The search volume of a keyword is one of the important factors in on-page SEO optimization . But be careful not to confuse search volume with the massive insertion of a keyword in web content. What matters most is to understand the search intentions of Internet users , to identify the keywords they actually use (which can be very different from the “jargon” used by the content creator). Your goal: optimise your content with the right keywords to attract the right people to your site and position yourself well against the competition.
However, search volume is a fluctuating metric . It is therefore advisable to monitor it regularly to maintain optimal positioning in search engines.
What is the search volume?
It is simply the measurement of monthly search queries , in Google SERPs or any other search engine, for a given keyword . Search volume allows you to know whether it is worth optimizing a text for a specific keyword, to know the level of competition of this keyword and its potential to generate traffic on the page (does it really meet the search intent of your future customers?).
Of course, you have to take into account that search volume is only valid for the month in which it is viewed and can vary over time. This is especially true for seasonal products and services. For example, the term “inflatable pool” naturally has a much higher search volume in July than in November.
Furthermore, the importance of search volumes for SEO optimization should not make you forget that content must first and foremost be written for users . But you will quickly realise that your content will only be visible to users if it is good for search engines. This is why you cannot ignore an analysis of search volumes if you want to have a small chance of reaching your audience.
What search volume should I aim for?
Of course, it all depends on your industry, the size of your site, and the budget you are willing to spend on your web content. While a high search volume is often interesting, it is sometimes more relevant to target long tail terms (with a lower search volume) to position yourself on more precise and relevant queries for your business.
Indeed, the higher the search volume, the stronger the competition will be . You will then have little chance of appearing on the first pages of search results compared to more well-known or older sites.
On the other hand, the volume should not be too low either, because you want to attract as many Internet users as possible to visit your site, consume your content and, above all, make conversions.
So it’s important to find the right balance , to use search terms with a certain search volume (generally between 100 and 1000 searches per month are recommended). Then there is a chance of getting a good ranking, without the competition being too tough.
Sometimes you want to optimise for a specific keyword because it is the only one that matches your content or offer. However, if this keyword has no or very little search volume, it is probably better to look for a similar term , more searched by users.
It is often found that analysing search volume helps create content that better matches the search intent of Internet users. This preliminary research work is certainly a profitable investment.
What tools should be used to determine the search volume of a keyword?
There is no shortage of tools specifically designed for keyword research. From beginner to advanced, from the most basic and useless to the indispensable tools acclaimed by all SEO experts. Here are some that you should try.
- The most common free tools are Google Trends and Google Keyword Planner, which are integrated into Google Ads. The first will only give you approximate trends, but it can already be useful for establishing seasonality or the evolution of certain keywords over time. As for the second, more directly useful, it requires creating a Google Ads account. The advantage of this tool is that it allows you to limit the search volume values by country, region or city.
- Among the freemium tools, I recommend you to try Ubersuggest . It already provides in its free version valuable indications on the search volume of a given keyword.
- Wordstream will tell you, among other things, the search volume of a keyword over a given period on Google and Bing, with the possibility of refining the search by country.
- Another well-known tool among SEO experts, Ahref offers many useful features such as comprehensive competitor analysis and keyword suggestions.
- Finally, SemRush ‘s Keyword Magic Tool is great for getting in-depth data like search intent, search volume, trends, cost per click, competitive density, SERPs, etc. But of course, all of this comes at a significant cost.
In short, there is no shortage of tools. However, you will quickly realise that free tools are good for getting started, but as you develop your site, you will need more precise and advanced tools to face the competition … and these are paid.
In conclusion
Analyzing the search volume of the keywords you plan to use in your web content is both a blessing and a curse. It’s essential to pay attention to keyword metrics to understand user expectations, assess competition, and create effective, relevant content. However, it’s equally important not to devote excessive time or resources solely to this task, as the cornerstone of any successful SEO strategy remains the quality and relevance of your content. To ensure the best results, partnering with the best SEO company can help you strike the right balance between keyword analysis and high-quality content creation.