{"id":136474,"date":"2021-11-03T11:00:40","date_gmt":"2021-11-03T16:00:40","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=136474"},"modified":"2024-03-18T07:45:02","modified_gmt":"2024-03-18T12:45:02","slug":"gsc-gkp-search-volume-study","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/gsc-gkp-search-volume-study\/","title":{"rendered":"GSC vs. GKP: Comparing Search Volumes for 72k Keywords [A Study by Ahrefs]"},"content":{"rendered":"\n<div class=\"intro-txt\">There are two sources of keyword search volume data that come directly from Google: Google Search Console (GSC) and Google Keyword Planner (GKP). We decided to compare the numbers between the two and see how much they&nbsp;align.<\/div>\n\n\n\n<p>GSC is widely considered the \u201csingle source of truth\u201d for accurate keyword data because it shows you the exact number of times your page appeared in Google\u2019s search results for a specific keyword.<\/p>\n\n\n\n<p>So if your page consistently ranks on the front page of Google for a given search query, the number of impressions for that query in GSC should accurately reflect the search volume (in most&nbsp;cases).<\/p>\n\n\n\n<p>As for GKP, its search volume data is known to be a lot less precise. Mainly because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It groups keywords with similar meaning.<\/li>\n<li>It rounds search volumes into buckets.<\/li>\n<\/ul>\n\n\n\n<p>And yet, a lot of SEO professionals are perfectly happy with the search volumes they get from GKP and consider them to be accurate.<\/p>\n\n\n\n<p>So we decided to run a little experiment and study how search volumes from GKP stack up against the \u201csingle source of truth,\u201d aka&nbsp;GSC.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comparing search volumes between GSC and&nbsp;GKP<\/h2>\n\n\n\n<p>For this experiment,&nbsp;we took 72,635 random keywords in the 1K to 10K search volume range.&nbsp;Then we compared the number of \u201cimpressions\u201d in GSC with the search volume data from GKP (for the same&nbsp;month).<\/p>\n\n\n\n<p>The first thing we found is that GKP almost always overestimates \u201ctrue\u201d search volume:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/1-gkp-search-volumes-overestimates-2.png\" alt=\"Bar chart showing 91.45% of search volumes in GKP are overestimates \"><\/figure>\n<\/div>\n\n\n<p>But the real question is by how much? After all, if it only overestimates search volumes slightly, then what\u2019s the big&nbsp;deal?<\/p>\n\n\n\n<p>Here\u2019s the answer:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/2-gkp-drastically-overestimates-and-roughly-accurate-2.png\" alt=\"Bar chart where GKP drastically overestimates search volumes 54.28% of the time, is roughly accurate 45.22% of the time\"><\/figure>\n<\/div>\n\n\n<p>Most search volumes in GKP (54.28%) are overestimations, while just under half (45.22%) are roughly accurate (i.e., deviating from GSC \u201cimpressions\u201d by no more than&nbsp;50%).<\/p>\n\n\n\n<p>For the SEO nerds among you, here\u2019s a more granular view of how GSC data compares to&nbsp;GKP:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/3-gkp-to-gsc-search-volume-difference-2.png\" alt=\"Bart chart showing big search volume difference between GKP and GSC\"><\/figure>\n<\/div>\n\n\n<p>Quite a discrepancy, right?<\/p>\n\n\n\n<p>So why don\u2019t we dig a little deeper and investigate the actual causes of such a stark difference in search volumes between GKP and&nbsp;GSC?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">GKP groups keywords with similar meaning (and makes mistakes)<\/h2>\n\n\n\n<p>According to our GSC data, the keyword <em>\u201cahrefs\u201d<\/em>&nbsp;got 25,436 impressions in June (in the U.S.):<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/4-ahrefs-total-impressions-on-gsc-2.jpg\" alt=\"GSC data on Ahrefs' total impressions\"><\/figure>\n<\/div>\n\n\n<p>But if we look at the data from GKP for the same month, it shows a search volume of 33,100:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/5-ahrefs-total-impressions-on-gkp-2.png\" alt=\"GKP data on Ahrefs' total search volume\"><\/figure>\n<\/div>\n\n\n<p>This means that the \u201cGKP\/GSC\u201d ratio for this keyword is <strong>1.3x<\/strong>. Not too bad, but not very accurate either.