Keyword Research – The SBO Way

Contents

1. Introduction
2. The Inaccuracies of Keyword Research Tools
3. Exact Keyword Search Volumes: Google Search Console and Bing Webmaster Tools
4. Understanding Keyword Match Types: Broad, Phrase, and Exact Match
5. Search Box Optimization and the Role of Exact Match Keywords
6. No Dependable Relationship Between Google and Bing Search Volumes
7. Understanding Searcher Intent
8. Quick Guide to Identifying Searcher Intent
9. Conclusion

1. Introduction

When local businesses want to improve their online visibility, one of the most common practices is relying on keyword research tools like Google Keyword Planner or Ahrefs to identify which keywords are worth targeting. These tools seem to offer valuable data, like how many people are searching a particular term, helping businesses decide where to focus their SEO efforts.

However, the problem is that most of these tools are based on estimations, not actual search data. In fact, they often over or underestimate search volumes, leading businesses to make misguided decisions. The goal of this article is to reveal the inaccuracies of popular keyword tools and provide alternative solutions using Google Search Console and Bing Webmaster Tools for more accurate keyword search volumes.

 

2. The Inaccuracies of Keyword Research Tools

Keyword research tools have been a staple of SEO since the early days of digital marketing. However, things took a significant turn in 2013 when Google implemented HTTPS encryption. This change meant that search data was no longer shared resulting in the so-called “not provided” era for keyword data. SEO tools that once had access to actual search data from Google were suddenly cut off. As a result, tools like Google Keyword Planner and Ahrefs now rely on scraped data and estimations to provide search volume figures.

Why this matters?

Without access to real data, these tools are forced to use models based on historical data, broad match searches, and even auction bid histories, all of which contribute to their often inaccurate results. This is especially true for low-volume keywords, where even minor discrepancies can lead to misleading search volume estimates. Local businesses, in particular, may fall into the trap of pursuing keywords that seem promising but, in reality, do not drive the expected traffic.

How Bad Is the Problem?

For example, Ahrefs, one of the top keyword research tools, has admitted that its own tool overestimates search volumes 37.48% of the time. A 2021 study by Ahrefs also found that Google Keyword Planner overestimates search volumes 54% of the time. This means that over half of the search volume data reported by Google Keyword Planner could lead you to invest resources into the wrong keywords.

References:

• “How accurate is keyword search volume in Ahrefs?”
• GSC vs. GKP: Comparing Search Volumes for 72k Keywords [A Study by Ahrefs]

Why Are the Numbers So Inaccurate?

• Broad match data: When you search for a keyword like “pools,” Google Keyword Planner might count searches for “swimming pools,” “pool tables,” and even “car pools.” These are all unrelated terms bundled together, inflating the search volume.
• Scraped data: SEO tools don’t have direct access to Google’s current data. Instead, they scrape the web, trying to piece together search estimates. This can lead to misleading data, especially for niche or low-volume terms.
• Rounding and estimates: Tools round search volume estimates into ranges (e.g., 1,000–10,000 searches per month), obscuring the actual demand for specific keywords.
• Seasonal variations or upward/downward trends: Most SEO tools report search volume as an average over the past 12 months but this can be misleading for seasonal searches or upword or downward trends.
• Many Searches do not result in a click: Often people searching for straightforward information can find their answer on the Google/Bing search results page. Two-thirds of Google searches in 2020 ended without a click.

 

Takeaway

For local businesses, this means that relying solely on keyword research tools like Google Keyword Planner or Ahrefs can lead to missed opportunities or wasted efforts. Instead of focusing on these estimated numbers, it’s better to use tools like Google Search Console or Bing Webmaster Tools for actual search data related to your website.

3. Exact Keyword Search Volumes: Google Search Console and Bing Webmaster Tools

For local businesses looking to get accurate search volumes, the only reliable sources are Google Search Console and Bing Webmaster Tools. Unlike third-party keyword tools that rely on scraped data and estimations, these platforms show you actual searches that lead users to your site. This means the data reflects real user behavior, providing you with insights that are far more valuable than the results offered by other tools.

Why Google Search Console and Bing Webmaster Tools?

Both Google Search Console and Bing Webmaster Tools provide first-hand data on the exact search queries that brought visitors to your website. This gives you a clear picture of how people are actually finding your business online, allowing you to make data-driven decisions about your SEO strategy.

How to Use Google Search Console for Accurate Keyword Data:

1. Log into Google Search Console and select your property (your website).
2. Navigate to the Performance tab, where you can see metrics such as total clicks, impressions, and average position.
3. Scroll down to the Queries section. This is where you’ll find the actual keywords and phrases users typed into Google that led them to your site.
4. Sort by clicks or impressions to see the most valuable keywords for your business.
5. To get detailed data on a specific keyword, simply click on it. You’ll see how many impressions, clicks, and what the average ranking position for that keyword is.

Using Bing Webmaster Tools:

1. Log into Bing Webmaster Tools and choose your site.
2. Head over to the Search Performance section.
3. Here, you can view the exact queries that users are typing into Bing, along with metrics like clicks and impressions.
4. Use this data to identify top-performing keywords and optimize your content strategy accordingly.

 

4. Understanding Keyword Match Types: Broad, Phrase, and Exact Match

When it comes to keyword research, not all keywords are created equal. The way a keyword is matched to a search query can significantly impact its search volume and relevance. There are three main types of keyword matches that businesses need to understand: broad match, phrase match, and exact match.

1. Broad Match

A broad match keyword includes not only the exact word or phrase but also variations, synonyms, or related terms. For example, if your keyword is “pools,” a broad match might include searches like:

• swimming pools
• pool tables
• car pools

While this approach casts a wide net, it can also result in inflated search volumes because it lumps together unrelated searches.

2. Phrase Match

Phrase match keywords must include your exact phrase, but additional words can appear before or after it. For instance, if your phrase match keyword is “personal injury lawyer,” search queries might include:

• boston personal injury lawyer
• personal injury lawyer atlanta

3. Exact Match

An exact match keyword is the most precise. It means the search query must exactly match the keyword you’ve specified. For example, if your keyword is “personal injury lawyer,” the search query would have to be exactly that phrase, without any additional words.

Match Type	Description	Example Queries
Broad Match	Includes variations, synonyms, related terms	Pools → Swimming pools, pool tables, car pools
Phrase Match	Contains the exact phrase, with additional words	Personal injury lawyer → Boston personal injury lawyer
Exact Match	Matches the search query exactly	Personal injury lawyer → Personal injury lawyer