Remember when we mentioned that SEO without search volume is like opening a restaurant on a deserted island? Well, buckle up because we’re about to dive deep into the metric that separates SEO winners from those throwing money into the digital void.
If you’ve ever wondered why your beautifully optimized website gets zero traffic, or why your competitor’s crappy site somehow outranks you, search volume is probably your answer.
What in the World Is Search Volume?
Search volume is exactly what it sounds like: the number of times people search for a specific term or phrase over a given period (usually monthly).
Think of it this way: if you’re a dermatologist and only 10 people per month search for “seborrheic keratosis removal” in your area, you’re fighting for scraps. But if 10,000 people search for “skin doctor near me” every month, now we’re talking business.
Here’s the unvarnished truth: You can have the most perfectly optimized page in the universe, but if nobody’s searching for your keywords, you’ll get exactly zero visitors.
Why Most People Get This Wrong
The biggest mistake we see? People optimizing for keywords they think people search for, instead of what they actually search for.
Your patients don’t speak medical jargon. They don’t search for your fancy technical terms. They search like normal humans, often describing symptoms instead of diagnoses.
Example time:
- You might call it “rhinoplasty consultation”
- They search for “nose job doctor”
- Or even “fix my crooked nose”
Another example:
- You offer “periodontal therapy”
- They search for “gum disease treatment”
- Or “why are my gums bleeding”
See the difference? The second and third phrases probably have way more search volume than your medical terms.
How to Research Search Volume (The Basics)
There are various tools available for search volume research, ranging from free options to professional-grade platforms. The key is understanding that different tools may show different numbers, so it’s important to cross-reference data.
Free tools can give you a starting point and general trends, while paid professional tools typically provide more precise data and additional insights like competitor analysis and keyword difficulty.
The specific tools and methodologies for accurate search volume research are part of what we help our clients with, because knowing which tools to use and how to interpret the data correctly can make or break your SEO strategy.
The Search Volume Sweet Spot (This Is Where the Magic Happens)
Don’t just chase the highest numbers. Sometimes 200 searches for “Botox for migraines specialist” is worth more than 20,000 searches for “doctor.”
Why? Search intent matters more than volume.
High-volume generic terms often have terrible conversion rates because people are just browsing or researching. Lower-volume, specific terms usually mean people are ready to book, schedule, or take action.
Here’s the sweet spot logic:
When someone searches for “dermatologist,” they might just be curious about what dermatologists do. But when someone searches for “acne treatment that actually works” or “melasma removal near me,” they have a specific problem and they’re actively looking for a solution.
The Treatment-Specific Sweet Spot:
This is where medical practices win big. When patients search for specific treatments you offer, that’s your goldmine:
- “laser hair removal” vs “cosmetic procedures”
- “wisdom tooth extraction” vs “dental services”
- “varicose vein treatment” vs “vascular doctor”
- “LASIK surgery cost” vs “eye doctor”
Why treatment-specific keywords are your best friend:
- Higher conversion rates: Someone searching for “coolsculpting results” is much more likely to book a consultation than someone searching for “weight loss.”
- Less competition from generalists: A family doctor won’t compete with you for “endoscopic sinus surgery,” but they might show up for “sinus problems.”
- Better qualified traffic: Patients who search for specific procedures already understand they need that treatment.
- Higher lifetime value: A patient who finds you through “dental implants” is typically worth more than someone who found you through “dentist.”
The Volume vs Intent Balance:
Let’s say you’re an orthopedic surgeon:
- “back pain” – 50,000+ searches (too broad, everyone from chiropractors to massage therapists will compete)
- “orthopedic surgeon” – 5,000 searches (better, but still generic)
- “spine fusion surgery” – 800 searches (perfect – specific treatment, qualified traffic)
- “minimally invasive spine surgery” – 400 searches (even better – shows they’ve done research)
That 400-search keyword might bring you more actual patients than the 50,000-search generic term.
The Local Treatment Sweet Spot:
Add location to treatment-specific terms and you’ve hit the jackpot:
- “knee replacement surgery Chicago”
- “breast augmentation Miami”
- “cataract surgery near me”
These have moderate volume but extremely high intent. Someone searching for “rhinoplasty surgeon Dallas” isn’t just browsing – they’re ready to book consultations.
Common Search Volume Mistakes
Mistake #1: Only targeting high-volume generic medical terms everyone is fighting for “cardiologist” or “plastic surgery.” Start with specific procedures you can actually rank for.
Mistake #2: Using medical terminology instead of patient language. Patients don’t search for “abdominoplasty” – they search for “tummy tuck.” Stop thinking like a doctor, start thinking like a patient.
Mistake #3: Ignoring seasonal treatment trends. Offering laser hair removal? People search for this way more in spring before summer. Flu shots? Obviously seasonal. Plan your content calendar accordingly.
Mistake #4: Forgetting about search intent 1,000 searches for “what causes migraines” versus 1,000 searches for “migraine specialist near me” are completely different patients at different stages.
The Bottom Line
Search volume research isn’t glamorous, but it’s the difference between SEO success and SEO failure.
Stop guessing what people search for. Start looking at the actual data. Your traffic (and your bank account) will thank you.
Ready to dive deeper into keyword research?