{"id":26562,"date":"2022-03-04T10:26:58","date_gmt":"2022-03-04T09:26:58","guid":{"rendered":"https:\/\/dartera.ch\/blog\/why-seos-should-forget-about-keyword-search-volume\/"},"modified":"2025-09-24T14:36:45","modified_gmt":"2025-09-24T12:36:45","slug":"why-seos-should-forget-about-keyword-search-volume","status":"publish","type":"post","link":"https:\/\/dartera.ch\/en\/blog\/why-seos-should-forget-about-keyword-search-volume\/","title":{"rendered":"Why SEOs should forget about keyword search volume"},"content":{"rendered":"\n<p>The search volume of a keyword is the number of searches a keyword receives in a given period of time (usually per month). It is a commonly used descriptive statistic in SEO and content marketing that helps compare and rank a group of keywords.<\/p>\n\n<p>For example, let&#8217;s say we create an SEO-driven editorial calendar and have a spreadsheet with 100 keywords and their respective search volumes. Let&#8217;s assume that the difficulty of ranking for each keyword and the value from a business perspective are the same. A common approach to prioritizing content creation is to create content for the highest search volume terms first.<\/p>\n\n<p><strong>Using keyword search volume in this way can be misleading. <\/strong><\/p>\n\n<p>In this article you will learn why this is so and what you should use instead of search volume.<\/p>\n\n<p><\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-1024x538.png\" alt=\"\" class=\"wp-image-26555\" srcset=\"https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-1024x538.png 1024w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-300x158.png 300w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-768x403.png 768w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-1536x806.png 1536w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-2048x1075.png 2048w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-1320x693.png 1320w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-24x13.png 24w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-36x19.png 36w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-2-48x25.png 48w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">The problem with keyword search volume<\/h2>\n\n<p>There is a fundamental problem with search volume:<\/p>\n\n<p>It does not take into account the click-through rate (CTR) on the Google search engine results page (SERP) for that unique keyword.<\/p>\n\n<p>Several factors contribute to the CTR for a given SERP:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>SERP Features<\/li>\n\n\n\n<li>The intention of the search<\/li>\n\n\n\n<li>and the quality of the results.<\/li>\n<\/ul>\n\n<p>To see an extreme example of this, google &#8220;pounds to kilograms converter&#8221;.<\/p>\n\n<p>You will notice that Google has built a pound to kilogram converter right into the SERP!<\/p>\n\n<p>There is no need to click through to any of the results, as Google answers the query directly in the SERP.<\/p>\n\n<p>Even if that particular keyword gets thousands of searches per month, it would be a massive waste of resources to create a pound to kilogram converter on your website.<\/p>\n\n<p>Why?<\/p>\n\n<p>The only website that benefits from this traffic is google.ch.<\/p>\n\n<p>Rand Fishkin conducted <a href=\"https:\/\/sparktoro.com\/blog\/less-than-half-of-google-searches-now-result-in-a-click\/\" target=\"_blank\" rel=\"noreferrer noopener\">a study<\/a> showing that in June 2019 (for the first time ever), the majority of browser-based searches in Google resulted in zero clicks.<\/p>\n\n<p>So how can you account for the different click-through rates depending on the keyword?<\/p>\n\n<p>The answer: use clicks per search.<\/p>\n\n<p><\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-1024x538.png\" alt=\"\" class=\"wp-image-26556\" srcset=\"https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-1024x538.png 1024w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-300x158.png 300w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-768x403.png 768w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-1536x806.png 1536w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-2048x1075.png 2048w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-1320x693.png 1320w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-24x13.png 24w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-36x19.png 36w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-3-48x25.png 48w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">What are clicks per search?<\/h2>\n\n<p>Clicks per search (CPS) is a ratio of the number of clicks for each search.<\/p>\n\n<p>If the ratio is 2, it means that there are two clicks for each search. If the ratio is 0.5, it means that there is one click for every two searches.<\/p>\n\n<p>In our pound to kilogram conversion example above, the CPS value will be very low because there will be more searches than clicks.<\/p>\n\n<p>You can probably guess that the lower the CPS value, the higher the probability of SERP features being present in the SERP for that search term.<\/p>\n\n<p>A higher CPS means that searchers click on more than one result on average.<\/p>\n\n<p>Here are some examples that can cause this to happen:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>The results for a particular query are poor. Searchers read through many results to get a sufficient answer.<\/li>\n\n\n\n<li>The request is a &#8221; Your Money or Your Life&#8221; (YMYL) request. Searchers engage more deeply with the results and spend more time researching because the topics impact their lives\/money.<\/li>\n<\/ul>\n\n<p><\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-1024x538.png\" alt=\"\" class=\"wp-image-26557\" srcset=\"https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-1024x538.png 1024w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-300x158.png 300w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-768x403.png 768w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-1536x806.png 1536w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-2048x1075.png 2048w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-1320x693.png 1320w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-24x13.png 24w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-36x19.png 36w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-4-48x25.png 48w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">What you should use instead of the search volume of a keyword<\/h2>\n\n<p>The main reason for using keyword search volume is that we need a value that describes how much traffic we can drive to our website by creating a new page.