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Animated Map:What America Searched for on Google, in the Last Decade


Cultural shifts come in many shapes and forms, and some are harder to measure than others.

Thankfully, Google search volume provides an easy avenue for measuring large-scale cultural trends. And because Google makes up more than 90% of all internet searches in the U.S., looking at what’s trending on Google is a great way to understand the shifting questions and interests that are captivating society at any given time.

This animated map by V1 Analytics provides an overview of the top trending Google searches in every state over the last decade. It sheds light on what types of new information, events, and stories received the most attention in the last ten years—and more generally, it shows us what the U.S. population has been thinking about.

Trending Searches versus Top Searches

Before diving into the top trends of the decade, it’s worth taking a moment to distinguish between “trending searches” and “top searches”:

  • Trending Searches: Keywords that had the largest increase in traffic, in a specific period of time

  • Top Searches: The most searched keywords in a given time frame

This video would look a lot different, and a lot less interesting, if it showed Google’s top searches. To give some perspective, here are the Top 10 Searches in the U.S. (as of 2020):

Rank Keyword

#1 facebook

#2 youtube

#3 amazon

#4 gmail

#5 google

#6 weather

#7 ebay

#8 yahoo

#9 walmart

#10 yahoo mail

Understanding the difference between trending searches and top searches is important because it gives us insight into why certain keywords trend in some places, but not others. For instance, in March 2020, the word “coronavirus” was trending throughout a majority of the U.S., with a few exceptions—it wasn’t trending in Massachusetts, California, Texas, Nevada, or Arizona.

It’s easy to make the assumption that people in these states were not concerned about COVID-19—however, that’s not necessarily the case.

It’s important to remember that trending searches are measured by the increase of traffic, not just the overall amount of searches. Therefore, in states where it wasn’t trending, the word “coronavirus” may have already been a popular search term for a while, so the keyword didn’t see a sudden spike in interest like it did in other places.

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