle had driven over 10 million clicks. It appeared as a query for “Labor Day” on Monday. 

But since we know there is an adjustment period for these results, we recorded the top 3 queries for Sunday on Tuesday and found the Labor Day query was no longer there. 

We didn’t know what to make of it. Since there were no Google Doodle-related queries in August, we wondered if Google Trends was changing how it reported Doodle clicks. If there was a change, it was temporary as we saw more Doodle clicks and the queries related to those clicks late last month.

 

The Non-Doodled Holidays

Putting the cryptic Labor Day Doodle query aside, here are the holiday related terms that people searched for the most in September: 

  • Rosh Hashanah - 9/5/2021 - 500,000+ queries
  • Labor Day meaning - 9/6/2021 - 200,000+ queries
  • 9/11 - 9/10/2021 - 1,000,000+ queries
  • Yom Kippur - 9/15/2021 - 500,000+ queries
  • National Coffee Day 2021 - 9/28/2021 - 200,000+ queries

“Labor Day meaning” did make the top 3, interestingly enough. We interpret this query and the number associated with it are connected to a genuine interest of learning more about the holiday. The Jewish holidays of Rosh Hashanah and Yom Kippur both occurred in September this year as did the 20th anniversary of the September 11th attacks. Lastly, and we love to see this type of “holiday” query appear in the daily top 3, National Coffee Day 2021 had a resurgence as compared to the last 4 years. 

The peak for this holiday may have happened in 2015 but it’s clear that more of us were searching for a way to celebrate coffee this year.

 

The Films and TV Shows We Watched

To gauge the popularity of video entertainment, AMP Agency takes note of the search volume behind movie and television show titles. 

The film industry has taken a hit and we are not sure if going to the movies will ever come back to the way it was but here are the films that drove the most search volume in September.

  • Shang-Chi - 9/2/2021 - 1,000,000+ queries
  • Matrix 4 - 9/9/2021 - 500,000+ queries
  • Malignant - 9/10/2021 - 500,000+ queries
  • Cry Macho - 9/17/2021 - 500,000+ queries
  • Venom - 9/30/2021 - 1,000,000+ queries

With the exception of Matrix 4 (that film’s trailer dropped on the 9th), all of these films were released last month. 

  • Dancing With the Stars 2021 - 9/8/2021 - 200,000+ queries
  • Ted Lasso - 9/19/2021 - 2,000,000+ queries
  • Dancing with the Stars - 9/20/2021 - 500,000+ queries

For TV shows, people still love Dancing With The Stars as it began its 30th season. The cast announcement and its premier episode drove people to search.  Interestingly enough, Ted Lasso is the only query related to the Emmy Awards that were held on the 19th. That show won 7 awards and may have picked up a few more viewers after the Emmys.

 

September 2021 News Events

For these monthly analyses, we typically do not report on queries related to celebrity deaths or other tragedies unless the search volume dictates that it can’t be ignored.  Queries related to  Gabby Petito’s disappearance and death made the daily top 3 of 6 days in September.

  • Gabby Petito - 9/15/2021 - 1,000,000+ queries
  • Gabby Petito found - 9/16/2021 - 500,000+ queries
  • Gabby Petito found - 9/17/2021 - 1,000,000+ queries
  • Gabby Petito found - 9/18/2021 - 500,000+ queries
  • Gabby Petito - 9/19/2021 - 10,000,000+ queries
  • Gabby Petito Autopsy - 9/21/2021 - 500,000+ queries

The other big news story that drove millions of queries was related to the California recall election. 

  • Californa recall election - 9/13/2021 - 2,000,000+ queries
  • California recall election - 9/14/2021 - 5,000,000+ queries

It’s interesting to see the number of queries increased the day after the election as people wanted to learn of the results. 

 

Gaming 

Keywords related to video games make the top 3 rarely so we thought it was a treat to see three phrases last month.

  • Deltarune - 9/16/2021 - 100,000+ queries
  • Nintendo Direct - 9/22/2021 - 200,000+ queries
  • New World - 9/27/2021 - 200,000+ queries

The second chapter of the Deltarune game was released on the 16th and New World was released by Amazon Games on the 28th.  Nintendo Direct announced all the games updates for their Switch console that are rolling out this winter.

