Search volume refers to the number of times a specific keyword is queried in search engines like Google.
In digital marketing, understanding search volume helps estimate potential traffic your website might receive for different ranking positions in search results. This information is crucial for prioritizing search engine optimization and content strategies.
Search volume represents how often a specific search term is queried in a search engine like Google over a set period. This figure is an estimate and can fluctuate due to seasonal, regional, and thematic factors.
A key tool for assessing search volume is Google’s Keyword Planner for Google searches and the Bing Keyword Planner for Bing. Users with ads accounts can access monthly search query data for specific ad groups or keywords.
Factors affecting search volumes include long-term trends in consumer behavior, seasonality, and current events. For instance, interest in parasols peaks in summer, while Christmas gift ideas surge in late autumn.
The Searchmetrics Research Cloud offers extensive data on search volume metrics. Here’s a summary for the keyword ‘parasol’:
Search volume data is vital for forecasting SEO and content strategy effectiveness. By analyzing average monthly search volumes, you can estimate potential traffic for high-ranking keywords.
Using this data-driven approach, you can refine your content and onpage and offpage SEO strategies. For instance, if your site ranks on the second page for a high-volume keyword, optimization efforts could improve visibility.
However, search volume alone isn't enough. It should be evaluated alongside other metrics, such as user intent. High-volume navigational queries, like those for "Facebook" or "Amazon," typically offer little traffic potential, as users are already targeting specific sites.
The cost-per-click (CPC) of a keyword also provides insights into its competitive landscape. A high search volume paired with high CPC indicates stiff competition for top ranking spots. Conversely, a low CPC might suggest that while traffic can be generated, it may not lead to conversions.
Focusing on search volumes for topic clusters rather than isolated keywords is more beneficial. As user queries become more detailed, long-tail keywords now drive over half of search engine traffic.