Rethinking Keyword Search Volume’s Importance
A keyword’s monthly search volume offers a snapshot based on historical data. While this can be useful, those of us in content creation—be it marketing, editing, or writing—ought to pay closer attention to how user search behaviours are evolving. The reliance on hard numbers is becoming less critical as search queries fragment into more specific, nuanced requests.
Google Keyword Planner and other tools predict the number of searches a keyword might receive in a month. Content marketers rely on this to identify which keywords, especially the long-tail variety, people are using to find content online. Despite this, I’ve come to view keyword search volumes as overvalued in our current digital climate.
It’s not that keywords aren’t crucial—they are essential for anyone creating content online. My point of contention lies with the reliance on historical keyword search volume data provided by tools like Keyword Planner, SEMrush, Moz, ahrefs and others.
In the past, Google and other search engines relied heavily on keywords. A search would return results containing the exact string of words typed into the query box. However, after several algorithm updates, the situation has drastically changed. Keywords still matter, but achieving a high rank requires more.
Today, search engines prioritise topical authority. For instance, a niche site of mine demonstrated that articles on my area of expertise could rank in the top three almost immediately after publication. This wasn’t due to keyword specificity but because of my site’s authority on the subject. A “topic” encompasses a broad area with potentially hundreds or thousands of related keywords, and search engines have become adept at discerning the topics behind queries.
Keyword Search Volumes Are Historical
The term “big data” is ubiquitous, driving the creation of new technologies. However, keyword search volume data is derived entirely from past searches. If a keyword consistently hits around 1,000 searches per month on Keyword Planner, it’s likely to continue in this vein. History does repeat itself, but with nuances.
User Behaviours Are Rapidly Changing
The majority of searches now occur on smartphones, and voice searches through smart speakers are gaining popularity. The traditional method of typing a query into Google on a computer is no longer the norm. Search queries have become more conversational and detailed, moving away from broad keywords to more specific inquiries.
The Issue with Relying on Search Volume Metrics
Developing an SEO strategy solely based on keyword search volumes means you’re reacting to existing data, which can be outdated by the time it’s refreshed. This delays your ability to act and gives competitors access to the same information, potentially costing you the first-mover advantage.
Instead of obsessing over keyword search volumes, we should focus on understanding current user search behaviours. This might mean a temporary dip in traffic, but it positions you to lead in search rankings in the longer term.
On my niche site, for example, articles we’ve written on topics relevant to our niche have attracted significantly more organic search traffic than the keyword search volumes suggested they would. This implies my competitors are either overlooking these keywords or deem the search volumes too insignificant. By the time these metrics update, I’ve already established authority on these keywords, making it difficult for competitors to catch up.
Keywords Alone Are Not Enough
Reiterating for emphasis: keywords, in isolation, are not very useful. They lack the context which search engines, now more sophisticated, use to deliver search results. It’s no longer sufficient to simply match keywords; content must explore topics in depth, covering various angles and incorporating a range of related keywords, variations, and synonyms.
For instance, rather than focusing solely on “dog groomer,” consider the user’s intent. Is the search for how to become a dog groomer, or for statistics on dog grooming? Creating cornerstone content that covers a wide range of related keywords and specific articles that address particular user intents can be far more effective.
The shift away from purely keyword-focused content towards establishing topical authority is key. By comprehensively covering a topic, you demonstrate authority, which is more valuable than ever in today’s search landscape.
So, should we abandon search volume metrics altogether? Not necessarily. They can provide insights and help shape content strategies. However, their importance is vastly overrated, especially as we move towards more fragmented, intent-driven search queries. Focusing on comprehensive, intent-specific content will not only meet user needs more effectively but also build lasting authority in your niche
