
Google measures our search trends on a much more regular basis than once a year. Monthly international Zeitgeists and Google's new Current query reporter seek to capture our collective interests in much more intricate detail. But the annual Zeitgeist does an excellent job of both packaging our searching trends into a easily discernible graphic medium and of reminding us what our fleeting interests were over the last twelve months.

As a historian, I am dumbstruck by the cultural historical utility this sort of report provides future researchers. As a professional creative, I am equally struck by the simplicity of the data display (even if I am disappointed by the vagueness of Google's quantifications – Y-coordinate values are absent from the whole Zeitgeist.) I am likewise glad to see the Zeitgeist's graphic and information design advance from its more primitive (but no less informative) beginnings.
According to Google, the annual Zeitgeist is not simply a list of the most frequently-searched terms for the period – terms that don't change much from year to year. Such a list would be dominated by generic searches, such as "ebay", "dictionary", "yellow pages," "games," "maps," and, of course, a number of X-rated keywords. Instead, the Zeitgeist describes searches that were very popular this year but not last year – the explosive queries and topics that everyone obsessed over. Thus, a year's most popular searches are ranked based on how much their popularity increased compared to the year before. Similarly, Google's "what is" and "who is" lists are not necessarily the absolute most frequent searches, but rather those that best represent the passing year.
The result is a fascinating glimpse at what fascinated us in 2007. The archive is worth pouring over as well, whether to view years or months past. Buried throughout are wonderful nuggets of cultural history, such as a Zeitgeist retrospective on September 11, 2001 search trends, and embarrassing realities, such as Britney Spears' and Paris Hilton's dominance of the celebrity search.
Enjoy the look back. FB
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