How to Use Google Trends to Find What Your Customers Actually Want

The "Signal vs. Noise" Problem

We are drowning in data. Every business in 2026 has access to AI tools that can generate content, analyse competitors, and predict trends. And you know it’s a problem when users are opting for 'Before 2022' search filters just to escape the AI-generated fluff.

Here’s the thing: that nostalgia for the 'old' internet proves that having all that power doesn't matter if you don't know what questions to ask."   

Keywords aren't just strings of text you plug into a spreadsheet. They're intent signals. They tell you what people are worried about, excited by, or actively searching for right now. And while AI can give you answers, Google Trends gives you the questions.

Why "Traditional" Keyword Research is Failing

Old-school SEO relied on static, high-volume keyword lists. This strategy is less effective in a landscape where search is real-time and conversational. Chasing broad keywords often leads to high competition and low conversion. Modern success depends on capturing "micro-intents."

People aren't searching for "healthy recipes." They're searching for "quick high-protein breakfast under 300 calories I can make in 10 minutes." That specificity is where conversions happen!

The Google Trends Toolkit: Beyond the Line Graph

Google Trends isn't just a visual of what’s popular; it’s a diagnostic tool for human intent. To get the most out of it, you need to look past the "Interest Over Time" chart and use these three specific features.

1. Spot Momentum with "Rising" Related Queries

The "Top" queries list usually shows the obvious (e.g., "shoes"). The real gold is found by toggling the Related Queries card from "Top" to "Rising."

· The "Breakout" Indicator and Why it Matters: Look for terms labeled "Breakout"! These are queries that have grown by over 5,000% recently. This identifies cultural shifts before they peak. If "sustainable sneakers" is a Breakout term, you can create content while the competition is still focusing on general footwear.

2. Localise with "Interest by Subregion"

Search intent varies wildly by geography. Using the Subregion and City filters, you can see exactly where a trend is concentrated.

· The Strategy: Don't just market to "Australia" or "The US." If the data shows "Pilates" is spiking in Melbourne but "Outdoor Bootcamps" is dominating Brisbane, you can tailor your local SEO or ad spend to match the specific vibe of that city.

3. Content Format via "Google Properties"

Most people leave the search filter on "Web Search" by default. However, clicking that dropdown allows you to see YouTube Search or Google Shopping data.

· The "Medium" Insight: If a term is flat on Web Search but skyrocketing on YouTube, stop writing blog posts. Your audience doesn't want to read about that topic; they want to watch a video. This filter tells you not just what to create, but how to deliver it.

A Practical Roadmap From Trend to Content

Knowing what's trending is one thing, but turning that data into content that people actually get to see is where people stall.

1.  The first move is always to identify your "Breakout" topics. When you're in Google Trends, skip the "Top" searches and filter for "Rising" queries instead. You're looking for that "Breakout" label. It's essentially a signal that a topic is exploding so fast that the internet hasn't caught up with enough high-quality content yet. Write these down as they are your biggest opportunities.

2.  Before you start writing, you have to validate the data. It's easy to get excited by a spike, but you need to know if you're looking at a flash-in-the-pan fad or a recurring cycle. Switch your view to the "Past 5 Years" to see if there's a seasonal heartbeat. For example, if you see "tax deductions" peaking every March like clockwork, you've found a reliable annual pillar for your content calendar. If it's a random, jagged blip with no history, it might just be a "newsjacking" opportunity rather than a long-term strategy.

3.  The real magic happens when you build what’s called a "Semantic Bridge." You can't just headline a post with a raw search term and expect it to resonate. You have to transform that keyword into a topic that solves a specific problem. If the trend is "sustainable packaging," your bridge might be a guide on "5 Affordable Eco-Friendly Packaging Options for Online Retailers in 2026." You're taking the cold data of a search trend and humanising it for your specific audience's needs.

4.  Finally, you have to consider how people (and machines) are finding information today. Once you've built your trend-based content, you have to make sure that it's optimised for Answer Engines. As we've discussed in a previous article, Answer Engine Optimisation (AEO) is about making your content the "source of truth" that AI models want to cite. The trick is to lead with a direct answer, use clear headings that an AI can easily parse, and keep your data structured. Google Trends gives you the "what," but AEO ensures that when someone asks an AI about that trend, you're the one being credited as the expert.

Data is the Compass, Not the Map

Google Trends functions as a compass rather than a complete map. It highlights what customers need and value in real time.

At RJW, we help businesses translate these data signals into profitable strategies. We don't just hand you a list of keywords and wish you luck. We build the roadmap, create the content, and make sure you're showing up when it matters most. Get in touch with us and we'll show you exactly where your next opportunities are hiding.