There are two sources of key phrase search quantity knowledge that come straight from Google: Google Search Console (GSC) and Google Key phrase Planner (GKP). We determined to check the numbers between the 2 and see how a lot they align.
GSC is extensively thought of the “single supply of reality” for correct key phrase knowledge as a result of it reveals you the precise variety of occasions your web page appeared in Google’s search outcomes for a particular key phrase.
So in case your web page constantly ranks on the entrance web page of Google for a given search question, the variety of impressions for that question in GSC ought to precisely mirror the search quantity (in most circumstances).
As for GKP, its search quantity knowledge is understood to be lots much less exact. Primarily as a result of:
- It teams key phrases with related which means.
- It rounds search volumes into buckets.
And but, a variety of search engine marketing professionals are completely proud of the search volumes they get from GKP and think about them to be correct.
So we determined to run a little bit experiment and research how search volumes from GKP stack up in opposition to the “single supply of reality,” aka GSC.
Evaluating search volumes between GSC and GKP
For this experiment, we took 72,635 random key phrases within the 1K to 10K search quantity vary. Then we in contrast the variety of “impressions” in GSC with the search quantity knowledge from GKP (for a similar month).
The very first thing we discovered is that GKP virtually at all times overestimates “true” search quantity:
However the actual query is by how a lot? In any case, if it solely overestimates search volumes barely, then what’s the massive deal?
Right here’s the reply:
Most search volumes in GKP (54.28%) are overestimations, whereas slightly below half (45.22%) are roughly correct (i.e., deviating from GSC “impressions” by not more than 50%).
For the search engine marketing nerds amongst you, right here’s a extra granular view of how GSC knowledge compares to GKP:
Fairly a discrepancy, proper?
So why don’t we dig a little bit deeper and examine the precise causes of such a stark distinction in search volumes between GKP and GSC?
GKP teams key phrases with related which means (and makes errors)
In accordance with our GSC knowledge, the key phrase “ahrefs” acquired 25,436 impressions in June (within the U.S.):
But when we have a look at the info from GKP for a similar month, it reveals a search quantity of 33,100:
Which means the “GKP/GSC” ratio for this key phrase is 1.3x. Not too unhealthy, however not very correct both.
So what’s inflicting this discrepancy?
Apparently, the GKP search quantity for the key phrase “ahrefs” consists of the search volumes of all its misspellings that we are able to see in our GSC:
- ahref (2,826 impressions)
- hrefs (906 impressions)
- aherfs (435 impressions)
- arefs (267 impressions)
- a hrefs (224 impressions)
- aherf (185 impressions)
- ahrfs (100 impressions)
- and so on
We all know this as a result of GKP teams them collectively (and reveals the identical search quantity that it reveals for “ahrefs”):
However when a key phrase’s search quantity accounts for its misspellings, it’s not that huge of a deal, proper? Actually, it may possibly really be fairly helpful.
Effectively, there are some circumstances when GKP is grouping issues that shouldn’t be grouped. And this may be deceptive for us SEOs.
For instance, the key phrase “chusky” has a search quantity of 550k within the U.S. GKP thinks that it’s a misspelling of “husky” as a result of these two key phrases are being grouped collectively:
However should you have a look at the search outcomes for the key phrase “chusky,” you’ll immediately see that it’s not a misspelling. Moderately, it’s a novel canine breed, which means that it ought to have a definite search quantity of its personal.
Similar story with these 4 key phrases: “crimson room,” “crimson rose,” “crimson rock,” and “crimson robin”:
GKP treats them as one, however you don’t even need to examine the search outcomes to know that these items should not the similar.
Just a few extra examples:
- american banks & financial institution of america
- mosquito bites & mosquito bits
- guide a driver & drive guide
In all honesty, these sorts of “false groupings” should not widespread, however they could trigger you a number of complications must you stumble throughout certainly one of them.
What’s much more widespread (and worsening) is that GKP doesn’t present distinct search volumes for intently associated search question variations.