<\/p>\n\n\n\n<p>So what is causing this discrepancy?<\/p>\n\n\n\n<p>Apparently, the GKP search volume for the keyword \u201cahrefs\u201d includes the search volumes of all its misspellings that we can see in our&nbsp;GSC:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ahref (2,826 impressions)<\/li>\n<li>hrefs (906 impressions)<\/li>\n<li>aherfs (435 impressions)<\/li>\n<li>arefs (267 impressions)<\/li>\n<li>a hrefs (224 impressions)<\/li>\n<li>aherf (185 impressions)<\/li>\n<li>ahrfs (100 impressions)<\/li>\n<li>etc<\/li>\n<\/ul>\n\n\n\n<p>We know this because <a href=\"http:\/\/www.thesempost.com\/googles-keyword-planner-now-combines-keywords-for-search-volume\/\">GKP groups them together<\/a>&nbsp;(and shows the same search volume that it shows for&nbsp;\u201cahrefs\u201d):<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/6-ahrefs-misspellings-2.jpg\" alt=\"List of misspellings of &quot;Ahrefs&quot; grouped together\"><\/figure>\n<\/div>\n\n\n<p>But when a keyword\u2019s search volume accounts for its misspellings, it\u2019s not that big of a deal, right? In fact, it can actually be quite useful.<\/p>\n\n\n\n<p>Well, there are some cases when GKP is grouping things that should not be grouped. And this can be misleading for us&nbsp;SEOs.<\/p>\n\n\n\n<p>For example, the keyword \u201cchusky\u201d has a search volume of 550k in the U.S. GKP thinks that it\u2019s a misspelling of \u201chusky\u201d&nbsp;because those two keywords are being grouped together:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/7-chusky-and-husky-2.jpg\" alt=\"&quot;Chusky&quot; and &quot;husky&quot; grouped together\"><\/figure>\n<\/div>\n\n\n<p>But if you look at the search results for the keyword \u201cchusky,\u201d&nbsp;you\u2019ll instantly see that it\u2019s not a misspelling. Rather, it\u2019s a unique dog breed, meaning that it should have a distinct search volume of its&nbsp;own.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/8-chusky-2.jpg\" alt=\"Pictures of chusky dogs\"><\/figure>\n<\/div>\n\n\n<p>Same story with these four keywords: \u201cred room,\u201d \u201cred rose,\u201d \u201cred rock,\u201d and \u201cred&nbsp;robin\u201d:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/9-grouping-of-reds-2.jpg\" alt=\"&quot;Red room,\u201d \u201cred rose,\u201d \u201cred rock,\u201d and \u201cred robin\u201d grouped together\"><\/figure>\n<\/div>\n\n\n<p>GKP treats them as one, but you don\u2019t even have to check the search results to know that these things are not the&nbsp;same.<\/p>\n\n\n\n<p>A few more examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>american banks &amp; bank of america<\/li>\n<li>mosquito bites &amp; mosquito bits<\/li>\n<li>book a driver &amp; drive&nbsp;book<\/li>\n<\/ul>\n\n\n\n<p>In all honesty, these kinds of \u201cfalse groupings\u201d are not common, but they may cause you lots of headaches should you stumble across one of&nbsp;them.<\/p>\n\n\n\n<p>What\u2019s a lot more common (and irritating) is that GKP doesn\u2019t show distinct search volumes for closely related search query variations.<\/p>\n\n\n\n<p>For example, the following search queries are grouped together in GKP with no way to see individual search volumes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>comparing vpns<\/li>\n<li>compare vpn<\/li>\n<li>comparison vpn<\/li>\n<li>compare vpns<\/li>\n<li>vpns compared<\/li>\n<li>vpn compare<\/li>\n<li>vpn comparison<\/li>\n<li>vpn comparisons<\/li>\n<\/ul>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138710\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/gkp.jpg\" alt width=\"1286\" height=\"339\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/gkp.jpg 1286w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/gkp-680x179.