We are going to dig into the topic of Trend Jacking. This is where content creators will jump on a trending topic to maximize the utilization of that trend for traffic
This is a white hat strategy, that is still controversial, because the trends that people jump on are often topics such as death. In the SEJ case, it is an extremely white hat case study in how to use this technique.
For reference, here is the content we discuss https://www.searchenginejournal.com/track-santa-norad-google-santa-tracker-apps-go-live-christmas-eve/147565/ .