优先选择的商店App应用推广与谷歌竞价推广工作
优先选择的商店App应用推广与谷歌竞价推广工作
Preferred Store App Promotion and Google Ads Campaign
Google SEO的诱人误区：关键词搜索量问题解读
The Alluring Misconception of Google SEO: Understanding Keyword Search Volume
在网站SEO的过程中，搜索量经常会被作为关键词热度的一个判断依据。确实，关键词的搜索量在很大程度上可以帮助我们衡量关键词受欢迎的程度，从而预测我们可以从中获得多少流量。
In the process of website SEO, search volume is often used as a criterion to judge keyword popularity. Indeed, keyword search volume can largely help us measure how popular a keyword is and predict how much traffic we can obtain from it.
但是如果把关键词搜索量作为衡量关键词价值的唯一指标，就往往会让我们制定错误的营销策略，浪费很多人力和预算。
However, if we use keyword search volume as the sole indicator to measure keyword value, it often leads us to develop wrong marketing strategies, wasting significant manpower and budget.
什么是关键词搜索量？
What is Keyword Search Volume?
关键词的搜索量是一个很重要的SEO指标，它可以告诉你每月在特定搜索渠道下某个关键词的搜索次数。
Keyword search volume is a crucial SEO metric that tells you how many times a keyword is searched per month on specific search channels.
但是需要注意的是，搜索量反映的是关键词的搜索次数，而不是搜索该关键词的人数。
It's important to note that search volume reflects the number of searches for a keyword, not the number of people searching for it.
意思就是比如某个关键词的搜索量是100，那么这并不能说这个关键词是由100个不同的人搜索的，也可能是只有10个人搜索了10次。
For example, if a keyword has a search volume of 100, it doesn't mean 100 different people searched for it - it could be just 10 people searching 10 times each.
不要被搜索量的平均值误导
Don't Be Misled by Average Search Volume
现在能找到的大部分SEO工具给出的搜索量其实都是平均值。这对于一些搜索需求相对平均的关键词或者业务来说这并没有什么问题，但是对一些季节性很强的关键词来说，如果单纯依赖这个数据，就会造成很大的决策误导。
Most SEO tools currently available provide average search volumes. While this isn't problematic for keywords or businesses with relatively stable search demand, it can lead to significant decision-making errors for highly seasonal keywords if you rely solely on this data.
换句话说，我们很难从搜索量平均值上看出未来几个月搜索数据的波动情况，事实上搜索量数据在某些关键词上本身就是极其不稳定的。
In other words, it's difficult to predict future monthly fluctuations from average search volume data. In fact, search volume data can be extremely volatile for certain keywords.
搜索量并不等于点击量
Search Volume Doesn't Equal Click Volume
很多人觉得一个关键词的搜索量足够大，那么只要是把这样的关键词排名做上去流量就会很大。理论上确实是这样，但是实际情况可能并不是这样。
Many people assume that if a keyword has sufficient search volume, ranking for it will automatically bring significant traffic. While this may be true in theory, reality often differs.
一个问题就是现在以Google为首的很多搜索引擎都在倡导最快速的满足用户搜索需求的理念。意思就是，如果一个用户搜索了某个关键词，可以不点击任何结果就得到他想要的信息，那搜索引擎就不会刻意让用户去点击某个结果。
One issue is that search engines like Google prioritize instantly satisfying user search intent. This means if users can get the information they need without clicking any results, the search engine won't force them to click.
广告结果对流量的拦截
How Ads Intercept Traffic
以谷歌为例，在一些热门且高商业价值的关键词搜索结果上，Google Ads要占据很大的比例。而且广告投放的搜索样式往往会带有图片或者其他的特殊展现形式，从视觉体验上更能够吸引用户的目光。
Taking Google as an example, Google Ads occupy a significant portion of search results for popular, high-commercial-value keywords. Moreover, ad formats often include images or other special displays that are more visually appealing to users.
换句话说，对一些关键词来说，排名并不等于流量，至少不等于预估的搜索量。
In other words, for some keywords, ranking doesn't equal traffic - at least not the estimated search volume.
对关键词搜索量数据准确性的探讨
Examining the Accuracy of Keyword Search Volume Data
即使是谷歌官方关键词工具给出的搜索量数据，我们也不认为是绝对准确的。因为这些平台的搜索量数据也都是基于某些大数据和综合平均之后的结果。
Even the search volume data provided by Google's official keyword tools shouldn't be considered absolutely accurate. These platforms' search volume data is based on big data analysis and comprehensive averaging.
一个简单的总结
A Simple Summary
之所以聊关键词搜索量其实就是想说一下，作为SEO对待数据应该有正确的态度。虽然说工作以数据为出发点是对的，但是千万不要过分的迷信数据。
The reason for discussing keyword search volume is to emphasize the right attitude toward data in SEO. While it's correct to base work on data, we shouldn't blindly worship data.
多尝试、测试才能得到有价值的结果，不读书不能明理，尽信书则不如书。
Only through continuous experimentation and testing can we obtain valuable results. While knowledge comes from study, blind faith in data is worse than having no data at all.
我是Dora，毕业于爱尔兰国立大学都柏林分校金融专业，在新加坡从事Google海外推广超过10年以上，曾操盘多家国际集团企业的全球海外推广项目。如果你也有外贸推广、Google SEO相关困扰，欢迎一起聊聊。
I'm Dora, a finance graduate from University College Dublin with over 10 years of experience in Google international marketing based in Singapore, having managed global promotion projects for multiple international corporations. If you have any questions about foreign trade promotion or Google SEO, feel free to reach out.
