How to set up and interpret Google Trends comparisons: align the settings first, then examine relative interest

When setting up a Google Trends comparison, first define the terms, region, and time range, then confirm the search type. When interpreting the results, remember that Explore shows relative search interest, not actual search counts. The curve for the same term may change if you select a different region, time range, or search type. Your conclusions should describe “changes in interest under these settings”; the results alone do not tell you which product sells more.

Define what you are comparing, and do not mix terms with topics

Before comparing, decide whether you want to study specific words or a broader concept. A Semrush tutorial dated 2021 distinguishes between “search terms” and “topics” and relays Google’s explanation that topics also cover abbreviations, misspellings, and language variants. The article therefore recommends considering topics first when suitable options are available. This was the tutorial’s recommendation at the time, not a rule that every study should use topics.

The article also recommends comparing like with like: topics with topics, and search terms with search terms. For example, when comparing hiking backpacks and camping tents, make sure both are selected as topics or both as search terms. This avoids having one cover multiple names while the other is limited to a specific term.

Clearly state the region, time range, and search type

A 2026 Da Vinci tutorial notes that Explore lets you set the region, time range, and search type. Before comparing, list the settings you will use:

• Comparison terms: For example, hiking backpacks and camping tents, specifying whether each selection is a search term or a topic.
• Region: For example, Taiwan; do not combine results for Taiwan and Japan as though they represent a single market.
• Time range: For example, the past five years to examine seasonality, or the past month to track recent changes.
• Search type: For example, Web Search or YouTube Search, chosen according to what you are studying.

Choose the time range based on the question you want to answer. The Da Vinci tutorial recommends longer periods for examining seasonal patterns and shorter periods for tracking recent trends. This is analytical advice, not a platform requirement to observe a minimum number of years. If a term is used in multiple contexts, the 2021 Semrush tutorial also recommends narrowing the focus with a category filter and recording the selected category alongside the other settings.

When you see 100, first check the settings behind that peak

In its explanation of a single-keyword curve, Da Vinci’s 2026 tutorial states that 100 represents that term’s peak relative interest within the selected time range and region. It does not mean 100 searches, nor can it be converted into 10,000 or one million searches. This explanation applies to a single search term; it does not mean that “every term in a multi-term comparison will independently reach 100.”

The curve is useful for observing recurring seasonal peaks or brief rises followed by declines, but a peak alone does not explain its cause. Even if a peak coincides with an event, the curve alone cannot establish that the event caused the increase in searches.

Regional rankings are not rankings of total search volume

A 2019 Semrush article cites Google’s explanation at the time: regional data is normalized against the total search volume for that region and period. The regional rankings in the article’s example therefore reflect relative shares, not absolute search volumes. This historical example is a reminder that high interest on the map should not be interpreted as “the most people searching.” When summarizing comparisons, state the settings and make clear that the values represent relative interest. This helps avoid turning clues about trends into overly certain conclusions.