Why Search Volume Shouldn’t Be Your Top Keyword Research Factor

Today, where online visibility can dictate a business’s success or failure, effective SEO strategies are more critical than ever. One common metric that many marketers focus on is search volume—the number of times a particular keyword is searched for in a given period. However, relying solely on search volume when conducting keyword research might lead you down the wrong path.

While it’s tempting to chase after keywords with high search volumes, this approach overlooks several crucial factors that could significantly impact your SEO success. In this article, we’ll explore why search volume should not be your top priority and what other factors you should consider to craft a more effective SEO strategy. 

Let’s begin by understanding exactly what search volume is and why it has traditionally held such sway in SEO decision-making.

In this article:

• What is Search Volume?
• Why You Shouldn’t Rely Too Much on Search Volume
• Factors to Consider Instead of Search Volume
• How to Do Competitor Analysis for Keyword Selection

What is Search Volume?

Search volume is a term used in SEO (Search Engine Optimization) that refers to the number of times a specific keyword or phrase is searched for on search engines like Google within a certain period. This metric is often used to gauge the popularity of a keyword and can help marketers understand how much interest there is in certain topics or products.

However, search volume is influenced by several factors that can change how useful this information really is for your SEO strategy. Here are four key factors that can impact search volume:

• Seasonality: Some keywords might see spikes in search volume at certain times of the year. For example, “Christmas gifts” will likely be searched more frequently during the holiday season.
• Market Trends: As new trends emerge and interest shifts, search volumes can increase or decrease accordingly. For instance, search terms related to health and home workouts saw a significant rise during the COVID-19 pandemic.
• Geographic Location: Search volumes can also vary by region or country. A keyword might be popular in one area but not in another, which is crucial for businesses targeting specific geographic markets.
• News and Events: Current events can dramatically affect what people are searching for. Keywords related to major news stories can experience sudden increases in search volume.

Understanding what shapes search volume provides a clearer picture of what the data means and helps you make more informed decisions when selecting keywords for your SEO campaigns. This insight leads us to question the reliability of search volume as the sole factor in keyword research, as it doesn’t always equate to actual interest or intent from potential customers.

Why You Shouldn’t Rely Too Much on Search Volume

Focusing primarily on search volume when choosing keywords for your SEO strategy can be misleading and might not bring the results you’re hoping for. Here’s why putting too much emphasis on high search volumes can lead you astray

High Search Volumes May Not Translate to Engagement

Just because a keyword is searched a lot doesn’t mean it will engage your specific target audience. High search volume indicates general interest, but it doesn’t guarantee that the people searching will find what they are looking for on your site or that they are ready to take action, like making a purchase or signing up for more information.

Search Volume Doesn’t Reflect Keyword Intent

Search volume tells you how many times a keyword is searched, but it doesn’t tell you why it is being searched. The intent behind a search is crucial—some people might search because they want to buy something, while others might just be looking for information. For example, someone searching “how to fix a bike” might not be looking to buy a new bike, but rather trying to repair one they already own. If you sell bikes, this keyword might not be as valuable to you as “best bikes to buy.”

Relevance is Overlooked

Another issue with focusing on search volume is that it can lead to choosing keywords that aren’t entirely relevant to your content or business. Just because a keyword is popular doesn’t mean it’s closely related to what you offer. Relevant keywords are more likely to convert visitors into customers because they align better with what the visitor is actually looking for.

Factors to Consider Instead of Search Volume

While search volume has long been a cornerstone of keyword research, it’s not the only metric you should consider when planning your SEO strategy. In fact, there are several other factors that can provide deeper insights and lead to better outcomes for your online presence.

1. Keyword Intent

Understanding the user’s intent behind a keyword is crucial for successful SEO. When people type words into a search engine, they have specific reasons or intentions. Recognizing these intentions and choosing keywords that align with them can make your website more relevant to potential customers. There are generally three main types of keyword intent that you should be aware of: informational, navigational, and transactional.

• Informational Intent: People with informational intent are looking for answers or information. Their searches often include questions or broad topics. For example, “how to bake a cake” or “what is the tallest mountain in the world?” They might not be looking to buy anything but seeking knowledge. If your content answers these questions well, you can build trust and establish your site as an authority on the subject.
• Navigational Intent: Navigational searches are performed when a user wants to reach a specific website or page. For instance, someone might type “Facebook login” or “OpenAI blog” because they want to find Facebook’s login page or read posts on the OpenAI blog. If people are searching for your brand or specific aspects of your business, ensuring your SEO targets these navigational terms can help them find you more easily.
• Transactional Intent: This intent is present when a user is prepared to buy or take another specific action. Keywords related to transactional intent might include “buy running shoes online” or “best deals on kitchen appliances.” These keywords are extremely valuable for businesses because the users are already in the mindset to complete a purchase or conversion.

