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Portfolio diversification and active risk management are essential parts offinancial analysis which became even more crucial (and questioned) during andafter the years of the Global Financial Crisis. We propose a novel approach toportfolio diversification using the information of searched items on GoogleTrends. The diversification is based on an idea that popularity of a stockmeasured by search queries is correlated with the stock riskiness. We penalizethe popular stocks by assigning them lower portfolio weights and we bringforward the less popular, or peripheral, stocks to decrease the total riskinessof the portfolio. Our results indicate that such strategy dominates both thebenchmark index and the uniformly weighted portfolio both in-sample andout-of-sample.

Can Google Trends search queries contribute to risk diversification?