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The World Cup dominating the top Google searches - Insights
World Cup

The World Cup in Google Searches

Unless you spent the last month on another planet, you would have noticed the 2018 FIFA World Cup. As well as dominating the terrestrial TV channels and pubs throughout the country, there were also interesting digital trends. We decided to take a look at what people have been searching for during the World Cup.

We used Google Trends and looked at search terms over the past 30 days in England. As you would imagine, the World Cup dominated the top 25 rising search terms.

There were a few search terms in there that weren’t about football. The TV show Love Island made a couple of appearances, with “megan love island” being a popular term. As someone who knows absolutely nothing about this programme, I had to do a bit of research into this term. Megan Barton Hanson, a contestant on the 2018 series of Love Island, has apparently dated a few footballers. She is also friends with Chloe Ayling, the model who was kidnapped last year…

Anyway, back to football.

World Cup Search Terms

The nation fell in love with Gareth Southgate more and more as the tournament went on. Of all the individual members of the England set up, he came out on top in terms of search queries. Top of the list of these searches was “gareth southgate waistcoat”. This has the label of ‘Breakout’ due to the term having few (if any) searches prior to the last month. Other subjects that sparked the nation’s curiosity of Southgate was his age, his salary, and his family.  There was also interest in his Pizza Hut advert that referenced his penalty shootout miss from Euro ‘96.

It’s not just members of the England team that caught the attention of the nation’s Google users. A common theme when looking at the top searches for each member of the World Cup squad is that people are interested in their wives and girlfriends. The ‘WAGs’ have taken more of a backseat compared to the class of 2006 that included Colleen Rooney and Cheryl Cole.

Spare a thought for the Wimbledon Championships, which England’s success at the World Cup and the surrounding euphoria almost overshadowed. The finals of each undoubtedly took place without their biggest draw on these shores; Andy Murray and the England team.

As for the next 30 days, Love Island will still be on our TV screens for another couple of weeks and sports fans can look forward to The Open Championship, the oldest tournament in golf.

Our digital marketers are regularly researching trends in search queries, get in touch if you would like to know how this could help out your business.

Written by: Thomas Coughlan
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