In Pay per click, we hear a lot about keyword search volume, yet less attention is paid to this crucial metric compared to, say, click-through rate or cost-per-click. Although these metrics are important, search volume can be equally important – particularly for SEOs.
In today’s post, we’ll be exploring everything you need to find out about search volume: what it is, why it’s important, and the way to use it inside your marketing campaigns, all with real-world examples to illustrate the main points. We’ll be focusing on these concepts primarily from a search engine optimisation perspective, but we’ll additionally be dipping into some PPC-related topics, too.
What Is Keyword Search Volume? Since the term implies, keyword search volume means the volume (or number) of searches for the keyword in a given timeframe. Keyword search volume is usually averaged over a set timeframe to provide marketers with a general concept of a search term’s competitiveness and overall volume. This information is often contextualized within specific timeframes to enable SEOs and marketers to see how certain keywords drive traffic as time passes.
Seasonality often plays an important role in keyword search volume. Yes, by far the most diligent bargain-hunters may start their look for “Christmas gift ideas” in July, but a majority of men and women will hold off until October or November before conducting this kind of search.
Other keyphrases are “evergreen,” meaning there’s no seasonal or timeliness connected with them, as well as their search volume stays steady as time passes. Needless to say, it’s worth remembering an evergreen keyword in one country or region might be seasonal in another.
How Come Keyword Search Volume Matter? Search volume matters because search engines are among the key ways that sites attract new visitors and traffic. As an example, at WordStream, organic search drives about 70% of total traffic! So it’s crucial to target keywords in your content that actually have real search volume – if no one is trying to find the keywords you’re targeting, nobody will see your articles. However, if you’re only targeting keywords with very high search volume, it will likely be hard to compete with bigger sites and acquire your content ranking.
Search volume is additionally vital that you your PPC bidding strategy, since high-volume terms will are certainly more competitive and a lot more expensive when they are also commercial with regards to intent.
Ways to get Keyword Search Volume Data. Before you begin to use keyword search volume data to inform your SEO or PPC strategy, you have to actually get a hold of it. Below are some tools will find and examine your keyword search volume data.
As you can see within the figure above, SEM Rush provides an at-a-glance dashboard overview for specific keywords, in this case “ski jackets”. We are able to begin to see the approximate average search volume, as well as the CPC and competitiveness in the query. We’re provided a graph summary of how keyword trends change as time passes, in addition to related and phrase-match keywords that are relevant to our original query.
Google Trends offers some interesting perspectives on this sort of data, including geographic popularity, growth and decline data for specific terms, and related topics, which may be extremely helpful for identifying branded terms associated with more generic keywords. Take a look at the Google Trends data for your term “ski jackets”:
It’s worth noting, however, that after recent changes to the AdWords interface, this details are now only accessible to users running active AdWords campaigns. In the event you aren’t, you’ll see a simplified, truncated version in the data, and no graphs or other visual representations in the data.
Which Keyword Search Volumes In Case You Be Targeting? Whether you’re a search engine optimization, a PPC specialist, or even a digital marketing generalist, keyword search volume is a crucial metric that is certainly often overlooked in favor of other metrics like click-through rate. However, keyword search volume ought to be part of the foundation upon which your time and efforts should be built – but just how sudpzu you know which range of volumes you should be targeting?
Balancing Volume with Competition
In terms of keyword search volume, there are two primary factors to think about: volume and competitiveness. Keywords with higher volumes mean more potential exposure (or impression share), but will probably be far more competitive. This, subsequently, can make it harder to position for such terms as you’ll most likely be rising against well-established publishers and sites, or higher CPCs if you’re bidding on these terms included in a paid search campaign.