You’re probably familiar with the Keyword Planner tool, which is one of the best sources we have to spot opportunities and make the business case for an investment into paid or organic search campaigns.
One of the things it provides is guidance on the volume of searches for any given query. The numbers reported in the tool have always been somewhat vague. They are rounded up and numbers end with at least one zero. A pinch of salt has always been required when digesting the data.
It turns out that these numbers are now even more imprecise.
Jennifer Slegg spotted that Google has started to combine related terms, pooling them all together and reporting one (bigger) number.
No longer can you separate the data for keyword variants, such as plurals, acronyms, words with space, and words with punctuation.
As such it would be easy to get a false impression of search volumes, unless you’re aware of the change. No sudden jump in search queries, just an amalgamated number. Be warned.
Here are a couple of examples…
Bundling together anagrams and regional spellings
Lumping together plurals and phrases without spaces
The problem could be exacerbated by third party tools. Jennifer says:
“For those that don’t notice the change – or worse, pulling the data from tools that haven’t updated to take into account the change – this means that some advertisers and SEOs are grossly overestimating those numbers, since many tools will combine d…
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