What is Search Volume? A Complete Guide & Its Benefits in SEO

If you’re involved in SEO or digital marketing, you’ve likely encountered the term “search volume.” Search volume is one of the key metrics in keyword research, offering insight into how many people search for a particular topic online. This metric serves as a compass for your content strategy, indicating the popularity and potential of a keyword to attract traffic to your website.

In this article, we’ll discuss the definition of search volume, how it reflects keyword popularity, and simple examples to clarify the concept.

Definition of Search Volume: Measuring the Average Keyword Searches

Simply put, search volume refers to the average number of searches conducted for a keyword over a specific period, usually a month. This metric illustrates how often a particular keyword is searched by users on search engines like Google.

Example: If the keyword “women’s sports shoes” has a search volume of 1,000 per month, it means there are approximately 1,000 searches for that keyword each month. The higher the search volume, the greater the user interest or demand for that topic.

How is Search Volume Calculated?

Search volume is typically measured based on data collected by various SEO platforms and search engines. Popular tools for analyzing search volume include:

• Google Keyword Planner: A free tool providing data directly from Google, including estimated search volume.
• Ahrefs and SEMrush: Paid tools offering more detailed search volume data along with additional information like keyword difficulty and click potential (CTR).

Why Does Search Volume Indicate Keyword Popularity?

Search volume provides an indication of how popular a topic or keyword is among internet users. The higher the search volume, the more popular the keyword and the greater its potential to drive traffic. This is crucial for SEO strategies because:

1. Understanding Audience Interest: High search volume shows significant user interest in a topic, meaning many people are seeking information or solutions related to it.
2. Prioritizing Content Creation: By selecting keywords with high search volume, you can focus content creation on topics that have the potential to attract more traffic.
3. Developing Effective Marketing Strategies: Knowing search volume allows you to identify relevant keywords for branding, awareness, or even conversion.

However, it’s essential not to focus solely on high search volume. While high volume signifies a popular topic, competition in search engines is usually more intense. Ideally, you should balance search volume with keyword difficulty and relevance.

Simple Example to Understand Search Volume

To better understand the concept of search volume, consider the following example:

Case Study: Online Hiking Gear Store

Suppose you own an online store selling hiking gear. During keyword research, you find two keywords:

• Keyword 1: “hiking shoes” with a search volume of 20,000 per month.
• Keyword 2: “waterproof hiking jackets” with a search volume of 5,000 per month.

At first glance, you might be tempted to focus on the first keyword due to its higher search volume. But let’s consider:

• Keyword 1 (hiking shoes): While highly popular, this keyword likely has intense competition, as many major online stores are targeting it. Additionally, it’s a broad term that doesn’t reflect specific user needs.
• Keyword 2 (waterproof hiking jackets): Although its search volume is lower, this keyword is more specific. Users searching for this keyword are likely closer to making a purchase decision, increasing the likelihood of conversion.

Conclusion from the Example

In this case, the keyword with lower search volume may actually be more advantageous because it is more relevant and has a higher potential for conversion. By targeting a keyword like “waterproof hiking jackets,” you can attract an audience that is closer to the buying stage.

Summary of the Example:

• High search volume = Greater traffic potential but higher competition.
• Low but specific search volume = Higher conversion potential due to better relevance to user needs.

Why is Search Volume Important in SEO?

In the SEO world, search volume is a crucial element. This metric measures the average number of searches for a keyword on a search engine over a given period, usually per month. Beyond just numbers, search volume offers insights that help craft effective SEO strategies and content planning.

This article will explore the relevance of search volume in SEO, its impact on website traffic potential, and strategies for targeting keywords with high or low search volume. By understanding and utilizing search volume effectively, you can drive more organic traffic to your website, increase awareness, and bring your audience closer to conversion.

The Relevance of Search Volume to SEO Goals

1. Measuring Audience Demand

Search volume is a primary indicator of the level of audience interest in a topic or keyword. By knowing how many people search for a specific keyword, you can gauge market demand for that topic. This is relevant in SEO for:

• Identifying popular topics: Keywords with high search volume indicate widespread interest among internet users.
• Creating content based on audience needs: If the audience frequently searches for information on a topic, it’s a great opportunity to provide relevant and engaging content.

