What is Search Volume?
Search volume refers to the number of times a specific keyword or phrase is searched for within a given month. It is measured by SEO tools like Google Keyword planner to provide insight into the popularity of a given keyword or group of keywords.
Why Is Search Volume Important for SEO?
Search volume is the base metric when conducting keyword research. It provides insight into the best keywords to target for your content, helping you identify the terms that potential customers are actively searching for.
This also helps you align your content with what people are actually looking for. For example, if you’re writing a blog about “best running shoes,” knowing how many people are searching for that term each month can help you determine whether it’s a topic worth pursuing.
But there’s more to it! Search volume can also provide insight into trends. For instance, some keywords may have seasonal spikes (like “Christmas gifts”), while others may have consistent interest all year round.
But, Does Search Volume = Traffic?
No, not necessarily. Search volume only tells you how many people may be searching for that keyword, but it doesn’t guarantee that all those searches will lead to traffic on your site. Many factors influence whether or not search volume translates into actual website visits.
- Most search volume is calculated as an annal average, and may not represent the current demand for that search term.
- Not all search results may end up in a click. Studies have shown that only about 33.5% of searches resulted in organic clicks. This is because PPC advertising, like Google Ads, can often steal click away from organic results, or the results simply were not what the user was looking for.
- Even if a keyword has a high search volume, competition can be intense. If you’re not ranking on the first page of search results, it’s unlikely you’ll get much traffic, no matter how many people are searching for that term.
Things To Consider When Looking at Search Volume
- Don’t Rely on Volume Alone: While search volume is a great starting point, it shouldn’t be your only focus. Other metrics, like search intent, industry relevance, and factors like stolen clicks(when fake clicks are used to artificially inflate a keyword’s perceived popularity), play a significant role in determining the best keywords to target. Understanding why people search for a term is just as important as how often they search for it.
- Don’t Target High-Volume Keywords Blindly: It’s tempting to go after those big, high-volume keywords, but for newer websites, it’s often smarter to aim for lower search volumes with less keyword difficulty (KD). As your site gains authority and improves its domain rating, you can then set your sights on those more competitive keywords.
- Consider Seasonal Trends: Search volume figures typically represent an average over a year, meaning a high search volume number doesn’t always reflect current interest. A keyword might be popular at certain times, like holidays or events, but not relevant year-round.
How To Check Search Volume
One of the easiest ways to find this data is through keyword research tools like Google Keyword Planner, which provides average monthly search volumes and competition levels. Paid options like Ahrefs and SEMrush offer in-depth keyword analysis, including keyword difficulty and insights into competitors. Google Trends is also useful for visualising how search volume changes over time and comparing keywords for seasonal trends.
So, What Is a Good Search Volume?
As with most answers when it comes to SEO is – it all depends on your website and its goals. Sometimes, it might be worth pursuing keywords with a search volume of 10-100 over higher volume keywords if they offer better value that aligns more closely with your niche. These lower-competition keywords can often lead to better leads because the search intent is more specific.
On the other hand, however, targeting keywords with a search volume in the hundreds or thousands can potentially drive a lot of traffic, but they might also be highly competitive, making it difficult for newer or less authoritative websites to rank.
Ideally, you want to find a balance between search volume and keyword difficulty, focusing on terms that your audience is actively searching for while also considering your site’s current authority, goals and resources.
