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Exact Meaning of Monthly Search Volume Statistics

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

 

 

It seems unreasonably hard to get concrete answers to what the historical search statistics actually mean. This link says the numbers are "12-month" averages , https://support.google.com/adwords/answer/3022575but what if I am getting monthly search data in a specific city? Is that just the raw estimated search volume number for that month for that city? Is it the average searches per day? Is it a sample of searches and so represents around 10% of total searches? 

 

Can anyone out there answer these questions for me?

 

 

1 Expert replyverified_user

Exact Meaning of Monthly Search Volume Statistics

Top Contributor
# 2
Top Contributor

Hi Marcus,

 

Google says:

 

The average number of times people have searched for a keyword and its close variants based on the targeting settings and date range you've selected. By default, we average the number of searches for the term over a 12-month period.

 

When they say a 12-month period, they mean they show 12 months in the graph. The numbers provide are the average monthly volume from the last 12 months, while the graph shows the individual months.

 

Regardless of precisely how the numbers are derived, they are the best indicator you will get, and are accurate enough to base planning decisions on. I don't know why Google would use a sample - a sample is used in real world polling to be more cost-efficient. Seeing as Google already has the data, I expect they would use all of it. Under-reporting volume could cost Google business. 

 

Yes, if you choose a specific city, the numbers are for that city.

 

Re: Exact Meaning of Monthly Search Volume Statistics

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hi Robert,

Thank you for the reply. So the numbers reflected in the individual months
are indeed estimated raw searches for that city for that month and not an
average of some kind? I ask here because I got some bad information on the
help line and some of the numbers I'm getting seem low from what I would
expect.

And one more question, if you don't mind. If I don't mess with any of the
search settings, the numbers I get back for a search term like "recipe"
will be for that word and close variants and not just for the exact word
itself if I understand correctly. But what does "close variants" mean?
Phrases that include that word? Or simply other forms of that single word
like "recipes"? Thank you again for any help!

Marcus

Re: Exact Meaning of Monthly Search Volume Statistics

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Hi Robert,

Thank you for the reply. So the numbers reflected in the individual months
are indeed estimated raw searches for that city for that month and not an
average of some kind? I ask here because I got some bad information on the
help line and some of the numbers I'm getting seem low from what I would
expect.

And one more question, if you don't mind. If I don't mess with any of the
search settings, the numbers I get back for a search term like "recipe"
will be for that word and close variants and not just for the exact word
itself if I understand correctly. But what does "close variants" mean?
Phrases that include that word? Or simply other forms of that single word
like "recipes"? Thank you again for any help!

Marcus

Re: Exact Meaning of Monthly Search Volume Statistics

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Hi Robert,

Thank you for the reply. So the numbers reflected in the individual months
are indeed estimated raw searches for that city for that month and not an
average of some kind? I ask here because I got some bad information on the
help line and some of the numbers I'm getting seem low from what I would
expect.

And one more question, if you don't mind. If I don't mess with any of the
search settings, the numbers I get back for a search term like "recipe"
will be for that word and close variants and not just for the exact word
itself if I understand correctly. But what does "close variants" mean?
Phrases that include that word? Or simply other forms of that single word
like "recipes"? Thank you again for any help!

Marcus

Exact Meaning of Monthly Search Volume Statistics

Top Contributor
# 6
Top Contributor

Hi Marcus,

 

Close variants - there is is no set rules, it was what Google's algorithms determine as being close. Plurals are just about always considered close. As are misspellings. And usually acronyms. You won't see the variants in the planner, just the core word. 

 

So if you enter recipe and formula into the planner, and you see recipe and formula in the results, then they are not close variants. But if you only see one or the other, they are.