What does the global audience want to read about most? Donald Trump

As SEO editor at The Independent, I spend my days studying what stories and topics the world is searching the internet for. As a result, I get to see the unvarnished reality of what people are interested in – and bored by.

This can be frustrating when serious crises such as the plight of the Rohingya in Myanmar appear to generate far less interest around the globe than events which feel more trivial. Trends on Google do, however, offer real-time insight into global events – and none more so than the extent of Donald Trump’s influence.

Compared to his much-lauded predecessor, Trump’s impact on all facets of American life, and indeed global diplomacy, has already been visibly greater. It appears people cannot separate his actions and opinions when searching for seemingly unrelated news. From US reality TV show contestants to music videos and fashion trends, he generates telltale signs of interest everywhere.

It is now expected that every actor, musician, fashion label and fast food business will make a stand on, or profess an opinion about, the latest Trump policy or outrage. No president since Ronald Reagan has enjoyed such widespread interest, even if much of it has a negative slant.

As we know, this is a conscious decision by the 45th president. Trump is not a president for fireside chats or Oval Office announcements – he looks to commune with voters through quick Twitter bursts and hours-long campaign rallies.

His undeniably radical policies and his ripping up of the presidential rulebook would make huge waves on their own. However, it is his overtly obsessive media consumption and affection for celebrity drama of any grade that means no topic is outside or below his purview.

While readers understandably bemoan his ubiquity on news websites and newspapers, his power and his tweets will continue to shape the news narrative until at least 2020 – and perhaps beyond.

Yours,

Matt Payton

SEO editor