Until very recently, it was said that what mattered wasn't knowing, but having the phone number of someone who did. Well, today, that providential friend is none other than Google, a mecca of information that over 90% of Western internet users turn to for answers. This search engine has therefore become the best barometer for understanding which issues garnered the most interest during the year that is drawing to a close. And in this case too, keywords hold the answer.
Before reading on, can you guess what the most used keywords were? Think about it for a few minutes, then continue reading to see if you were right.
The Triumph of New Technologies
Globally — and according to data published by Google this week under the hashtag #yearinsearch — new technologies were the main protagonists. The augmented reality video game Pokémon GO and the launch of the new iPhone 7 were, in that order, the topics that dominated searches. Donald Trump, the next occupant of the White House, completed the podium.
Unsurprisingly, the deaths of world-famous celebrities also placed two prominent names at the top of the search ranking. Specifically, Prince and David Bowie occupied the fourth and sixth spots on the list, respectively. Between them, the American lottery Powerball snuck in, which in 2016 offered one of the largest prizes in its history. It was also the most used keyword in the USA.
In seventh place, we find the premiere of the 20th Century Fox and Marvel film Deadpool; in eighth, the Rio de Janeiro Olympic Games; in ninth, the video game Slither.io, and closing the top-10, we have another new film: Suicide Squad, from Warner Bros. and DC Comics. This was also the most searched film in the United States.
The Evolution of Search Trends: Beyond 2016
What was a trend in 2016 is now a standard or has evolved dramatically. For example, the augmented reality driven by Pokémon GO has matured, and we now see its application in fields as diverse as medicine or e-commerce, with tools that allow users to “try on” clothes or visualise furniture in their own homes before buying them. Constant technological innovation, global crises, and social changes have redefined how we interact with search engines.
In our experience working with clients at ZDS Digital, we have observed a significant shift towards more contextual and conversational searches. People no longer just search for “iPhone 7” but ask Google or voice assistants things like “what is the best value smartphone 2024” or “iPhone 15 vs Samsung Galaxy S24 comparison”. This underscores the importance of long-tail keywords and optimisation for voice search, which is expected to account for over 50% of searches by 2026, according to Statista studies.
Furthermore, generative artificial intelligence (AI), with tools like ChatGPT or Perplexity AI, is transforming how users access information. Instead of a list of links, many seek direct, summarised answers. This means companies must optimise their content not only to appear in traditional search results but also to be the source of information that these AIs use to generate their responses. A 2023 Gartner study predicts that 30% of new searches will be conducted through conversational AI interfaces by 2026.
Sport Dominates in Spain
In our country, the top spots in the ranking were taken by two sporting events: the Rio Olympic Games and the Euro Cup. Following these were the three topics that had the most global appeal: Pokémon GO, iPhone 7, and Donald Trump.
The subsequent places in the ranking were for the disappearance of young Diana Quer, the Eurovision Song Contest 2016, and David Bowie.
Other recently deceased personalities who garnered a large number of searches were pilot Luis Salom, Canadian singer-songwriter Leonard Cohen, and singer Manolo Tena. Interestingly, the ranking also included German scientist Caroline Herschel, considered the first professional astronomer, on the 266th anniversary of her birth; Spanish teacher Ángela Ruiz Robles, a pioneer of the e-book; and Melania Trump, Donald Trump's wife.
Analysis of Spanish Trends and their Impact on SEO
The primacy of sport in Spanish searches in 2016 reflects a cultural constant that remains relevant today. Events like the Olympic Games or the Euro Cup generate massive traffic spikes that brands can leverage through seasonal SEO strategies. At ZDS Digital, we have helped retail and media clients capitalise on these events by creating relevant, optimised content in advance and using tools like Google Trends and Semrush to identify emerging and related keywords.
The case of Diana Quer's disappearance, unfortunately, shows how current events and socially impactful news also dominate searches. For media outlets and news portals, speed and accuracy in coverage, along with a robust news SEO strategy, are crucial. This includes optimisation for Google Discover and the implementation of structured data for “Articles” and “News”, which can increase visibility in news carousels.
Regarding personalities, the search for figures like David Bowie or Leonard Cohen after their passing is a reminder of the importance of evergreen content (timeless content) and biographies. Pages containing detailed and well-structured information about public figures tend to maintain a high ranking over time, provided they are updated and remain relevant. This aligns with Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) concept, which values content created by experts with clear authority on the subject.
Results in the United States
In the United States, the list is topped by Powerball, Prince, and the devastating Hurricane Matthew, which left hundreds dead in the Caribbean in early autumn. Following these, in the order described, are Pokémon GO, Slither.io, the Olympic Games, David Bowie, Donald Trump, the presidential elections, and Hillary Clinton, the Democratic presidential candidate.
