How to Interpret Keyword Demand and Trends: Start with Search Volume, Location, and Time Frame

Interpreting keyword demand is not simply a matter of choosing the terms with the highest search volume. First define the specific terms, target location, and time frame, then consider search counts, changes in popularity, and search intent together. Search volume is not the number of people searching, nor does it equal the traffic a website can attract. Annual averages can hide short-term peaks or declines. Before deciding whether a keyword is worth pursuing, check whether demand is steady year-round, seasonal, or declining.

Define the scope before comparing markets

In a 2024 article, Semrush explains that search volume varies by country, while global search volume is the sum of searches across countries. A globally popular term is not necessarily popular in your target market. The distribution of searches across countries can help identify potential markets, but it cannot replace an assessment of local demand.

In practice, start by setting the terms of your comparison. For example, to research “信用卡” (credit card) and “信用卡推薦” (credit card recommendations) in Taiwan, you could use the following setup. This is an example of how to structure the analysis, not actual findings for these two terms:

• Keywords: Record each complete term separately, without assuming they have the same demand.
• Location: Limit the analysis to Taiwan; do not mix in data from other countries or global data.
• Period: Use, for example, the most recent twelve complete months, and specify the starting and ending months.

Search volume counts searches—not people or guaranteed traffic

According to the definition in the Semrush article cited above, search volume is the average monthly number of searches, calculated from a year of data. The same person may search repeatedly within a month—for example, checking internet speed multiple times—and each search is counted. Search volume therefore cannot tell you how many distinct users searched.

Even a website ranking first will generally capture only part of the traffic for that term. Search volume is useful for assessing the scale of demand, but it does not directly tell you “how many visitors this term can bring each month.” Very low volume may limit traffic opportunities, but high volume is not the only reason to choose a keyword. Semrush also notes that competition levels and related queries can help determine whether a keyword is suitable for SEO or search advertising.

Look beyond averages for peaks and declines

An annual average alone cannot tell you whether demand is rising or falling. Semrush recommends examining the trend line: even if average search volume looks substantial, a sharp drop in popularity may be a reason to avoid a term. In general, you can prioritize terms with steadier year-round demand, with exceptions for seasonal or holiday terms relevant to your business.

• Steady year-round demand: These terms are better suited to ongoing content efforts.
• Seasonal peaks: Do not rule out a term solely because of low off-season volume; account for seasonal changes.
• A clear decline in popularity: A high average alone does not mean demand is still strong.

A final check: What do searchers want to find?

In a 2017 article, awoo emphasizes that keyword strategy should be based on an audience’s search behavior and intent, rather than guesses about which words search engines favor. The article uses “神奇寶貝” and “寶可夢” to illustrate how terminology changes over time. This example reflects that period; it is not evidence of the two terms’ current popularity or the age distribution of the people searching for them. The lesson is that popular terms may not be the best fit for a particular audience. When choosing keywords, consider how that audience searches and what content they hope to find.

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