Content that ranks well on Google has a smart keyword strategy at its core. This list of Google keyword stats will help you adjust your basic keyword SEO.
Keywords are doors to organic traffic. The more you target them, the more traffic gushes into your blog.
Do you know that there are some keywords your blog can currently rank for and some keywords that are almost impossible for you to rank for right now?
If you want to save valuable time by only writing blog posts with keywords you’re sure to rank for, why not download my Secrets of Keyword Research super mini-guide.
It’s basic knowledge that the platform where keyword searches are largely done is Google.
Google has the largest search engine market share at 92.62%, beating other search engines like Bing, Yahoo, Baidu, and Yandex by a wide margin.
While some reports claim that Amazon is catching up to Google in web search, that’s not entirely true.
Amazon has the upper hand only in product searches. As for the overall web search, Google still stands indomitable.
As a result of the frightening dominance of Google, assume that all stats mentioned here are Google keyword statistics unless stated otherwise.
Let’s dive in.
Insightful Google Keyword Stats You Should Know
These Google keyword search statistics can help you map out an effective, long-term SEO strategy.
50% of search keywords are four words or longer
Half of all queries on Google are long-tail keywords. Long-tail keywords are keywords that contain three or more words.
Long-tail keywords are usually easier to rank for and have low competition than seed keywords (one or two keywords).
And search engine users tend to search for keywords in a descriptive-style that they end up typing above three keywords.
Seeing that about half of the organic search are dominated by long-tail keywords, it’s a smart move to target these kinds of keywords in your blog posts.
Google Keyword Planner is a free keyword research tool that produces related keyword ideas and helps find such low-competition queries.
Seed keywords are usually dominated by authoritative brands in search results, that’s why long-tail keywords are the way to go.
47% of keywords in position 1-20 rank differently in mobile and desktop search
Have you ever searched for a keyword you’re targeting on desktop and found your blog post ranking for it among the top five pages?
Only to notice a slight change in rankings when you searched for that same keyword on your smartphone?
Well, it’s not unique to you alone.
A study was carried out to analyze how a specific keyword ranks in mobile and desktop search engines.
It revealed that for 76% of the time, keywords displayed differently on mobile and desktop search.
The difference in rankings was most evident in the top 20 positions for 47% of the keywords.
Clearly, brands now have to optimize and track their blog posts and product pages for both mobile and desktop devices.
Google’s rolled out its mobile-first index in mid-2018 on seeing that mobile users surpassed desktop users.
Mobile-first indexing means that your blog will be ranked solely on its mobile experience, instead of the desktop experience.
Since that update, it’s become a mobile-first world. Everything about your website has to be optimized for mobile, before desktop.
There’s this tendency to concentrate on how your blog post ranks on a desktop while neglecting that of mobile.
Some must-do adjustments to make on your site is having a mobile-friendly theme and making sure your site is enabled for Accelerated Mobile Pages (AMP).
You can find out how to install AMP here.
38% of small business marketers believe keyword stuffing is the right way to rank for a keyword
You would think with all the rehashed advice everywhere from bloggers preaching against keyword stuffing, that the number of marketers still doing it would be near zero.
In reality, that’s far from the truth.
Thirty-eight percent of marketers actually write blog posts with high keyword density in the hopes that it’ll rank better.
Incorrect knowledge of SEO is partly responsible for this error.
Google takes over 200 factors into account when ranking a blog post. Keyword optimization is just one of them.
Excessively mentioning your target keyword in your blog post can lower your rankings, if not attract a Google penalty.
A safe limit to adhere to when using keywords is to sprinkle it three times in your post, that’s if you’re a bit paranoid that without mentioning the keyword repeatedly you won’t rank for it.
Anything beyond that moves you closer to a significant drop in Google rankings.
6% of users click on Google Ads over organic results for keywords with high commercial intent
AdWords are taking more space in Google search results now than ever before, especially in the U.S.
And while people prefer to scroll down to click on an organic result for informational keywords, the game is a little different for commercial keywords.
More than half (64.6%) of internet users click on Google paid listings rather than free organic results when searching for keywords with commercial intent.
Keywords with commercial intent are searched for by people who are ready to buy on the spot.
A user that searches for a commercial keyword like “buy a smartphone watch” on Google likely has a credit card on his hand.
That said, the reason why Google Ads beat organic results when it comes to commercial keywords is that most of the ads are product pages.
Consumers who’ve reached the end of their buyer’s journey and are ready to make a purchase don’t want to read another article about their desired product.
They want to proceed to checkout right away.
And that’s why they end up clicking on one of the sales pages listed on Google Ads.
15% of keyword searches on Google have never been asked before
Even when Google processes over 2 trillion searches every year, they still encounter new keywords that they need to wrap their hands around.
