GOOGLE it. Two words that 15 years ago would have meant nothing to the vast majority of the public but today have entered into everyday usage, synonymous with the quest for answers. Answers about everything from the mundane, like train times and the weather, to the obscure and downright bizarre, like the Google suggestions when you type in the search term 'is it healthy' ('to drink your own urine' being particularly eye opening). "Google it" has even become a meme – to be used on social media when someone is being intentionally dumb.
Now Scotland's top Google searches can be revealed – and they show us to be a nation with hugely varying tastes, obsessed with everything from Donald Trump and Pokemon Go to Netflix and, oddly, Newcastle Upon Tyne.
Google Trends is a section of the search engine's website that allows users to analyse the most popular words and phrases Scots type in when they delve into the weird and wonderful world of the internet. The data gives a snapshot of the nation's psyche and, over the last 12 months, searches for Donald Trump are up 300 per cent, making the US President the highest climber.
It is hardly surprising given how well Scotland trolled Trump during the US Presidential elections – "Yer maw was an immigrant, ya roaster" being a particular classic.
Results can be ranked by rising popularity or can grouped by topic, with the most popular topic in a year dominated by constitutional politics rather predictably "United Kingdom". Also among the top five by topic are the augmented reality game Pokemon Go, Scottish Premier League champions Celtic and Newcastle Upon Tyne – who knew?
Queries for sporting events such as the Olympics and the European Football Championships were also highly ranked in the last year while searches about movie streaming sites were increasingly dominant. That is a surprising, according to digital expert Grant Gibson, deputy managing director of Glasgow-based content marketing agency Bright Signals.
“These days most people search Google for brands and sites they use every day, so the top search results are often big-brand names. The rise in Pokemon Go may not be surprising, but the fastest-rising term '123 movies' is unexpected. Despite threats from the government, ISPs and the entertainment industry, the fastest-rising query is for a site that streams pirated movies in full HD. Similarly, Kodi – the pirate movie TV stick – is one of the fastest-rising topics.”
When the results are analysed over the last thirty days the Grand National is hugely popular. This year’s race was won by Scottish-trained One For Arthur. Searches for the 2007 novel Thirteen Reasons Why by Jay Asher also experienced a surge after a US television adaption was streamed on Netflix recently.
Google’s complex algorithms also aggregate results to show the most searched subjects.
Gibson added: “Search queries are the raw terms that people typed so, for example, Celtic would appear on a separate line from Celtic FC, Celtic Football Club, etc. Topics is a more intelligent list in that it lumps all related searches together. For example, the word 'Tump' isn't the most popular term, but all searches for 'Trump', 'Donald Trump', 'Potus', etc combined make the US President the fastest rising topic.”
It seems then that we Scots love to rip into Trump, are obsessed with football and know our Pikachus from our Charizards (they are Pokemon characters, by the way). Given what could have come out on top – think deep-fried Mars bars and Irn-Bru – it could have been much worse. The only worry is that, as we now know, everything we type into that little search window is record and filed away ... you have been warned.
MAD, BAD AND SAD: THE BEST GOOGLE SEARCH SUGGESTIONS
'How do I' get home
'Who is' God
'How can I' keep from singing lyrics
'Tell me' you love me
'What happens when' a president is impeached
'Where is' the love
The top five…
The fastest rising…
Search topics in Scotland
In the last twelve months
1. Donald Trump – 45th US President
2. Pokemon – Topic
3. Celtic FC – Football club
4. The Sun – United Kingdom
5. Newcastle upon Tyne – City
In the last thirty days
1. Thirteen Reasons Why – Novel by Jay Asher
2. The Grand National – Topic
3. Masters Tournament – Topic
4. Easter Sunday – Festivity
5. McDonald’s – Fast food restaurant company
Search queries in Scotland
In the last twelve months
1. 123movies
2. Olympics 2016
3. Euro 2016
4. Trump
5. iPhone 7
In the last 30 days
1. 13 reasons why
2. Grand National runners
3. Grand National 2017 runners
4. Grand National
5. Grand National 2017
Search topics in Scotland
In the last 12 months
1. United Kingdom - Country
2. Glasgow – City
3. Facebook
4. Edinburgh – City
5. Scotland – Country of the United Kingdom
In the last thirty days
1. United Kingdom – Country
2. Glasgow – City
3. Scotland – Country of the United Kingdom
4. Edinburgh – City
5. How-to - Topic
Search queries in Scotland
In the last 12 months
1. BBC
2. Facebook
3. News
4. You
5. Google
In the last thirty days
1. Edinburgh
2. BBC
3. Facebook
4. You
5. News
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