Keywords are very powerful in today’s digital landscape. We all love us some keywords, right? The monthly search volume and competitiveness of keywords guide our product, brand, content and advertising strategy. Several blogs have been written on keyword research strategy. In connection with these strategies are tools such as Google Keyword Planner, Ahrefs, Answer the public, Moz Keyword Explorer, Google Keyword Trends and other leading tools.

Google Trends is a great tool from Google to help gauge the search volume of keywords, topics and entities over time. A quick search for London Marathon reveals London Marathon as a search term and a topic. Whilst the search term focuses more on the ‘London Marathon’ searches carried out by users. London marathon as a topic is a collection of London Marathon related search terms and engagement with London Marathon related publications. Whilst Google Trends fails to provide an exact or bucketed search volume data, its scaling system of 1-10 indicates the popularity of a search term over a time range.

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