22 Keyword Research Statistics

We have researched some keyword research statistics to give you insight into what is happening with search marketing and SEO in 2023. These statics are valuable knowledge and will ensure you are informed with data that you can use to boost SEO efforts and produce more effective campaigns.

Keywords, or content, are one of the 3 pillars of SEO and have long been regarded as one of the most important aspects of growing your website rankings and traffic. Knowing which keywords you want your site to rank for is step one, finding the terms people are searching for and understanding changes occurring with search engines, user devices and other SEO practices, such as website authority and technical SEO, are the first steps to a successful SEO campaign.

22 Keyword Research Stats That Enforce Why It Is the Most Important Element of Any Successful SEO Campaign

It has long been established that having a presence on Google and other search engines is fundamental to marketing and business success. Keyword research is so important as the first stage of an SEO campaign to establish how much demand there is for your product or service, how difficult it will be to beat the competition, how expansive your queries will be, and understand user behaviour ahead of writing your content and analysing your results.

To see more examples of our work in action, you can read case studies showcasing our expertise in SEO campaigns with results, and behind each of these campaigns was a keyword research document, put together with all the below considered, as well well the skills and experience of our SEO team.

Online Search Behaviour Statistics to Consider When Doing Keyword Research

• 93% of online experiences begin with a search engine, making search a channel important for the top of the funnel and websites which need to increase awareness. (SEJ)
• Google has a 92.05% market share in the search engine industry, so ensure all keyword search considers Google first.
• Voice searches now account for 20% of all mobile searches, so consider variations in dialect and how people may search.
• 60% of Google searches are done on mobile devices, user behaviour continues to be on the go and anytime, and variations of keywords are always different on handheld and desktop devices.
• 55% of searchers don’t click on paid ads, instead looking for answers to questions rather than being sold something.

Keyword Research Statistics Relating to Query Length

• 50% of search queries are four words or longer, typical of people looking for answers or adding to the start or end of a search term.
• Long-tail keywords make up 70% of all search traffic, suggesting that users are getting specific, so shorter keywords might be difficult and not worth the extra effort.
• 72% of marketers say relevant content creation is the most effective SEO tactic, explore all areas of your market and add authority within the industry to send a strong signal to search engines.
• The average Google first page result contains 1,890 words, showing that it is not enough to add a keyword to a page and focus solely on this. The page needs to be long enough to demonstrate a deep understanding of the topic, so content is relevant for search users.

Statistics Highlighting the Importance of Rankings

• Websites on the first page of Google search results get 91.5% of traffic. Ranking for the correct keywords in position 1 is not easy, so ensure the keyword is the most relevant position 1 to aim for. (SEJ)
• Google processes over 3.5 billion searches per day, showing the variety of searches being used – thousands of searches are unique, but are they your most valuable customer? 
• Content with at least one image ranks higher in search results, optimise the content design and make this engaging. Images are a great place to start, rather than having only a solid block of written content.
• Organic search drives 53% of website traffic – highlighting the overall value to any business or organisation investing in well-optimised SEO.

Keyword Research and Google Statistics

• The average length of a Google search session is just under one minute, it is interesting to know that users may only do 1 or 2 searches before ending interest in a topic.
• Google’s search algorithm uses over 200 ranking factors, many are explored in Embryo’s EEAT analysis, and Google’s work on The Messy Middle.
• Click-through rates are 27.5% higher for the top organic search result compared to the second, people trust the search engine to answer their questions, so the best performance organically is always position 1.
• 75% of users never scroll past the first page of search results, highlighting further that even if a user wants more detail, they generally review fewer than 10 results.
• On average, Google updates its search algorithm 500-600 times per year – important not to rely too heavily on 1 strategy or keyword focus and explore all of your available avenues.

What Local SEO Keyword Stats Are Important?

• 88% of consumers who do a local search visit or call a store within 24 hours, so make sure your business profile is optimised for brand and industry terms, as this is a powerful part of the SERP.
• 46% of all Google searches are local, so including terms such as the city or town name or near me is a good approach if your business has a physical location or limited service area.
• Google uses social signals as a ranking factor – using keywords which tie your business to these factors in your content, such as reviews and social profiles, will aid your SEO performance.

Why Are These Keyword Research Stats Valuable in 2023?

All of the above keyword research stats add further context as to why keyword research is still fundamental in 2023, 2024 and beyond, as more users type in more and more phrases to find what they need. Page 1 for some industries gets leaner, and others continue to expand and change.

To learn more about keyword research, and take your content creation to the next level, you can read on in this SEO Content Writing piece we have produced. This article has information and advice on advancing your SEO campaigns to the next level after completing keyword research.

At Embryo, keyword research stats are a fundamental part of our digital marketing strategies and ensure that the work we do on our campaigns is effective in an ever-changing industry with Google and other search engines updating their algorithms. To learn more, feel free to get in touch with our team after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.