How Trends data is normalized

To make it easier to compare search data, results in Google Trends are normalized. If they weren't normalized, regions with the most search volume would always be ranked highest.

Normalized means that sets of search data are divided by a common variable, like total searches, to cancel out the variable's effect on the data.

Trends data is relative, not absolute

Just because two regions show the same number for a particular search term doesn't mean that their absolute, or total, search volumes are the same.

Data from two regions with significant differences in search volumes can be compared equally because the data has been normalized by the total searches from each region.

For example, users in Fiji and Canada may have the same search numbers if they're equally likely to search for hotel. However, they may not have the same number of total searches for this term.

Some terms may not appear as top search terms in an area. This doesn't mean that this term isn't popular in that area, but it's not as popular as other terms.