It seems like the job of presenting users with articles that match search intent is a never-ending one as new queries still spring up every time.
Fifteen percent of keywords Google processes are new, “never seen before” keywords.
Since people search for new keywords every day, it’s safe to say that there are new, rising keywords you can find on Google Keyword Planner…
…keyword trends that people are beginning to search for online, but no blog posts out yet to target those exact phrases.
Occasionally, you might find some fresh keywords that your competitors haven’t found yet and start ranking for them.
And that’ll be your gateway to untapped traffic.
70-80% of users ignore paid ads and focus on organic results
Remember a previous stat where we mentioned that 64.6% of people ignore organic results for paid ads for commercial keywords?
This stat doesn’t contradict the previous stat, as it focuses on how 70-80% of internet users ignore paid ads for informational keywords in general.
Paid ads win for keywords with commercial intent, while organic search dominates all other kinds of keywords.
After testing Google Ads to see if it works, most marketers end up on either side of the fence.
Some claim it is too expensive and doesn’t work at all. Others have seen success with it.
While there’s a great learning curve when it comes to profiting from your ad campaigns, it’ll help if you only place Google Ads for your sales pages and email conversion landing pages.
Instead of ranking on the first page just to get traffic for an informational keyword, a keyword with high commercial intent will yield $2 for every $1 you spend on Google ad.
8% of search queries on Google are framed as questions
Jumpshot, a reputable clickstream data provider, analyzed queries that started with “who,” “what,” when,” “how,” “why,” “is,” “am,” and “where.”
It was only eight percent of all worldwide mobile and desktop search that contained those queries that are phrased as questions.
Clickstream data providers monitor the search behavior of devices and make the data available for research purposes.
We can be sure that information gotten from analyzing these data is a good representation of user behavior.
Question-based queries can now be answered via Google’s featured snippet.
Featured snippets pull out the answer to questions from your blog post and display it on position 0 in organic results.
This new development results in lesser traffic for sites that specialize in creating content that answers commonly asked questions, as there’ll be no reason to click through to the site when the answer has already been provided through a featured snippet.
The introduction of new features like this into Google search results means that content creators will have to write in-depth blog posts that’ll compel users to click through to get the full information.
Keywords containing “near me” on Google have doubled since 2015
More and more internet users are using their smartphones to locate local businesses around them.
Google Trends data from March 2015 revealed that keywords containing “near me” or “nearby” have seen a 2X increase.
If you operate a local business, it’s good to optimize your business for “near me” searches.
Why? You might ask me. I know it sounds like another load of scary SEO work.
According to Google, 28% of searches for a nearby product resulted in a sale and 72% of shoppers who searched for a “near me” product paid a visit to a store within five miles.
A good way to optimize your local business for “near me” searches is to submit your website in Google My Business.
Whenever people around the geographical area of your business search for your product and add a “near me” keyword, a carousel of your local business will spring up in the search result.
With this, your business will not only grow by word of mouth alone, but it’ll also expand more from the online presence you would’ve generated from using Google search to your advantage.
49% of searches on Google end with no clicks to a page
Some marketers have noticed that Google has started answering some queries by themselves, right inside the search results page.
Distinct queries that require a specific answer like “when is the next world cup” is met with an answer on a featured snippet, without you having to click-through to any website.
This has led to industry influencers like Rand Fishkin realizing in a recent survey that exactly 48.96% of internet users end their search sessions with no click to any organic result.
Another reason for the rise of searches with no clicks is that Google is also directing 6.01% of traffic to their owned sites.
This kind of self-promotion from the search engine giant could lead to mistakes in search intent on keywords that publishers and content creators should rank for.
So far we’ve outlined two major reasons for this – searches with a short answer that can be displayed in a featured snippet and Google’s direction of some percent of traffic to their web properties.
In tackling the issue of featured snippets stealing clicks from websites, blog posts created by publishers should be in-depth…
…a long-form information that a searcher can’t just glean from sentences in a featured snippet.
This kind of content will compel the internet user to click the blog post and fully get what he is looking for.
And in the case of Google’s self-promotion, it’s best to type your target keyword into Google search before writing your blog post to know what sites dominate the keyword.
And more importantly, to know what content type Google favors for that keyword.
Some keywords may be ruled by tools mostly from Google, others could be dominated by videos pulled from YouTube.
In either case, Google’s in complete charge of traffic for those precious keywords.
You could either try to create a content type that aligns with what’s seen in search, or you could avoid that keyword altogether.
These two tips I gave could reduce any clicks Google is stealing from your website.
8% of queries on Google result in pogo-sticking
Pogo sticking happens when a search engine user clicks on a result, then bounce back to the organic results page and clicks on another result.
