Google auto-complete is a great tool to understand trends for a particular search phrase. Viewing these suggestions in “incognito mode” (not showing you personalized results) will give you a good gauge of what kinds of subjects folks are searching for on Google.

For example, above we can see suggestions for “what is the best”. People want to know non quantifiable, opinion based things, e.g. what is the best zodiac sign (obviously Aries).

They also what to know about consumer goods, such as air fryers, mattresses, dog food, water, colleges, and credit cards. Knowing this can give you an idea of what’s popping with consumers and give you an insights advantage.