2. Guiding an Effective Content Strategy

By understanding search volume, you can design a content strategy aligned with your SEO goals and business needs. Its relevance lies in:

• Content prioritization: Focusing on topics with large search volumes can maximize traffic potential, while content with lower but more specific search volumes may be more relevant for users in the purchasing stage.
• Choosing keywords for pillar content: Keywords with high volume are ideal for pillar content or comprehensive guides that answer numerous audience questions and serve as a foundation for related content.

3. Boosting Ranking Opportunities on the First Page

The goal of SEO is to improve website visibility on search results. By understanding search volume, you can choose keywords with greater potential to rank on Google’s first page:

• High-volume keywords are more challenging to rank due to intense competition but can drive significant traffic if successful.
• Low-volume keywords are often easier to rank for, especially for new or developing websites still building authority.

The Impact of Search Volume on Website Traffic Potential

Each keyword has its own potential to drive traffic to your website. Here are some key points on how search volume affects traffic potential:

1. Indicates Traffic Potential

• High search volume keywords have the potential to attract more visitors. This is the foundation of the traffic potential concept in SEO:
  • High-volume keywords = High traffic: The higher the search volume of a keyword, the more likely it is for your article or page to be seen by many users.
  • Low-volume keywords = Targeted traffic: Although they have lower search volume, specific keywords can attract a more focused audience with higher engagement levels for your content.

2. Determines the Difficulty of Gaining Traffic

• This is related to the level of competition on the Search Engine Results Page (SERP):
  • High-volume keywords typically have greater competition, as many websites and businesses aim to capitalize on these popular keywords.
  • Low-volume keywords are often easier to rank for due to lower competition, though their traffic potential may also be lower.

When to Target High vs. Low Search Volume Keywords

Deciding which keywords to target depends on factors like business objectives, competition levels, and the relevance of the keyword to your target audience. Here’s a guide on when to choose high or low search volume keywords:

Using High Search Volume Keywords

High-volume keywords are ideal when:

1. You want to increase awareness: Articles or pages ranking for popular keywords can bring in significant traffic, suitable for building awareness.
2. Your website has strong authority: Websites with higher domain authority have a better chance of competing for high-volume keywords in the SERP.
3. Your content is educational or general guidance: High-volume keywords are often used for broad and informative topics.

Example: For a health blog, a high-volume keyword like “how to lose weight” can be used to create a general guide or educational article that attracts a large number of readers.

Using Low Search Volume Keywords

Low-volume keywords are better suited for:

1. Newly developed websites: Targeting low-volume keywords can be an effective way to gain initial visibility without facing intense competition.
2. Attracting a more specific audience: Long-tail keywords with lower search volume tend to align better with users who have specific interests or needs, increasing the likelihood of conversion.
3. Creating niche-focused content: Content tailored to specific needs is better targeted with low-volume keywords, as these audiences are often closer to the purchasing or action stage.

Example: If you sell organic health products, a keyword like “benefits of organic green tea for skin” may have lower search volume but can attract a highly specific audience more likely to buy your product.

Recommended Strategy: Combining Both Keyword Types

• Use high-volume keywords for primary or pillar content: These help capture broad audience attention and build authority in your niche.
• Include long-tail or low-volume keywords as support for primary content: These attract more targeted traffic, offering higher engagement opportunities.
• Monitor keyword performance regularly: Regular analysis ensures that your chosen keywords remain relevant and effective in driving the desired traffic.

How to Identify and Analyze Search Volume for SEO Optimization

Understanding search volume is a crucial first step in an effective SEO strategy. By knowing the search volume, you can identify the most relevant keywords with the potential to drive significant organic traffic. However, you must also consider keyword competition to ensure a balanced strategy.

This section will discuss tools to check search volume, steps to analyze it, and tips for selecting keywords with the right balance between search volume and competition.

Tools for Checking Search Volume

To get accurate insights, there are various SEO tools available. Below are some popular tools widely used by SEO professionals:

1. Google Keyword Planner

• Google Keyword Planner is a free tool from Google and a primary choice for keyword research. It provides estimated search volume and related information to help identify potential keywords.
• Advantages: Free, direct data source from Google, and includes competition estimates.
• How to use: Enter the keyword you want to research, and Google Keyword Planner will show monthly search volume, competition levels, and relevant keyword suggestions.

