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Google Search Trends Insights November 2020

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 November 2020.

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.

The Presidential Election - A Day-By-Day Examination

Typically, we start these posts with an overview of the month. But last month was different and there’s a good number of topics to examine, so we’re going to jump right in with the first one. As you may have guessed, keywords related to the election drove a larger number of searches last month. Since there was so much volume and each day’s top 3 told a story, we decided to showcase a daily report of the keywords leading up to and after the election.

Day 1 - Sunday, November 1

  • Election results - 11/1/2020 - 5,000,000+ queries
  • Who is winning the election - 11/1/2020 - 2,000,000+ queries
  • Whos [sic] winning the election - 11/1/2020 - 2,000,000+ queries

Two days before the election, people were already trying to see election results along with understanding who was predicted to win (and querying the same question with and without a contraction)

Day 2 - Monday, November 2

  • Election results 2020 - 11/2/2020 - 10,000,000+ queries
  • 2020 election results - 11/2/2020 - 10,000,000+ queries
  • Who won the election - 11/2/2020 - 10,000,000+ queries

Every one of the top 3 keywords was over the 10 million query mark as the people looked for results before the election day.

Day 3 - Tuesday, November 3

  • Election results 2020 - 11/3/2020 - 10,000,000+ queries
  • Election results - 11/3/2020  - 10,000,000+ queries
  • Election - 11/3/2020 - 10,000,000+ queries

Again, all the top 3 queries had over 10 million queries for the day. Looking at the top 10 keywords, 8 of them were reported to have over the Google Trends high water mark:

November 3 TrendsNovember 3 Trends Part 2

...even if 3 of them were “Election”.

Day 4 - Wednesday, November 4

  • 2020 election results - 11/4/2020 - 10,000,000+ queries
  • 2020 election - 11/4/2020 - 2,000,000+ queries
  • How many registered voters in Wisconsin - 11/4/2020 - 500,000+ queries

With no declared winner on Wednesday, people continued to search for election results and to check on registered voter numbers in a key battleground state. 

Day 5 - Thursday, November 5

  • Dale Moss - 11/5/2020 - 1,000,000+ queries
  • Stacey Abrams - 11/5/2020 - 500,000+ queries
  • Putin - 11/5/2020 - 500,000+ queries

By Thursday, people were ready to move on to more pressing issues, like learning more about the guy on The Bachelorette. However, there still remained a few politics-related queries, including Stacey Abrams and Putin. We thought it would be good to report the day in which search behavior revealed when the audience was either ready to move on or had decided there wasn’t any new information worth searching for related to the election.

Day 7 - Saturday, November 7

  • Kamala Harris - 11/7/2020 - 10,000,000+ queries
  • Trump - 11/7/2020 - 5,000,000+ queries
  • Jill Biden - 11/7/2020 - 2,000,000+ queries

Jumping ahead to Day 7 when Pennsylvania was called for Biden and politics-related queries made up all positions of the top 3 again, we see that the name of the first woman Vice President got the top spot.  

Looking back at the last two years of Google Trends recording and reporting, we’ve never seen a topic drive as much search volume as this election. Taking a look at the all-time charts on the phrase “election” from the tool, you can see that the 2020 was the most searched since January 2004:

unnamed (1)To put the search volume into even more context, we looked at the past 12 months and compared “election” with “coronavirus”, which we knew drove tens of millions of queries back in March.

unnamed (2)

It’s not even close. It’s clear that this year’s election not only drove record turnouts but also record interest in Google search.

Holidays and Shopping

November has a number of different holidays - both official and unofficial. The unofficial ones (Black Friday, Cyber Monday) have been created for holiday shopping. Here are the top phrases related to holidays and shopping. 

  • Thanksgiving - 11/25/2020 - 2,000,000+ queries
  • Diwali - 11/13/2020 - 500,000+ queries
  • Veterans Day free meals - 11/10/2020 - 500,000+ queries
  • Rockefeller Center tree 2020 - 11/17/2020 - 200,000+ queries

For the November holidays, Thanksgiving received the most queries, and the top query for Veterans Day was related to a free emails program. Diwali occurred in November this year and received more search volume than in 2019. Lastly, the Rockefeller Center tree made news on the 17th and it looked like the sad Charlie Brown tree.

The keywords specifically related to shopping that caught our eye are as follows:

  • Walmart - 11/11/2020 - 5,000,000+ queries
  • Walmart - 11/25/2020 - 5,000,000+ queries
  • Black Friday deals - 11/26/2020 - 5,000,000+ queries
  • Cyber Monday deals - 11/29/2020 - 2,000,000+ queries

We saw in 2019 that Walmart has a strong connection to the beginning of the holiday shopping season. The brand connection to Black Friday is one to be studied. Although last year, there were more brands included in the top 3 searches, only Walmart made the cut in 2020. The query on the 11th was driven by their announcement of having popup centers available for online holiday sales.