2. Conversion Potential

Choosing keywords for your SEO strategy involves more than finding popular terms; it requires a keen understanding of how these keywords can convert visitors into customers. This is what we refer to as the conversion potential of a keyword. 

How to Analyze Conversion Potential

A keyword with high conversion potential is much more likely to lead to actions that benefit your business, such as sales, sign-ups, or other forms of engagement. Here are the ways you can analyze conversion potential for your content strategy:

Check Past Performance

The best indicator of a keyword’s future performance is often its past results. Utilize analytical tools like Google Analytics to track which keywords have historically brought users who perform specific actions on your site. Look for trends such as increased purchase rates or contact form submissions when certain keywords are used in your campaigns.

Implement Conversion Tracking

To truly measure the effectiveness of keywords, set up conversion tracking on your website. This feature, available in most analytics platforms, allows you to see which keywords lead to conversions. You can track various conversions, including online purchases, newsletter signups, or trial subscriptions, and link these actions directly to the keywords that prompted them.

Create Keyword-Specific Landing Pages

Develop landing pages that are specifically designed to correspond with certain high-conversion keywords. These pages should be highly relevant to the search query and provide a clear, compelling call to action (CTA). For instance, if the keyword is “affordable yoga classes,” the landing page should discuss the benefits of your affordable classes, display schedules, and include a straightforward option for visitors to sign up or inquire further.

Test and Optimize

Use A/B testing to experiment with different elements of your landing pages to see what works best for converting visitors into customers. Test variations in your headline, CTA placement, images, and even the text on your buttons to determine what increases conversion rates for your target keywords.

Understand Keyword-User Intent Alignment

Ensure that the keywords you target align with what your potential customers are seeking. For example, if your keyword is “emergency plumbing services,” your landing page should immediately assure visitors that you provide quick, reliable service in emergencies. This alignment between user intent and content relevance is key to converting visitors into leads and customers.

3. Keyword Relevance

When planning your SEO strategy, it’s crucial to pick keywords that are not only popular but also highly relevant to what you are offering. The keywords you choose should directly reflect the products or services you sell. 

For instance, if you run a pet supply store, keywords like “dog food brands” or “cat litter types” are highly relevant. These keywords clearly match what potential customers might search for when they need your products.

Additionally, being specific with your keywords can increase their relevance. So, instead of using a broad term like “shoes,” use more descriptive terms like “women’s running shoes” or “kids’ basketball shoes.” This specificity helps attract users who are looking for exactly what you offer, which increases the likelihood of a conversion.

Another thing to note is that, in an effort to drive more traffic, businesses might be tempted to use keywords that are popular but not entirely relevant to their actual offerings. This can lead to high bounce rates, as visitors leave the site quickly when they don’t find what they expected. High bounce rates can negatively affect your website’s SEO performance.

4. Number of Backlinks

Backlinks are like votes of confidence from other websites, indicating to search engines that your content is valuable and trustworthy. But the effectiveness of backlinks isn’t just about quantity; the quality and context of these links play a crucial role in boosting your SEO rankings. Let’s dive deeper into how to strategically build and utilize backlinks to maximize your digital marketing efforts.

Quality vs Authority

A high-quality backlink comes from an authoritative source within your industry. For example, a backlink from a leading technology news website is highly valuable for a tech startup. Search engines evaluate the authority of the linking site, and a link from a high-authority website will significantly impact your SEO more positively than one from a lesser-known blog.

Relevance

The context of the backlink also impacts its value. Links from sites that are closely related to your business or industry are seen as more relevant and, therefore, hold more weight. For instance, if you run a pet supply store, a backlink from a popular pet care blog is more beneficial than one from a site about general shopping.

