Yesterday (August 2025) Johor experienced a minor earthquake that made waves—not just in the region, but also in online search behavior. While Singaporeans didn’t feel the tremors, the event caused a noticeable spike in searches related to “Singapore earthquake,” “earthquake felt in Singapore,” and “is Singapore at risk of earthquakes?”
This is more than just curiosity—it’s a valuable lesson for marketers and content creators about the power of keyword trends and creating content people actually want to see.
1. People Search What They Care About
Even if Singapore isn’t prone to earthquakes, residents are naturally curious about safety, news, and potential risks. When a nearby event occurs, people instinctively search for information that helps them understand the situation. This is a classic example of search intent—people are looking for knowledge, reassurance, or advice.
For marketers, this shows that content doesn’t always need to be directly about your product or service. Sometimes, the best way to engage your audience is to tap into trending questions and topics relevant to them.
2. Linking Local Events to Your Audience
The Johor earthquake demonstrates that geographically adjacent events can influence online behavior in another country. Even without a direct impact, Singaporeans were interested enough to search. Businesses and content creators can leverage this by providing educational, informative, or helpful content that answers these trending queries.
For instance, a blog post or social media video could cover:
- “What to do if an earthquake occurs near Singapore”
- “How likely are earthquakes in Singapore?”
- “Comparing earthquakes in Johor and Singapore: What you need to know”
These types of content meet the audience where their curiosity is, increasing engagement and credibility for your brand.
3. Keywords Drive Discoverability
If your content doesn’t include the terms people are actively searching for, it may as well not exist. Using keyword research tools, you can see spikes in searches for terms like “Singapore earthquake” following events in nearby regions. By creating content around these trending keywords, you increase your chances of being discovered exactly when your audience wants information.
4. Marketing Lesson: Content Is About the Audience, Not You
Many businesses make the mistake of creating content they think is relevant, rather than what people are searching for. The Johor earthquake example shows that even tangentially related events can be a marketing opportunity if you understand search trends and keyword intent.
In short, being aware of trending keywords isn’t just about SEO—it’s about understanding your audience’s immediate concerns and providing value at the right time.
Takeaway
The Johor earthquake didn’t shake Singapore physically, but it did shake up the search engines. For marketers, this is a clear reminder: Pay attention to what your audience is searching for, and create content that meets them there. Popular keywords are more than a number—they’re a signal of what your audience wants, thinks about, and cares about.
By keeping an eye on trending searches and understanding why people are searching, you can create content that informs, engages, and builds trust—all while staying relevant in the ever-changing online landscape.
(Credits: Pexels)
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