<\/p>\n\n<p>So is there a better value we can use? Yes, the traffic potential.<\/p>\n\n<h3 class=\"wp-block-heading\">Conceptual understanding of the traffic potential<\/h3>\n\n<p>Here&#8217;s a basic traffic potential calculation you&#8217;ll see often:<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Search volume * generic positional CTR = keyword traffic potential<\/p>\n<\/blockquote>\n\n<p>The generic position CTR is the generic click-through rate in percent for the position in the SERP where a URL ranks. &#8220;Generic&#8221; means that the CTR is not adjusted for each keyword.<\/p>\n\n<p>When we look at findability at Dartera, we typically consider the following factors:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Authority\/strength of the domain (metrics such as domain rating and domain authority)<\/li>\n\n\n\n<li>Keyword difficulty from the point of view of backlinks<\/li>\n\n\n\n<li>Quality of the content (including on-page optimization and UX)<\/li>\n<\/ul>\n\n<p>You can use these three factors to determine a &#8220;rankable position.&#8221; Next, apply a generic CTR curve (like the one from <a href=\"https:\/\/www.advancedwebranking.com\/ctrstudy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advanced Web Rankings<\/a>) to determine the generic position CTR.<\/p>\n\n<p>Here are a few important points:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>The formula uses a general CTR curve, not one specific to the SERP<\/li>\n\n\n\n<li>The formula does not take into account the CPS<\/li>\n<\/ul>\n\n<p>Let&#8217;s correct that and add CPS and Keyword Specific Positional CTR to the formula:<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>CPS * search volume * keyword-specific positional CTR = keyword traffic potential<\/p>\n<\/blockquote>\n\n<p>The above formula takes into account the number of clicks per search for a given keyword and gives you a much clearer picture of the actual traffic potential.<\/p>\n\n<p>Even if we have calculated the traffic potential for a particular keyword, this is not necessarily useful in practice.<\/p>\n\n<p>Why?<\/p>\n\n<p>We charge this only for a single keyword. If you create a page on a specific topic, that page will usually rank for much more than just a single keyword.<\/p>\n\n<p>To get an accurate idea of how high the actual traffic potential is for this page, you need to add up the traffic potential for each keyword the page ranks for:<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>SUM ( CPS * search volume * SERP-specific position CTR ) = total traffic potential<\/p>\n<\/blockquote>\n\n<p>Here&#8217;s a simple way to determine traffic potential so you can use it in your analysis.<\/p>\n\n<p>At Dartera, we use <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ahrefs<\/a> for this because we made sure they use CPS and SERP specific CTR curves to <a href=\"https:\/\/help.ahrefs.com\/en\/articles\/1863206-what-is-organic-traffic-in-ahrefs-and-how-do-we-calculate-it\" target=\"_blank\" rel=\"noreferrer noopener\">calculate organic traffic<\/a>. If you use another tool, check how it calculates organic traffic.<\/p>\n\n<p>First, determine the main keyword for the page you want to create.<\/p>\n\n<p>Second, determine which position is &#8220;rankable.&#8221;<\/p>\n\n<p>Next, Google the main keyword and copy the URL that currently ranks at what you consider to be the &#8220;rankable&#8221; position.<\/p>\n\n<p>Finally, paste the URL into Ahrefs Site Explorer to get the organic traffic estimate. Use this as a value for your traffic potential.<\/p>\n\n<p><\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-1024x538.png\" alt=\"\" class=\"wp-image-26558\" srcset=\"https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-1024x538.png 1024w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-300x158.png 300w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-768x403.png 768w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-1536x806.png 1536w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-2048x1075.png 2048w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-1320x693.png 1320w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-24x13.png 24w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-36x19.png 36w, https:\/\/dartera.ch\/wp-content\/uploads\/2023\/03\/image-5-48x25.png 48w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Application in practice<\/h2>\n\n<p>At our agency, we create an SEO-driven editorial calendar and opportunity model. We add all Topics to the editorial calendar and then calculate a priority score for each Topic so that we can prioritize the Topics with the highest potential value first.<\/p>\n\n<p>We create priority values based on:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Traffic potential<\/li>\n\n\n\n<li>Difficulty of the keyword due to links<\/li>\n\n\n\n<li>The business value of the keyword<\/li>\n\n\n\n<li>Authority\/strength of the domain compared to competitors<\/li>\n<\/ul>\n\n<p>This priority calculation is based on traffic potential, not search volume. If we use search volume, but the keyword has a very low CPS value, we would greatly overestimate the traffic for the keyword, and the priority score would be unreliable.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The search volume of a keyword is the number of searches a keyword receives in a given period of time (usually per month). It is a commonly used descriptive statistic in SEO and content marketing that helps compare and rank a group of keywords. For example, let&#8217;s say we create an SEO-driven editorial calendar and [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":26561,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[114],"tags":[],"class_list":["post-26562","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why SEOs should forget about keyword search volume | dartera<\/title>\n<meta name=\"description\" content=\"This article explains why keyword search volume can be misleading and what you should use keyword search volume for instead.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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