 

Just the Top Sports Keywords

Of the 90 phrases we collected in September, 37 were related to sports.  Since there were so many, let’s just keep it to the keywords that were queried 2 million times or more:

  • Dallas Cowboys - 9/9/2021 - 5,000,000+ queries
  • Georgia football - 9/4/2021 - 2,000,000+ queries
  • Parkers - 9/12/2021 - 2,000,000+ queries
  • Cleveland Browns - 9/12/2021 - 2,000,000+ queries
  • NFL - 9/12/2021 - 2,000,000+ queries
  • Raiders - 9/13/2021 - 2,000,000+ queries
  • Thursday Night Football - 9/16/2021 - 2,000,000+ queries
  • Ravens - 9/19/2021 - 2,000,000+ queries
  • Packers - 9/20/2021 - 2,000,000+ queries
  • Christian McCaffrey - 9/23/2021 - 2,000,000+ queries
  • UFC - 9/25/2021 - 2,000,000+ queries
  • Dallas Cowboys - 9/26/2021 - 2,000,000+ queries
  • Packers - 9/26/2021 - 2,000,000+ queries
  • Chiefs - 9/26/2021 - 2,000,000+ queries
  • Bengals - 9/30/2021 - 2,000,000+ queries

Yes, gridiron football is back and the stadiums are filled with people. You can see the NFL dominate the number of sports keywords in this list.  The Dallas Cowboys and the Green Bay Packers seem to be winning the popularity contest so far this season.

 

Apple News

A new iPhone?  Oh, you know people want to know more about that.  The iPhone 13 series was unveiled on the 14th and the latest iOS version was released on the 20th.  

  • iPhone 13 - 9/14/2021 - 2,000,000+ queries
  • iOS 15 - 9/20/2021 - 500,000+ queries

All in all, a good month for Apple. If they ever launch a search engine, they can celebrate their company’s birthday with a doodle of their own.

