how to determine the traffic potential of a keywor with timestamps YoutubeScribe.com

[0:00] Part 2. How to determine the full traffic potential
of a keyword.
[0:04] Ok, so we have four cool keywords to target and
we know how many times people search for them
[0:09] in Google per month, which is called "search volume."
[0:12] Let's say I decided to write an article
targeting the least popular among these four,
[0:16] "authors like terry pratchett."
[0:18] According to Ahrefs' Keywords Explorer it
only gets 150 searches per month in the US,
[0:23] and the global search volume from all
around the world is not much bigger.
[0:27] By the way, the search volume numbers that
you see in Ahrefs, and pretty much in any other
[0:31] keyword research tool are estimations.
[0:33] Most keyword tools take their search volume
from Google's own Keyword Planner tool,
[0:37] which shows you rounded annual averages.
[0:41] Which is not very precise, as you can tell.
[0:43] Here at Ahrefs we decided to go a step further
than most keyword research tools.
[0:47] We paired data from Google Keyword Planner
with an additional data source - clickstream.
[0:52] This way we get slightly more accurate search
volumes and we can update them more often
[0:56] than most other tools.
[0:58] But at the end of the day, they're still estimations.
[1:00] So back to the lesson.
[1:01] Having monthly search volume estimation on
our hands, we can try to calculate how much
[1:05] search traffic we can get if we rank on the
front page of Google for that keyword.
[1:10] I'm pretty sure you already know that the #1
ranking result in Google will get approximately
[1:14] 30% of all clicks.
[1:16] Then around 15% of clicks will go to position #2,
[1:19] And around 10% to position #3.
[1:22] And if you rank lower than top 3, you'll get even
less clicks, so let's not even bother calculating.
[1:27] These percentages will of course be quite
different for each search query, but SEO professionals
[1:33] just use these simplified averages to make
traffic estimations.
[1:36] So what do we have here.
[1:38] With the search volume for "authors like terry
pratchett" of 150 searches in the United States,
[1:43] you'll get 45 clicks if you rank #1, 22 clicks
if you rank #2, and 15 clicks if you rank #3.
[1:50] These numbers don't seem very exciting, do they?
[1:53] Especially when you consider how much work it
would take to write a decent article on that topic.
[1:58] But in reality, you're going to get much
more traffic than that.
[2:01] Here in Ahrefs Keywords Explorer we have a
handy SERP button.
[2:05] It pulls the top 10 ranking pages for your keyword
and shows a lot of useful data for each of them.
[2:11] The column that we're interested in is called Traffic.
[2:14] And it says that the page that ranks #2 for
the keyword "authors like terry pratchett"
[2:19] seems to be getting over a 100 visitors
from search every single month.
[2:23] This is 5 times more than we have just estimated
for that page.
[2:27] That's because this page doesn't rank for
"authors like terry pratchett" keyword alone.
[2:32] It also ranks for many other related searches.
[2:35] Which can be seen from the column called "Keywords".
[2:38] It says that this article ranks in Google for 31 keywords.
[2:42] Let's click this number and see what they are.
[2:44] This link brings me to Organic keywords
report in Ahrefs' Site Explorer tool, which
[2:48] lists all the keywords that we see this
article rank for in top 100 search results.
[2:53] But I don't need top 100, we just discussed
that most traffic goes to top 3.
[2:57] So let's use positions filter to see the
keywords where this article ranks in top 3.
[3:02] And except for my original keyword, "authors like
terry pratchett", this page ranks for three more
[3:07] similar searches: "authors like terry pratchett" and
"douglas adams," "authors similar to terry pratchett,"
[3:13] "books like terry pratchett."
[3:15] A duplicate keyword with quotation marks icon
tells me that in addition to regular search listing,
[3:20] this page also ranks in a big featured
snippet for each of these keywords.
[3:25] So, as you can tell, different people may use
different search queries to look for the exact
[3:29] same thing in Google.
[3:31] And Google is smart enough to understand that
these searches are similar and therefore ranks
[3:36] the same page for all of them.
[3:38] We've already discussed this in the previous
lesson, where I showed you a weight-loss article,
[3:42] that was ranking in Google for almost 10,000
keywords related to weight loss and pulling
[3:48] over 300,000 visitors per month from search.
[3:51] But that was way above the average.
[3:53] Guess how many keywords an average top-ranking
page will rank for?
[3:57] Here at Ahrefs we studied over 3 million Google
searches to answer this question.
[4:02] And according to our data, the #1 ranking page
will rank for about a thousand related keywords.
[4:08] Which leads us to a following takeaway.
[4:10] Search volume of a single keyword is a bad
indicator of the total search traffic potential
[4:16] of the article on that topic.
[4:17] The search volume of the "authors like terry
pratchett" keyword in the United States
[4:21] is only 150 searches per month.
[4:24] Which may lead to a conclusion that this keyword
is not worth targeting.
[4:28] But according to Ahrefs data, the article
that ranks at position #2 for this keyword
[4:32] is generating over a hundred visitors per
month from search, because it also ranks
[4:37] for a few more similar keywords.
[4:39] A hundred highly targeted new visitors every month
is quite a solid number for most newbie bloggers.
[4:46] And, as I said before, this number in Ahrefs
is an underestimation.
[4:50] Which means the actual search traffic to that
page can easily be up to 5 times higher.
[4:56] So please don't make content marketing decisions
based on the search volume of a single keyword,
[5:01] look at the total search traffic of the top-ranking
pages for that keyword.
[5:05] I wonder if you've noticed another thing here,
which is insanely cool.
[5:09] The page that ranks #2 gets 3 times more
traffic than the page that ranks #1.
[5:14] How is that even possible?
[5:16] Well, just open both pages and compare them.
[5:19] The top-ranking page is a simple list of book
authors, with no extra details about them.
[5:24] But the page that ranks #2 is a public discussion on a
forum, where people are sharing their recommendations
[5:30] with some reasoning behind them.
[5:32] Which results in more content for Google to process.
[5:35] In other words, a better, deeper coverage
of a topic will often lead to ranking in Google
[5:41] for more related keywords and therefore getting
more search traffic in total.
[5:46] But we'll talk more about it later in this course.

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