In Pay per click, we hear a lot about keyword search volume, yet 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 – particularly 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 main points. We’ll be concentrating on these concepts primarily from a search engine optimization perspective, but we’ll also be dipping into some PPC-related topics, too.
Precisely What Is Keyword Search Volume? Because 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 normally averaged more than a set timeframe to offer marketers having a general notion 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 with time.
Seasonality often plays a substantial role in keyword search volume. Yes, probably 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 sort of search.
Other search terms 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 one country or region could be seasonal in another.
Why Does Keyword Search Volume Matter? Search volume matters because search engine listings 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 crucial to target keywords in your content which actually have real search volume – if nobody is searching for the keywords you’re targeting, nobody will discover your content. However, if you’re only targeting keywords with very high search volume, it will be hard to contend with bigger sites and obtain your articles ranking.
Search volume is also important to your PPC bidding strategy, since high-volume terms will are certainly more competitive and more expensive if they are also commercial in terms of intent.
How to Get Keyword Search Volume Data. Before you could begin to use keyword search volume data to tell your SEO or PPC strategy, you should actually get hold of it. Below are some tools will find and examine your keyword search volume data.
As you can see inside the figure above, SEM Rush offers an at-a-glance dashboard overview for specific keywords, in this case “ski jackets”. We could begin to see the approximate average search volume, along with the CPC and competitiveness of the query. We’re provided a graph summary of how keyword trends change with time, as well as related and phrase-match keywords which are highly relevant to our original query.
Google Trends offers some interesting perspectives on this type of data, including geographic popularity, growth and decline data for specific terms, and related topics, which may be extremely ideal for identifying branded terms related to more generic keywords. Check out the Google Trends data for that term “ski jackets”:
It’s worth noting, however, that after recent changes towards the AdWords interface, this details are now only accessible to users running active AdWords campaigns. If you aren’t, you’ll view a simplified, truncated version from the data, and no graphs or some other visual representations from the data.
Which Keyword Search Volumes In Case You Be Targeting? Whether you’re a search engine optimisation, a PPC specialist, or even a digital marketing generalist, keyword search volume is an important metric that is often overlooked in favor of other metrics like click-through rate. However, keyword search volume should be area of the foundation upon which your time and efforts needs to be built – but just how sudpzu you already know which range of volumes you ought to be targeting?
Balancing Volume with Competition
When it comes to keyword search volume, there are two primary factors to take into consideration: volume and competitiveness. Keywords with higher volumes mean more potential exposure (or impression share), but will likely be much more competitive. This, subsequently, can make it harder to position for such terms as you’ll more likely be increasing against well-established publishers and sites, or higher CPCs if you’re bidding on these terms included in a paid search campaign.