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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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 October 2021. 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. What Did We See In October 2021 Examining the queries we collected from last month, we see the month had an inauspicious start with a few important websites and services having outages. News about Facebook bookend the month with the Frances Haugen report released during the first week and the corporate rename happening in the last week. People searched for information about holidays and the latest cryptocurrency along with the latest movies and TV shows. Lastly, the NFL and Major League Baseball drove a lot of interest in their teams, so we’ll explore what are the most popular ones. Here’s our take on the top search activity of October 2021.   Top Queried Phrases of the Month There were three phrases that topped the upper limit of reported query volume.  Two of them were attached to Google Doodles and sadly one was attached to a tragedy on a film set. Alec Baldwin - 10/21/2021 - 10,000,000+ queries Claude Cahun - 10/24/2021 - 10,000,000+ queries Day of the Dead - 10/31/2021 - 10,000,000+ queries The shock of the incident on the Rust movie set involving actor Alec Baldwin drove a large number of queries on the 21st.  The updated Google logo (Doodle) created for French photographer Claude Cahun and the Day of the Dead holiday stoked clicks for queries, which made them the top searched queries of their respective days. The Doodle counting discrepancy that we covered in the September 2021 article seems to have cleared up.   The Holidays Holidays tend to be big query drivers. From shopping deals to what’s open, people need to know information about these special days. Columbus Day - 10/10/2021 - 2,000,000+ queries Halloween - 10/30/2021 - 5,000,000+ queries With Columbus Day making the daily top 3, we conducted a comparison with the holiday that is taking its place. It appears that Indigenous Peoples’ Day still has some ways to go in terms of search popularity. Also, it was reported that spending on Halloween this year was record breaking.  We pulled the chart from Google Trends to see if that report translated into more query volume. According to Google Trends, keywords related to the celebration of Halloween 2021 were queried more than last year but it was not the biggest year ever. That award goes to Halloween 2006!   People Love Movies, TV Shows, and Movie Trailers Too We find that people want to know more about entertainment.  Now, it’s been widely reported that “Squid Game” is being searched for in large volumes, especially in the month of October 2021.  Curiously, it never made the daily top 3 of Google Trends.  Here are the TV shows and movies that did last month. The Many Saints of Newark - 10/1/2021 - 1,000,000+ queries The Guilty - 10/1/2021 - 200,000+ queries Halloween Kills - 10/14/2021 - 1,000,000+ queries You Season 3 - 10/15/2021 - 500,000+ queries Dune - 10/21/2021 - 2,000,000+ queries The above list all had anticipated release dates. We believe that having this element tied to your film or TV show is what gets your title into the daily top 3.  Squid Game has more of a slow burn as people learn more about it. The search interest is large but just spread out.  Anticipation certainly drives people to search for official movie trailers.  Take a look at the two that made the cut in October 2021: The Batman - 10/16/2021 - 1,000,000+ queries Lightyear - 10/27/2021 - 500,000+ queries Does search interest in a film’s trailer equate to future financial success?  Possibly.   Outages and Hacks As stated in the summary above, the month started off ominously as major websites and services had their troubles. Bank of America - 10/1/2021 - 500,000+ queries WhatsApp - 10/4/2021 - 500,000+ queries Twitch - 10/6/2021 - 500,000+ queries BoA’s site had a major outage on the 1st as did WhatsApp on the 4th, along with all of Facebook’s properties.  There was a report of a hack on Twitch on the 6th that drove people to learn more about it.   The Searches For Shiba Inu Coin  Powered by rumors of a decentralized exchange and a tweet by Elon Musk, the search volume behind this cryptocurrency made the daily Top 3 twice last month. Shiba Inu coin - 10/23/2021 - 500,000+ queries Shiba Inu coin - 10/27/2021 - 2,000,000+ queries As we have learned throughout this year, meme stocks and coins drive search interest. Someday, there will be a case study on how word of these financial assets gets spread.   How Was Your October, Facebook? Sorry, we meant Meta.  Here are the two phrases that made our list last month. Facebook whistleblower - 10/4/2021 - 1,000,000+ queries Meta - 10/28/2021 - 2,000,000+ queries These two keywords along with outages that happened on the 4th made for an eventful month for the social media giant.  Time will tell of the lasting effect it had on the organization.    2 Million Queries or More for Sports October, with the Major League Baseball playoffs and the NFL regular season in full swing, stirs up a lot of search volume for sports. Noting that 62% of the phrases we collected last month were related to sports, we decided to focus on the top searched phrases. Baseball team names get queried a lot.  Let’s take a look at which ones got searched the most. Yankees - 10/5/2021 - 2,000,000+ queries Dodgers - 10/6/2021 - 2,000,000+ queries Dodgers - 10/14/2021 - 2,000,000+ queries Red Sox - 10/15/2021 - 2,000,000+ queries Braves - 10/23/2021 - 2,000,000+ queries World Series - 10/26/2021 - 2,000,000+ queries World Series - 10/29/2021 - 2,000,000+ queries Along with the team names, the World Series got attention this year.  Conspicuously absent from this list is the Astros.  We guess they aren’t as popular as the other playoff teams.   Moving on to the NFL, here are all the team names that also made the 2 million or more query list: Patriots - 10/3/2021 - 5,000,000+ queries Dallas Cowboys - 10/3/2021 - 2,000,000+ queries Raiders - 10/4/2021 - 2,000,000+ queries Seahawks - 10/7/2021 - 2,000,000+ queries Chiefs - 10/10/2021 - 2,000,000+ queries Ravens - 10/11/2021 - 2,000,000+ queries Tampa Bay Buccaneers - 10/14/2021 - 2,000,000+ queries Steelers - 10/17/2021 - 2,000,000+ queries Buffalo Bills - 10/18/2021 - 2,000,000+ queries Browns - 10/21/2021 - 2,000,000+ queries Seahawks - 10/25/2021 - 2,000,000+ queries Packers - 10/27/2021 - 2,000,000+ queries Dallas Cowboys - 10/31/2021 - 5,000,000+ queries Did your favorite team make the list? The dates on which these queries occurred align with when the teams played. When there’s an event to know more about, acute surges in queries happen.  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.

Michael Mish, President of AMP Agency, recently chatted with Adweek about the importance of DE&I and the value in creating purposeful work. " First came a DEI board of advisors headed by parent company Advantage Solutions, and then the formation of employee resource groups (ERGs) for women, working parents and others for members of the Black, Latinx, Asian and LGBTQ+ communities. The agency also developed a training program to tackle unconscious bias across all levels." (Source: Adweek)   Read the news:  https://www.adweek.com/agencies/what-will-it-take-for-agencies-to-retain-diverse-talent/