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/gkp-768x202.jpg 768w\" sizes=\"auto, (max-width: 1286px) 100vw, 1286px\"><\/figure>\n<\/div>\n\n\n<p>This \u201cgrouping\u201d issue is then being picked up by every SEO tool that pulls its search volume data from GKP (and nearly all of them do&nbsp;that).<\/p>\n\n\n\n<p>But here at Ahrefs, we mix keyword data from multiple sources (including many years of historical clickstream data). This allows us to \u201cun-group\u201d search queries and show the distinct search volume for each variation:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141017\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/ahrefs-vs-google-keyword-planner-data.jpg\" alt width=\"1684\" height=\"1176\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/ahrefs-vs-google-keyword-planner-data.jpg 1684w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/ahrefs-vs-google-keyword-planner-data-609x425.jpg 609w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/ahrefs-vs-google-keyword-planner-data-768x536.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/ahrefs-vs-google-keyword-planner-data-1536x1073.jpg 1536w\" sizes=\"auto, (max-width: 1684px) 100vw, 1684px\"><\/figure>\n\n\n\n<p>Knowing the distinct search volume of each individual search query prevents you from accidentally overestimating a topic\u2019s total search traffic potential when summing the search volumes of all keywords in a&nbsp;group.<\/p>\n\n\n\n<p>Other than that, knowing the most popular ways of how people phrase their search queries can help you adjust the language of your page accordingly and come up with a more eye-catching page&nbsp;title.<\/p>\n\n\n\n<p>As you can tell, this \u201cgrouping\u201d feature in GKP can be frustrating for us SEOs. But it\u2019s not like we can blame GKP for hiding precise search volumes from us. GKP is a tool for advertisers, not SEOs. And this grouping of similar keywords is actually convenient for&nbsp;them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">GSC shows local impressions for search queries with local intent<\/h2>\n\n\n\n<p>According to GKP, the keyword \u201cgolf courses\u201d has an impressive average monthly search volume of one million in the U.S.:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/12-monthly-searches-of-golf-course-2.jpg\" alt=\"Data showing keyword &quot;golf course&quot; has average monthly search volume of 1 million\"><\/figure>\n<\/div>\n\n\n<p>But here\u2019s the thing. Depending on the location of where you\u2019re searching from, you\u2019ll see different pages ranking for this keyword:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If you search from <strong>Rochester<\/strong>, you\u2019ll see a page from <strong>visitrochester.com<\/strong>&nbsp;at #2.<\/li>\n<li>If you search from <strong>Bakersfield<\/strong>, you\u2019ll see a page from <strong>visitbakersfield.com<\/strong>&nbsp;at #1.<\/li>\n<\/ul>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/13-rochester-vs-bakersfield-searches-2.png\" alt=\"Top 5 pages in Rochester and Bakersfield, respectively\"><\/figure>\n<\/div>\n\n\n<p>Thus, the owners of these two websites will see a different number of monthly impressions for the keyword \u201cgolf courses\u201d in their GSC. That\u2019s because each website ranks well for this keyword only in a specific location.<\/p>\n\n\n\n<p>And only the owner of a huge website like <strong>golflink.com<\/strong>&nbsp;(which seems to have pages ranking for \u201cgolf courses\u201d in every conceivable location) would likely see the number of impressions that is close to the 1 million that GKP shows&nbsp;us.<\/p>\n\n\n\n<p>These \u201cregional\u201d keywords quite often have the biggest discrepancy (<strong>4x+<\/strong>) between GKP and GSC numbers, which can be seen in our graph&nbsp;above.