Advanced Strategies for Acquiring High-Quality Backlinks

• Producing Shareable Content: To attract quality backlinks, you need to create content that is not only informative but also engaging and shareable. This includes original research, comprehensive guides, and visually appealing content like infographics or interactive media. Such content naturally encourages other sites to link back to it as a useful resource.
• Engage in Industry Forums and Discussions: Participating in online forums and discussions related to your industry can help you get noticed by influencers and industry leaders. By providing valuable insights and sharing your content in these spaces, you can earn natural backlinks from discussion threads and community posts.
• Utilize the Broken Link Building Method: This technique involves finding broken links on other websites that are relevant to your content. You can then contact the website owner and suggest replacing the broken link with a link to your relevant content. This not only helps you gain a backlink but also assists the site owner in maintaining a good user experience.
• Building Relationships with Influencers: Establish relationships with key influencers in your industry. You might collaborate on content or participate in interviews, each of which can lead to high-quality backlinks from the influencer’s platforms. These relationships often result in ongoing backlink opportunities.
• Regular Backlink Audits: Conduct regular audits of your own backlink profile using tools like Ahrefs or SEMrush. This allows you to see where your backlinks are coming from, assess their quality, and make adjustments to your strategies if needed. Additionally, these audits can help you identify potentially harmful links that might negatively impact your SEO, which you can then disavow using tools provided by search engines.

5. Content Quality

Creating high-quality content is essential for successful SEO. High-quality content isn’t just about using the right keywords; it also involves originality, relevance, readability, and engagement. Understanding these elements and integrating them effectively can significantly boost your website’s search engine rankings.

Checklist for Creating High-Quality Content

Originality

Your content should be original and provide unique value to your audience. This means creating posts, articles, or pages that offer new insights, information, or perspectives not found elsewhere. Original content is favored by search engines because it enhances the user experience by providing fresh, valuable insights.

Relevance

Content must be relevant to the interests of your target audience and aligned with their search intents. For instance, if your website is about healthy eating, your content should cover topics such as nutrition tips, healthy recipes, or diet advice.

Readability

Content should be easy to read and understand. This includes using clear language, short sentences, and organized structures with headings, subheadings, and bullet points. Readability makes content accessible to a broader audience and enhances user engagement.

Engagement 

High-quality content should be engaging. Your content must provide real value to the reader, offering them information or insights that are applicable and helpful to their needs or interests. The more relevant your content is to the audience, the more engaged they will be.

Use high-quality images, videos, and graphics to break up text and add a visual dimension to your content. Visuals not only make the content more appealing but also help in explaining complex information more easily, keeping readers engaged.

How to Integrate Keywords Naturally

Ensure that keywords fit smoothly into sentences without disrupting the natural flow of the language. Using the same keyword too many times can make your content seem unnatural and difficult to read. Aim for a balanced approach.

Keyword placement is also important. Ensure that keywords fit smoothly into sentences without disrupting the natural flow of the language. 

Apart from titles and headings, consider placing keywords in meta descriptions, image alt texts, and URLs where relevant. Incorporate Latent Semantic Indexing (LSI) keywords, which are thematically related terms that help search engines understand the content better.

Be wary of using the same keywords too many times as well. Doing so can make your content seem unnatural and difficult to read. Aim for a balanced approach.

How to Do a Content Audit

A thorough content audit is crucial for aligning your website’s content with SEO best practices and business objectives. Here’s how to conduct an effective content audit:

1. Inventory Your Content:

• Comprehensive Listing: Use tools like Screaming Frog or Google Analytics to generate a complete list of all pages and posts on your site.
• Categorize Content: Organize content into categories such as blogs, product pages, and landing pages to streamline the audit process.

2. Assess Quality and Performance:

• Performance Metrics: Evaluate how each content piece performs in terms of traffic, bounce rate, conversion rate, and SEO rankings.
• Content Relevance: Check if the content still aligns with your current business goals and audience’s needs.

3. Identify Improvements:

• Content Updates: Identify outdated information, broken links, or underperforming content that needs a refresh.
• Content Gaps: Look for topics that are not fully covered or new trends that your site has not yet addressed.

4. Implement Changes:

• Update Regularly: Prioritize content updates based on their potential impact on traffic and conversions.
• SEO Enhancements: Apply SEO improvements such as updating meta tags, optimizing images, and improving internal linking.

5. Schedule Regular Audits:

• Audit Frequency: Plan to conduct content audits regularly (at least once a year) to ensure your content remains current and effective.
• Track Changes and Results: Keep a log of changes made during each audit and monitor how these impact your site’s performance over time.

How to Do Competitor Analysis for Keyword Selection

Competitor analysis is not just about knowing who your competitors are but also understanding how they succeed with their SEO strategies, particularly in keyword optimization. This in-depth analysis can unveil valuable insights and strategic keywords that you might not have considered. Here are the steps and tools to guide you through an effective competitor keyword analysis process:

1. Identifying Your Competitors

Start by listing direct competitors, those who offer similar products or services within the same geographical area. Also, consider indirect competitors who might not offer the same services but compete for the same keywords.

