In PPC, we hear a lot about keyword search volume, yet much less attention is paid to this crucial metric when compared with, say, click-through rate or cost-per-click. Although these metrics are very important, search volume can be equally important – particularly for SEOs.
In today’s post, we’ll be exploring all that you should find out about search volume: what it is, why it’s important, and the way to utilize it within 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 even be dipping into some PPC-related topics, too.
What Is Keyword Search Volume? Since the term implies, keyword search volume refers back to the volume (or number) of searches for a particular keyword in a given timeframe. Keyword search volume is usually averaged spanning a set timeframe to offer marketers with a general idea of searching term’s competitiveness and overall volume. This details are often contextualized within specific timeframes to enable SEOs and marketers to see how certain keywords drive traffic as time passes.
Seasonality often plays a substantial role in keyword search volume. Yes, probably the most diligent bargain-hunters can start their hunt for “Christmas gift ideas” in July, but many 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 over time. Of course, it’s worth remembering that the evergreen keyword in a single country or region may be seasonal in another.
Why Does Keyword Search Volume Matter? Search volume matters because search engine listings are some of the key ways in which sites attract new visitors and traffic. For 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 no one is looking for the keywords you’re targeting, nobody will find your site content. However, if you’re only targeting keywords with very high search volume, it will be challenging to compete with bigger sites and acquire your articles ranking.
Search volume is additionally vital that you your PPC bidding strategy, since high-volume terms will tend to be competitive and a lot more expensive when they are also commercial in terms of 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 need to actually get a hold of it. Here are several tools will find and look at your keyword search volume data.
As you have seen inside the figure above, SEM Rush has an at-a-glance dashboard overview for specific keywords, in this case “ski jackets”. We are able to view the approximate average search volume, along with the CPC and competitiveness in the query. We’re provided a graph summary of how keyword trends change over time, as well as related and phrase-match keywords which are 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 is often extremely useful for identifying branded terms related to 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 information is now only available to users running active AdWords campaigns. If you aren’t, you’ll see a simplified, truncated version from the data, with no graphs or some other visual representations from the data.
Which Keyword Search Volumes Should You Be Targeting? Whether you’re a search engine optimization, a PPC specialist, or perhaps a digital marketing generalist, keyword search volume is a vital metric which is often overlooked in support of other metrics such as click-through rate. However, keyword search volume needs to be part of the foundation upon which your efforts should 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 take into consideration: volume and competitiveness. Keywords with higher volumes mean more potential exposure (or impression share), but will likely be far more competitive. This, subsequently, makes it harder to rank for such terms as you’ll most likely 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.