In Pay per click, we hear a lot about keyword search volume, yet far less attention is paid to this crucial metric in comparison to, say, click-through rate or cost-per-click. Although these metrics are important, search volume can be equally important – especially for SEOs.
In today’s post, we’ll be exploring all you need to learn about search volume: what exactly it is, why it’s important, and the way to apply it within your marketing campaigns, all with real-world examples to illustrate the main points. We’ll be focusing on these concepts primarily from an SEO perspective, but we’ll even be dipping into some PPC-related topics, too.
Precisely What Is Keyword Search Volume? As the term implies, keyword search volume means the volume (or number) of searches for the keyword in a given timeframe. Keyword search volume is typically averaged more than a set timeframe to offer marketers using a general idea of a search term’s competitiveness and overall volume. This data is often contextualized within specific timeframes to allow SEOs and marketers to view how certain keywords drive traffic as time passes.
Seasonality often plays a significant role in keyword search volume. Yes, by far the most diligent bargain-hunters can start their search for “Christmas gift ideas” in July, but many individuals will hold off until October or November before conducting this sort of search.
Other keyphrases are “evergreen,” meaning there’s no seasonal or timeliness associated with them, as well as their search volume stays steady with time. Needless to say, it’s worth remembering an evergreen keyword in just one country or region may be seasonal in another.
Why Does Keyword Search Volume Matter? Search volume matters because search engines like google are one of the key ways in which sites attract new visitors and traffic. For example, at WordStream, organic search drives about 70% of total traffic! So it’s crucial to target keywords inside your content which actually have real search volume – if no one is searching for the keywords you’re targeting, no person will discover your content. However, if you’re only targeting keywords with very high search volume, it will likely be difficult to compete with bigger sites and get your site content ranking.
Search volume is additionally essential to your PPC bidding strategy, since high-volume terms will tend to be more competitive and a lot more expensive when they are also commercial when it comes to intent.
How to Get Keyword Search Volume Data. Before you could start using keyword search volume data to inform your SEO or PPC strategy, you have to actually get your hands on it. Here are several tools you can use to find and examine your keyword search volume data.
As you can see in the figure above, SEM Rush provides an at-a-glance dashboard overview for specific keywords, in cases like this “ski jackets”. We can view the approximate average search volume, and also the CPC and competitiveness in the query. We’re provided a graph overview of how keyword trends change as time passes, in addition to related and phrase-match keywords which are relevant to our original query.
Google Trends offers some interesting perspectives on this sort of data, like geographic popularity, growth and decline data for specific terms, and related topics, which may be extremely ideal for identifying branded terms related to more generic keywords. Check out the Google Trends data for your term “ski jackets”:
It’s worth noting, however, that after recent changes towards the AdWords interface, this details are now only accessible to users running active AdWords campaigns. In the event you aren’t, you’ll visit a simplified, truncated version in the data, and no graphs or other visual representations of the data.
Which Keyword Search Volumes Should You Be Targeting? Whether you’re an SEO, a PPC specialist, or a digital marketing generalist, keyword search volume is an important metric which is often overlooked in favour of other metrics like click-through rate. However, keyword search volume should be area of the foundation upon which your time and efforts should be built – but exactly how sudpzu you know which selection of volumes you ought to be targeting?
Balancing Volume with Competition
In terms of keyword search volume, there are two primary factors to consider: volume and competitiveness. Keywords with higher volumes mean more potential exposure (or impression share), but will probably be a lot more competitive. This, consequently, makes it harder to rank for such terms as you’ll probably be rising against well-established publishers and sites, or higher CPCs if you’re bidding on these terms as an element of a paid search campaign.