Search volume gives you an indication of how often people type in a particular search term, usually expressed as a monthly average for a specific country or language. It is one of the first figures you look at during keyword research, because it tells you something about the demand that exists.
Worth knowing: search volume is always an estimate. Tools such as Google Keyword Planner and other SEO platforms each use their own data and calculations. The figures are often rounded, grouped into ranges and can vary widely between tools. Use them as a guide, not as the exact truth. Ideally, compare terms within the same tool so you are at least comparing like with like, and pay more attention to the ratios between terms than to the precise number.
It's tempting to target only terms with lots of searches. But high volume usually also means plenty of competition and a vague search intent. Someone searching for "insurance" could mean almost anything. Someone searching for "contents insurance for tenants" already knows what they want.
For an SME, lower-volume terms are often more valuable. They are more specific, easier to win and attract visitors who are closer to making a decision. A specific long-tail keyword like that might only bring in a handful of searches a month, but every visitor could be a potential customer.
In smaller markets, or for very local searches, tools often show low or even zero volume for many terms. That doesn't mean nobody searches for them. Take a joiner near Leeds: "bespoke kitchen Harrogate" might not register any measurable volume in a tool, but the people who do search for it are exactly the customers he wants. Also watch out for regional differences in wording, such as "estate agent" versus "realtor", and for seasonal swings, such as questions about air conditioning in summer.
Your own data is often more reliable than a tool here. In Google Search Console you can see which search terms your pages are already shown for, even if those terms are listed as "no volume" elsewhere.
With AI assistants such as ChatGPT, Gemini and Perplexity, there is no public search volume per question. People also phrase longer, unique questions there, which are rarely repeated word for word. Classic search volume remains useful as a signal of which topics people care about, but it doesn't tell you how many people could come across your business in an AI answer. For that, you need to look at topics and questions rather than exact search terms, and measure how often your brand appears in the answers, for example through your share of voice.
Curious how other businesses combine search volume and relevance in their approach? Our case studies from real businesses show how those choices play out in practice.
Request your free AI visibility plan. An expert analyses your business and contacts you within 1 working day to present your plan in person.
