Search volume
Search volume shows how many searches there are of a specific search term or keyword. This can be displayed in time periods such as a week or month. Search volume can be used in advertising and search engine optimization. When a keyword is searched a lot, the advertising costs are often higher. Conversely, keywords with lower search volume are also less expensive to advertise with. Therefore, it is important to use a mix of keywords with high and lower search volume to be findable by users with a broad and specific search query.
Long-tail or short-tail keyword
You can choose to use a broad (short-tail) or specific (long-tail) keyword. Examples include:
- Short-tail - shoes
- Longtail - black women's sneakers in Breda
Users searching for "shoes" do not have a specific product in mind. The chance of a user converting is lower here because there is a lot of competition on this keyword. When a user searches for 'black women's sneakers in Breda' they are more likely to get to what they are looking for and the chance of conversion is higher. With broad keywords, you can bring in users who do not specifically enter the term of what you are selling. Make sure you don't use keywords that are too far away from what you are advertising, otherwise you will lose a lot of customers. As a result, the "bounce rate" is too high and you spend money unnecessarily on advertising costs.
Search volume by company
If you have a smaller business, it makes more sense to focus on Longtail searches. By using longer search terms with lower search volume, you spend less on advertising and in most cases achieve higher conversion rates. Users searching with longer search terms are more relevant and targeted. To attract as many potential customers as possible, you need to find the right balance between search volume and conversion that suits your business. Larger companies have more budget for advertising and therefore can place higher bets on short-tail keywords and a top position in Google.
