Effective Strategies for Forecasting Leads Using Google Keyword Planner: Handling Close Match Keywords with Identical Search Volumes
Forecasting potential leads is a critical component of any successful digital marketing strategy, particularly when leveraging tools like Google Keyword Planner (GKP). However, users often encounter challenges in interpreting search volume data, especially when multiple closely related keywords display identical or very similar figures. Understanding how to navigate these scenarios can significantly enhance the accuracy of your lead projections.
Understanding the Nature of Search Volume Data in Google Keyword Planner
Google Keyword Planner provides estimated average monthly search volumes for keywords, which serve as a useful starting point for planning campaigns. However, it’s important to recognize that GKP reports search volume at a broad level, often aggregating similar or related queries. When you see multiple close match keywords—such as:
- “personal trainer near me”
- “private trainer near me”
- “coach near me”
—each showing the same search volume (e.g., 860), it’s essential to understand what this number truly represents.
Are the Search Volumes for These Keywords Independent or Overlapping?
In many cases, GKP’s reported volumes are not exclusive to each keyword but represent overlapping or combined search activity. The tool does not always specify the exact attribution of searches to each keyword, especially for close variants or synonyms. Consequently, the total search volume for these keywords may overlap, leading to the impression that Google attributes the same volume to each.
Best Practices for Interpreting and Using Search Volume Data
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Group Similar Keywords
Instead of treating each closely related keyword as a separate, independent data point, consider consolidating them into a broader keyword group. For example, combine “personal trainer near me,” “private trainer near me,” and “coach near me” into a single category such as “local fitness trainers.” Use the total search volume of this group as an estimate of total interest in that niche. -
Use the Aggregate Search Volume as an Upper Bound
When multiple keywords share the same search volume, it’s often safer to assume that this figure is an upper limit of potential searches rather than a sum of distinct searches. This helps prevent overestimating your target market. -
Apply a Margin of Error or Adjustment Factor
Given the ambiguity, it’s prudent to incorporate a margin of error into your lead forecast. For instance, if your summation of grouped keywords yields a total search volume of 2,