2. Ahrefs

• Ahrefs is a premium SEO tool that provides in-depth analysis of search volume, competition, and potential clicks (CTR) for a keyword. It also offers keyword ideas and additional data like the number of backlinks required to compete for a spot on Google’s first page.
• Advantages: Detailed data, including search volume, keyword difficulty, and clicks per search (CTR).
• How to use: Enter the keyword you want to analyze, and Ahrefs will display search volume, difficulty level, and related keyword suggestions you might not have considered.

3. SEMrush

• SEMrush is a multifunctional SEO tool offering data on search volume, search trends, difficulty levels, and new keyword suggestions. It also features the “Keyword Magic Tool,” making it easy to find keyword variations within a main topic.
• Advantages: Provides detailed keyword analysis, search trend information, and related keyword recommendations.
• How to use: Similar to Ahrefs, input your keyword in the search bar, and SEMrush will display search volume, competition levels, and related keyword suggestions.

Read Also: A Complete Guide on How to Write SEO-Friendly Articles

Steps to Analyze and Determine Target Keywords

Identifying keywords is the initial step, but analyzing them correctly is crucial to finding the right ones for your website. Below are steps to help guide you through the analysis process:

1. Define the Goal of Your Content or Campaign

Before starting your analysis, establish the purpose of your content or campaign. Do you want to attract high traffic to build awareness, or target a more specific audience for conversions?

• High traffic: Look for keywords with high search volume, but keep in mind the competition is also higher.
• Conversions: Focus on keywords with lower search volume but higher specificity and relevance to your product or service.

2. Gather Primary and Long-Tail Keyword Ideas

Start by identifying a few primary keywords relevant to your topic or industry. Then, create variations of long-tail keywords for each primary keyword.

• Primary keywords: Broad terms with high search volume, e.g., “sports shoes.”
• Long-tail keywords: More specific terms, often with lower search volume but higher focus, e.g., “women’s running sports shoes.”

3. Analyze Data and Competition

Once you have a keyword list, use tools like Google Keyword Planner, Ahrefs, or SEMrush to analyze:

• Monthly search volume for each keyword.
• Competition level (keyword difficulty) to assess how challenging it is to rank for those keywords.

4. Select Keywords Based on Relevance and Balance

Choose keywords that strike a balance between search volume and difficulty. Avoid focusing solely on high search volume; consider the keyword’s relevance to your content and audience.

• High-volume + relevant keywords = Significant traffic potential if your website has strong authority.
• Low-volume + highly relevant keywords = Higher conversion potential due to a more targeted audience.

Tips for Choosing Keywords with the Right Balance of Search Volume and Competition

1. Prioritize Relevance Ensure the chosen keywords are highly relevant to your business or content. Relevant keywords are more likely to attract quality traffic and ultimately drive conversions.Example: If you run a coffee business, a keyword like “how to brew coffee at home” is more relevant than a broad term like “healthy drinks.”
2. Combine High-Volume and Long-Tail Keywords Use high-volume keywords as the focus of your content and supplement them with long-tail keywords to improve ranking opportunities.
   • High-volume keywords: Attract significant traffic and build awareness.
   • Long-tail keywords: Target a specific audience and increase conversion potential.
3. Consider Keyword Difficulty for New Websites If your website is new, focus on keywords with lower search volume and competition to gain visibility more quickly and start building authority.
4. Monitor and Adjust Regularly SEO is an ongoing process, and search trends can change. Regularly track keyword performance, check for changes in search volume or competition, and adjust your strategy accordingly.

Using Search Volume Data to Create Relevant Content

In content strategy, relevance is key. Search volume data helps identify the topics most searched by your audience, enabling you to create targeted and effective content.

1. Identify Popular Topics Based on Audience Interest

Search volume provides insights into user interests and needs. By understanding which topics have high search volume, you can determine what your audience is searching for and what might capture their attention.

Steps:

• Use tools like Google Keyword Planner or Ahrefs to find the search volume of primary and secondary keywords.
• Identify high-volume keywords relevant to your niche or topic.

Example: If your health website shows that the keyword “benefits of yoga for health” has high search volume, you can create a comprehensive article addressing this topic.

2. Structure Content Effectively Based on Keywords and Search Volume

After identifying high-volume keywords, structure your content to be informative and engaging, which helps capture readers’ attention and improves rankings.