Different SEO experts have been engaged in a debate on whether pogo-sticking affects SEO rankings or not.
Despite the fact that Google’s John Mueller has come out to say that pogo-sticking isn’t used as a ranking signal on Google, most marketers are convinced that Google ranks pages with low pogo-sticking rates and drop the ones with high pogo-stickers.
Nevertheless, stats from Jumpshot reveals that 8% of keywords on Google result in back and forth click between web pages and organic results.
This could be caused by a poor content quality that doesn’t satisfy the searcher’s knowledge thirst or Google’s inadequacy to match keywords and search intent with the most appropriate content.
But it’s only a matter of time. Google’s algorithm in ranking posts so far is already advanced, as they consider over 200 ranking factors.
And it’s going to get smarter and even smarter.
The rate of pogo-sticking will eventually drop then.
On your part, keep up the good work of creating the best content possible. It’s not easy for content creators like us and I think we deserve a pat on the back for that.
18% of searches lead to users changing their keywords without clicking any result
Everyone says “Google is your friend” when they’re insinuating that you research for something online instead of asking them.
Then you go online and search. You don’t find what you’re looking for.
“Maybe I’m not asking the right questions,” you think to yourself.
So you end up changing your keyword till you find what you want.
You do realize you’re not the only ‘strange’ person that doesn’t seem to find the right keywords to search for on Google.
Actually, 18 percent of change in queries happen during a search session.
Google has long found a way to cater to this drastic change in keyword searches by including the “people also ask,” “related search,” and “searches related to” sections in organic results.
Typical users search using keywords that are three words long
Mobile users often use shorter search terms than desktop users. Mobile has a 14% query length while desktop has a 16% query length.
It could be that it’s more of a drag to search for lengthy words on a mobile device as compared to a desktop computer.
Jumpshot noticed in their study that a typical internet user perform most searches with three words only.
Desktop users conduct six-word longer searches as they have a higher percent of keywords used than mobile.
Branded queries had 99% of organic clicks from the top three positions of page 1 in Google
Branded keywords are keywords or variations of keywords that reference your brand or domain name.
The name of my brand is Bryan Grey. My domain name is officialbryangrey.com. Examples of branded keywords for my brand will be bryan grey, bryan grey blog, officialbryangrey, bryan grey age, and so on.
As long as your brand name is in it.
Keywords that do not include your brand’s name are termed non-branded queries.
A survey analyzing the click-through rates (CTR) of branded and non-branded queries found out that branded queries are almost always on page 1 of Google.
And on page 1, it’s mostly found at the top three positions of organic results.
With the visibility concentrated at the top of organic results, branded queries got 97% of impressions and 99% of organic clicks.
The #1 position for a branded query had 26% of clicks, while the #2 position boasted of 23% of clicks, with all being purely organic.
Past position #4, the CTR of branded queries began to drop and fluctuate. However, they pick up again at position #17 and #18, before finally flat-lining to 0%.
As for non-branded queries, they had less CTR than branded queries, closer to that of an average query.
The CTR of the #1 position for a non-branded query is 19%. Position #2 experiences a drop in CTR at 10% and it just keeps declining until it stabilizes at 1%.
Compared to branded queries, non-branded keywords have a lower click-through rate.
The CTR of non-branded keywords operates in a similar way to your target keyword in blog posts. It peaks at page 1 in organic results and starts experiencing a downhill from there.
3.4% of keywords on Google results in a click on AdWords
The number of clicks going to Google ads in organic results is awfully small at 3.4%. Even then, this little amount quickly builds up into a great revenue for the #1 search engine leader.
While the situation is a little different for product searches, most users prefer to scroll through to organic results in general searches and ignore the Google ads.
Google usually displays its ads at the top and bottom of the organic results page.
In the future of organic search, there is a possibility that they might start inserting an ad or two among the organic results in order to generate more revenue.
Google AdWords listing, featured snippets, and other carousels are currently occupying valuable real estate on search results, decreasing the amount of organic clicks publishers and bloggers get.
We’ll keep watching to see how far this development will go – will organic results get more prominence or will their current space remain invaded?
Google records 5.6 billion searches every day
Back in 2012, Google’s record of daily searches was 3.5 billion. But now it’s gone up to 5.6 billion searches conducted on a daily basis as seen on Internet Live Stats.
The speed at which daily searches on Google are counted in real-time on Internet Live Stats paints a humbling picture of the number of souls conducting searches every second.
It’s intimidating. It makes you realize how big the world is.
And the numbers are only going to get astronomically high in the coming years as other search engines have a bleak future of displacing Google as the search engine giant.
Feel free to share these amazing Google keyword search statistics with your friends.
And also, get my Secrets Of Keyword Research to help you rank your blog posts among Google’s top three pages.