谷歌趋势显示，自 2021 年牛市以来，比特币搜索热度减半

比特币已经进入第二个十年的一半，距离诞生 20 周年也不远了。在此期间，加密世界也发生了不可预测的变化。

As Bitcoin approaches its 20th anniversary and the halfway point of its second decade, the crypto landscape has witnessed remarkable shifts driven by market sentiment, political strategies, and the bull-bear market cycle.

随着比特币诞生 20 周年和第二个十年的中点，在市场情绪、政治策略和牛熊市场周期的推动下，加密货币格局发生了显着变化。

Despite these fluctuations, new users continue to enter the crypto world through diverse channels. Among them, which entry path has garnered the most attention? Let’s uncover the answer in this piece.

尽管存在这些波动，新用户仍在通过各种渠道进入加密世界。其中，哪一条进入路径最受关注？让我们在这篇文章中揭晓答案。

1. Common Keywords

1. 常用关键词

To gain insights into the evolving user interests, I analyzed Google Trends over the past five years, covering both bull and bear market cycles for an objective perspective.

为了深入了解不断变化的用户兴趣，我分析了过去五年的谷歌趋势，涵盖了牛市和熊市周期，以获得客观的视角。

People often search for broad concepts like “cryptocurrency,” “blockchain,” and “token.” As expected, searches for these keywords are directly proportional to the market’s upward movement.

人们经常搜索“加密货币”、“区块链”和“代币”等宽泛的概念。正如预期的那样，这些关键词的搜索量与市场的上涨趋势成正比。

However, these searches don’t indicate intent. For a deeper understanding, let’s examine intent-based searches.

然而，这些搜索并不表明意图。为了更深入地理解，让我们研究一下基于意图的搜索。

Throughout history, the primary use cases of cryptocurrencies have been trading, investing, and speculating. Airdrops follow closely behind, but not as closely as the recently hot “trade” and “invest” keywords. Nonetheless, passive income remains a topic of interest among crypto-savvy users.

纵观历史，加密货币的主要用例一直是交易、投资和投机。空投紧随其后，但不如最近热门的“贸易”和“投资”关键词那么紧密。尽管如此，被动收入仍然是精通加密货币的用户感兴趣的话题。

2. Transaction-Related Queries

2. 交易相关查询

While we’re at it, let’s take it a step further and uncover user brand awareness and key entry paths.

在我们这样做的同时，让我们更进一步，揭示用户的品牌知名度和关键进入路径。

The attention paid by users to topics relating to CEX (centralized exchanges) and DEX (decentralized exchanges) reflects the dominance of CEX trading volume over DEX trading volume. Despite varying opinions, DeFi still constitutes a small portion of the wider crypto market, and centralized exchanges like Binance in this part of the market are not to be underestimated.

用户对CEX（中心化交易所）和DEX（去中心化交易所）相关话题的关注程度，反映出CEX交易量相对于DEX交易量的主导地位。尽管看法不一，但 DeFi 仍然只占更广泛的加密货币市场的一小部分，而像币安这样的中心化交易所在这部分市场中的地位也不容小觑。

Key observations:

主要观察结果：

3. Token Search Dynamics

3. 代币搜索动态

In terms of token searches, the popularity of the word “crypto” is rivaled only by “Bitcoin,” which serves as the main query term for crypto-related topics.

在代币搜索方面，“加密货币”一词的受欢迎程度仅次于“比特币”，而“比特币”是加密货币相关主题的主要查询术语。

Search interest for Bitcoin peaked during the 2021 bull run and reached its lowest point at the end of 2019. Even after Bitcoin first hit the $100,000 price point in late 2024, it failed to regain its former popularity.

比特币的搜索兴趣在 2021 年牛市期间达到顶峰，并在 2019 年底达到最低点。即使在 2024 年末比特币首次触及 10 万美元价格点之后，它也未能恢复昔日的受欢迎程度。

Meanwhile, query frequency for other top market cap tokens, such as Ethereum, has remained relatively stable, though XRP has seen a significant increase following its recent rally.

与此同时，其他市值最高的代币（例如以太坊）的查询频率保持相对稳定，尽管 XRP 在近期上涨后出现了显着增加。

4. Narrative Heat

4. 叙事热度

When comparing user interest in major verticals like DeFi, RWA, DePIN, GameFi, and the recently popular AI x Crypto, we observe that interest in the first two is sustainable. In contrast, other fields are more heavily dependent on hype.

在比较用户对 DeFi、RWA、DePIN、GameFi 以及最近流行的 AI x Crypto 等主要垂直领域的兴趣时，我们发现对前两者的兴趣是可持续的。相比之下，其他领域更加依赖炒作。

Recently, interest in the RWA and AI x Crypto space has surged, while DePIN, DeFi, and GameFi still take a backseat.

最近，人们对 RWA 和 AI x Crypto 领域的兴趣激增，而 DePIN、DeFi 和 GameFi 仍然处于次要地位。

Meme Coins are exploding in popularity, reaching all-time highs by the end of 2024. Meanwhile, AI-related tokens are gathering attention, with March 2024 being a critical moment.

Meme 币的受欢迎程度呈爆炸式增长，到 2024 年底将达到历史新高。与此同时，与 AI 相关的代币正在引起人们的关注，其中 2024 年 3 月是一个关键时刻。

5. Keywords for 2024

5. 2024年关键词

Now that we have a general idea of the current interest and main attention projects in Web3, let me share the most popular search queries in the crypto space right now (sorted by search query volume).

现在我们已经大致了解了 Web3 当前的兴趣和主要关注项目，让我分享一下目前加密货币领域最流行的搜索查询（按搜索查询量排序）。

Here’s a ranking of the largest Web3 brands:

以下是最大的 Web3 品牌排名：

Searches for all other brands, including those frequently discussed on Crypto Twitter like Vitruals, Ethena, or any of the L2 chains, pale in comparison to the above brands.

所有其他品牌的搜索量，包括那些在 Crypto Twitter 上经常讨论的品牌，如 Vitruals、Ethena 或任何 L2 连锁店，与上述品牌相比都显得苍白无力。

What does this tell us?

这告诉我们什么？

Most topics discussed on Crypto Twitter don’t reach a global audience. Retail investors still join the crypto world through centralized exchanges, and DeFi captures only a small portion of crypto interest. Many of today’s hot brands are still beyond the retail audience.

加密推特上讨论的大多数话题都没有覆盖到全球受众。散户投资者仍然通过中心化交易所加入加密世界，而 DeFi 仅捕获了一小部分加密利益。当今的许多热门品牌仍然超出了零售受众的范围。