The search volume of a keyword is arguably one the most important metrics to consider when carrying out keyword research. By knowing the search volume of the keyword you wish to target, you can :
- Prioritize your content themes
- Understand the search trend of the keyword
- Evaluate the keyword’s traffic potential
Within the below guide, you will learn about the value of various search volume keywords such as high traffic keywords and low search volume keywords, as well as how you can balance keyword search volume and competition.
What is keyword search volume?
The clue is in the title. Keyword search volume refers to the number of times a keyword is searched for within a specific timeframe. The data is often contextualized within the set period, usually a month, so that marketers and SEO experts can determine how specific keywords drive traffic overtime.
There are several factors that you need to consider when analyzing keyword search volume, including seasonality. For example, what people are searching for around Christmas will be very different to the types of searches that they will make in the runup to their summer vacation.
You also need to consider keyword search terms that are “evergreen”, meaning that they are popular searches throughout the whole of the year.
Although you may think that high traffic keywords are the way to go if you want to enjoy optimal results, for a truly successful SEO campaign, you will need to include a combination of:
- High search volume keywords
- Medium volume keywords
- Long-tail keywords or keywords with a low search volume
Now that you have a better understanding of “what is keyword search volume”, we can now move on to clarifying what each type of search volume keywords offers and how you can utilize them in your SEO strategy.
What are the benefits of high search volume keywords?
High search volume keywords are the ones that generate a large amount of search volume, and will, therefore, drive a lot of traffic to your site.
That said, this type of volume keyword is very competitive and may attract users who are not necessarily looking for your product or services.
The main advantages of high-volume keywords are that:
- Your ad will be placed in front of more users
- Your ad will be clicked on by more users
- You may experience an increase in conversions
However, it is important to recognize that although high search volume keywords often result in short term wins, they can fall short in their ability to build up your customer base in the long term. This is because broadly targeted keywords can sometimes lead to users visiting your site but not finding the specific product or service that they want, and therefore, not making a purchase.
Of course, this doesn’t mean choosing a keyword volume that is high does not have its advantages. You just need to have a big enough budget to outbid and outspend your competitors.
What are the benefits of medium volume keywords?
Out of all the search volume keywords, medium volume keywords are the ones that often get forgotten. However, if used currently, they can add significant value to your overall content marketing strategy.
Medium volume keywords, or medium-tail keywords as they are also known, usually contain two to three words and are relatively competitive.
The main advantages of medium volume keywords are:
- They are less competitive than high search volume keywords
- They have more SEO volume than low search volume keywords
What are the benefits long-tail keywords?
When trying to determine what to do with low search volume keywords, often referred to as long-tail keywords, it is important to understand the true value of these keywords.
Long-tail keywords tend to be longer than both high and medium search volume keywords, usually containing three or more words.
How does this make them more effective?
Think about the last time you searched for a specific product that you actively intended to buy.
What did you type into the search bar?
Was it a generic phrase such as “mobile phone” or was it something more specific like “iPhone 11 pro max”?
Most likely it was the latter. This is because you were at the purchasing stage of your search journey and were ready to buy a specific product.
This is why, although long-tail keywords have less search volume than other types of search volume keywords, they should be an integral part of your content marketing strategy because they provide traffic that is more likely to result in conversions.
It is also worth noting that keywords with low search volume are often used when searchers are carrying out a voice search.
What are no search volume keywords?
When you are carrying out keyword research in Google Keyword Planner, you may have come across a few no search volume keywords. Most likely you have disregarded these keywords under the misconception that they offer no value.
However, no search volume keywords do have a place in a successful SEO strategy, as long as they are used in the right way.
No search volume keywords come about for a number of reasons including:
- They are a specific seasonal keyword
- They are a date specific keyword
This type of search volume keyword can have a similar effect to long-tail keywords, so the next time you see one, don’t ignore it. Instead, take the time to determine whether it could have use for your business, if not right away, but possibly sometime in the future.
Remember you are playing the long game when it comes to keyword research!
What is keyword difficulty?
You may not have heard of the phrase keyword difficulty, but it is a crucial part of understanding how to pick keywords for your website.
SEO keyword difficulty, also known as SEO difficulty or keyword competition, is the process of evaluating how difficult it is to rank in Google’s organic search results for a specific keyword.
Sadly, even if you have been studying SEO for years, only Google knows exactly how they rank web pages and even if you did have an inside man leaking you confidential information, you still won’t be able to get round the simple fact that some keywords are more difficult to rank for than others.
Although SEO experts and marketers alike currently rely on the ahrefs keyword difficulty tool when carrying out keyword research, there are several other ways that you can ensure you enjoy a successful SEO strategy.
When trying to rank the difficulty of a particular keyword, you need to analyze the pages that already rank on Google for noted features that correspond with rankings.
These key features include:
- Content
You should always ensure that the content you provide is of the highest quality and that it provides real value to users. The right keywords will only get you so far; it’s your content that will translate to engaged and loyal customers.
- Search intent
Using keywords that are misleading or not targeted enough can result in unhappy users and a high bounce rate. Instead, focus on providing added value using guest blogging or a helpful (and free) online tool.
- Build links
If you want to increase your online visibility and rise in the ranks of Google, you need to ensure you focus on creating an effective link building campaign.
- Website authority
You may have heard that Google tend to give preference to pages that they believe to be “strong websites”. Although they would never admit this, it is worthwhile focusing on linking to high authority sites to improve your overall credibility.
Would you like more information on keyword volume and how it can improve your SEO strategy? We can help you.
