Yes, the thought that searching for the term "College Football" indicates an interest in college football is pure farce. I can only imagine the number of people who search "college football" and have no interest in it what so ever. I'm sure the majority of them are searching for "I have no interest in college football. Where are places I can go that have no college football?" Equating analysis of Google search results to AOL is akin to equating DIPS to tobacco. EDIT: And yes, doing market analysis based on Google search results is a real thing, and widely done. How do you think Google makes money? Don't be obtuse, that term is extremely vague and far, far, far from being inclusive. Maybe, maybe it's a good guess of casual fandom. But take a poll here, or any site where college football fans gather. How many of them do you think searched that term in the last 12 months? I'd say 5% at the absolute maximum. Considering all the search permutations that include the phrase "college football" I'd wager it's a lot more than that. Even for someone who already knows of a forum to post at and data sites to get reliable statistics, it's not uncommon to search for things like "college football tickets" or "2011 college football schedule", which pulling up analytics based on searching for "college football" will include. Could it be better to aggregate searches on other terms like "NCAA football", or "Division 1 football" or even just "football"? Maybe so, but "college football" is a general enough term to pick up a fair aggregate with enough data, and on a sample size like the entire United States over a time period of a year, it's probably a fair estimate. As far as his estimates going to the individual for schools, it's more precise than he probably should be, but estimating within, say, a +/- 10k or even 50k error is probably fair.