Share of Search vs. Search Volume: 2 Sides of The Same Coin

In the intricate landscape of SEO (Search Engine Optimization), experienced marketers recognize the crucial role that metrics play in shaping a successful strategy. Two specific metrics, "Share of Organic Search" and "Organic Search Volume," often come under scrutiny due to their distinct contributions. In this article, I delve into these metrics, highlighting their nuances and significance within the realm of organic search.

Organic Search Volume: The Established Giant

Organic Search Volume, a metric familiar to most, quantifies the total number of times a particular keyword or phrase is entered into a search engine within a specified timeframe, typically a month. It serves as the bedrock of keyword research, aiding in the identification of keywords that resonate with the intended organic audience.

For instance, imagine you're managing the digital presence of a pet supply store. During your keyword research, you find that the phrase "organic dog food" boasts a monthly organic search volume of 10,000. In essence, this signifies that, on average, 10,000 individuals initiate organic searches for "organic dog food" each month on search engines. Naturally, this prompts consideration for prioritizing this keyword to augment your website's organic traffic.

However, Organic Search Volume is not a universal remedy. It lacks context and fails to reveal the competitive landscape associated with a keyword. A high organic search volume may translate into stiff competition, potentially impeding your website's quest to secure a prominent organic position in search results. Herein lies the role of Share of Organic Search.

Share of Organic Search: The Emerging Star

Share of Organic Search, a comparatively nascent metric, has been gaining traction within the SEO realm. Instead of focusing solely on the sheer number of organic searches for a keyword, it shifts the focus to your website's share of those organic searches. In essence, it quantifies the frequency with which your website appears in organic search results for a specific keyword relative to your organic competitors.

Continuing with the pet supply store example, if "organic dog food" boasts a monthly organic search volume of 10,000, and your website surfaces in organic search results for this keyword 1,000 times, your Share of Organic Search for "organic dog food" would amount to 10%. This metric offers a more precise insight into your website's visibility concerning a specific keyword in the realm of organic search when juxtaposed with organic competitors.

Share of Organic Search proves invaluable by unearthing opportunities for you to outperform organic competitors. Even if a keyword registers high organic search volume, a low Share of Organic Search implies untapped potential. Consequently, it may be shrewd to fine-tune your organic content and SEO strategy to enhance your Share of Organic Search for these keywords.

Striking the Balance in Organic Search

With a discerning grasp of the Share of Organic Search and Organic Search Volume, the question arises: which one should assume precedence in your organic SEO strategy?

The answer lies in achieving equilibrium, especially when we're dealing exclusively with organic search. While Organic Search Volume identifies keyword popularity in organic search, Share of Organic Search spotlights your competitive stance in the organic search arena. Ideally, your focus should centre on organic keywords that exhibit a harmonious blend of substantial Organic Search Volume and the potential to elevate your Share of Organic Search.

In essence, the goal is to target organic keywords that are both popular in organic search and offer room for improvement in your website's organic visibility. This strategic approach can be instrumental in securing better organic rankings, amplifying organic traffic, and ultimately, boosting organic conversions.

In conclusion, in the complex world of organic SEO, an appreciation of the Share of Organic Search and Organic Search Volume is indispensable. They are effectively 2 sides of the same coin.

While Organic Search Volume unveils organic keyword popularity, Share of Organic Search uncovers your competitive edge within the organic search landscape. Striking a balance between these metrics equips you with the tools needed to craft an organic SEO strategy that ushers in increased organic traffic, propelling your online presence to new heights in the world of organic search.

Reputable Sources for Further Exploration

For those seeking further exploration and verification of the concepts discussed here, reputable sources offer valuable insights. Organizations like ourselves here at We Are Rival and the IPA (Institute of Practitioners in Advertising) have been doing a lot of work around the topic of Share of Search. There are also others like Search Engine Land, Moz, and Ahrefs (to name a few) that regularly publish articles on SEO metrics, including Share of Organic Search and Organic Search Volume. Additionally, Google Ads Keyword Planner is a reliable resource for organic search volume data.