• Use headings (H1, H2, H3) for primary and secondary keywords.
• Naturally incorporate keywords into subheadings and paragraphs to ensure readability.
• Provide in-depth, high-quality information that meets the audience’s needs reflected by the keywords.

Prioritizing Topics and Keywords Based on Search Volume

Knowing the search volume of each keyword is the first step, but prioritizing keywords based on their volume is essential to maximizing the results of your content strategy.

1. Define Your Content Goals

Decide whether your focus is to attract high traffic, boost conversions, or provide in-depth information. Your content goals will influence how you choose and prioritize keywords.

• High-volume keywords: Ideal for building awareness and driving substantial traffic.
• Low-volume keywords: Better suited for targeting specific audiences further along the customer journey and more likely to convert.

Example: A blog post titled “how to choose health insurance” may have lower search volume but offers high relevance and conversion potential when aimed at an audience actively seeking information on the topic.

2. Prioritize Keywords by Relevance and Competition

While high search volume is appealing, it often comes with tougher competition. Therefore, choose keywords that balance search volume, relevance, and competition levels.

Steps:

• Create a list of relevant keywords and sort them by search volume.
• Review the competition level for each keyword.
• Prioritize the most relevant keywords with manageable competition levels.

3. Create Pillar Content and Link it to Supporting Keywords

High-volume keywords can serve as the basis for pillar content, while long-tail or lower-volume keywords can be used for supporting or related articles.

• Pillar Content: Long-form articles targeting primary keywords, often educational or comprehensive guides.
• Supporting Content: Specific and detailed articles addressing niche questions from long-tail keywords.

Example: For a pillar content piece titled “Beginner’s Guide to Investment,” supporting articles could include “How to Start Investing in Stocks” or “Tips for Choosing Investment Instruments.”

Maintaining Content Relevance to Match Search Trends

Search trends often change over time, and keeping content relevant is essential to meet the evolving needs of your audience. Here are some ways to ensure your content remains relevant based on search volume and trends.

1. Regularly Monitor and Evaluate Search Volume Changes

Keywords that are popular today may not remain relevant in the future. Regularly monitoring search volume is crucial to keeping your content up-to-date and aligned with current trends.

How to do this:

• Use tools like SEMrush to track changes in the search volume of your target keywords.
• Identify emerging trends, such as an increase or decrease in search volume during specific periods.

Tip: Conduct a content audit every 3–6 months and update keywords if there are changes in search volume or trends.

2. Use Seasonal or Trending Keywords for Temporary Content

If you want to capitalize on trends, seasonal or trending keywords are ideal for temporary content. For example, a keyword like “New Year diet tips” tends to be popular at the end of the year.

Steps:

• Use tools like Google Trends to identify trending keywords.
• Create content based on these keywords and optimize it to target high search volumes during peak periods.

3. Adjust Content Based on Reader Feedback and Interaction

Content relevance is not solely dependent on search volume but also on how well it meets the audience’s needs. Pay attention to reader interactions through comments, suggestions, or metrics like dwell time.

How to use this:

• Collect feedback from readers or analyze insights from Google Analytics to determine if your content aligns with audience interests.
• Update content regularly: Add new information or keywords that may be more relevant based on data or reader feedback.

Challenges and Misconceptions in Using Search Volume

Search volume is a critical metric in SEO, providing insight into how often a keyword is searched for. However, many SEO practitioners fall into misconceptions when using search volume data, particularly by focusing solely on numbers without considering the relevance or purpose of the keyword.

Examples of Misconceptions in Using Search Volume

1. Relying on High Search Volume Without Considering Relevance

High search volume can be enticing, but popular keywords may not always be relevant to every business or website. Targeting keywords solely because of their high search volume, without assessing their relevance, can lead to:

• Untargeted traffic: Visitors may come to your site but leave quickly if they don’t find what they’re looking for.
• High bounce rates: When content doesn’t match audience expectations, users leave the page, affecting rankings and reducing credibility in Google’s eyes.
• Low conversions: While high-volume keywords can drive traffic, if the content isn’t relevant, conversion opportunities are minimal.

Example of a Misconception: A website selling musical instruments targets the keyword “popular music 2023” due to its high search volume. However, this keyword is too broad and not relevant to their specific products. Visitors may be interested in reading about music trends but not in purchasing instruments.

