Every year, Google shares its “Year in Search” report, which highlights what captured global or regional interest. In 2025, the trends reflect changing interests, from AI advancements to sports excitement, pop culture phenomena to cultural milestones. The outcome is a snapshot of what people cared about and searched for this year.
Here’s a breakdown of the biggest spikes, what caused them, and why they matter for marketers, content creators, and trend watchers.
Top Trending Searches of 2025
AI Tools & Tech (Gemini, DeepSeek, AI Image Models)
Leading the list in many areas is Gemini, Google’s own AI platform, which became the #2 overall trending search in various parts of the world.
Reasons for this spike include:
- The rise of AI-powered tools and creative projects, such as image generation, natural-language searches, and prompt trends.
- Growing interest in what AI can accomplish, from art creation to search tasks and daily activities.
- Users adjusting to conversational and visual search methods, moving away from traditional keyword searches.
In summary, 2025 marked the year AI transitioned from a novelty to a mainstream aspect of search behavior.
Sports Mania: Cricket, Tournaments & Major Events
Sports dominated searches worldwide, especially in places like India. The Indian Premier League (IPL) topped search lists, along with major tournaments like the Asia Cup, ICC Champions Trophy, and the Women’s World Cup.
What fueled this interest:
- High-stakes matches, surprising wins, and active fan engagement.
- The growth of women’s cricket, attracting both long-time fans and new viewers.
- The impact of social media, streaming, and live reactions made sports a hot topic in search and online discussions.
Entertainment & Pop Culture Waves (Movies, Shows, Viral Trends)
Searches for movies, shows, and pop culture trends soared:
- Movies like Saiyaara led trending film searches.
- People turned to Google to find updates, reactions, and reviews about streaming shows and viral trends.
- The combination of social media buzz and search interest created repeated waves of increased searches.
This shows how quickly entertainment information spreads; social discussions and search demand are closely linked.
Cultural, Social & Real-World Events
2025 was not solely focused on entertainment. Global events, cultural phenomena, and pressing issues influenced search habits.
- Searches increased around major festivals, national news events, viral cultural moments, and popular social terms.
- Societal curiosity drove users to Google to ask questions, find explanations, and gain context. In fact, 2025 saw a 70% rise in “Tell me about…” queries and a 25% increase in “How do I…” searches compared to the previous year.
In short, this was a year when audiences turned to Google not just for deals or entertainment, but for understanding and connection.
What This Means for Marketers, Creators & Brands
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AI-Driven Content Is No Longer Optional
With AI tools trending, people aren’t merely searching. They are asking, exploring, and experimenting. Brands that create content about AI, including explainers, tutorials, and AI-assisted tools, gain visibility. Content ideas include:
- Explaining AI tools (features, usage, pros and cons)
- Teaching AI use (guides, workflows, case studies)
- Answering common questions: “What is Gemini?”, “How to use AI image tools?”, etc.
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Timeliness and Relevance Rewarded
Search spikes happen with events, like sports finals, cultural releases, and trending news. React quickly. Publish timely content such as match analyses, movie reviews, or trend explainers. This captures search demand as it occurs.
A rapid-response editorial calendar, paired with basic SEO practices, can lead to significant gains.
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Blend Pop Culture, Social Buzz & SEO
Pop culture generates excitement on social media, and Google captures serious interest. For creators, this is an ideal mix: leverage social buzz, enhance it with SEO-friendly content, and gain long-lasting visibility.
For example, if a movie or show is trending, write a review, analysis, or “what’s next” post—SEO will help you reach long-tail search results, not just social feeds.
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Content Beyond Static Pages — Think Real-Time, Conversational & Human
Search behavior in 2025 shows that people search as they speak. There are more “what is…,” “why is…,” and “how to…” searches. Future content must reflect that conversational tone.
Use:
- Conversational language
- Q&A formats
- Short paragraphs
- Subtopics that address common questions
This approach not only aids SEO; it also connects with users.
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Events, Culture & Emotion Drive Engagement
People search when they experience feelings like excitement, curiosity, or confusion. Brands that connect with emotions, whether through celebrations, memes, or cultural moments, will resonate with audiences.
Develop a content plan that combines evergreen pieces with timely, emotionally engaging content.
How to Build on These Trends in 2026
| What you should do | Why it matters |
|---|---|
| Monitor trending topics monthly (sports, pop culture, AI) | Turns spikes into content opportunities |
| Publish fast-response content for events | Captures traffic during interest peaks |
| Build evergreen content around AI and trend explainers | Long-term visibility even after the hype fades |
| Use conversational tone and question-based headings | Matches how users search now |
| Blend social buzz with SEO content strategy | Maximum reach—social and search |
| Diversify content formats (articles, videos, infographics) | Meets different audience preferences and demand for AI/visual search |
Final Thought
2025’s “Year in Search” isn’t just a collection of trending keywords. It serves as a map of human curiosity, cultural changes, evolving behaviors, and a sign of how search is changing.
For creators, marketers, and go-getters, this is your moment. Create with passion, stay timely, remain curious, and see search not just as a source of traffic but as a real reflection of what matters to people. If you navigate these trends with strategy and empathy, you will not only attract traffic but also capture meaningful moments.
10 FAQs on Year in Search 2025
Q. What exactly is “Google’s Year in Search”?
It’s an annual report by Google (via Google Trends) highlighting search queries that saw significant increases in interest over the year compared to the last year.
Q. Which topic topped the trending searches globally in 2025?
According to various sources, Gemini—Google’s AI platform—was the top trending search in several regions, showing increased interest in AI.
Q. Did sports-related searches dominate anywhere?
Absolutely. In countries where cricket is popular, searches centered around the Indian Premier League (IPL), Asia Cup, ICC Champions Trophy, and other major tournaments.
Q. Are movies and entertainment still relevant in search trends?
Yes. Movies like Saiyaara and popular streaming shows attracted a lot of attention. Entertainment searches continue to be an important avenue for reach and engagement.
Q. What role did AI play in changing search behavior?
AI changed search by allowing more conversational, creative, and exploratory queries. Tools like Gemini, AI image generators, and AI-assisted features increased user curiosity, leading to a surge in AI-related searches.
Q. Does trending mean lasting value?
Not always. A spike can be fleeting, often tied to a specific event. However, strategically crafted content around trends—especially evergreen explainers or guides—can deliver long-term value.
Q. Should brands chase trending topics for content?
Yes—but with strategy. Use trending moments to gain visibility but combine them with evergreen, valuable content for enduring effects.
Q. How has user search style changed in 2025?
Users have begun searching more conversationally, which is evident in the rise of “what is…,” “how to…,” and “tell me about…” queries that show a need for clear explanations rather than just keyword matches.
Q. Is social media replacing search engines?
Not quite. Social media can spark interest, but Google remains a key resource for verification, deeper information, and exploration—especially for viral topics, events, and AI tools. Get some insights from the SEOTreasures.
Q. How can I use this data to improve my content strategy?
Keep an eye on trending topics, create timely but quality content, use a conversational tone, diversify content formats (like articles, videos, infographics), and blend trend-driven and evergreen content for stability and growth.