Google’s Year in Search 2025 report highlights fast-rising queries that reveal a shift toward fresh, developing topics. Searches beginning with “tell me about…” jumped 70% year-over-year, while “how do I…” queries hit an all-time high, signalling that users are increasingly seeking real-time, actionable information rather than just evergreen content. What does this data pattern suggest for 2026?
Digital Journal heard from Andrew Witts, Digital Marketing Expert at Studio 36, looking into insights on what this means for marketers and brands looking to capture audience attention early.
Witts says: “The 2025 Year in Search report highlights a fundamental shift in how audiences are seeking information.” This shift looks like it will continue into 2026. So what do marketers need to focus on?
As to how the search world is unfolding, Witts says: “We’re seeing a clear move away from purely evergreen queries toward fresh, developing topics. Searches beginning with ‘tell me about…’ jumped 70% year-over-year, and ‘how do I…’ queries reached record highs. For marketers, this is a signal that SEO strategies must evolve to capture these trends early.”
Traditionally, brands have focused heavily on high-volume, evergreen keywords, often waiting until search interest peaks before producing content. Witts warns that this approach is increasingly limiting: “By the time evergreen content is optimised and published, audiences have already moved on. The opportunity lies in spotting emerging topics and creating content while the conversation is building. Timing and relevance are now as important as search volume itself.”
To respond effectively, Witts recommends several strategic pivots:
Trend monitoring: Use tools that identify fast-rising queries before they hit the mainstream.
Agile content creation: Develop short-form guides, FAQs, and timely blog posts that respond immediately to new questions.
Dynamic content calendars: Adjust priorities weekly or even daily to reflect evolving search behaviour.
Conversational copy: Optimise for natural language queries, including question-based phrasing like “how do I…” and “tell me about…”.
Multi-format content: Experiment with videos, infographics, and micro-guides to satisfy audiences seeking actionable answers quickly.
Brands that integrate emerging trend monitoring into their SEO workflows can gain significant advantages.
According to Witts this means: “They reach audiences when topics are fresh, drive engagement, and establish authority before competitors catch on. In 2026, visibility will no longer be dominated by who has the largest content library. Instead, it will belong to those who respond fastest to what people are actually searching for.”
Witts concludes, observing: “The takeaway is clear: focusing solely on evergreen keywords misses a growing share of user intent. Capturing emerging search trends early is essential for relevance, reach, and growth in the modern digital landscape.”