In the Era of “Finstagram”, Snapchat Remains a Haven for Authentic Social Sharing  As marketers and brand strategists, we get a lot of questions about specific channels and how best to use them. Recently, we’ve been hearing the same set of questions quite frequently: “What’s the deal with Snapchat?”  “Is Snapchat dead?” “Why are they still around – who is even using them?!”   Surprisingly, Snapchat is not dead.  Yes, you heard that right – the app is still alive and thriving.  53% of all internet users aged between 15 and 25 years still actively use Snapchat. More fascinatingly, among this population, Snapchat is their most popular app, closely followed by Instagram. The average daily active user opens the app’s camera more than 30 times a day, spending at least 30 minutes on the app.  Users turn to the app for playful and silly content with their friends. 95% of Snapchatters say the app makes them feel happy, more than any other app tested.  This begs the question: How are so many people (in a coveted target demographic) using this platform and yet, so many people keep asking if it’s dead? The Answer: The reason people think it’s dead is actually the reason people like using it. It’s relatively free from advertisements and brands, it’s harder to track people and it offers a more authentic place to be yourself with your friends.    So, Why Snap? Think about the last time you were scrolling through Instagram. You see a post from your cousin, then one from your college friend, and then an ad about the shirt you were browsing 30 minutes ago. Nowadays, it seems like scrolling through social media has become a new form of never-ending advertising.  Now, enter Snapchat. Unlike other social platforms, Snapchat allows users an escape or ability to hide from targeted media, which is attractive to a subsection of consumers and, in our opinion, is the reason Snapchat is still very relevant for Gen Z and younger Millennials.  With Snapchat, users are able to directly share videos and images with their closest friends and choose how and when to share moments to a wider friends list. (Yes, we know Instragram added the close friends function in stories but it’s somehow not the same). Unlike Instagram or Tiktok, Snapchat users don’t appear to feel the pressure to look a certain way or feel a certain way about the amount of content they receive or share. Users are more likely to express their authentic self, not constantly comparing themselves to others based on post engagements or feed aesthetics. Snapchat also eliminates the surrounding influencer persona which surfaces on other platforms and removes the constant barrage of paid media. In other words, on Snapchat you don’t feel like you’re constantly being sold something. A Refinery 29 article points out “A big part of Snapchat’s appeal is the lack of commitment it takes to enjoy it: Stories fade after 24 hours, messages disappear, and, even if you leave Snapchat, you can always connect with people via at least three other platforms”- users do not have to feel pressured by the living content aspect of other platforms.  Essentially, Snap is a “cleaner” more authentic experience free from influencers and brands and that’s exactly why people like it.    Does this mean brands should avoid Snap all together!? By no means is Snapchat an untouched platform by brands. Brands do have targeted ads on Snapchat however, these don’t interrupt the way users engage with the app. Users only see sponsored content when looking through the wider audience stories and they know that’s the only place they’ll see ads.  Brands that use Snapchat well have become skilled at hiding their ads amongst other organic stories so much so that users sometimes don’t know they’ve clicked through a paid placement. TEVA, Sam Edelman and The New York Times are all currently running promotional campaigns on Snapchat in which users would briefly tap through the ad as if the brand had its own Snap story.                                       Additionally, through its filter feature, brands have been able to promote new products or promotions, however these filters can be seen as “tired” for Snap's core consumers.    What Should a Brand Do? How Should They Think About Snapchat? Be Purposeful & Authentic - Snap requires a lot of attention, strategy and dedication to do it well. Think About One to One - Snap is all about direct interaction. Think about adjusting your brand voice to be personified - help people feel like they’re talking to the people behind the brand, not a nameless faceless logo.  Don’t Copy & Paste Other Social Strategies - If you’re thinking about getting involved with a Snapchat presence - be prepared for a slow, long road. You can’t reuse your Instagram or TikTok strategy on this platform. Get to know how it works and then act accordingly.  Community before Mass Reach: “Going Viral” isn’t so much of a thing on Snapchat so it’s less about mass appeal and more about relationship building with a passionate group of friends and fans.  When in Doubt, Don’t - If you’re on the fence about jumping into Snapchat or reigniting your Snap presence, it’s better to be smart than be fast. No one is going to fault you for not having a Snap presence but there could be negative consequences if you do Snap poorly.    A Parting Thought From an advertising standpoint, brands can capitalize on the fast FOMO opportunities that Snap creates to promote new products or campaigns. At the same time, brands should strategically think about how to speak to consumers on the platform, especially when knowing most users turn to the app for playful and silly conversations with their closest friends. As both a user and a strategist,  Snap allows me to feel free of the social pressure felt across other platforms. However, if I were to advise a client interested in Snap, I would advise to proceed with caution as authentic social sharing seems to be harder and harder to replicate as for brands these days.  Brands are always welcomed to create a presence on Snapchat, although enticing to try to reach target audiences, the level of attention, dedicated resources, content curation and focus required to authentically join that space remains high.  Brands looking to engage may need to weigh the risks vs the possible rewards before launching campaigns on the platform or face potential blowback as consumers feel their “brand neutral space” becomes invaded.