For instance, the next search queries are grouped collectively in GKP with no option to see particular person search volumes:
- computer video games free obtain
- free computer video games obtain
- free video games obtain for computer
- obtain free video games for computer
- free computer sport downloads
- obtain computer video games free
- free video games to obtain for computer
This “grouping” situation is then being picked up by each search engine marketing device that pulls its search quantity knowledge from GKP (and practically all of them do that).
However right here at Ahrefs, we combine key phrase knowledge from a number of sources (together with a few years of historic clickstream knowledge). This permits us to “un-group” search queries and present the distinct search quantity for every variation:
Understanding the distinct search quantity of every particular person search question prevents you from unintentionally overestimating a subject’s complete search site visitors potential when summing the search volumes of all key phrases in a group.
Aside from that, realizing the preferred methods of how individuals phrase their search queries may help you modify the language of your web page accordingly and provide you with a extra eye-catching web page title.
As you may inform, this “grouping” characteristic in GKP could be irritating for us SEOs. However it’s not like we are able to blame GKP for hiding exact search volumes from us. GKP is a device for advertisers, not SEOs. And this grouping of comparable key phrases is definitely handy for them.
GSC reveals native impressions for search queries with native intent
In accordance with GKP, the key phrase “golf programs” has a powerful common month-to-month search quantity of 1 million within the U.S.:
However right here’s the factor. Relying on the situation of the place you’re looking from, you’ll see totally different pages rating for this key phrase:
- Should you search from Rochester, you’ll see a web page from visitrochester.com at #2.
- Should you search from Bakersfield, you’ll see a web page from visitbakersfield.com at #1.
Thus, the homeowners of those two web sites will see a distinct variety of month-to-month impressions for the key phrase “golf programs” of their GSC. That’s as a result of every web site ranks nicely for this key phrase solely in a particular location.
And solely the proprietor of an enormous web site like golflink.com (which appears to have pages rating for “golf programs” in each conceivable location) would probably see the variety of impressions that’s near the 1 million that GKP reveals us.
These “regional” key phrases very often have the largest discrepancy (4x+) between GKP and GSC numbers, which could be seen in our graph above.
“Impressions” in GSC are typically inflated by bot site visitors
Let’s speak about these uncommon circumstances the place GSC reveals the next search quantity than GKP.
We imagine that it probably occurs due to the bot site visitors. In accordance with John Mueller, not all the impressions from bots are filtered in GSC:
Generally it may be from bots — we don’t essentially filter all of that out in Search Console.
— ❄️ John ❄️ (@JohnMu) August 6, 2021
However what is “bot site visitors?”
Effectively, that’s any type of script or software program program that does automated searches in Google.
The “bots” that I’m positive you’re aware of are rank trackers that make automated searches in Google to report the place your web site ranks.
A a lot nastier instance is bots that generate faux clicks on Google adverts to place some strain on their rivals.
Anyhow, based on our research, GSC knowledge appears artificially inflated in solely 0.5% of circumstances. So it’s unlikely that you’ll endure a lot from bots polluting your GSC studies.
How does Ahrefs’ search quantity knowledge stack up?
I’m positive a few of you might be questioning how Ahrefs’ search quantity knowledge compares.
Effectively, let’s plot “Ahrefs/GSC” ratios proper subsequent to “GKP/GSC” ratios from the earlier graph:
It seems to be like Ahrefs reveals “roughly correct” values in 60% of circumstances vs. 45% of circumstances for GKP.
That’s principally because of our skill to “un-group” clusters of comparable key phrases and report distinct search volumes for every of them.
So should you have been questioning why the search volumes in Ahrefs should not the identical as these in GKP, now you already know that’s by design.
I hope you loved this analysis research and that it gave you a greater understanding of how the numbers in GSC and GKP differ and, extra importantly, why they differ.
Have questions? Ping me on Twitter.
And by the best way, enormous thanks to our superior knowledge science crew for carving out a while of their busy schedules to assist me with this analysis.