how accurate is google keyword planner with timestamps YoutubeScribe.com

[0:00] Google gives us two sources of keyword data:
Google Search Console and Google Keyword Planner.
[0:05] Now, Search Console is likely the most
accurate source of keyword data.
[0:09] And it's a place where SEOs go to analyze
their impressions, clicks, and keyword rankings.
[0:15] But in order to see this data, you have to
actually rank for these keywords.
[0:20] And that's why SEOs often turn to Google
Keyword Planner to do keyword research.
[0:25] Now, like all SEO tools, Keyword Planner comes
with some shortcomings like the fact that they
[0:30] group keywords with similar meanings, and
they round search volumes into buckets.
[0:35] And these two things can sometimes make their
search volume estimations a bit questionable.
[0:40] Now, for whatever reason, a lot of marketers
overlook these shortcomings and think that
[0:45] Keyword Planner is the most accurate keyword
research tool because the data comes directly
[0:51] from Google.
[0:52] Well, we looked at data for over 72,000 random
keywords and compared impression data from
[0:57] Google Search Console with search volume
estimations in Google Keyword Planner.
[1:02] And in this video, I'll share exactly how accurate or
inaccurate Keyword Planner's search volumes are.
[1:08] Stay tuned.
[1:09] [music]
[1:14] So recently, we did a study to compare Search
Console with Keyword Planner data.
[1:18] And the way we did it was quite simple.
[1:20] We took 72,635 random keywords with a monthly
search volume between 1,000 and 10,000.
[1:28] Then we compared the number of impressions
in Google Search Console in June 2021, with
[1:33] the search volume data from Google
Keyword Planner in the same month.
[1:37] Now, in order to come up with fair conclusions,
we made sure that the pages had been ranking
[1:42] for these keywords in the top 10
for that same month.
[1:46] And this would make our impression data
a better representation of that month's
[1:51] search volume.
[1:52] So how accurate are Google Keyword
Planner's search volumes?
[1:56] Well, here's the short version of the results.
[1:58] We found that 91% of the time, search volumes
in Keyword Planner were overestimations to
[2:04] Search Console impression data.
[2:07] Now, this might sound bad, but if they're
overestimating keywords by a small percentage
[2:11] of monthly searches, then
it's really not a big deal.
[2:15] So we had to come up with a way to categorize what
we considered to be "roughly accurate" estimations.
[2:21] And to do that, we basically gave
keywords an over-under score.
[2:25] So if Keyword Planner's data was 50% more
or less than the total impressions from Search
[2:30] Console, then we classified them
as being "roughly accurate."
[2:34] But anything below or above these thresholds,
were considered to be drastically under or
[2:40] over estimated.
[2:41] For example, if a keyword had a search volume
of 8,000 monthly searches and Search Console
[2:47] reported 4,000 impressions, then it's still technically
within this threshold of "roughly accurate."
[2:54] So in my opinion, we were pretty generous.
[2:57] Alright, so let's go back to our data.
[2:59] We found that Keyword Planner's search volumes
were drastically overestimated around 54%
[3:04] of the time.
[3:05] And they were roughly accurate
around 45% of the time.
[3:09] As for drastic underestimations, it was
pretty rare at just 0.5% of the time.
[3:15] Now, to give you a more granular picture
of these ratios, we put together this chart.
[3:20] And the most surprising thing here is the fact
that Keyword Planner overestimated search
[3:25] volume by at least 4 times the impressions
in Search Console.
[3:30] And this was for 14.8% of the keywords.
[3:33] Now, let's dig into why Keyword Planner consistently
overestimates search volumes as well as these
[3:39] wildly overestimated keywords at
4 times the reported search volume.
[3:44] Alright, so the main reason for overestimations
is that Keyword Planner groups keywords with
[3:49] "similar" and sometimes not so similar meanings.
[3:53] According to our Search Console data, the keyword
"ahrefs" got 25,859 US impressions in June 2021.
[4:02] But if we look at the data from Keyword Planner
for the same month, it shows a search volume
[4:06] of 33,100.
[4:08] Reason being, they group similar
keywords like these misspellings.
[4:13] But these aren't a huge problem because
it's likely that the searcher wants to get to
[4:17] the same place, right?
