Search volume is how many times people search a given keyword, usually counted per month.
SEO tools estimate it: "running shoes" might get ~100k searches a month. It shows demand for a term, but a big number alone does not mean the traffic is worth chasing.
Simply put: How many people type that phrase into Google each month.
Where it helps
- Sizes the opportunity. Shows how much traffic a term could bring.
- Helps prioritise. Compare terms before you invest in content.
- Estimates only. Treat the numbers as a guide, not gospel.
Read it with intent
- High volume, high fight. Popular terms have the most competition.
- Small can win. Low-volume buyer terms often beat big vanity ones.
- Pair it up. Check difficulty and intent before you commit.
Frequently asked questions
Is high search volume always better?
No. High-volume terms are usually the most competitive, and a smaller buyer-intent term often converts far better than a big vanity one.
Are search volume numbers accurate?
They are estimates, not exact counts, and they vary between tools. Treat them as a guide for comparing terms, not a precise forecast.
What is a good search volume to target?
It depends on your site and niche. New sites often win faster with lower-volume, lower-difficulty terms, then move up as authority grows.