OK, so we have four keywords to target and we know how many times people search for them in Google per month, which is called search volume. Let’s say I decided to write an article targeting the least popular among these four authors like Terry Pratchett. According to its rescuer’s explorer, it only gets one hundred and fifty searches per month in the US and the global search volume from all around the world is not much bigger. By the way, the search volume numbers that you see in a Trev’s and pretty much in any other keyword research tool, our estimations most killer tools take their search volume from Google’s own keyword planner tool, which shows you around it annual averages, which is not very precise, as you can tell here. This year we decided to go a step further than most keyword research tools. Repair data from Google keyword planner with an additional data source clickstream. This way, we get slightly more accurate search volumes and we can update them more often than most other tools. But at the end of the day, they’re still estimations. So back to the lesson. Having monthly search volume estimation on our hands, we can try to calculate how much search traffic we can get if we rank on the front page of Google for the keyword. I’m pretty sure you already know that the number one ranking result in Google will get approximately 30 percent of all clicks. Then around 15 percent of clicks will go to position number two and around 10 percent to position number three. And if you rank lower than top three, you’ll get even less clicks. So let’s not even bother calculating these percentages will, of course, be quite different for each search query. But so professionals just use this simplified averages to make traffic estimations. So what do we have here with the search volume for authors like Terry Pratchett of one hundred and fifty searchers in the United States?
You’ll get forty five clicks if you rank number one. Twenty two clicks if you’re ranked number two and fifty clicks if you ranked number three. These numbers don’t seem very exciting, do they? Especially when you consider how much work it would take to write a decent article on the topic. But in reality, you’re going to get much more traffic than that. Here in the rescuers explorer, we have a handy SERP button. It pulls the top ten ranking pages for your keyword and shows a lot of useful data for each of them. The column that we are interested in right now is called Traffic, and it says that the page, the drinks number two for the keyword authors like Terry Pratchett seems to be getting over a hundred visitors from search every single month. This is five times more than we have just estimated for the page. That’s because this page doesn’t ring for authors like Terry Pratchett keyword alone. It also ranks for many other related searches, which can be seen from the column called Keywords. It says that this article ranks in Google for thirty one keywords. Let’s click this number and see what they are. This link brings me organic keywords report in church site explorer tool, which lists all the keywords that we see this article rank for in top 100 search results. But I don’t need top 100. We just discussed that most traffic goes to top three. So let’s use positions filter to see the keywords where this article ranks and top three. And except for my original keyword authors like Terry Pratchett, this page ranks for three more similar searches. Authors like Terry Pratchett and Douglas Adams, authors similar to Terry Pratchett, looks like Terry Pratchett, a duplicate key word with quotation marks. I tells me that in addition to regular search listing, this page also ranks in a big featured snippet for each of these keywords. So as you can tell, different people may use different search queries to look for the exact same thing in Google. And Google is smart enough to understand that these searches are similar and therefore ranks the same page for all of them. We’ve already discussed this in the previous lesson where I showed you a weight loss article that was ranking in Google for almost ten thousand keywords related to weight loss and pulling over three hundred thousand visitors per month from search. But that was way above the average. Guess how many keywords an average top ranking page will rank for? Here are the traps. We studied over three million Google searches to answer this question, and according to our data, the number one ranking page will rank for about a thousand related keywords, which leads us to a following takeaway search. Volume of a single keyword is a bad indicator of the total search traffic potential of the article on that topic. The search volume of the authors like Terry Pratchett keyword in the United States is only one hundred and fifty searches per month, which may lead to a conclusion that this keyword is not worth targeting. But according to each data, the article, the transit position number two for this keyword is generating over a hundred visitors per month from search because it also ranks for a few more similar keywords. A hundred highly targeted new visitors every month is quite a solid number for most newbie bloggers. And as I said before, this number in each case is an underestimation, which means the actual search traffic to the page can easily be up to five times higher. So please don’t make content marketing decisions based on the search volume of. A single keyword look at the total search traffic of the top ranking pages for the keyword. I wonder if you’ve noticed another thing here, which is insanely cool.
The page, the drinks number two, gets three times more traffic than the page of the drinks. Number one, how is that even possible? Well, just open both pages and compare them. The top ranking page is a simple list of book authors with no extra details about them. But the page that ranks number two is a public discussion on a forum where people are sharing their recommendations with some reasoning behind them, which results in more content for Google to process. In other words, a better, deeper coverage of a topic will often lead to ranking in Google for more related keywords and therefore getting more search traffic in total.