In PPC, we hear a lot about keyword search volume, yet far 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 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 primary points. We’ll be concentrating 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? 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 offer marketers with a general idea of searching term’s competitiveness and overall volume. This information is often contextualized within specific timeframes to enable SEOs and marketers to see how certain keywords drive traffic as time passes.
Seasonality often plays an important role in keyword search volume. Yes, by far the most diligent bargain-hunters may begin their hunt for “Christmas gift ideas” in July, but a majority of men and women will hold off until October or November before conducting this kind of search.
Other search terms are “evergreen,” meaning there’s no seasonal or timeliness related to them, and their search volume stays steady as time passes. Needless to say, it’s worth remembering that the 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 that 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 within your content that really have real search volume – if nobody is trying to find the keywords you’re targeting, no one will find your articles. However, if you’re only targeting keywords with extremely high search volume, it will probably be hard to contest with bigger sites and get your site content ranking.
Search volume is additionally 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.
How to Get Keyword Search Volume Data. Before you can begin to use keyword search volume data to tell your SEO or PPC strategy, you have to actually get hold of it. Below are some tools you can use to find and look at your keyword search volume data.
As you have seen in the figure above, SEM Rush provides an at-a-glance dashboard overview for specific keywords, in this instance “ski jackets”. We are able 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 over time, as well as related and phrase-match keywords that are highly 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 useful for identifying branded terms linked to more generic keywords. Take a look at 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. Should you aren’t, you’ll see a simplified, truncated version in the data, with 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 optimization, a PPC specialist, or perhaps a digital marketing generalist, keyword search volume is an important metric that is certainly often overlooked in favour of other metrics such as click-through rate. However, keyword search volume should be part of the foundation upon which your time and energy should be built – but exactly how sudpzu you know which range of volumes you should be targeting?
Balancing Volume with Competition
With regards to 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 probably be much more competitive. This, in turn, causes it to be harder to rank for these particular terms as you’ll more 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.