Google Trends provides a unique look at what the world is searching for, and what it seeks to better understand.

The “most searched” designation means a person, movement, topic, landmark or moment was searched more than any other in a specific category¹ since Google Trends data first became available globally in 2004. For example, being the “most searched emoji” means heart emoji was the most searched in the world among all emojis.

The campaign has highlighted individuals and moments based on both cultural influence and historical impact, and it's important to note that this campaign is not exhaustive of every person, movement, or moment who fits the criteria of “most searched.”

Using internal Google Trends tools, the “most searched” person, movement, or moment in each category¹ is calculated using anonymous and aggregated Google Trends data samples from January 1, 2004² to September 27, 2023, worldwide. In some instances, the date range extends to November 10, 2023.

“Most searched” is calculated in three ways:

1. When a definitive list exists for a “most searched” category¹, the Topic⁴ with the highest total search interest of all Topics⁴ in the list is calculated.
   1. Example: “The 100 Greatest Rock Bands Bands of All Time” is a definitive list, with the rock band from the list with the most global search interest in Google Trends history selected.
2. When a “most searched” category is represented by a Topic⁴, the Topic⁴ with the most search interest in (Topic⁴ + Topic⁴) is calculated³.
   1. Example: To find the most searched “toy,” search interest for IP name + toy Topic is ranked.
3. When a “most searched” category¹ is not represented as a Topic⁴, the search terms with the highest total search interest (term + term) is calculated³
   1. Example: To find the most searched “first step” search interest of a person's name + “first step” is ranked.
   2. All search terms are validated in English.

Here’s a closer look at the data methodology behind Year in Search.

Film

The Year in Search film is rooted in Google Trends data and features a series of worldwide “most searched” from January 1, 2004 to September 27, 2023.

• Insights validated as “worldwide” do not include the following countries: China, Iran, and North Korea.

Playground

The Playground features 25 “most searched” insights selected at different periods throughout Google Trends history:

• Insights are validated worldwide:
  • From January 1, 2004 to September 27, 2023
  • From January 1, 2023 to September 27, 2023
• Insights validated as “worldwide” do not include the following countries: China, Iran, and North Korea.

Social & Creator Content

All “most searched” insights included in social and/or creator content are based on Google Trends data from the Google Trends tool and Google’s proprietary internal tools. Insights are validated worldwide:

• From January 1, 2004 to September 27, 2023
• From January 1, 2023 to November 10, 2023
• Insights validated as “worldwide” do not include the following countries: China, Iran, and North Korea.

Taylor Swift Data

All “most searched” insights are based on Google Trends data from the Google Trends tool and Google’s internal proprietary tools. Data is ranked using "Taylor's Version" for all the albums that have been re-recorded to date.

• Insights are validated worldwide:
  • From January 1, 2004 to November 10, 2023
• Insights validated as “worldwide” do not include the following countries: China, Iran, and North Korea.

¹Category is a reference to a career title, an action, event, or achievement.
²Data is dated back to January 1, 2004, the date Google Trends started analyzing Search data.
³Calculations of search interest are quantified using Google’s proprietary internal tools.
⁴Topic is a group of terms that share the same concept in different languages, referring to a person, moment or movement.

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