At the end of June 2016, Google Ads (Keyword Planner) started merging search volume for similar keywords into one, which caused an impossible finding of the real search volume for different keyword variants. This update was the second step with which Google decreased the accuracy of the underlying data and made life very uncomfortable for many specialists (especially SEO consultants).
The example below displays the combination of the search volumes for similar keywords:
| Keyword | Google Ads Search Volume |
|---|---|
| lodówka | 135 000 |
| lodowka | 135 000 |
| lodówki | 135 000 |
| lodowki | 135 000 |
At the same time, for users who do not advertise a sufficient amount in Google Ads, Google started to hide the real search volume for selected keywords and show only the search volume range.
In case that the advertiser advertises enough money, Google Ads will display only the search volume for clustered keywords, not their real search volume. On the other hand, if the advertiser does not advertise enough money, visible will be only the range of search volume (0-1 000, 1 000-10 000, ...).
Until today, only three marketing tools worldwide have been able to deal with this change, and thanks to the other sources, they are able to estimate the real keywords search volume for their users. These three marketing tools are Ahrefs, SEMRush and Moz. They are the world's largest giants in SEO tools.
And now the Czech startup Marketing Miner too!
What does it mean for Marketing Miner outputs?
The most important parts are:
- Marketing Miner displays keywords search volume for Google in their real values, not clusters and in all their cases. Previously the tool was only able to search for keywords with the search volume higher than 100.
- Due to a large database, e.g. for only the Czech Republic, there are 15 million different keywords, Marketing Miner is able to give users more accurate suggested keywords.
| Keyword | Google Ads Search Volume | MM Search Volume |
|---|---|---|
| lodówka | 135 000 | 66 000 |
| lodowka | 135 000 | 9 800 |
| lodówki | 135 000 | 25 000 |
| lodowki | 135 000 | 6 800 |
But let's start from the beginning.
How we do it and what data we use
We currently use the following resources to calculate the real keywords search volume:
- Clickstream data
- Google Ads (Keyword planner) search volume
- Google Trends and trend of keyword search volume evolution compared to other keywords
- Suggest
Subsequently, all collected data are used as the input to the regressive neural network, which uses them to estimate the real keywords search volume. Marketing Miner afterwards recalculates the real keywords search volume into individual months, so the output for the user includes the exact search volume for a particular keyword.
Here are some examples of how Google Ads output is different compared to the real search volume data coming from Marketing Miner for Poland:
| Keyword | Google Ads Search Volume | MM Search Volume |
|---|---|---|
| lodówka | 135 000 | 66 000 |
| lodowka | 135 000 | 9 800 |
| lodówki | 135 000 | 25 000 |
| lodowki | 135 000 | 6 800 |
| zabawki | 90 500 | 28 000 |
| zabawka | 90 500 | 1 400 |
| allegro | 20 400 000 | 18 944 000 |
| alegro | 20 400 000 | 998 000 |
| youtube | 24 900 000 | 22 797 000 |
| ytube | 24 900 000 | 62 000 |
| covid 19 | 0 | 32 000 |
For which countries are the data available?
Marketing Miner has data about keywords search volume available only for the Czech Republic, Slovakia and Poland.
In the near future, we will focus on adapting the algorithm for calculating the real keywords search volume for worldwide coverage.
At this moment, the quantity of keywords with a search volume higher than 10 for each country is following:
| Country | Quantity of keywords with search volume higher than 10 |
|---|---|
| Poland | 29 000 000 |
| Czech Republic | 15 000 000 |
| Slovakia | 8 000 000 |
Marketing Miner keywords database is regularly growing for hundreds of new searched keywords due to its daily updates.
What types of keywords are affected by the change
We are able to recognize the significant effects of estimates of the real data keywords search volume that was grouped from several related words. Mainly it's the following groups:
- Close variants (seo, search engine optimization...)
- Differences in diacritics (eg: lodówka, lodowka, lodówki, lodowki...)
- Typos (allegro, alegro, youtube, ytube...)
How accurate and reliable the outputs are
It's important to understand that not even before the clustering, Google Ads was not showing accurate and reliable outputs. Therefore, even with estimates of real keywords search volume, Marketing Miner is not able to give you the exact monthly search volume. Probably neither Google would do, but we are definitely able to provide you with closer data to reality than the data provided by Google Ads.
To calculate the real keywords search volume, we use data collected from multiple sources such as Google Ads, Google Trends, Suggest and Historical clickstream data. For verification of the accuracy of our algorithms, we used data from one of the competing tools (i.e. Ahrefs) that use clickstream data and results have shown that our outputs are very similar. To conclude this, you can be sure the data Marketing Miner provides you with are very close to reality, and you will be able to make a better decision.