This is just one of many examples of how user searches on Google can help businesses identify the interests and concerns of internet users and, by extension, their target audience. Although there are free tools for finding keywords, knowing which keywords on a specific topic are most used is not enough: you also need to know how to optimise web content to improve your company's online visibility.
If you need help in this area, write to us or call us on (+34) 93 532 93 78. At B2 Performance, your digital marketing agency in Barcelona, we will guide you without obligation to help you improve your business results through SEO. Give us a try!
The Importance of Keyword Research in Today's Digital Strategy
Keyword research remains the cornerstone of any effective SEO strategy, but its approach has evolved. It's no longer just about finding terms with high search volume, but about understanding the search intent behind each query. Does the user want to buy, get information, browse, or solve a problem? Adapting content to these intentions is crucial for success.
At ZDS Digital, we use a holistic approach to keyword research. This includes:
- Competitor Analysis: Identifying the keywords your main competitors rank for and discovering opportunities. Tools like Ahrefs, Semrush, or Moz are indispensable for this.
- Long-Tail Keywords: Focusing on more specific, less competitive phrases that often have higher conversion intent. For example, instead of “trainers”, searching for “cheap men's running trainers size 9”.
- Voice Search and Conversational AI: Optimising for natural questions and phrases, anticipating how users will interact with voice assistants and chatbots.
- Google Search Console and Google Analytics 4 (GA4) Data Analysis: GA4, which replaced Universal Analytics in 2023, offers deeper insights into user behaviour and conversion paths, allowing keyword strategies to be refined based on real interaction data.
- Seasonal and Trending Keywords: As seen with sporting events or news, identifying peaks of interest and preparing content in advance. Google Trends remains a fundamental tool for this.
A common mistake is not updating keyword research. Trends change, new technologies emerge, and user language evolves. A keyword audit should be performed at least annually, or more frequently in highly dynamic sectors.
Content Optimisation and User Experience: Beyond Keywords
As mentioned, knowing keywords is not enough. Content optimisation and improving user experience (UX) are now more critical than ever. Google, through its constant algorithm updates like the “Helpful Content Update” (updated in 2023-2024), rewards content that is genuinely useful, original, and created by people for people. This means avoiding superficial or automatically generated content without real value.
Core Web Vitals, which measure a page's loading experience, interactivity, and visual stability, are direct ranking factors. In 2024, Google replaced FID (First Input Delay) with INP (Interaction to Next Paint) as a key interactivity metric, underscoring the importance of web pages responding quickly to user actions. A slow or difficult-to-use website, however well optimised for keywords, will struggle to rank. At ZDS Digital, we conduct exhaustive technical audits to ensure our clients meet these standards.
Furthermore, privacy has become a fundamental pillar. With the progressive disappearance of third-party cookies and regulations like GDPR and CCPA, digital marketing strategies must be “privacy-first”. This involves building user trust, offering transparency about data use, and focusing on first-party data.
Quick Wins and Common Mistakes in Keyword Optimisation (2024-2026)
Quick Wins:
- Optimising Titles and Meta Descriptions: Ensure your main keywords are present and that they are appealing for clicks. Use tools like the “SERP Snippet Generator” to preview.
- “People Also Ask” Content: Analyse Google's “People Also Ask” section to find frequently asked questions and create FAQ sections in your content.
- Updating Old Content: Review and update old articles with recent data and statistics (e.g., “SEO trends 2024” instead of “SEO trends 2018”), incorporating new keywords and improving quality.
- Image Optimisation: Use descriptive ALT attributes with relevant keywords to improve visibility in Google Images.
- Using Structured Data (Schema Markup): Implement schema for content types like articles, products, reviews, or FAQs. This helps Google better understand your content and can generate rich snippets.
Common Mistakes to Avoid:
- Keyword Stuffing: Repeating keywords excessively and unnaturally. This harms readability and can be penalised by Google.
- Ignoring Search Intent: Creating content that does not satisfy what the user is actually looking for, even if it uses the correct keywords.
- Not Monitoring Performance: Launching content and forgetting about it. It is vital to use GA4 and Google Search Console to see which keywords bring traffic and how users behave.
- Duplicate or Low-Quality Content: Publishing copied or automatically generated content that adds no value. Google values originality and depth.
- Neglecting Mobile Experience: With mobile-first indexing, a site not optimised for mobile will lose visibility.
At ZDS Digital, we understand that SEO is a constantly evolving ecosystem. Our team of experts in Barcelona stays up-to-date with the latest Google updates and market trends to ensure your keyword and content strategy not only works today but is prepared for the future. If you are looking for an agency that combines experience, data, and strategic vision, contact us and discover how we can boost your business.
