We all want it, but it’s cheap. If you already know that you will not reach that number 1 position, how do you use SEO to achieve something with it?
Tools such as the Keyword Planner are mainly developed for SEA campaigns: on which keywords can companies buy advertisements? SEO specialists often also use the tool, but Smink questions its reliability. She gives an example of the tastiest French white wine. According to the Google Keyword Planner, there is no search volume. You will only know for sure if this is really correct if you start making a content item about it. Most likely there will be traffic coming in. Not via the search term ‘tastiest French white wine’, but on all kinds of combinations thereof. Think of specific French wines, grape varieties, regions or châteaus. In an article about the tastiest French wine, it makes sense that you tell about it. In horizontal SEO, keywords are not the starting point, but topics.
Monthly searches in Google are new
Chantal Smink advocates horizontal SEO. She explains in detail why this can be a smart SEO strategy in ‘The SEO and Content Strategy Handbook’.
But let’s start at the beginning Audit Directors Auditors Email Lists involves ranking as broadly as possible on as many different searches as possible. After all, there is much more searched for in Google than keyword tools tell us. For example, did you know that 15% of searches are new to Google every month?
That is interesting for you to know, because…
- so we all manage to keep entering new search queries into Google. They could be short tail searches
of one or a few words, but Google should know all of those by now, right? Chances are that these are mainly
searches that are longer and more specific.
- these new searches cannot be found in advance in keyword tools.
- we may never reach a point where we only see familiar searches passing by. In 2007,
Google reported that 25% of monthly searches were new. In 2013, this figure was adjusted to 15%. In 2017 and 2018,
Google confirmed this 15% and now in 2022 it is still.
Google seems to handle
About 5.6 billion searches a day, Smink says in her book. If 15% of that is new, that means 840 million searches per day. Suppose the Netherlands had a 1% share in this, then that would still be 8.4 million searches per day about which Google has little or no information. There are opportunities!