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 most 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.
A note before the list: Google publishes trending searches, with no volume figures. A Google spokesperson explained in 2015 that "trending" refers to big spikes in searches rather than volume, and Time described it in 2016 as the highest sustained spike compared with 2015. That's why Powerball, up more than 166% according to Google, tops the US list. A term searched heavily all year without a rise needn't appear here.
Before reading on, can you guess which topics rose the most? Think about it for a few minutes, then continue reading to see if you were right.
The Global List: Pokémon GO and iPhone 7 on Top
Globally — and according to data published by Google this week under the hashtag #yearinsearch — two technology products open the list. The augmented reality video game Pokémon GO and the launch of the new iPhone 7 were, in that order, the two topics at the top of the global list. 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 list. 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 also tops the US list.
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. It also tops the US film list.
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.
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. On 19 February 2024, Gartner predicted that by 2026 traditional search engine volume would drop 25% as people turn to AI chatbots and other virtual agents.
Sport Dominates in Spain
In Spain, the top spots in the ranking were taken by two sporting events: the Rio Olympic Games and the Euro Cup. Next came Pokémon GO and iPhone 7, the first two on the global list, with the US election and Donald Trump in fifth and sixth place.
The last places in the top 10, as Google shows them today, go to the disappearance of a young woman, the Eurovision Song Contest 2016, David Bowie and La Veneno.
Other recently deceased personalities who appear on Google's lists are 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.
That young woman's disappearance 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 core ranking systems, which have included the former “Helpful Content Update” since March 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. On 12 March 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 regulations like GDPR and CCPA, and with Safari blocking third-party cookies since 2020 (Chrome keeps them, as Google announced in 2024 and confirmed in 2025), 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, or reviews. 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.
