Search volume refers to the number of times a specific keyword or search term is entered into a search engine within a certain period, such as per month or week. It helps advertisers and marketers understand how popular a keyword is and how much potential traffic it can generate.
Why search volume matters
Search volume is an important factor in both SEO and advertising:
- High search volume → more potential reach but usually higher competition and advertising costs
- Low search volume → lower costs and often more targeted visitors
A strong keyword strategy typically combines both to balance visibility and efficiency.
Short-tail vs. long-tail keywords
Keywords can broadly be divided into two types:
Short-tail keywords
- Broad and generic (e.g. “shoes”)
- High search volume
- High competition
- Lower conversion intent
Long-tail keywords
- Specific searches (e.g. “black women’s sneakers in Breda”)
- Lower search volume
- Less competition
- Higher conversion likelihood
Users searching with long-tail keywords usually know exactly what they want, making them more likely to convert.
Choosing keywords based on business size
- Smaller businesses often benefit from focusing on long-tail keywords because they are cheaper and attract more relevant traffic.
- Larger companies typically have bigger budgets and can compete on high-volume short-tail keywords to maximize reach and brand visibility.
Best practice
The goal is to find the right balance between search volume, competition, and conversion potential. Target keywords that are relevant to your offering to avoid wasted ad spend and high bounce rates.