How accurate are google keyword estimates for local search volume?
-
We've all used the Google Adwords Keywords Tool, and if you're like me you use it to analyze data for a particular region. Does anyone know how accurate this data is? For example, I'd like to know how often people in Savannah, Georgia search for the word "forklift". I figure that Google can give me two kinds of data when I ask for how many people in Savannah search for "forklift".
- They might actually give me rough data for how many people in the region actually searched for the term "forklift" over the last 12 months, then divide by 12 to give me a monthly average.
- Or they might use data on a much broader region and then adjust for Savannah's population size. In other words, they might say, in the US people searched for "forklift" and average of 1,000,000 times a month. The US has a population of 300,000,000. Savannah has a population of about 250,000. 250,000 / 300,000,000 is 0.00083. 1,000,000 times 0.00083 is 208. So, "forklift" is searched in Savannah an average of 208 times.
1. is obviously much more accurate. I suspect that 2. is the model that Google is actually using. Does anyone know with reasonable certainty which it is?
Thanks,
Adam -
Hey Adam,
That's so funny because I use your basic model to predict my local volumes too. Most of the stuff I do is local and because it's also pretty new or technical Like 'Plexr Plasma Surgery' or ' Vaser Liposuction' etc, it can be a real struggle because sometimes it's not even there in the indexed words from the big tools.
But you can augment your data with more sources. For example looking inside search console at the amount of traffic a certain keyword is getting and then looking at the average position CTR's for that particular word. This is a very rough guide. But then you can add another data dimension which is looking at the the national rankings for more obscure keywords with your favourite competitive analysis tool and then figure out almost what the 'total search' is for that word and divvy it up using rough data from Google trends for your location.
Google trends is your friend because If I can see that 'Botox' has a certain amount of national volume (probably pretty accurate) then I can compare it to 'facial filler' and model the two because people who have heard of Botox will also have heard of filler and are in the rough same demographic.
So it's all guesswork but educated guesswork. And I recently predicted traffic for an 'Icon' white spot treatment page this way. (this gets the patchy flouride spots off your teeth after braces.) I made my page and used the main Icon website visitors from SEM Rush - minus dentists to give me customers actually searching and then used google trends to figure out how much of that pie Liverpool was going to get as opposed to London or the rest of the world and the results are pretty accurate. Like spookily accurate.
I'm certainly not a mathematician but I can use a calculator and my gut feelings. I think It's from forecasting in business (we're really good at that now) that's given me some ability to forecast in other areas too. You just need to verify the datasets from as many independent sources as possible and discount or give extra credence to certain ones over others using your intelligence.
But the best way is to build a page (and because it's a random of low vol keyword you can rank 1-3 overnight and see how many visitors you get. Shoot first ask questions later. What's the worst that can happen? You made a nice page for your visitors to read. Some of my best performing content I got this way.
-
Hey Adam,
Honestly, I am not able to answer your question with total certainty. What I've personally experienced is that Google's volumes for local keywords have always, always felt "off" to me. When a tool tells you that no one in X city is searching for something you are positive they are searching for (like water heater repair, or housekeeping, or yard maintenance), you're just left saying, "huh?". I thought this recent Whiteboard Friday did a good job of explaining why some of Google's estimates aren't reliable, in terms of Adwords:
https://mza.seotoolninja.com/blog/unreliable-google-adwords-keyword-volume
I'm hoping another community member will be able to give you a more satisfactory answer on this, but thought you might like to watch that video in the meantime.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Local Strategy for Multiple Domain Integration
Hello, We are a locally driven business with two locations. Currently, each location has its own local site and are linked to from our central domain (3 domains total). We are discussing whether we should integrate the local sites into location pages on our core domain. However, we would also prefer to keep the ‘local’ domains live. Is this a viable strategy and what would we need to do to ensure the local sites won’t cannibalize our efforts with the main domain? Also, should we remove the contact information on those local sites to avoid NAP issues? The other option would be to build out the local domains but that could raise concerns over budget and potentially expanding into the future. And we would like the main domain to take presendence. A few additional notes on this: Each location has its own brand name and contact information. Traffic across all 3 sites is about the same. We are also considering using silos with sub-folders to build out local service pages. We understand how to set up location pages but are asking more in terms of overall strategy and ideal way to position all 3 sites. Any help or insight would be very appreciated. Thank you in advance.