Use tools like Google Search by typing in your primary keywords and noting which companies appear in the top search results.

2. Choosing the Right Tools for Keyword Analysis

Semrush

Semrush is a versatile platform that provides extensive insights into digital marketing, including SEO, content marketing, and competitor analysis. It is designed to help businesses understand and outmaneuver their competition in various online channels. 

Key Features of Semrush:

• Competitor Keyword Tracking: Semrush lets you track the keywords your competitors rank for, showing you not only which terms bring them traffic but also estimating the financial value of these keywords in terms of potential SEO traffic cost.
• Position Tracking Tool: This feature allows you to monitor changes in your competitors’ keyword rankings over time. You can see how their rankings improve or decline, giving you insights into their SEO strategies and performance.
• Market Analysis: Semrush provides detailed analyses of market trends and competitor strategies. You can uncover the tactics they use, from SEO to social media marketing, and apply these insights to your own strategy.
• Comprehensive Reporting: Get reports on your SEO performance as well as your competitors’. These reports include data on keyword rankings, backlink profiles, and more, helping you make informed decisions.
• Keyword and Backlink Gap Analysis: Discover gaps in your keyword and backlink strategies by comparing them with those of your competitors, and identify opportunities for improvement.

Using Semrush, businesses can effectively analyze traffic, reveal competitor promotion strategies, and find the best keywords for both organic and paid search campaigns. 

Pricing Plans:

Plan	Projects	Keywords to Track	Results per Report	Monthly Price
Pro	5	500	10,000	$129.95
Guru	15	1,500	30,000	$249.95
Business	40	5,000	50,000	$499.95

Each plan is designed to meet the needs of different sizes of businesses, from small teams to large enterprises. Whether you’re just starting out or looking to expand your digital marketing efforts, SEMrush offers tools that can help you grow your online presence and achieve measurable results.

Ahrefs

Ahrefs is celebrated for its powerful SEO tools, especially for backlink analysis and keyword research. Whether you are a seasoned marketer or new to SEO, Ahrefs provides all the tools you need to rank higher and attract more traffic.

Key Features of Ahrefs:

• Site Explorer: This tool allows you to delve deep into your competitors’ SEO strategies. You can see which keywords they rank for and the pages that drive the most traffic. It’s a fantastic way to uncover successful strategies and identify areas where you can improve.
• Keywords Explorer: Find out what your customers are searching for. Ahrefs helps you discover thousands of keyword ideas, show the search volume, keyword difficulty, and even the click rates.
• Content Explorer: Discover content ideas based on what’s working well for others in your industry. You can see the most popular topics and analyze what makes them successful.
• Rank Tracker: Keep track of your website’s ranking progress. Monitor how your keywords perform over time and adjust your strategy accordingly.
• Site Audit: Audit your website to find and fix SEO issues. Ahrefs helps you optimize your website for better performance and higher search rankings.

Marketers trust Ahrefs because it provides detailed insights and data that are crucial for successful SEO strategies.

Pricing Plans:

Plan	Projects	History	User Credits/Mo	Price/Mo
Lite	5	6 months	500	$129
Standard	20	2 years	750	$249
Advanced	50	5 years	1,000	$449
Enterprise	100+	Unlimited	Customized	Custom

Each plan is tailored to suit various business sizes and needs, from small businesses to large enterprises. Ahrefs provides a robust toolset that includes everything from basic data tracking to advanced features like HTTP authentication in Site Audit and AI Content Grader.

Moz Pro

Moz Pro is an all-in-one SEO toolkit designed to help you rank higher, drive more traffic, and achieve measurable results. With Moz Pro, tackling SEO complexities becomes easier, enabling you to focus more on strategic tasks that matter.

Key Features of Moz Pro:

• Keyword Explorer: Moz Pro’s Keyword Explorer simplifies keyword research by providing insights into where your competitors rank and suggesting potential keywords. This tool is crucial for understanding the competitive landscape and identifying keyword opportunities that could enhance your SEO strategy.
• Rank Tracker: Track your and your competitors’ keyword rankings with Moz Pro. This feature allows you to see both local and national search results, helping you get a comprehensive picture of how you rank for your targeted keywords.
• Site Crawl: Moz Pro’s crawler searches through every corner of your site to identify and report issues that might prevent search engines from fully understanding your site’s content. It also provides solutions to fix these issues quickly.
• On-Page Optimization: Maximize your chances to rank higher by auditing your website’s content. Moz Pro offers prioritized recommendations for content improvement and optimization to better align with target keywords.
• Link Explorer: Discover new linking opportunities and manage existing links more effectively. Moz Pro helps you assess links with metrics like Page Authority and Domain Authority, ensuring that your link-building efforts are both strategic and effective.

