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 find out about search volume: what it is, why it’s important, and how to apply it inside your marketing campaigns, all with real-world examples to illustrate the key points. We’ll be focusing on these concepts primarily from a search engine optimisation perspective, but we’ll even be dipping into some PPC-related topics, too.
Precisely What Is Keyword Search Volume? Because the term implies, keyword search volume means the volume (or number) of searches for a particular keyword in a given timeframe. Keyword search volume is usually averaged more than a set timeframe to supply marketers having a general concept of a search term’s competitiveness and overall volume. This information is often contextualized within specific timeframes to permit SEOs and marketers to see how certain keywords drive traffic as time passes.
Seasonality often plays a significant role in keyword search volume. Yes, probably the most diligent bargain-hunters may begin their look for “Christmas gift ideas” in July, but a majority of individuals will hold off until October or November before conducting this kind of search.
Other search phrases are “evergreen,” meaning there’s no seasonal or timeliness connected with them, as well as their search volume stays steady over time. Needless to say, it’s worth remembering that an evergreen keyword in a single country or region might be seasonal in another.
How Come Keyword Search Volume Matter? Search volume matters because search engines like google are some of the key methods sites attract new visitors and traffic. As an example, at WordStream, organic search drives about 70% of total traffic! So it’s essential to target keywords in your content that really have real search volume – if nobody is looking for the keywords you’re targeting, no person will find your articles. However, if you’re only targeting keywords with extremely high search volume, it will probably be challenging to contest with bigger sites and get your content ranking.
Search volume can also be vital that you your PPC bidding strategy, since high-volume terms will are certainly more competitive and a lot more expensive if they are also commercial when it comes to intent.
How to Get Keyword Search Volume Data. Before you begin to use keyword search volume data to tell your SEO or PPC strategy, you need to actually get a hold of it. Here are several tools will find and look at your keyword search volume data.
As you can tell within the figure above, SEM Rush offers an at-a-glance dashboard overview for specific keywords, in this instance “ski jackets”. We can see the approximate average search volume, as well as the CPC and competitiveness in the query. We’re provided a graph overview of how keyword trends change over time, along with related and phrase-match keywords that are highly relevant to our original query.
Google Trends offers some interesting perspectives on this type of data, like geographic popularity, growth and decline data for specific terms, and related topics, which can be extremely useful for identifying branded terms associated with more generic keywords. Take a look at the Google Trends data for that 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. If you aren’t, you’ll see a simplified, truncated version from the data, and no graphs or some 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 perhaps a digital marketing generalist, keyword search volume is an important metric which is 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 efforts needs to be built – but how sudpzu you know which range of volumes you should be targeting?
Balancing Volume with Competition
With regards to keyword search volume, there are 2 primary factors to think about: volume and competitiveness. Keywords with higher volumes mean more potential exposure (or impression share), but will probably be much more competitive. This, consequently, makes it harder to position for these terms as you’ll probably be increasing against well-established publishers and sites, or higher CPCs if you’re bidding on these terms as an element of a paid search campaign.