In the below graph, explore different versions of the search volume data for the term “mcdonalds” – my favorite combination is line graphs, scaled data on the Y-axis, and line color as raw. Here you can see that a larger percentage of people search “mcdonalds” in Australia, but the US has a much larger total volume.

A note on terminology: Google Trends takes raw data, normalizes by dividing by each regions search volume creating a query share, and then scales each series by dividing by the average query share in the first series. Users only have access to scaled data…Wondering how I estimated the raw and normalized data? Look for a detailed post soon!