In PPC, we hear a lot about keyword search volume, yet much 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 all that you should learn about search volume: what it is, why it’s important, and the way to apply it inside your marketing campaigns, all with real-world examples to illustrate the key points. We’ll be concentrating on these concepts primarily from a search engine optimisation perspective, but we’ll additionally be dipping into some PPC-related topics, too.
Precisely What Is Keyword Search Volume? As 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 more than a set timeframe to offer marketers having a general concept of a search term’s competitiveness and overall volume. This data is often contextualized within specific timeframes to permit 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 begin their look for “Christmas gift ideas” in July, but a majority of individuals will hold off until October or November before conducting this type of search.
Other keyphrases are “evergreen,” meaning there’s no seasonal or timeliness connected with them, and their search volume stays steady as time passes. Obviously, it’s worth remembering that an evergreen keyword in a single country or region might be seasonal in another.
How Come Keyword Search Volume Matter? Search volume matters because search engines are among the key methods sites attract new visitors and traffic. For instance, at WordStream, organic search drives about 70% of total traffic! So it’s crucial to target keywords within your content that actually have real search volume – if no one is searching for the keywords you’re targeting, nobody will see your site content. However, if you’re only targeting keywords with very high search volume, it will probably be hard to contest with bigger sites and get your articles ranking.
Search volume can also be essential to your PPC bidding strategy, since high-volume terms will tend to be competitive and more expensive when they are also commercial when it comes to intent.
Ways to get Keyword Search Volume Data. Before you start using keyword search volume data to tell your SEO or PPC strategy, you should actually get hold of it. Here are several tools you can use to find and examine your keyword search volume data.
As you can see within the figure above, SEM Rush offers an at-a-glance dashboard overview for specific keywords, in cases like this “ski jackets”. We could view the approximate average search volume, and also the CPC and competitiveness of the query. We’re provided a graph overview of how keyword trends change with time, as well as related and phrase-match keywords that are 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 helpful for identifying branded terms linked to more generic keywords. Have a look at the Google Trends data for that term “ski jackets”:
It’s worth noting, however, that after recent changes to the AdWords interface, this data is now only available to users running active AdWords campaigns. Should you aren’t, you’ll view a simplified, truncated version in the data, with no graphs or some other visual representations of the data.
Which Keyword Search Volumes In Case You Be Targeting? Whether you’re a search engine optimisation, a PPC specialist, or a digital marketing generalist, keyword search volume is an important metric that is often overlooked in favour of other metrics such as click-through rate. However, keyword search volume ought to be portion of the foundation upon which your time and efforts needs to be built – but exactly how sudpzu you already know which variety of volumes you need to be targeting?
Balancing Volume with Competition
In terms of keyword search volume, there are two primary factors to consider: volume and competitiveness. Keywords with higher volumes mean more potential exposure (or impression share), but will probably be far more competitive. This, consequently, makes it harder to rank for these particular terms as you’ll probably be going up against well-established publishers and sites, or higher CPCs if you’re bidding on these terms as part of a paid search campaign.