Search volume

Search volume: clear definition for retailers and independents

Search volume refers to the average number of times a keyword or expression is searched for on Google over a given period, usually per month. This data is widely used in SEO to estimate the visibility potential of a topic or query.

For a retailer or independent entrepreneur, search volume may seem an obvious indicator. The more a keyword is searched, the more interesting it seems. In reality, this reading is incomplete. Volume alone says nothing about the real capacity to generate customers, nor about the impact on e-reputation.

Source: Ahrefs, What Is Search Volume in SEO?, 2024
https://ahrefs.com/blog/search-volume/

Why search volume is often misinterpreted

Search volume is a statistical average. It does not reflect the real intentions of Internet users, nor fine-grained seasonality, nor local variations. A keyword displayed at 1,000 monthly searches may, in fact, generate very few qualified contacts for a local company.

Conversely, a keyword with only 50 monthly searches may correspond to a very precise intention, close to the act of purchasing. In e-reputation, it’s often these targeted queries that directly expose credibility, opinions and the ability to reassure.

Source: Search Engine Land, Why Search Volume Is a Misleading SEO Metric, 2023
https://searchengineland.com/search-volume-misleading-metric-389448

Search volume and difficulty: two inseparable notions

Keyword difficulty is a measure of the level of competition for a given keyword position. The more a keyword is searched for, the more players it attracts, which mechanically increases its difficulty.

For a freelancer, targeting a very high-volume keyword often means going up against major brands, national platforms or institutional sites. In such cases, the risk is to mobilize considerable effort for very low visibility.

The correct approach is to cross-reference volume and difficulty, in order to identify opportunities that are accessible and consistent with the company’s size.

Source: SEMrush, Keyword Difficulty Explained, 2024
https://www.semrush.com/blog/keyword-difficulty/

Quality of traffic versus quantity of searches

High volume doesn’t guarantee useful traffic. What really counts is the quality of the intention behind the search. A vague query attracts a wide variety of profiles, sometimes far removed from any intention of contact. A precise query attracts fewer people, but much more committed Internet users.

In e-reputation, quality far outweighs quantity. Searches including terms such as “review”, “reliable”, “price”, “lead time” or “recommended” directly expose a company’s perception. Even at low volume, these queries have a disproportionate commercial and reputational impact.

Source: Content Marketing Institute, Search Intent and Content Quality, 2023
https://contentmarketinginstitute.com/articles/search-intent-content/

The long tail: a key lever for local businesses

The long tail refers to queries that are rarely searched for individually, but are very numerous in their entirety. These queries are often long, precise and highly contextualized, e.g. “electrician emergency electrical panel Versailles evening”.

For retailers and craftsmen, the long tail is strategic. It enables you to capture local, immediate and highly qualified intent, with less competition. It’s also on these queries that e-reputation consistency comes into its own, as Google often displays the Google Business Profile, reviews and practical information.

Source: Moz, The Long Tail of Search, 2023 update
https://moz.com/learn/seo/long-tail

Search volume and estimation tools

Search volumes are estimates, never exact figures. They vary according to tools and methodologies. Google Keyword Planner, Ahrefs, SEMrush or Ubersuggest provide orders of magnitude, not certainties.

For a local business, it’s a good idea to cross-reference this data with signals from the field. Questions asked by customers, calls received, e-mail requests or messages on Google Business Profile often provide a more reliable view than raw figures.

Source: Bpifrance Création, Comprendre les indicateurs du référencement, 2022
https://bpifrance-creation.fr/encyclopedie/communication/strategie-numerique/referencement-indicateurs

Case in point: high volume versus low intention

A keyword like “Italian restaurant” can generate several thousand searches per month. However, without location or context, it is of little use to an independent restaurant. On the other hand, “family-run Italian restaurant open Sunday in Poissy” may attract only a few dozen searches, but is likely to be visited immediately.

From an e-reputation point of view, appearing on the second query gives you control over your local image, visible reviews and the customer’s final decision.

Source: BrightLocal, Local Search Intent and Conversions, 2023
https://www.brightlocal.com/research/local-search-conversion/

Search volume: an indicator, not a target

Search volume should never be an end in itself. It’s one indicator among many, to be interpreted with difficulty, intent and local context in mind. For independent retailers and entrepreneurs, an effective strategy is rarely based on the most sought-after keywords, but on those that best correspond to the reality of the service and customer expectations.

In the future, with the rise of conversational searches and AI-generated responses, raw volume will become even less important. The ability to respond to precise, credible and contextualized needs will become the real driver of visibility and lasting e-reputation.