Law Firm Marketing: What Google Trends Can Tell You

What is Google Trends?

Google Trends is a website that analyses the popularity of top search queries in Google Search across various regions and languages.

How to read the data

Numbers represent search interest relative to the highest point on the chart for the given region and time.

  • A value of 100 is the peak popularity for the term.
  • A value of 50 means that the term is half as popular.
  • A score of 0 means there was not enough data for this term.

Related queries

Use the Related Queries section to see what other terms people are searching for and their popularity. 

The following example shows related queries to the term “writing a will”.

A number of 100 indicates that this is a ‘Breakout’ term.

A “Breakout” terms means that it had a tremendous increase, probably because these queries are new and had few (if any) prior searches.

The data illustrates that users are also interested in information around ‘how to write a will online’ and the ‘cost of writing a will’.

Interest over time

This diagram shows data for the search term ‘Writing a Will’ over a period of 90 days from Feb to May 2020.

The data illustrates a major peak during mid March 2020.

We can be pretty sure that this was panic around the Coronavirus (COVID-19) springing people in to action to make or revise their will.

Interest over time for the term "Writing a Will" (Feb - May 2020)

Comparing search terms

This feature can be useful to understand the most popular search queries.

Here we have plugged in three similar search terms to find the most popular. As you can see, interest in “How to write a will” peaked in March 2020.

This type of data can be used to help inform your content creation, blog posts and website copy, as you can research what your prospects are interested in knowing and tailor your content accordingly.

Interest over time for three search terms (May 2019 - May 2020)


In this blog post we focused on ‘Will Writing’, but the same technique can be used with other areas of law or any kind of business. 

By using real data from Google you can maximise your content strategy and ensure you are running campaigns at the right time of the year for maximum results.

Talk to us about marketing support or legal copywriting for your law firm today. Call 01244 956974 or email
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