Moz Pro is trusted by marketers worldwide and is known for its powerful, user-friendly features that provide real-time insights into SEO performance.

Pricing Plans

Plan	Description	Price/Month	Price/Year (20% off)
Standard	Ideal for those new to SEO or needing basic tools.	$99	$79
Medium	Offers full access to keyword research tools.	$179	$143
Large	Best for businesses and agencies focused on search.	$299	$239
Premium	Suitable for large SEO agencies and marketing teams.	$599	$479

These plans are designed to cater to different needs, from beginners in SEO to advanced users who require extensive tools and features. Whether you’re just starting out or looking to optimize an extensive site, Moz Pro has a plan that can fit your SEO needs.

Link Genius

Link Genius is a powerful tool designed to simplify your SEO and content management processes, helping you build authority without the complexities typically associated with such systems. It’s designed for businesses looking to scale their outreach efficiently and effectively.

Key Features of Link Genius:

• Quick & Easy Setup: Start your campaign in less than 15 minutes with a system that’s easy to navigate and requires no additional software.
• Automated Opportunities: Automatically receive new backlink opportunities each month without needing to process additional data.
• Customizable Filters: Easily exclude websites you prefer not to engage with and focus only on those that meet your criteria using simple filters.
• Role-Based Assignments: Assign specific tasks and user roles within your team to enhance productivity and streamline your outreach efforts.
• AI-Assisted Content Creation: Generate outlines or complete guest posts with the help of our custom AI writer, tailored to meet your specific content needs.
• Pipeline Management System: Keep your campaigns organized and moving smoothly with our efficient pipeline management tools.
• Multi-Inbox Management: Manage all your communications conveniently from a single platform, consolidating messages from multiple inboxes.
• Automatic Lead Generation with Quality Scoring: Receive highly relevant backlink opportunities automatically, scored so you never have to guess the quality of a backlink again.
• Content Hub: Manage all your content from one platform without the need for additional third-party tools.

Link Genius is not just a tool but a comprehensive solution that reduces your costs by 60% while doubling your outreach capabilities, making it an indispensable asset for growing your business.

Pricing Plans:

Plan	Features	Monthly Price	Annual Price
Starter Pack	Essential features, wallet management, currency exchange, transaction editing	$29	$290
Premium Access	All Starter features plus advanced reporting, marketing tools	$49	$490
Elite Plan	All Premium features plus enhanced security, multi-device access	$99	$990

Link Genius offers a range of plans to suit various needs, from small startups to large enterprises, ensuring you can find the right fit to support and grow your business. Enjoy dedicated customer support, state-of-the-art security measures, and continuous updates that keep your operations running smoothly and securely.

3. Analyzing Competitor Keyword Data

Focus on both high-volume and long-tail keywords. High-volume keywords can be more competitive and harder to rank for, while long-tail keywords often have lower competition and higher conversion rates.

Look for gaps in your competitors’ keyword strategies. These are keywords they aren’t fully leveraging, which could represent a strategic opportunity for you.

4. Evaluating Keyword Relevance

Ensure that the keywords are relevant to your content and audience. This alignment is crucial as it affects both SEO rankings and how effectively you can engage your audience.

5. Applying Findings to Your SEO Strategy

Integrate the valuable keywords into your website’s metadata, including titles, descriptions, and tags. Develop content that focuses on these keywords. This could be through blog posts, FAQs, or detailed guides that address these terms.

Continuously monitor the performance of these keywords and adjust your strategy based on their effectiveness in driving traffic and conversions.

6. Monitoring and Adjusting

Regularly revisit your competitor analysis to keep track of any shifts in the competitive landscape. Use analytics to measure the impact of newly implemented keywords on your traffic and SEO rankings.

Rethinking Keyword Research

In the digital landscape, where a strong online presence can make or break a business, it’s vital to deploy an effective SEO strategy that transcends traditional metrics like search volume. 

Let’s move beyond search volume and embrace a strategy that values comprehensive insights, aligning closely with your specific business needs and the interests of your target audience. Remember, effective SEO is not just about being seen—it’s about being relevant and resonant with those who matter most to your business.

Upgrade your SEO game with Link Genius! Our tool simplifies keyword research and streamlines your content management, making it easier than ever to build authority and attract the right audience. 

Don’t just chase high search volumes—target the right keywords with precision and confidence.

Try Link Genius Today!