2. Ignoring Long-Tail Keywords with Low Search Volume

Another common misconception is overlooking long-tail keywords with low search volume, which are often more specific and aligned with audience needs.

• Long-tail keywords usually have lower search volume but higher conversion rates because users searching for these terms are often more targeted and closer to making a purchase decision.
• Ignoring long-tail keywords can result in missed opportunities to attract a more specific and conversion-ready audience.

Example of a Misconception: A business selling organic beauty products ignores a keyword like “benefits of organic skincare for dry skin” due to its low search volume. However, users searching for this keyword are highly likely to be looking for a specific solution and could become customers.

How to Address These Misconceptions

1. Focus on Relevance Over Volume: Choose keywords that align with your content and audience needs, even if the search volume is lower.
2. Balance Keyword Selection: Use a mix of high-volume primary keywords and low-volume long-tail keywords to capture a broader and more targeted audience.
3. Continuously Update Strategy: Regularly analyze keyword performance and adjust your focus based on changes in search trends and audience behavior.

Tips to Avoid the Trap of High but Irrelevant Search Volume

To ensure your SEO strategy remains effective and aligned with audience needs, it’s crucial to avoid chasing high search volumes without considering other factors. Here are some tips to help you:

1. Focus on Quality Traffic, Not Just Quantity

High traffic doesn’t always mean high-quality traffic. Ensure the keywords you choose attract visitors who match your business targets, specifically those interested in your products or services.

• Look for keywords that are specific and relevant to your audience’s needs, even if their search volume is lower.
• Pay attention to the search intent of the keyword to ensure your content effectively addresses the audience’s needs.

Tip: Use tools like Ahrefs or SEMrush to analyze the search intent of a keyword. Choose keywords that reflect purchase intent or information-seeking behavior that aligns with your services.

2. Utilize Long-Tail Keywords as Complements to Primary Keywords

Long-tail keywords, while having lower search volumes, are often more effective in attracting specific audiences with higher conversion potential. Integrate long-tail keywords into your content to reach a more targeted audience.

• Long-tail keywords allow you to target more specific topics and compete in segments with lower competition.
• Combine long-tail keywords with primary keywords to attract a broader yet still relevant audience.

Strategy Example: If you’re writing content on “how to care for houseplants,” include a long-tail keyword like “how to care for indoor houseplants during the rainy season” to attract users seeking specific solutions.

3. Analyze Search Intent Thoroughly

Each keyword has a unique search intent, such as informational, navigational, commercial, or transactional. Before targeting a keyword, ensure its intent aligns with your content’s purpose.

How to do this:

• Research Google search results for your chosen keyword to identify the type of content appearing. For example, if most results are informational articles, the keyword likely has an informational intent rather than a purchase intent.
• Match your content type to the relevant search intent to increase engagement and conversion potential.

SEO Tip: Search your target keyword on Google and analyze the results. If the keyword generates blog posts or guides, it’s likely better suited for informational content rather than sales-focused content.

4. Regularly Evaluate and Adjust Your Keyword Strategy

Search trends can change, and keywords relevant today may not remain effective in the future. Regularly evaluating your keyword strategy ensures you stay up-to-date with search trends and evolving audience needs.

• Audit keywords routinely to identify underperforming keywords or discover new ones that may be relevant to your business.
• Monitor keyword performance using Google Analytics or other SEO tools to identify which keywords generate the most quality traffic and conversions.

Tip: At least every three months, review search volume data and keyword performance. Update your content and strategy based on the latest data to maintain relevance and effectiveness.

Conclusion

Search volume is a crucial tool for determining SEO strategies and planning content. By understanding it, you can identify the keywords that best suit your target audience. It’s important to remember that search volume is only one factor in SEO. To achieve the best results, you must also consider the relevance, user intent, and competition level of each keyword you select.

Key benefits of understanding search volume include:

1. Measuring Topic Popularity: Understanding how popular a keyword is among your audience.
2. Optimizing Content: Helping you choose content that has the potential to drive more traffic.
3. Defining Keyword Strategy: Guiding you to keywords that align with your SEO and business goals.

By leveraging search volume wisely, you can build a more focused SEO strategy and increase the chances of attracting high-quality organic traffic to your website.