Here’s how Simon Elvery, the site’s creator, explains it:
The suggested words appear in the order in which Google suggests them
and are each connected by a line of varying thickness representing the
number of search results you could expect if you did a Google search on
the phrases which that word, its predecessors and ancestors in the tree
And here’s the lovely patterns he’s picked out:
There are some recurring themes which have emerged as I’ve been
playing with the site during its creation. Among other things, it seems
people do rather a lot of searching on the topics of music, religion and relationships.
These would be hard to pick out–much less spot interrelations–without the Web site. Which is the calling card of any good infographic. Just perfect.