Search volume
Search volume is the average number of times per month a particular keyword is searched in a search engine such as Google. It gives an indication of the demand for a product, service or topic.
- 3 min read
What is search volume?
Search volume tells you how many people are searching for something. If the keyword “dakkapel plaatsen” has a search volume of a few thousand per month, it's searched for that often on average in the Netherlands. It's always an average over a period, usually twelve months, and it's an estimate.
You'll find search volumes in the keyword planner of Google Ads and in SEO tools. Those tools use different sources and calculation methods, so the numbers can differ. Without an active ad account, Google itself often shows only wide ranges. So use search volume as a guide, not as an exact number.
Why search volume matters for your business
Search volume helps you choose where to put your time and budget. Writing a page or setting up a campaign for a keyword nobody searches for brings in nothing. A keyword that many people in your region search for can become a steady source of enquiries.
But more isn't always better. Search volume says how many people search, not what they want. A general keyword like “dak” has an enormous volume, but someone searching for it could mean anything. A specific keyword like “platte dak vervangen kosten” has much less volume, but someone searching for it is about to call a roofer. That's why you always look at search volume in combination with search intent.
How search volume works
Search volume differs by region, by season and by wording. National figures say little for a business with a service area of a few tens of kilometres. Keywords with a town name often have a small volume, but are very valuable because the searcher wants a local tradesperson. The demand also fluctuates through the year: gutters in autumn, air conditioning in summer, heat pumps and insulation in the heating season.
An example. Say an air conditioning installer wants a new page built and looks in the keyword planner. “Airco” has a large search volume, “airco laten installeren” quite a bit less, and “airco laten installeren” plus their own city even less. The first instinct is to go for the biggest number. But someone who types “airco” could just as well be looking for a portable air conditioner at the DIY store or for how air conditioning works.
So the installer chooses a page around “airco laten installeren” with the service areas on it, and makes separate pages for the biggest towns in the region. Each of those keywords has a modest volume. Together they bring in a steady stream of visitors who are searching for exactly what the installer provides. Search volume is higher in summer, so the pages and campaigns are ready before the season starts.
After a few months, the installer looks in Google Search Console to see which searches the pages really get visitors from. Among them are wordings that had no search volume in any tool, such as questions about air conditioning in an attic bedroom. Those are added to the page.
That sum of many small, specific keywords is also called the long tail. For trade businesses, that's often where most of the work is.
Common mistakes with search volume
Only looking at the biggest number. Broad keywords with a lot of volume are expensive in ads and hard in SEO, and often bring in traffic without enquiries.
Ignoring small keywords. A keyword with a handful of searches a month seems unimportant. But if a few of those searchers become customers for a job worth thousands of euros, it's an excellent keyword.
Thinking nationally. National volumes say little about your own service area. Filter on your region where possible.
Forgetting the season. A keyword that seems to do nothing in winter can peak in spring. Look at the trend over twelve months.
Treating tools as truth. Every tool gives different numbers. Use them to compare keywords with each other, not as an exact forecast of your traffic.
How to approach search volume
Start with your services and your customers. Write down how customers describe their question, including words like “laten”, “kosten”, “offerte”, “vervangen” and your region. Look up the search volumes for those.
Judge each keyword on three points: search volume, intent and the value of the job. A keyword with a small volume but clear buying intent and a high order value takes priority over a large, vague keyword.
Group related keywords per page, and make separate pages for important towns in your service area. Plan content and campaigns for the season, so you're visible when demand peaks.
Finally, check in Google Search Console and your ad account which searches really bring in visitors and enquiries. That data is more reliable than any estimate. If you want this researched thoroughly, read more about keyword research.
Frequently asked questions
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Where do I find the search volume of a keyword?
In the Google Ads Keyword Planner, which is free to use with an ad account, and in SEO tools. Google Search Console shows which searches you already appear for. Use the numbers as a guide, because they're always an estimate.
Is a keyword with a low search volume worth the effort?
Often, yes, especially for trade businesses. Specific keywords with a town name or a word like “kosten” or “offerte” have a small volume, but the people searching want to have something done. A few customers a year from a keyword like that can be worth a lot.
Why do search volumes differ per tool?
Each tool uses its own sources and calculation methods, and Google itself often shares only ranges. That's why the numbers differ. Use one tool consistently to compare keywords with each other.
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