On a side note, we were expecting to see “small business saturday” to have more search interest this year given the economic climate we’re in due to the pandemic. The phrase was the fifth most queried term on November 28 with 200,000+ queries. Examining the popularity of this phrase over the five years, the interest level is up from last year but the overall trend is down from its peak in 2016.

small business saturday

In parallel to the SEO team’s research, our social listening practice reported that the number of articles posted about Small Business Saturday increased 33% YoY. We were excited to see that their data connected to the increase that we saw in Google Trends. This type of cross-channel insight is an example of what AMP provides to our clients who are seeking data to make business decisions.  

Pay Per View Boxing and The NFL

Keywords related to sports always make up a good portion of the top 3 queries of any month.  The one sports topic we wanted to explore was the pay per view boxing event that featured Mike Tyson.

  • Tyson vs Jones - 11/27/2020 -5,000,000+ queries
  • Mike Tyson vs Roy Jones - 11/27/2020 - 2,000,000+ queries
  • Jake Paul - 11/27/2020 - 2,000,000+ queries
  • Mike Tyson vs Roy Jones - 11/28/2020 - 5,000,000+ queries
  • Jake Paul vs Nate Robinson - 11/28/2020 - 2,000,000+ queries

This fight generated a large amount of search interest, which we have found predicts the success of the event. The reported revenue for this pay per view event was $80 million from 1.6 million purchases.

One item we teased in last month’s post was our investigation into the popularity of the NFL. It is the most popular of the major sports leagues in the USA. This year’s search volume was lowered a bit because of cancellation of the preseason, but we were theorizing that the search volume would be shifted to the later months of the year and we would see bigger peaks then.  Here’s what we found:

unnamed (3)

Looking at the chart, it appears that the NFL’s search interest is down this year. It was a good lesson for this team to learn that Google Trends partial data predictions need to be verified. It’s clear that the pandemic has affected interest in the NFL as it has with other sports leagues.

Vaccine News 

Lastly, on a positive note, there were announcements of COVID-19 vaccines from a couple of major pharmaceutical companies:

  • Pfizer - 11/9/2020 - 2,000,000+ queries
  • Moderna stock - 11/16/2020 - 500,000+ queries

The inclusion of “stock” to the Moderna phrase seems to be focusing on a less important effect of their vaccine announcement but we’re not going to dig into that part and keep the vibe positive.

Thanks for reading. If you liked this article, we invite you to learn more about our SEO services.

Until next month.

 

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Google Search Trends Insights December 2020

