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 important, search volume can be equally important – especially 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 in your marketing campaigns, all with real-world examples to illustrate the primary points. We’ll be focusing on these concepts primarily from a search engine optimization perspective, but we’ll also be dipping into some PPC-related topics, too.
What Exactly 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 normally averaged spanning a set timeframe to offer marketers with a general idea of a search term’s competitiveness and overall volume. This information is often contextualized within specific timeframes to allow SEOs and marketers to view how certain keywords drive traffic with time.
Seasonality often plays a significant role in keyword search volume. Yes, by far the most diligent bargain-hunters may start their search for “Christmas gift ideas” in July, but many men and women will wait until October or November before conducting this type of search.
Other search phrases are “evergreen,” meaning there’s no seasonal or timeliness related to them, and their search volume stays steady with time. Obviously, it’s worth remembering that the evergreen keyword in just one country or region may be seasonal in another.
How Come Keyword Search Volume Matter? Search volume matters because search engines like google are one of the key ways that sites attract new visitors and traffic. For example, at WordStream, organic search drives about 70% of total traffic! So it’s important to target keywords inside your content which actually have real search volume – if no one is trying to find the keywords you’re targeting, no one will see your articles. However, if you’re only targeting keywords with very high search volume, it will be challenging to contend with bigger sites and acquire your content ranking.
Search volume is additionally essential to your PPC bidding strategy, since high-volume terms will tend to be competitive and much more expensive if 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 hold of it. Below are some tools will find and look at 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 could begin to see the approximate average search volume, and also the CPC and competitiveness in the query. We’re provided a graph summary of how keyword trends change as time passes, along with related and phrase-match keywords which are related to our original query.
Google Trends offers some interesting perspectives on this type of data, such as geographic popularity, growth and decline data for specific terms, and related topics, which is often extremely useful for identifying branded terms linked to more generic keywords. Check out the Google Trends data for that 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. In the event you aren’t, you’ll visit a simplified, truncated version from the data, without any graphs or any other visual representations from the data.
Which Keyword Search Volumes In Case You Be Targeting? Whether you’re an SEO, a PPC specialist, or even a digital marketing generalist, keyword search volume is a vital metric that is certainly often overlooked in favour of other metrics including click-through rate. However, keyword search volume ought to be area of the foundation upon which your time and efforts needs to be built – but how sudpzu you understand which range of volumes you need to be targeting?
Balancing Volume with Competition
In terms of 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 likely be much more competitive. This, in turn, can make 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 part of a paid search campaign.