What is Average Search Volume and how often is it refreshed?

What is Average Search Volume and how often is it refreshed?

Average Search Volume 

Average Search Volume is a monthly data point retrieved from Google Ads Keyword Planner based on an "average" of the last 12 months search volume.  Google defines average search volume or average monthly searches as:
Quote"The average number of times people have searched for a keyword and its close variants based on the month range as well as the location and Search Network settings you selected. You can use this information to see how popular your keywords are during different times of the year. By default, the number of searches for the term (regardless of language) is averaged over a 12-month period." Learn More

The Search Volume that is retrieved is the default match type in Keyword Planner (Broad Match) for the location specified.  Search Volume for mobile is not currently available from Keyword Planner. Research Grid and Rank Intelligence > Keyword Detail show 12 months of trended Search Volume. Switching both dates in the picker in Rank Intelligence prior to the refresh will allow you to see the Search Volume as it was stored in the platform for that date. 

Average Search Volume in Rank Intelligence

Search Volume is refreshed on a recurring quarterly basis (every 3 months) for managed keywords and a recurring bi-annual basis for Research Grid/Topic Explorer keywords.  Search Volume Data in Keyword Planner is updated and typically fully available by the 15th of the next following month. For example, Search Volume for December - 2023 for all keywords would typically be available in Keyword Planner after Jan. 15th, 2024. Our process checks for when the updated search volume is available and the Search Volume refresh kicks off accordingly. Search Volume refreshes update metrics going forward and do not impact historical metrics. 

Based on this, our Quarterly refresh for managed/tracked keywords would show search volume updated in the platform by the following cadence:
  1. Search Volume till December is updated by end of January
  2. Search Volume till March is updated by end of April
  3. Search Volume till June is updated by end of July
  4. Search Volume till September is updated by end of October
Info
 Updates to search volume can cause fluctuations to Share of Voice and Wtd. Average rank. If you see a big change in these metrics, we recommend checking the actual ranking data to rule out changes caused by updates to search volume vs an algorithmic update. 


Average Search Volume in Research Grid and Topic Explorer

Topic Explorer shows 24 months of trended Search Volume by including previously retrieved Search Volume.  Average Search Volume using Clickstream data in Topic Explorer is indicated with an asterisk *. This Clickstream data is added to Topic Explorer every week.  The Search Volume estimates for Clickstream keywords are calculated using a statistical model that takes into account: 
  1. Number of times a keyword was observed. 
  2. How many times the keyword was searched. 
  3. Searches by device. 
  4. First time the keyword was seen and 
  5. Last time it was seen. 
Similarly, our Bi-Annual search volume update from Keyword Planner for Research Grid/Topic Explorer shows refreshed data in the below cadence: 
  1. Updated Search Volume through December is available along with Research Grid data for January (updated by the 10th of Feb)
  2. Updated Search Volume through June is available along with Research Grid data for July  (updated by the 10th of August)
Note on Topic Explorer Monthly Search Volume Trends:
  1. Using Topic Explorer main functionality to search for topics, keywords, bulk research, etc. will follow the same update schedule as Research Grid keywords (bi-annual).
    1. Even when using the 'Tracked Status' filter to view tracked keywords only, the search volume trend will still follow the Research Grid cadence. 
  2. When selecting 'Tracked Keywords Data' from the Topic Explorer homepage, search volume trends will update on the Rank Intelligence/Tracked Keywords cadence (quarterly) 


Info
Search Volume updates for Clickstream data in Topic Explorer follows the same update schedule as the Search Volume Updates for Keyword Planner in Research Grid/Topic Explorer


How Often Is Search Volume Refreshed Video



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