Correctly classify search volume: potential yes, but never isolated
What search volume says, where it can deceive and how you rate it with competition and intent together.
The topic often decides whether content is only available or actually meets the search intention. Usually, the biggest lever lies in better tailoring, clearer utility and less in mere amount of text.
What search volume says, where it can deceive and how you rate it with competition and intent together. This wiki page arranges the topic practically and shows, When priority arises, which mistakes are often and how you derive concrete measures from them.
Example: An estimate does not fit your own clicks
A keyword tool calls 1,000 monthly searches, the Search Console shows significantly fewer impressions. Check country, time period, writing variants and the visibility actually achieved. Tool estimation and impressions of your own website do not measure the same.
Use search volume for rough prioritization together with search intent, competition and proximity to the offer. Do not multiply a single estimate unchecked by a fixed conversion rate. Seasonal demand can additionally distort monthly averages.
Importance of search volume for online marketing
In online marketing, this value should be considered especially for OnPage SEO. This is the area of search engine optimization that takes place on the website. Optimizers will always strive to accommodate the keywords that are searched for most frequently in order to generate a lot of traffic.
However, they should note that their competition is the same. This means that websites from different providers on the same topic all operate with the same keywords, which does not have to give them a competitive advantage in individual cases – in relation to a specific keyword.
Determination of the search volume
Google offers the two tools Keyword Planner and Trends. Trends are less accurate, but show rough tendencies and are suitable for global analysis and comparisons. The keyword planner for the ads is aimed at advertisers, but can be used by anyone. His attitudes are very precise. This allows you to determine the volumes for specific search queries by time points, regions and even exclusive keywords.
As mentioned, the given values are based on estimates, but are helpful enough in their accuracy. For example, if the search volume value “0” is specified for a keyword, volumes of less than 10 per month are expected that the keyword planner does not show. Nevertheless, long-tail, niche and B2B keywords with such values can be important for a website.
Classification of search volume research into SEO
Optimizers cannot neglect how often their target group searches for a specific keyword. So after your search volume research, you should definitely incorporate the keywords with the highest values into your content. Nevertheless, they must not fall into the mistaken assumption that the keywords with the most searches are the panacea for OnPage SEO, which could tempt them to use only these keywords.
As mentioned above, their competition uses the same tools, which leads to the marketing paradox that these keywords improve the ranking rather little because the best places are fought hardest. In practice, the mix of different keywords with different search queries is successful.
A high importance comes here the Local SEO which uses a local reference (the location of the provider) in longtail keywords and thus gives the main keyword with many search queries a unique coat of paint. Google’s algorithms also identify the very frequently searched main keyword in the longtail keyword.