In PPC, 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 very 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 how to apply it within your marketing campaigns, all with real-world examples to illustrate the key points. We’ll be concentrating 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 more than a set timeframe to supply marketers with a general concept of a search term’s competitiveness and overall volume. This details are often contextualized within specific timeframes to allow SEOs and marketers to find out how certain keywords drive traffic over time.
Seasonality often plays a substantial role in keyword search volume. Yes, the most diligent bargain-hunters may start their look for “Christmas gift ideas” in July, but most people 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 associated with them, and their search volume stays steady over time. Obviously, it’s worth remembering that an evergreen keyword in a single country or region could be seasonal in another.
How Come Keyword Search Volume Matter? Search volume matters because search engines like google are among the key ways in which 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 looking for the keywords you’re targeting, no one will find your articles. However, if you’re only targeting keywords with very high search volume, it will likely be difficult to contest with bigger sites and get your site content ranking.
Search volume is additionally important 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 in terms of intent.
How to Get Keyword Search Volume Data. Before you could begin using keyword search volume data to inform your SEO or PPC strategy, you need to actually get a hold of it. Here are several tools will find and examine your keyword search volume data.
As you can see inside the figure above, SEM Rush provides an at-a-glance dashboard overview for specific keywords, in this case “ski jackets”. We can begin to see the approximate average search volume, along with the CPC and competitiveness from the query. We’re provided a graph overview of how keyword trends change over time, along with 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 is often extremely helpful for identifying branded terms associated with more generic keywords. Have 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 data is now only accessible to users running active AdWords campaigns. Should you aren’t, you’ll see a simplified, truncated version of the data, and no graphs or some other visual representations of the data.
Which Keyword Search Volumes In Case You Be Targeting? Whether you’re an SEO, a PPC specialist, or perhaps a digital marketing generalist, keyword search volume is an important metric which is often overlooked in support of other metrics including click-through rate. However, keyword search volume ought to be part of the foundation upon which your efforts ought to be built – but how sudpzu you know which variety of volumes you ought to be targeting?
Balancing Volume with Competition
In terms of 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 rank for these particular terms as you’ll most likely be going up against well-established publishers and sites, or higher CPCs if you’re bidding on these terms included in a paid search campaign.