Local Website Optimization | | Ben-R
Best,0 -
Can High Traffic and Bounce Rate Hurt Local Rankings?
I just began working on a campaign for a dental office who happened to rank really well for some general search terms around post-op care. They received a ton of traffic for a small local site-- 26k organic visits YTD-- but since they focus on providing services locally, their conversion rate for organic search is pretty abysmal. On top of that, a couple of their high-traffic pages are contributing to a 90%+ average bounce rate on the site. Clearly the goal of the website doesn't involve attracting a national audience, but tons of traffic couldn't possibly be a bad thing... right? On the flip side of the coin, their local visibility is terrible. Their DA is comparable to their competitors, but in local SERPs they're nowhere to be found. Could one of these factors be affecting the other? Could their high visibility, but lack of conversions, from a bunch of organic traffic be hurting their visibility locally? I'd be interested hearing from other SEOs who may have faced similar situations in the past.
Local Website Optimization | | formandfunctionagency0 -
Matching page for keyword doesn't show in search
Hello! I'm having an issue with my website Rooms Index, the website is in Hebrew so I'll provide examples in English for better understandings. When I'm searching Rooms by Hour in Haifa, google doesn't show the intended category page which is this, instead it shows my homepage in the results, this happens only for certain areas, while other areas are working well such as Tel aviv. For example if I searched day use in Las Vegas it'd show me the Las Vegas page dayuse.com/las-vegas, but searching for Brooklyn I'd only see dayuse.com. the pages are indexed and I can find them if I search site:roomsindex.co.il what could cause such problem?
Local Website Optimization | | AviramAdar0 -
Optimizing Local SEO for Two Locations
Hi there! I have a client that has just opened a 2nd location in another state. When optimizing for local I have a few questions: We're creating a landing page for each location, this will have contact information and ideally some information on each location. Any recomendations for content on these landing pages? The big question is dual city optimization. Should Include the city & state of BOTH locations in all my title tags? or should I leave that to the unique city landing pages? What other on-page optimizations should i consider across the site? Thanks! Jordan
Local Website Optimization | | WorkhorseMKT0 -
Local food delivery SEO strategy
Hey guys, I'm working with a new company that doesn't have a brick and mortar storefront, they deliver. They basically deliver pre packaged smoothies in a VERY localized area (Vancouver, BC). I'm wondering how grandiose their goals should be re ranking for keywords that have non localized authority. What do I mean? Lets say their marketing pillars are "health education related to smoothies" "convenient veggies for smoothies" "(insert health benefit here) for smoothies". Should they be trying to compete for these keywords? Or should they really be trying to rank with keywords especially to Vancouver? Side note: What kind of effect does Country and Locality have on keywords that are generally used by content providers and not service related companies building out an inbound strategy? Thanks in advance!
Local Website Optimization | | Anti-Alex0 -
What is the Best Keyword Placement within a URL for Inner Location Pages?
I'm working on a website with 100s of locations. There is a location search page (Find Widget Dealer), a page for each state (Tennessee Widget Dealers) and finally a page for each individual location which has localized unique content and contact info (Nashville Widget Dealer). My question is is related to how I should structure my URL and the keywords within the URL. Keywords in my examples being the location and the product (i.e. widget). Here is a quick overview of each of the 3 tiered pages, with the Nashville page being the most optimized: Find Widget Dealer - Dealer Page only includes a location search bar and bullet list links to states Tennessee Widget Dealers - Page includes brief unique content for the the state and basic listing info for each location along with links to the local page) Nashville Widget Dealer - Page includes a good amount of unique content for this specific location (Most optimized page) That said, here are the 3 URL structure options I am considering: http://website.com/widget-dealers/tennesee/nashville http://website.com/dealers/tennesee-widget-dealers/nashville http://website.com/dealers/tennesee/nashville-widget-dealer Any help is appreciated! Thank you
Local Website Optimization | | the-coopersmith0 -
Structured Data Schema for Local business
Hi Where should you add ‘local business’ schema, the 'Home Page', ‘About Us’ page, 'Contact Us' page etc etc ? I presume the page with the address such as 'contact us' page but if say the address is on every page say in a footer for example is it ok to add address schema to every page ? I know someone who did this and havn't got any rich snippets out of it so presume best to focus on one primary page such as 'contact' or 'about' type pages ? Also: If your business serves multiple areas can you add schema for the other areas too or is it only for your primary business address ?
