TL;DR: The average number of times a keyword is searched on Google each month.
In a nutshell
Search volume estimates how often people type a specific keyword into Google, usually shown as a monthly average. It matters because it caps a keyword’s traffic potential, but volume alone is not enough without ranking ability. Example: a 100-search keyword you can rank first for often beats a 10,000-search keyword buried on page three.
Quick answer: Search volume is the average number of times a keyword is searched per month, typically rounded to broad ranges by data providers. It’s one of the most important inputs in keyword research: a keyword’s commercial potential is constrained by how many people actually search for it.
What Is Search Volume?
Search volume refers to the number of times a specific keyword or phrase is searched within a given time period, usually measured monthly. It’s one of the most fundamental metrics in keyword research, helping you determine how popular a keyword is and how much potential traffic you can get by ranking for it.
At BrisTechTonic, we use search volume data as part of our comprehensive SEO strategy to identify high-value keywords that can drive targeted traffic to your website. The Moz Beginner’s Guide to SEO is a useful primer on how volume fits into a wider keyword model.
Why Search Volume Matters for SEO
Search volume helps you prioritise which keywords to target in your SEO efforts. Here’s why it’s important:
- Traffic Potential: The higher the search volume, the more potential traffic you can generate from that keyword.
- Keyword Prioritisation: By identifying keywords with high search volume, you can focus your efforts on the terms that have the most potential to drive relevant traffic to your site.
- Competitive Landscape: High search volume keywords are often more competitive, making it harder to rank for them. Understanding this allows you to balance high-competition keywords with low-competition long-tail keywords.
- Content Strategy: Search volume is a key indicator of the type of content you should create. Knowing the terms your audience is searching for can help you tailor your content strategy to meet their needs.
How Search Volume Is Measured
Search volume is typically measured over a month, though some tools allow for different time frames. This metric represents the total number of searches a keyword gets across all search engines in that period. Real-world volumes are also tracked in Google Search Console impressions data, which shows what your own pages already appear for.
Where to Find Search Volume Data
Several tools provide search volume data, including:
- SEMrush, Shows monthly search volume, competition level, and keyword variations.
- Ahrefs, Provides search volume data for keywords and also shows search volume trends over time.
- Google Ads Keyword Planner, The tool by Google itself, perfect for finding search volume data and suggesting keywords.
- Moz Keyword Explorer, Gives a detailed breakdown of search volume, keyword difficulty, and SERP analysis.
Search Volume vs. Keyword Difficulty
Search volume alone doesn’t tell the whole story. While a keyword with a high search volume might seem appealing, it can also come with high competition. That’s where keyword difficulty comes in.
Keyword difficulty refers to how competitive a keyword is. A high search volume with a high keyword difficulty means you’ll need a robust SEO strategy and high-quality content to compete effectively. Google’s own Google SEO Starter Guide is the canonical reference for the underlying ranking principles.
On the flip side, a low-volume keyword with lower competition (often called a “long-tail keyword”) might be easier to rank for, though the potential traffic is smaller.
How to Use Search Volume in Your SEO Strategy
Here’s how we at BrisTechTonic incorporate search volume into our SEO strategy:
- Identify High-Potential Keywords: We use search volume data to find high-potential keywords that align with your business goals.
- Balance High and Low-Volume Keywords: While it’s tempting to chase high-volume terms, we also focus on long-tail keywords that are easier to rank for and highly relevant.
- Target Intent-Driven Keywords: We prioritise keywords that match search intent, whether informational, transactional, or commercial investigation. A high search volume without intent alignment can lead to wasted efforts.
- Content Creation: Based on search volume, we create content that targets the most valuable keywords, ensuring it answers user queries effectively.
Search Volume Tools and Best Practices
When working with search volume data, here are some best practices:
- Look for trends: Don’t just focus on a single snapshot of search volume. Look for trends in search volume over time to gauge long-term potential.
- Understand seasonal fluctuations: Some keywords have seasonal spikes. For instance, searches for “SEO for Christmas sales” peak in the months leading up to Christmas.
- Use filters: Most keyword tools let you filter keywords by search volume. This helps you spot opportunities for both high-volume and long-tail terms.
- Pay attention to the competition: A keyword with high search volume but also high competition might not be worth targeting unless you have a strong domain authority.
Common Mistakes with Search Volume
- Overestimating search volume: It’s easy to get excited about a high search volume keyword, but keep in mind that search volume figures are estimates, and they fluctuate.
- Ignoring competition: Search volume alone won’t help if you can’t compete with other sites. Use a combination of search volume and keyword difficulty to make informed decisions.
- Focusing only on short-tail keywords: While head terms are important, they are often too competitive. Make sure to target a mix of both short-tail and long-tail keywords.
Frequently Asked Questions
Where do I find search volume data?
Free: Google Keyword Planner (requires a Google Ads account). Paid: Ahrefs, SEMrush, Moz, Mangools, Wordtracker. The paid tools are typically more granular and accurate than Keyword Planner’s rounded numbers. For most small businesses, Keyword Planner is enough; agencies typically use a paid tool for better data.
Are search volume numbers accurate?
Approximately. Google Keyword Planner rounds aggressively (volumes show as ranges like 1K-10K). Third-party tools estimate more granularly using clickstream data and proprietary models, but they’re still estimates. Use search volume as directional rather than absolute.
Should I always target high-volume keywords?
No. Volume only matters when you can realistically rank. A 100,000-volume keyword you cannot rank for has zero value; a 100-volume keyword you can rank #1 for might drive valuable traffic. Match volume to your competitive position; the highest-leverage opportunities are usually mid-volume keywords with mid-competition.
Does search volume change?
Yes, often substantially. Seasonal patterns, news cycles, product trends, and broader cultural shifts all affect search volume. Tools show monthly averages; the actual variance month-to-month can be significant. Plan content around stable evergreen demand and supplement with timely topics that match current spikes.
Take this further
Search volume is one input in keyword strategy, not the deciding factor. Match volume to your ability to rank, and the SEO programme generates outsized returns.
Ready to apply this to your own site? Book a free discovery call, or explore our SEO strategy service.