2021 : A Year In Search

2021 will probably not go down as a great vintage. What does Google search data tell us about the state of the world this year?

You are reading: 2021 : A Year In Search

It is that time of year again.

Google has released its ‘Year In Search’ report, which is an annual snapshot of what people searched for on the search engine. I have always said that search engines, and keyword search data, offer an incredible insight into what people are really interested in and that they should be considered as a global focus group. Is there a better barometer of the current zeitgeist?

I always enjoy these reports and they have grown into fairly impressive presentations over the years. Without further ado, here is the 2021 video in all its (depressing?) glory:



Google — Year In Search 2021


Is it just me, or did that also make you feel fairly sad?

I guess it is inevitable that the pandemic is going to shape the year and that there are a lot of negatives that will find their way into an annual review, but the hope of a recovery feels a bit lost in this summary of a miserable year. Fingers crossed that we are actually on the cusp of a recovery and that hope will return…

If you prefer a more interactive experience, head over to https://about.google/intl/ALL_uk/stories/year-in-search-2021/, where you can doomscroll (see January!) your way through the year, although November and December’s top trends have yet to make their appearance.

I certainly hope that 2022 will be a brighter year for us all. I will toast to next year’s report being full of happy phrases, reflecting a return to joyful human interaction. I know that I have missed that. In the meantime, I wish you an extremely happy Christmas festive period.

Latest from the blog