Is Google Trends enough?
It is a start, not the truth. Trends shows relative interest, not intent and not your brand. Palan combines it with Search Console, YouTube and conversations. One graph without a query list is not a brief.
InsightsAudience research
Analysing search trends
Search trends are shifts in what people type and watch: season, new terms, questions that grow or collapse.
You use them to plan what you do not make yet. Not to fill a dashboard.
Which search trends show up now?
Questions about AI answers and visibility are growing faster than classic 'what is SEO' questions. Video formats stay, but the question is more specific: shorts, reuse, YouTube as a search engine.
Palan still sees brands filling calendars with campaign themes while the search demand has already moved. The trend is the mismatch, not one tool.
How do you use search trends in a content calendar?
Lock seasonal questions into the spine. Keep part of production free for what suddenly rises. Check whether a spike is a question or a news week.
A trend with no intent is noise. Palan only plans what a format can carry. Otherwise you chase a graph, not an audience.
What are search trends?
Search trends are changes in search and viewing demand over time: new topics, seasonal peaks, terms that disappear. Palan reads them as input for content planning, next to the stable demand that is your spine. A trend only matters when you can make a page or a series from it.
Make trends readable
- 01Separate stable demand from spikes.
- 02Check whether the spike has an intent, or is only news.
- 03Tie the trend to an existing theme, or start a new theme on purpose.
- 04Plan format and channel, not only a title.
- 05After publishing, see whether the question stayed or faded.
Further reading
Frequently asked questions
Should I jump on every spike?
No. Most spikes are gone before your video is live. Jump only when the question fits your themes and you can carry the format. Palan leaves news that has no second life.
How often do you update a trend article?
When the question shifts, not on a fixed date. Seasonal pieces yearly. AI topics more often, because the language changes. Palan rewrites what is no longer true. A year in the URL forces redirects — we leave that out.
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