Most Searched Things on Google in 2024

The most searched thing on Google in 2023 was ‘youtube’ – taking the top keyword crown for the fourth year running.

Will it win in 2024? Without a crystal ball, there’s only one way to answer that. Data. And so far, that data says no.

Using the power of Similarweb’s super fresh keyword data, we put together – and regularly update – this list of the top searches on Google for the year so far to help curious marketers like you, understand:

• Your target market and target audiences’ search behaviors
• Any gaps you have in your content or traffic acquisition strategy
• Search trends and topics to include in your strategy this year
• Trending (and detrending) searches for paid and organic campaigns

Get worldwide, US and UK keyword data, as well as analysis into the key stats we’ve pulled.

Top 100 Google Searches Worldwide

Here’s a sneak peek into the full list of the top 1,000 Google searches, which you can download below. See the complete set of 2024’s most popular search results worldwide, in the US, and in the UK.

Key stats about the most searched keywords worldwide

‘Prime Video’ dominates top searches, closely followed by ‘YT Music’: Prime Video accounts for 1.08% of global traffic, with YT Music close behind at 0.99%.

‘Gemini’ and ‘Drive’ funnel significant traffic to Google: These terms together direct 17,294,203 visits to Google.com, representing 0.56% of the traffic share.

‘Marketplace’ leads ecommerce search terms: Marketplace tops ecommerce-related searches with 10,112,021 average monthly searches, followed by Meta Business Suite with 7,703,405.

US politics on the rise: As the elections approach and with recent developments like Biden dropping out, ‘Trump’ ranks as the 6th most searched keyword with 11,951,804 monthly searches and a 0.39% traffic share. ‘Biden’ follows with 5,621,454 searches, while ‘Kamala Harris’ garners 3,029,630.

Top 100 Google Searches in the US

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Key stats: The most searched keywords in the US

‘Prime Video’ leads US searches: The top keyword, ‘Prime Video’, captures 1.34% of the US search market with 22,528,438 monthly searches.

‘News’ dominates search traffic: 15% of the top 100 US searches are news-related. News ranks #2, capturing 1.10% of search traffic with 18,508,602 monthly searches.

Basketball tops sports-related terms: NBA owns 0.47% of the US search market with 7,979,234 monthly searches. ‘Caitlin Clark’ ranks as the 10th most searched term with 4,118,076 searches.

Trump captivates the web: ‘Trump’ is the most searched person in the US, with a staggering 11,951,007 monthly searches.

Top 100 Google Searches in the UK

Key stats: The most searched keywords in the UK

14% of the top UK keywords relate to football: The top football-related keyword, ‘Arsenal’, garners 1,282,250 monthly searches, owning 0.27% of the UK search market. ‘Football Today’ follows with 1,001,953 searches.

‘Universal Credit’ is the #2 Most Searched Keyword in the UK: Universal Credit has increased by 11% since 2023, capturing 0.57% of the UK search market.

Lottery terms gain traffic: Euromillions and other lottery-related terms account for 2,401,739 monthly searches, representing 0.23% of the UK search market.

Top Google searches offer market insights: Leverage popular search terms like ‘Universal Credit’ (#2), ‘Euromillions’ (#11), ‘Arsenal’ (#9), and ‘Love Island’ (#33) to inform your marketing and pricing strategies, reflecting interests and the current economic climate.

What do the most Google searches tell marketers?

Search behavior and results

• ‘Prime video’ was the most searched query in the world, and the Prime Video domain achieved more clicks than the search engine giant Google
• What are searchers looking for? The search intent for the top 100 global searches is mostly navigational (49%), closely followed by informational (48.5%).
• The average zero click is at 51% for the top 100 terms. Despite the appearance of SERP features for many of these queries, users still choose to click on them.
• In the top 1,000 list, the most searched words on Google are in English.

Paid traffic in the top Google searches 2024

•  The most expensive search term in the top 1,000 is ‘ryan reynolds’ with a CPC of $6.45

How to find the most searched terms on Google

To create these top 100 lists, we used our Demand Trends feature and our Keyword Research Tool, here’s a quick breakdown of how to do it:

• In the Market Analysis suite, go to ‘Demand Trends’
• Select ‘All Industries’ as shown below, or – to get a more targeted list – choose a specific industry
• Select either ‘Worldwide’ data or a specific country

Then, to sort by search volume (like we did) or for other further analysis, download the full list and filter from there.

Methodology

• We updated this page in August 2024 using data from January to July 2024. This provides you with an accurate view of the search landscape and top searches during that period.
• The lists are for worldwide, US and UK specifically
• We have included: average monthly search volume, web traffic (how many of the searches end up going to a website), organic and paid traffic (split by whether or not a searcher clicked on a paid ad), and behind-the-scenes, we looked at CPC (the average cost per click to capture the traffic searching this term)

Similarweb Digital Marketing Intelligence allows you to view things people search for by country and industry. Our data covers billions of keywords worldwide (we’re constantly growing our keyword list each and every day, with real searches as they happen), and we analyze over 2 terabytes of data each day.

FAQs

What was the most searched term on Google in 2024?

The most searched thing on Google globally is ‘prime video’ with a current monthly average of 32m searches. In 2023, it received 4.1bn total searches, and Facebook was the second most searched term with 2.9bn searches.

What is the most searched term on Google in the USA in 2024?

‘Prime video’ was the US’ most searched Google term, with a monthly average of 22.5m searches for 2024 so far.

What is the most searched term on Google in the UK in 2024?

‘Prime video’ is the UK’s most searched Google term for 2024 so far, with 4.6m monthly searches on average per month. The second most searched term is ‘bbc news’ with around 17.3m searches each month.

by Limor Barenholtz

Director of SEO at Similarweb

Limor brings 20 years of SEO expertise, focusing on Technical SEO, JavaScript rendering, and mobile optimization. She thrives on solving complex problems and creating scalable strategies.