Local Website Optimization | | Dan-Lawrence
For example if your business address is listed in say ‘Wandsworth’ but you visit & serve customers in ‘Clapham’, ‘Balham’ & other regions of South West London, anyway of adding local business address structured data to your site for these areas too (to help target local searches including these other regions) Many Thanks
Dan0 -
Why My Site is Ranked for Few Hours on Daily Basis in Google SERPs
We have observed Google is shuffling our ranking on daily basis for our website: www.strokesexhibits.com, which is annoying. Almost on daily basis, in evening hours we are in ranking against almost every keyword for few hours (roughly 6-12 hours) but in the morning hours we are back to 50+ to 100+ positions. This is not happening with our domain only but facing same issue with the Google plus pages and few articles which we have on some high authority sites are behaving in same way. For better understanding, please have a look on following stats (Evening Screenshots were recorded yesterday after 8:00 PM, Morning screenshots were recorded after 9.30 AM - GMT +4 Time Zone). all following results are related with google.ae Keyword: Exhibition Stand Evening: 2 Google plus posts are in ranking + One main website page is ranking. Position 2: http://screencast.com/t/Yf2SLQNRJEm Position 4, 6: http://screencast.com/t/sDs2nShaAGr2 Morning: Google Plus pages disappeared + Different main website page is in ranking in back pages. Position 87: http://screencast.com/t/XT8hCEmOY Keyword: Exhibition stands Evening: 2 Google Plus posts are in ranking + One main website page Position 2,3,6: http://screencast.com/t/kF3PaVtwWe Morning: All above pages disappeared from ranking & new pages appeared in back pages. Position 75: http://screencast.com/t/nMTEWJlT Keyword: Exhibition stand design Evening: 2 Google Plus & one main website page is in ranking Position 4,5: http://screencast.com/t/ENUg4Do4i Position 78: http://screencast.com/t/xf8NeMzH Morning: Above pages disappeared and 2 new pages got ranking in back pages. Position 72, 73: http://screencast.com/t/1VidK4cx Keyword: Exhibition companies in dubai Evening: 2 Google Plus pages are on first page + Home page of website on back pages. Position 4: http://screencast.com/t/F3ljdakI3bU Position 8: http://screencast.com/t/evuDLuuL Position 70: http://screencast.com/t/xQ24Mdm9DV Morning: Home page dropped 11 positions + google plus disappeared Position 81: http://screencast.com/t/FD1IxnqL Keyword: Exhibition stand fabrication: Evening: 2 main website + 2 google plus + 1 second brand site + 1 third party website + 1 youtube link – all related to us are in ranking Position 1,2: http://screencast.com/t/kZACVnUS1yG Position: 4,5,7: http://screencast.com/t/JyAKX2bv66t Position 11,12: http://screencast.com/t/2CdJMMHB8 Morning: One page lost by position 1 + One page disappeared and new page appeared in ranking + google plus disappeared + youtube gained ranking of 2 positions + 3rd party link also gained ranking by 3 positions. Position 2, 4: http://screencast.com/t/JwJfa0Je Position 8, 10: http://screencast.com/t/wHup3X6Isu Keyword: Exhibition stand contractor Evening: 2 Google plus links + One main website link on back pages. Position 4,6: http://screencast.com/t/bMJlI7cco Position 100: http://screencast.com/t/twBOwFbR Morning: Google plus disappeared + main website page still on back pages & gained 2 positions. Position 98: http://screencast.com/t/tMXHmkiQWFE Keyword: Exhibition stand installation Evening: 2 main website + one Google plus is in ranking Position 2,4,5: http://screencast.com/t/GfyXZn19 Morning: All 3 pages disappeared & new single page is in ranking Position 3: http://screencast.com/t/i0fdgZvVZwUk Any Suggestion???
Local Website Optimization | | strokesinteriors0