The search volume or frequency of a query being searched.
Ever feel like you are writing content for a lot of different keywords, but you are not sure if anyone is even searching for them? It can be tough to know what people are actually typing into Google. But what if I told you that the popularity of a search query can tell you a lot about your audience? I am going to talk about something called Query Popularity. I have been in this game for 15 years, and I have learned that understanding this is key to creating content that people actually want to read. I am going to explain exactly what is Query Popularity and give you some simple, actionable tips to make your content work smarter for you. You will walk away knowing how to get more of the right people to your site with less work.
So, what is Query Popularity? It is a measure of how often a search query is typed into a search engine over a certain period of time. This is often measured as “search volume.” A high search volume means a lot of people are searching for that keyword. A low search volume means only a few people are searching for it.
Understanding Query Popularity is a major part of good SEO. A keyword with a high search volume can bring a lot of traffic to your site, but it also has a lot of competition. A keyword with a low search volume might not bring as much traffic, but it is often easier to rank for and can bring a very specific, qualified audience to your site. The goal is to find a good balance between the two.
How Query Popularity Impacts Different CMS Platforms
The principles of targeting different popularities of queries apply to every website, no matter the CMS. Your platform is just the tool you use to create the content. I am going to show you how to think about this with some of the most popular platforms. The goal is to create content that matches what people are searching for.
WordPress
WordPress is a great platform for handling Query Popularity because you can easily create content for both popular and unpopular keywords. I recommend you use your blog to create content for both. You can create a broad, general article for a popular keyword and then a lot of smaller, more specific articles for less popular, long-tail keywords. This helps you get a lot of different kinds of traffic.
Shopify
For Shopify, you can use Query Popularity to create a clear content strategy. Your main product category pages can target popular keywords like “shoes.” Your blog can target less popular, but more specific keywords like “best hiking shoes for summer.” This helps you get both broad and specific traffic, which can lead to more sales.
Wix
Wix makes it easy to create new pages and blog posts. You can use this to your advantage by creating a specific page for each query popularity. For example, a single page titled “Web Design Services” can target a popular query, and a blog post titled “How to choose a web designer for a small business” can target a less popular but more specific one. This helps you get a lot of different kinds of traffic.
Webflow
Webflow’s design freedom allows you to build a single landing page that can target a lot of different popularities. You can have a main section that targets a popular keyword and then have subsections that go into a lot of detail about more specific, less popular keywords. This helps you have a single, authoritative page that ranks for a lot of different searches.
Custom CMS
With a custom CMS, you have the most control to build a system that supports a a query popularity strategy. You can build a system that encourages your content creators to create long-form, comprehensive content that targets a lot of different keywords. You can also track a lot of related keywords and make sure they are all being covered by a single, authoritative page.
How Query Popularity Applies to Different Industries
The concept of Query Popularity is the same for every business, but the way you apply it changes depending on what you do. It is all about figuring out what your audience wants and giving it to them. I am going to show you how to do this for a few key sectors.
Ecommerce
In ecommerce, a popular query is for a general product, and a less popular query is for a specific one. I recommend you use your product category pages for popular queries and your product pages for less popular queries. You can also use a blog to answer long-tail questions about your products, like “how to choose the right size shoe.”
Local Businesses
For a local business, a popular query might be “plumber,” and a less popular query might be “emergency plumber near me in Sialkot.” You should target popular queries with your main service pages and less popular queries with blog posts that answer specific local questions. This helps you get both broad and specific traffic.
SaaS
For a SaaS company, a popular query might be “software,” and a less popular query might be “best project management software for small teams.” You should use your home page for popular queries and a blog or a landing page for less popular, specific queries. This helps you attract a lot of different users and guide them to a sale.
Blogs
For a blog, a less popular query is a perfect opportunity for you. I recommend you use a keyword tool to find a lot of long-tail keywords in your niche and write an in-depth article that answers a lot of them. This helps you get a lot of very specific traffic that is more likely to become a loyal reader.
FAQ Section
What is “search volume” and how does it relate to query popularity?
Search volume is a metric that tells you how many people are searching for a keyword in a given month. It is the main way to measure query popularity. A high search volume means a lot of people are searching for a keyword, and a low search volume means a few people are searching for it.
Should I only target high-volume keywords?
No, not at all. High-volume keywords are often very competitive, and it can be hard to rank for them. I recommend you target a mix of high-volume and low-volume keywords. The low-volume keywords can bring a very specific, qualified audience to your site, and they are often easier to rank for.
How can I find out the search volume of a keyword?
You can use a few simple tools. Google’s Keyword Planner is a free tool that can tell you the search volume of a keyword. You can also use paid tools like Semrush or Ahrefs to find out the search volume and competition for a keyword.
Is it possible to rank for a keyword with no search volume?
Yes, absolutely. A keyword with a search volume of zero might just be a very new or very specific keyword. It can still be a good idea to target it, as you will have very little competition and can get a very specific, qualified audience to your site. You should not ignore these keywords.
