In PPC, we hear a lot about keyword search volume, yet far 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 – especially for SEOs.
In today’s post, we’ll be exploring everything you need to learn about search volume: what exactly it is, why it’s important, and the way 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 an SEO 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 refers to the volume (or number) of searches for a particular keyword in a given timeframe. Keyword search volume is normally averaged over a set timeframe to supply marketers with a general idea of searching 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, the most diligent bargain-hunters may begin their search for “Christmas gift ideas” in July, but many people will delay until October or November before conducting this type of search.
Other search phrases are “evergreen,” meaning there’s no seasonal or timeliness associated with them, and their search volume stays steady with time. Of course, it’s worth remembering an evergreen keyword in just one country or region might be seasonal in another.
How Come Keyword Search Volume Matter? Search volume matters because search engine listings are one 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 crucial to target keywords inside your content that really have real search volume – if no one is searching for the keywords you’re targeting, nobody will see your site content. However, if you’re only targeting keywords with extremely high search volume, it will likely be hard to contest with bigger sites and obtain your site content ranking.
Search volume is also vital that you your PPC bidding strategy, since high-volume terms will tend to be more competitive and a lot more expensive if they are also commercial when it comes to intent.
The way to get Keyword Search Volume Data. Before you could begin using keyword search volume data to tell your SEO or PPC strategy, you have to actually get hold of 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 are able to begin to see the approximate average search volume, and also the CPC and competitiveness of the query. We’re provided a graph summary of how keyword trends change over time, in addition to related and phrase-match keywords that are related to our original query.
Google Trends offers some interesting perspectives on this kind of data, including geographic popularity, growth and decline data for specific terms, and related topics, which can be extremely helpful for identifying branded terms associated with more generic keywords. Check out the Google Trends data for the term “ski jackets”:
It’s worth noting, however, that after recent changes for the AdWords interface, this data is now only available to users running active AdWords campaigns. Should you aren’t, you’ll see a simplified, truncated version in the data, and no graphs or any other visual representations from the data.
Which Keyword Search Volumes In The Event You Be Targeting? Whether you’re a search engine optimisation, a PPC specialist, or perhaps a digital marketing generalist, keyword search volume is a vital metric that is often overlooked in favor of other metrics like click-through rate. However, keyword search volume should be portion of the foundation upon which your time and efforts ought to be built – but how sudpzu you already know which variety of volumes you need to be targeting?
Balancing Volume with Competition
When it comes to keyword search volume, there are 2 primary factors to consider: volume and competitiveness. Keywords with higher volumes mean more potential exposure (or impression share), but will probably be much more competitive. This, consequently, can make it harder to rank for these particular terms as you’ll more likely be increasing against well-established publishers and sites, or higher CPCs if you’re bidding on these terms included in a paid search campaign.