01Volume numbers are estimates
Keyword Planner shows average monthly searches as ranges or rounded figures, built for advertisers planning campaigns [1].
Third-party tools model their own estimates, so the same keyword often shows different volumes in different tools.
02Your own data beats estimates
For keywords you already appear for, Search Console reports real impressions, clicks and average position [3].
Average position is the mean of your topmost result position across impressions, so it can move even when rankings don’t [4].
03Intent matters more than volume
Google’s ranking systems aim to reward content made to help people. Pages written around a keyword without serving its intent tend not to hold up [5].
References
- [1]Use Keyword Planner · Google Ads Helpsupport.google.com/google-ads/answer/7337243
- [2]FAQ about Google Trends data · Google Trends Helpsupport.google.com/trends/answer/4365533
- [3]Performance report (Search results) · Search Console Helpsupport.google.com/webmasters/answer/7576553
- [4]What are impressions, position, and clicks? · Search Console Helpsupport.google.com/webmasters/answer/7042828
- [5]Creating helpful, reliable, people-first content · Google Search Centraldevelopers.google.com/search/docs/fundamentals/creating-helpful-content