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 December 2020. 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. The Last Month of 2020 It’s been quite a year, eh? After November with all of the election query volume, we weren’t sure we’d have the energy to craft another examination of Google Trends data. Thankfully, if we learned anything from this year, we know that we are more resilient than we ever imagined and we have the strength to write as many articles as needed to close out the year. Even though December didn’t have an election, there were plenty of things that people found interesting and turned to Google to find more information. Here are the highlights from the data we collected from Google Trends. December Doodles The keyword phrases with the most queries were all attached to Google Doodles in December 2020. They were the only phrases reported as having 10 million plus queries. Sudan the last male northern white rhino - 12/19/2020 - 10,000,000+ queries Winter Solstice Great Conjunction - 12/20/2020 - 10,000,000+ queries New Year's Eve - 12/30/2020 - 10,000,000+ queries Each of these phrases were connected to a Doodle that sat at the top of Google.com. Every click on the Doodle drove users to the Google result page with the phrase populated in the search box. The case and the punctuation are copied exactly as they are reported in Google Trends so if the phrase has multiple words in lowercase, that’s what we report here. The first keyword is related to the ongoing rhino conservation efforts and the dangers of extinction. With Jupiter and Saturn appearing close to each other in the sky, there was a Doodle created to celebrate a vision that has not been seen in almost 800 years. Lastly, Google had a Doodle up for NYE. The AMP team finds it interesting that the days of the query volume are shifted one day ahead of the actual event (Example: New Year’s Eve is December 31st, not December 30th). This shift in the data may be due to how Google Trends is measuring the beginning and ending of days. An earlier start time could account for this shift. Holidays December is known for its holidays. Here are the phrases that we categorized as Holiday terms. Best Buy - 12/14/2020 - 2,000,000+ queries Santa Tracker - 12/23/2020 - 5,000,000+ queries Merry Christmas wishes - 12/23/2020 - 500,000+ queries Merry Christmas - 12/24/2020 - 1,000,000+ queries Restaurants open on Christmas - 12/24/2020 - 500,000+ queries Happy New Year 2021 - 12/30/2020 - 1,000,000+ queries Ball Drop 2021 - 12/31/2020 - 1,000,000+ queries Best Buy made the list because they had sold out of gaming consoles and were restocking on the 15th. The Santa Tracker is a perennial favorite, but is the popularity waning? Search query volume for this phrase peaked in December 2018. Santa may need a little more PR next year. Along with the other Christmas phrases, we saw the utilitarian phrase of  “Restaurants open on Christmas” made the top 3. We hope that restaurants received more orders this year as the pandemic has taken a large toll on the industry. Finally, there were more New Year’s Eve queries including one related to the famous ball drop. What Are We Going To Watch? We saw a good number of queries related to streaming video content. Here’s the list of shows and movies that were noteworthy in December. Selena Netflix - 12/3/2020 - 500,000+ queries Mandalorian - 12/18/2020 - 2,000,000+ queries Mandalorian - 12/18/2020 - 1,000,000+ queries The Midnight Sky - 12/23/2020 - 500,000+ queries Soul - 12/24/2020 - 1,000,000+ queries Wonder Woman 1984 - 12/25/2020 - 5,000,000+ queries The Mandalorian’s Season 2 finale was so popular that it made the top 3 twice (somehow) on the 18th. Glitches like this one are not new to the AMP team, but we report them just the same.  The big winner appears to be Wonder Woman 1984, which received the most query volume of any video content related phrase. Broadcast TV drove queries too, but at smaller volumes.  Timothee Chalamet - 12/12/2020 - 1,000,000+ queries Who Won 'The Voice' 2020 - 12/15/2020 - 500,000+ queries LeAnn Rimes -12/16/2020 - 500,000+ queries There were a couple of celebrity names queried because of their appearance on shows.  Timothée Chalamet hosted Saturday Night Live and LeAnn Rimes won this season’s The Masked Singer competition. People also wanted to know who won The Voice this year, but clearly the winner’s name wasn’t that important. Gaming and Tech News There were some notable keywords that are related to video games, for good and bad reasons, that made the daily top 3 in December. Fortnite Season 5 - 12/1/2020 - 1,000,000+ queries Cyberpunk 2077 - 12/7/2020 - 1,000,000+ queries Cyberpunk 2077 - 12/7/2020 - 500,000+ queries Cyberpunk 2077 - 12/9/2020 - 1,000,000+ queries On December 1, Fortnite Chapter 2, Season 5 launched and is set to end on March 15, 2021. Cyberpunk 2077 had a large promotion and made the top 3 twice (again, somehow) on the 7th.   The game launched on the 10th of December, but news of glitches and poor performance on game consoles drove queries even higher. Beyond video games, there were other tech related keywords that made our list. Spotify - 12/1/2020 - 2,000,000+ queries Airbnb stock - 12/9/2020 - 500,000+ queries Bitcoin - 12/16/2020 - 500,000+ queries Spotify’s yearly release of “Your Top Songs” has been gaining popularity over the years. Take a look at what this feature does for search interest in the brand every December. AirBnB went public and Bitcoin hit a record high last month (and it keeps increasing)! Fall and Winter Sports Our last section of the year is focused on sports. Just over a third of the queries that made the daily top 3 were related to sports, which is typical of pre-Covid months. The list of the 2 Million plus queried phrases includes mostly NFL-related keywords. Russell Westbrook - 12/2/2020 - 2,000,000+ queries Steelers - 12/6/2020 - 2,000,000+ queries Cowboys vs Ravens - 12/8/2020 - 2,000,000+ queries Browns - 12/14/2020 - 2,000,000+ queries Raiders - 12/17/2020 - 2,000,000+ queries Alabama football - 12/18/2020 - 2,000,000+ queries NFL scores - 12/19/2020 - 2,000,000 + queries Steelers - 12/21/2020 - 2,000,000+ queries Dolphins vs Raiders - 12/26/2020 - 2,000,000+ queries Maybe when we can attend live games, we’ll see this sports-focused distribution more often in our monthly reports. Check out Google’s Year in Search 2020 if you haven’t already. It is powered by Google Trends so if you have been reading this series regularly, much of it won’t be news to you. Thanks for reading. If you liked this article, we invite you to learn more about our SEO services. Until next month.

AMPlifier - Social Media Industry Update - Week of January 11, 2021

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