The Ultimate Google Keyword Study: What We Learned From Analyzing 306 Million Searches
At IncRev, we recently conducted an in-depth analysis of 306 million Google keyword searches to gain insights into search behavior and trends. Our comprehensive study uncovered fascinating data about keyword types, search volumes, SERP features, and more. In this article, we’ll break down our key findings and what they mean for SEO and digital marketing in 2024 and beyond.
Key Findings at a Glance
- 91.8% of all search queries are long tail keywords, but they only account for 3.3% of total search volume
- The top 500 most popular search terms make up 8.4% of all search volume
- The average keyword gets 989 searches per month, but the median is only 10 searches
- 14.1% of searches are in the form of a question
- “How” is the most common question keyword, followed by “what”, “where” and “who”
- The mean CPC of a keyword is $0.61
- The average keyword is 1.9 words long
- Longer keywords get searched 10x less often than shorter 1-3 word phrases
- News, Internet & Telecom, and Arts & Entertainment have the highest search volumes
- Popular keywords have significantly higher keyword difficulty scores
- 97.6% of Google search results contain at least one SERP feature
- People Also Ask boxes, image packs, and video results are the most common SERP features
Long Tail Keywords Dominate Queries But Not Volume
One of the most striking findings from our analysis is that the vast majority of search queries (91.8%) are long tail keywords. However, these long tail terms only account for 3.3% of total search volume.
This demonstrates that while there is an enormous diversity of search queries, the bulk of search demand is concentrated in a relatively small number of popular keywords. In fact, we found that:
- The top 500 most searched terms make up 8.4% of all search volume
- The top 2,000 keywords account for 12.2% of searches
For SEO professionals, this highlights the importance of targeting a mix of high-volume head terms and more specific long tail keywords. While ranking for top keywords can drive significant traffic, there are ample opportunities to capture targeted traffic through long tail optimization.
Search Volume Metrics and Distribution
Looking at search volume metrics across our dataset revealed some interesting insights:
- The average keyword gets 989 searches per month
- However, the median search volume is only 10 searches per month
- This large gap between mean and median indicates the data is skewed by extremely high-volume terms
We also found that keyword length correlates strongly with search volume:
- 1-2 word terms have the highest average search volumes
- Keywords with 5+ words get searched 10x less often than 1-3 word phrases
This data reinforces the value of incorporating a range of keyword lengths and types in your SEO strategy. While short head terms drive volume, longer phrases often have less competition.
Question Keywords Make Up 14% of Searches
Our analysis revealed that 14.1% of all Google searches are in the form of a question. The most common question words are:
- How (8.07% of searches)
- What (3.4%)
- Where (0.88%)
- Why (0.82%)
- Who (0.6%)
- Which (0.33%)
This high percentage of question queries highlights the importance of creating content that directly answers common customer questions. FAQs, how-to guides, and other question-focused content can be highly effective for capturing this search traffic.
CPC Data and Industry Trends
We analyzed Cost Per Click (CPC) data across industries to identify trends:
- The average keyword has a CPC of $0.61
- Industries with highest average CPCs: Finance, Real Estate, Health
- Industries with lowest average CPCs: Fitness, Food, Arts & Entertainment
This data can help guide paid search strategy and budget allocation across different verticals. It also indicates which industries face the most competition for organic rankings.
SERP Features Appear in 97.6% of Searches
Our study found that SERP features are nearly ubiquitous in Google search results:
- 97.6% of searches return at least one SERP feature
- Most common features: People Also Ask (19.5%), Image Packs (19.4%), Video Results (17.9%)
- Least common: Tweet Boxes, Google Shopping Results, Knowledge Cards
For SEO professionals, this data emphasizes the importance of optimizing for SERP features like featured snippets, videos, and images. These elements can significantly impact click-through rates and organic visibility.
Key Takeaways for SEO Strategy
Based on our comprehensive keyword analysis, here are some key strategic takeaways for SEO and content marketing:
- Target a mix of high-volume head terms and more specific long tail keywords
- Create in-depth content answering common customer questions
- Optimize for a range of keyword lengths, including 1-3 word phrases
- Focus on SERP feature optimization, especially for People Also Ask boxes and image/video results
- Tailor strategy based on industry-specific CPC and competition levels
- Don’t neglect long tail keywords – while individually low volume, they collectively represent major traffic potential
Conclusion
Our analysis of 306 million Google searches provides invaluable data-driven insights for SEO and digital marketing professionals. By understanding these keyword and search behavior trends, marketers can develop more effective strategies to capture organic search traffic and visibility.
At IncRev, we leverage these types of data-driven insights to develop customized SEO strategies for our clients. Our expert team can help you analyze your target keywords, optimize for SERP features, and capture more qualified organic traffic. Contact us today to learn how we can take your search visibility to the next level.
Frequently Asked Questions
What percentage of keywords are considered “long tail”?
According to our analysis, 91.8% of all search queries are considered long tail keywords (defined as terms with 1-100 monthly searches).
What are the most common types of question keywords?
“How” keywords are the most common (8.07% of searches), followed by “what” (3.4%), “where” (0.88%), and “why” (0.82%).
Which industries have the highest average cost-per-click (CPC)?
The industries with the highest average CPCs are Finance, Real Estate, and Health.
What percentage of Google searches contain SERP features?
97.6% of Google search results contain at least one SERP feature like Featured Snippets, People Also Ask boxes, or image/video results.
What’s the average length of a Google search query?
The average keyword length is 1.9 words and 8.5 characters.
