Top Google Search Trends in 2018 (And How to Use Them in 2019)21 Jan 20192018 was a big year for the Internet, and users were busier than ever searching for answers to all sorts of questions. Today we’re talking about the top four Google search trends in 2018, why they are important, and how your organisation can use this information to plan smarter campaigns in 2019.1. Trending Global TopicsThe most searched for topics across the world in 2018 were “World Cup”, “Avicii”, “Mac Miller”, “Stan Lee”, and “Black Panther”. Every year it’s common to find the world searching for celebrities, global sporting events, big box office movies and unexpected losses. But how do you apply these trends to your organisation?Though interesting, trying to rank for these key phrases to drive traffic to your site isn’t a good idea, unless your products or services are highly relevant. Competition is high for trending global topics, so you’ll end up paying a lot for clicks and impressions that won’t convert. These topics are great to know if you’re a curious Google Nerd, but that’s about it.2. "How to" Search Queries"How to” search queries have exploded in the last few years, particularly in 2018. People are searching “how to” for almost everything, in every single industry.Howdo you use this for your organisation? Say you're a local Council and you want to drive relevant traffic to your site, keep people engaged while browsing, and help residents find information. Ranking for “how to” keywords such as “how to register to vote”, “how to report a lost dog”, “how to find my bin date”, etc., will help users find exactly what they are looking for quickly and easily. This applies to any product or service - “how to find/use/get/play [insert your service or product here].People want results as quickly as possible, and they aren’t using overcomplicated search queries. Ranking for “how to” keywords will increase relevant traffic to your website and keep people engaged with your content.3. "Where is" Search Queries"Where is" searches got a lot of traction in 2018. The top three global “where is” searches were “where is villanova university”, “where is croatia,” and “where is parkland florida”.How is this useful? We often search for restaurants on Google, and it’s a big problem when we can’t find an address. We get frustrated and end up eating somewhere else. We're unhappy and the restaurant is losing business. Why can’t we find the address? They haven't put any effort into ranking themselves on Google for their location. For hospitality organisations, it's vital to rank for your location or locations. If somebody types in "where is [your restaurant name]”, your address has to rank or you're losing business.Who else is this useful for? Food franchises, any chain with several retail stores, businesses with several offices... It's a really simple thing, but a lot of businesses are actually not found in terms of their addresses.How do you rank for your address?Make sure you have a really strong Google My Business profile full of accurate information, like your address, phone number, trading days and hours.List all of your locations and integrate Google Maps directly on your website.List your locations on several local directories.4. "What is" Search QueriesFollowing an overall trend of simple and direct queries, the final search trend of 2018 is “what is” queries, with “what is bitcoin”, “what is racketeering,” and “what is daca” as the three most popular searches.How does this help my organisation? Every industry has buzzwords. “Bitcoin” for the cryptocurrency industry, “self-managed super fund” for accountants, “negative gearing” for property investors, etc. Try to rank for these buzzwords using “what is [insert industry keyword]” queries.In terms of content marketing, you can also write a lot of articles around “what” a particularly keyword is, and how your organisation uses it. Articles which help define a good or service are very informative to the user and will help increase your ranking.These 2018 trends are a great place to start when planning your 2019 content and campaigns. In addition to Trending Global Topics, simple and direct “how to”, “where is,” and “what is” queries, user searches are also becoming more and more conversational as voice-search via Google Homes and Siri continues to grow. Expect long-tailed keywords such as “how do I find the best tailor for me,” or “is Nike a good brand for running shoes” to increase in 2019.We genuinely hope you were able to grab at least a few keyword ideas from these trends. For those of you ready to get serious about PPC and SEO campaigns and start driving real results, get in touch for a crafted strategy that keeps your search engine rankings in mind.