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cImpressions\u201d in GSC are sometimes inflated by bot traffic<\/h2>\n\n\n\n<p>Let\u2019s talk about those rare cases where GSC shows a higher search volume than&nbsp;GKP.<\/p>\n\n\n\n<p>We believe that it likely happens because of the bot traffic. According to John Mueller, not all of the impressions from bots are filtered in&nbsp;GSC:<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-172975\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/Screenshot-2024-03-18-at-12.44.38.png\" alt=\"John Mueller confirming that not all of the impressions from bots are filtered in GSC\" width=\"1164\" height=\"464\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/Screenshot-2024-03-18-at-12.44.38.png 1164w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/Screenshot-2024-03-18-at-12.44.38-680x271.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/Screenshot-2024-03-18-at-12.44.38-768x306.png 768w\" sizes=\"auto, (max-width: 1164px) 100vw, 1164px\"><\/p>\n\n\n\n<p>But what&nbsp;is \u201cbot traffic?\u201d<\/p>\n\n\n\n<p>Well, that is any kind of script or software program that does automated searches in Google.<\/p>\n\n\n\n<p>The \u201cbots\u201d that I\u2019m sure you\u2019re familiar with are <a href=\"https:\/\/ahrefs.com\/blog\/best-rank-tracker\/\">rank trackers<\/a>&nbsp;that make automated searches in Google to report where your website ranks.<\/p>\n\n\n\n<p>A much nastier example is bots that generate fake clicks on Google ads to put some pressure on their competitors.<\/p>\n\n\n\n<p>Anyhow, according to our study, GSC data seems artificially inflated in only 0.5% of cases. So it\u2019s unlikely that you will suffer much from bots polluting your GSC reports.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How does&nbsp;Ahrefs\u2019 search volume data stack&nbsp;up?<\/h2>\n\n\n\n<p>I\u2019m sure some of you are wondering how Ahrefs\u2019 search volume data compares.<\/p>\n\n\n\n<p>Well, let\u2019s plot \u201cAhrefs\/GSC\u201d ratios right next to \u201cGKP\/GSC\u201d ratios from the previous graph:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/14-keyword-search-volume-accuracy-2.png\" alt=\"Bar chart showing Ahrefs is more accurate than GKP\"><\/figure>\n<\/div>\n\n\n<p>It looks like Ahrefs shows \u201croughly accurate\u201d values in 60% of cases vs. 45% of cases for&nbsp;GKP.&nbsp;<\/p>\n\n\n\n<p>That is mostly due to our ability to \u201cun-group\u201d clusters of similar keywords and report distinct search volumes for each of&nbsp;them.<\/p>\n\n\n\n<p>So if you were wondering why the search volumes in Ahrefs are not the same as those in GKP, now you know that is by design.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>I hope you enjoyed this research study and that it gave you a better understanding of how the numbers in GSC and GKP differ and, more importantly, <em>why<\/em>&nbsp;they differ.<\/p>\n\n\n\n<p>Have questions? Ping me <a href=\"https:\/\/twitter.com\/timsoulo\">on Twitter<\/a>.<\/p>\n\n\n\n<p>And by the way, <strong>huge thanks<\/strong>&nbsp;to our awesome data science team for carving out some time in their busy schedules to help me with this research.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>GSC is widely considered the \u201csingle source of truth\u201d for accurate keyword data because it shows you the exact number of times your page appeared in Google\u2019s search results for a specific keyword. So if your page consistently ranks on<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":81,"featured_media":136476,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[414],"tags":[],"coauthors":[338],"class_list":["post-136474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-studies","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>GSC vs. GKP: Comparing Search Volumes for 72k Keywords [A Study by Ahrefs]<\/title>\n<meta name=\"description\" content=\"How well do the search volume numbers for Google Search Console and Keyword Planner align? 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