It may have been designed for journalists, but Google Trends is also an invaluable tool for marketers who need information about the products, events, and services that matter most to their audiences.

Savvy marketers know that it’s not just about how, when, and where people search. It’s about the deeper insights that only related searches can reveal. When does interest in a relevant term spike? What about interest for a competitor’s brand name? Google Trends uses real-time data to help marketers gauge consumer search behaviors over time.

Whether for journalists, students, or advertisers, Google Trends has become an essential storytelling tool—a resource that can lead its users on fascinating, unforeseen journeys. It’s also a go-to resource for marketers looking to explain, or prepare for, swings in demand that can’t be attributed to the usual suspects.

This is the power of Google Trends. Enter some terms and embark on your own trend-spotting quest.