As we move deeper into 2025, Google’s annual Year in Search report offers a fascinating glimpse into the topics, personalities, and trends capturing global attention. Unlike a traditional “top searches” list, Google’s focus this year was on trending queries—the searches that grew the fastest compared to 2024. For digital marketers, SEO strategists, and content creators, this shift is crucial: the biggest opportunities now lie in emerging topics, not just evergreen informational content.
Why Trending Queries Matter
Freshness has always been an essential part of search, but 2025 underscores an accelerating evolution. With AI-driven tools and real-time analytics becoming the norm, brands that tap into fast-rising search trends can gain a first-mover advantage. The catch? These trending queries often aren’t yet visible in SEO platforms or analytics tools, meaning creative content strategies and rapid responsiveness are key.
Google highlighted the following queries as the fastest-growing searches in the United States:
Charlie Kirk
KPop Demon Hunters
Labubu
iPhone 17
One Big Beautiful Bill Act
Zohran Mamdani
DeepSeek
Government shutdown
FIFA Club World Cup
Tariffs
These searches reveal a mix of political, entertainment, tech, and sports trends, illustrating where attention is shifting online.
Globally, fast-rising queries highlight a mix of sports, tech, and political interest:
India vs England
Charlie Kirk
Club World Cup
India vs Australia
Deep Seek
Asia Cup
Iran
iPhone 17
Pakistan and India
Breaking down trends by category helps marketers identify high-value content opportunities:
News: Charlie Kirk assassination, One Big Beautiful Bill Act
Passing's: Charlie Kirk
Actors: Mikey Madison, Pedro Pascal
People: d4vd, Zohran Mamdani
Athletes: Terence Crawford, Shedeur Sanders
Games: Arc Raiders, Clair Obscur: Expedition 33
Lyrics: Dtmf – Bad Bunny, Wood – Taylor Swift
Movies: Anora, KPop Demon Hunters
Sports Teams: Paris Saint-Germain F.C., Seattle Mariners
TV Shows: Monster: The Ed Gein Story, The Hunting Wives
Hum to Search: Golden – HUNTR/X
Podcasts: The Charlie Kirk Show, New Heights
Google Maps – Bookstores: Livraria Lello (Portugal), Powell’s City of Books
Google Maps – Transit Station: Kyoto Station (Japan), Grand Central Terminal
Trends: AI action figure
Viral Dishes: Hot honey cottage cheese sweet potato beef bowl
Travel Itinerary: Boston
Youth Culture: Why do kids say "67"?
Priorities Emerging Topics: SEO opportunities are increasingly tied to fast-growing searches rather than established keywords.
Leverage AI Tools: Platforms like DeepSeek reflect growing interest in AI-driven search solutions, signaling new directions for content creation and search optimization.
Capitalize on Real-Time Trends: Viral foods, tech releases (like iPhone 17), and sports tournaments provide timely opportunities for social media campaigns, blog posts, and paid search ads.
Diversity of Content Formats: Podcasts, movies, TV shows, and even “hum to search” queries indicate audiences are consuming content in many forms—marketers should diversify strategy accordingly.
Google’s 2025 Year in Search highlights that SEO and content strategies are evolving. The focus is shifting to fast-growing, emerging queries that demand agility, creativity, and a pulse on trending culture. For brands, staying ahead means monitoring trends, creating timely content, and leveraging the intersection of technology, entertainment, and social conversations.
By understanding what people are searching for now, marketers can capture audience attention and maximize visibility in a fast-moving digital landscape.
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