In PPC, we hear a lot about keyword search volume, yet 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 know about search volume: what it is, why it’s important, and the way to utilize it inside your marketing campaigns, all with real-world examples to illustrate the key points. We’ll be centering on these concepts primarily from an SEO perspective, but we’ll additionally 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 a particular keyword in a given timeframe. Keyword search volume is normally averaged spanning a set timeframe to supply 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 find out how certain keywords drive traffic over time.
Seasonality often plays an important role in keyword search volume. Yes, probably the most diligent bargain-hunters may start their look for “Christmas gift ideas” in July, but a majority of men and women will delay until October or November before conducting this kind of search.
Other search terms are “evergreen,” meaning there’s no seasonal or timeliness associated with them, along with their search volume stays steady as time passes. Needless to say, it’s worth remembering that the evergreen keyword in just one country or region may be seasonal in another.
Why Does Keyword Search Volume Matter? Search volume matters because search engines 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 important to target keywords within your content that actually have real search volume – if no one is looking for the keywords you’re targeting, no one will discover your site content. However, if you’re only targeting keywords with very high search volume, it will likely be hard to contest with bigger sites and get your content ranking.
Search volume is additionally important to your PPC bidding strategy, since high-volume terms will are certainly more competitive and a lot more expensive when they are also commercial with regards to intent.
Ways to get Keyword Search Volume Data. Before you can begin using keyword search volume data to inform your SEO or PPC strategy, you should actually get your hands on it. Below are some tools you can use to find and look at your keyword search volume data.
As you can tell in the figure above, SEM Rush has 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, as well as the CPC and competitiveness in the query. We’re provided a graph overview of how keyword trends change as time passes, in addition to related and phrase-match keywords which can be relevant to our original query.
Google Trends offers some interesting perspectives on this kind of data, such as geographic popularity, growth and decline data for specific terms, and related topics, which can be extremely ideal for identifying branded terms related to 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 data is now only available to users running active AdWords campaigns. Should you aren’t, you’ll visit a simplified, truncated version from the data, with no graphs or other visual representations of the data.
Which Keyword Search Volumes In The Event You Be Targeting? Whether you’re an SEO, a PPC specialist, or perhaps a digital marketing generalist, keyword search volume is a vital metric that is certainly 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 understand which variety of volumes you should be targeting?
Balancing Volume with Competition
In terms of keyword search volume, the two main primary factors to think about: volume and competitiveness. Keywords with higher volumes mean more potential exposure (or impression share), but will most likely be much more competitive. This, consequently, causes it to be harder to position for such terms as you’ll more likely be rising against well-established publishers and sites, or higher CPCs if you’re bidding on these terms as an element of a paid search campaign.