Keyword research is part science and part art.
The best way to think about the difference between high-volume and low-volume keywords is that high volume means a lot of people are searching for that phrase and low volume means fewer people are searching for that phrase. The strategic decision around which keywords you should strive to rank for isn’t limited exclusively to volume but also volume and competition.
When it comes to keyword advertising, deciding between high-volume and low-volume keywords can feel like a balancing act.
Both have their pros and cons, and understanding when to use each is key to getting the most out of your campaigns. Let’s break down the difference, benefits, and challenges of each type, and explore factors that help determine which is the right fit for your strategy.
What are keywords?
Keywords are specific words or phrases that are used to describe the main topic or subject of a website, blog post, or advertisement. They play a crucial role in search engine optimization (SEO) and online marketing, as they help users find relevant content when they search for specific topics using search engines like Google.
What are High-Volume Keywords?
High-volume keywords are search terms that get a lot of attention.
Marketers love these high volume opportunities because traffic spikes and charts get promotions.
Think of phrases like “sparkling water” which Google Ads shows gets around 1,099,150 searches globally each month. These keywords are competitive because they’re popular, and they can bring a lot of traffic—but there’s more to consider than just search volume.
Pros of High-Volume Keywords:
- Increased Visibility: Your ad will likely be seen by more people, boosting brand awareness.
- More Clicks: With more eyes on your ad, you’ll probably get more clicks.
- Potential for Higher Conversions: More clicks could lead to more sales or leads.
Cons of High-Volume Keywords:
- Higher Costs: More competition means you’ll likely pay more per click.
- Unqualified Traffic: More clicks don’t always mean more sales. You might attract less relevant visitors.
- Skyrocketing Costs: If clicks pile up without conversions, your costs can quickly outweigh the benefits.
It’s possible that some of the people typing in “sparkling water” are simply in a discovery stage of buying. Yet, the people who are looking for a keyword with lower search volume like “best lemon sparkling water” which has 40 searches a month are individuals who might be ready to buy.
What are Low-Volume Keywords?
Low-volume keywords have fewer searches but often bring in a more targeted audience. For example, the phrase “hot pink headbands” only gets 210 monthly searches, while “stylish crocs” gets as few as 20. These might not bring in massive traffic, but they can be a smart choice if you’re looking for a more focused approach.
Pros of Low-Volume Keywords:
- Lower Cost per Click: Less competition means you’ll likely pay less for each click.
- Qualified Traffic: Fewer clicks, but those who do click are often more likely to convert.
- Lower Overall Costs: Since you’re getting fewer clicks, your ad spend stays manageable.
Cons of Low-Volume Keywords:
- Reduced Reach: Fewer people will see your ad, limiting overall exposure.
- Fewer Clicks: Naturally, fewer impressions lead to fewer clicks.
- Lower Sales Potential: With fewer clicks, there’s a lower chance of driving a high volume of sales.
How do you conduct high volume and low volume keyword research?
There are a wide range of different tools you can use to conduct keyword research.
SEMRush and Ahrefs are both two of the most popular tools on the market today. To conduct this research you log into their keyword specific research tool like the Keyword Overview Tool (SEMRush) and type in the keyword that is most relevant to the intentions around your customers and buyers.
For example, if you are a marketing executive working in software you might know that your audience is looking for something like “Graphic Design Tools” so you use keywords associated with that in your search to find out their volume.
Here’s a few examples of keywords that are relevant to the graphic design niche via SEMrush:
The power of these tools is that it shows you a series of phrases relevant to the overarching idea.
I can see in the software the intent behind the search query, the volume and the CPC.
Keyword research tools are how you determine whether a phrase is high or low volume.
So, Which Should You Choose?
The decision between bidding on high-volume or low-volume keywords comes down to a few key factors. Here’s what you should consider when deciding which keywords to bid on:
1. Cost per Click (CPC)
Just because a keyword is high-volume doesn’t always mean it has a high cost-per-click.
If you find a high-volume keyword with a surprisingly low CPC, it could be a great opportunity. On the other hand, don’t assume low-volume keywords always come with a low price tag—some niche terms can still be expensive.
The best keyword research tools will give you a glimpse into the average CPC for a keyword to help you understand the demand and value associated with the work:
2. Your Target Market
If your product or service caters to a specialized audience, high-volume keywords may not be the best fit. In that case, low-volume, long-tail keywords that speak specifically to your niche will likely yield better results. However, if you’re selling something with broad appeal, high-volume keywords could drive significant traffic.
Search intent is a fundamental part of SEO, but it’s often overlooked by marketers and content creators.
Most SEOs only focus on keyword volume when they should be thinking about the intent behind those keywords. Search intent is the goal a person has when they type a query into a search engine.
There are four key types of online search intent:
- Informational: Looking for information (e.g., “Who is Michael Jordan?”)
- Navigational: Looking to get somewhere specific (e.g., “Foundation Marketing blog”)
- Transactional: Looking for an asset to buy, use or download (e.g., “buy AI marketing course”)
- Investigational: Trying to compare assets (e.g., “Distribution.ai vs. ChatGPT”)
3. The Cost of Your Offering
For products with lower price points, high CPCs from high-volume keywords can eat into your profits.
In contrast, if you’re selling higher-priced products or services, the higher cost of a high-volume keyword might be justified if the clicks convert to sales.
4. Your Campaign Goals
If your goal is brand awareness, high-volume keywords can help get your name out there, even if they don’t immediately turn a profit. On the flip side, if your goal is to drive direct sales, low-volume keywords with a higher likelihood of conversion may be more cost-effective.
5. Keyword Performance
Regularly monitor how your keywords are performing. If certain high- or low-volume keywords aren’t bringing in qualified leads, don’t hesitate to adjust. Experiment with a mix of both, and see which approach brings in the most value for your specific needs.
Final Thoughts
There’s no one-size-fits-all approach when it comes to keyword advertising. The right strategy for your business depends on your goals, your target audience, and the performance of the keywords you choose. Keep testing, keep optimizing, and find the balance that works for you.