[4:19] And the keyword still falls into
our "roughly accurate" bucket.
[4:23] But that isn't always the case.
[4:26] For example, if we search for "bank of america,"
"american banks," and "banks in america," you'll
[4:32] see that Keyword Planner groups these keywords
because they think they're all similar.
[4:37] But the intent of the keywords
are actually quite different.
[4:41] Bank of America is a major bank
in the United States.
[4:44] So when people search this, they'll want
to actually find that bank's website.
[4:48] Whereas "american banks" and "banks in
america" are dominantly informational.
[4:54] People want to get a list of
banks in the United States.
[4:57] Not go to the Bank of America's website.
[5:00] So if you were doing keyword research in
Keyword Planner for let's say, a personal
[5:03] finance website, you might search for "american
banks" and think that it's a great topic because
[5:09] it has over 16 million monthly
searches in the US.
[5:13] But the true search volume of that
query is significantly less.
[5:17] In fact, if you compare these three queries in
Google Trends, you'll see that "american banks"
[5:22] and "banks in america" get significantly
fewer searches than "bank of america."
[5:28] While Keyword Planner will show you the same
search volumes when inputting individual keywords
[5:34] because of this grouping mechanism.
[5:36] So by grouping hidden keywords and summing
the true search volumes of all quote unquote
[5:41] "similar" keywords, you're bound
to get overestimations.
[5:46] And this is a big problem because it can set
false expectations, leading you to create
[5:51] content and spend resources on topics
that may have nearly no search demand.
[5:56] At Ahrefs, we're actually able to "ungroup"
these keywords and show distinct search volumes.
[6:02] In addition, we show the traffic potential
for each keyword, which is usually a better
[6:06] metric to use than search volume.
[6:08] And that's because pages don't rank for just
a single keyword and clickthrough rate will
[6:12] vary from keyword to keyword.
[6:15] Alright, the last thing I want to talk about
are these crazy overestimations of over 400%.
[6:21] Now, the types of queries that had these drastic
overestimations often had local intent.
[6:26] Meaning, most sites would only get impressions
if the searcher was local to them.
[6:30] But since Keyword Planner shows country-wide
search volumes, the spread between GSC and
[6:36] GKP could potentially be huge.
[6:39] Let's look at the query "golf courses"
as an example.
[6:42] So these are 3 SERPs for this query
from different locations.
[6:45] One from Nashville, another from Los
Angeles, and the third is from Chicago.
[6:50] And as you can see, nearly all of the websites
in the SERPs are different from one another
[6:54] based on the location the SERP
was pulled from.
[6:57] In fact, there are only two websites that appear
in all SERPs from different locations.
[7:03] And the only sites that might see "true" search
volume for the query are these mega authority sites.
[7:09] Now, after running the data, naturally, we
wanted to see how Ahrefs' keyword data
[7:12] compared against Keyword Planner.
[7:14] And here are the results.
[7:16] Our keyword data drastically underestimated
search volumes 1.84% of the time, compared
[7:22] to keyword planner's 0.5%.
[7:25] Ahrefs data was roughly accurate 60.68% of
the time, compared to keyword planner's 45.22%.
[7:34] And we drastically overestimated search volumes
37.48% of the time, compared to GKP's 54.28%.
[7:43] Now, the reason why our data had more "roughly
accurate" search volumes than keyword planner
[7:48] is most likely because we're able to "ungroup"
clusters of similar keywords and report distinct
[7:54] search volumes for each of them.
[7:56] So how accurate is Google Keyword
Planner's search volume data?
[8:00] Well, it's better than guessing but you'll
ideally want to use a third party tool that
[8:05] ungroups keywords like Ahrefs.
[8:07] And seeing as pages can rank for hundreds
or even thousands of keywords, search volume
[8:13] shouldn't necessarily be what dictates
your content schedule.
[8:16] Again, traffic potential is a much better metric
to look at since it shows you an estimation of
[8:22] how much traffic you could get if you were
to rank in the top position for a keyword.
[8:27] And at the end of the day, we
all want traffic, not searches.
[8:32] Now, if you enjoyed this video, then make sure
to like, share, and subscribe for more actionable
[8:36] SEO and marketing tutorials.
[8:38] I'll see you in the next one.

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