[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fresources\u002Ftools\u002Fusing-seomonitors-yoy-search-trends":3},{"date":4,"date_gmt":4,"content":5,"categories":7,"coauthors":9,"class_list":11,"acf":19,"head_links":340,"breadcrumbs":341,"head":349},"2022-06-07T09:24:07",{"rendered":6},"\n\u003Cscript src=\"https:\u002F\u002Ffast.wistia.com\u002Fembed\u002Fmedias\u002F61jcmc6s4m.jsonp\" async=\"\">\u003C\u002Fscript>\u003Cscript src=\"https:\u002F\u002Ffast.wistia.com\u002Fassets\u002Fexternal\u002FE-v1.js\" async=\"\">\u003C\u002Fscript>\u003Cdiv class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\u003Cdiv class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\u003Cdiv class=\"wistia_embed wistia_async_61jcmc6s4m videoFoam=true\" style=\"height:100%;position:relative;width:100%\">\u003Cdiv class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Ffast.wistia.com\u002Fembed\u002Fmedias\u002F61jcmc6s4m\u002Fswatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\">\u003C\u002Fdiv>\u003C\u002Fdiv>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"#transcription\">Find the full transcription of this video below\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"transcription\">Introduction\u003C\u002Fh2>\n\n\n\n\u003Cp>If there’s one thing that the COVID 19 pandemic reminded the SEO industry of is that search volume isn’t a static metric. It’s dynamic, and with each month of the year that passes by, it can vary massively according to seasonality, market trends, and other external factors at play. In this video, I’m going to show you how you can use search volume’s dynamic nature to your strategic advantage, allowing you to focus your resources on topics with an increase in demand rather than those that are facing a decreasing demand.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"locating-search-volumes-in-seomonitor\">\u003Cstrong>Locating ‘Search Volumes’ in SEOmonitor\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Finding search volume trend data within \u003Ca href=\"https:\u002F\u002Fwww.seomonitor.com\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">SEOmonitor’s\u003C\u002Fa> UI is really simple. So, we can find this at campaign level here, in the same place once we drill down to folder level, then the same again once we drill down to group level. If you wanted to expand this dataset, you just click on this explainer icon, then this side panel will appear.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-6.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17746\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-10.png?auto=compress%2Cformat&q=90\" alt=\"Search trend explained side panel\" class=\"wp-image-17747\" width=\"421\" height=\"353\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Search volume insights are then also available at a keyword level, and it’s here that we can immediately start to see why this data is so useful as it provides additional context to performance insights.\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s stay focused on this group. So we’re looking at the effects of softened water on household appliances. So this is an informational topic that’s closely related to this business’s core product offering and it’s something that we’ve captured as a larger part of their content strategy. So here, although we’re well placed for clicks, ranking, position two and position one respectively for these terms, we can see that the search volume insights are telling a different story. So search volume actually decreased by minus 19% and minus 17% respectively.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1884\" height=\"522\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17748\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>So though at first we theorise we’re in a good position to receive clicks due to the ranking position, the search volume data is almost working against us. It’s just that, let’s say the ranks have stayed the same annually. We’d be achieving less acquisition year on year purely due to the diminishing audience behaviour that’s at play.\u003C\u002Fp>\n\n\n\n\u003Cp>So then, as a next step, it can be interesting to cross reference this data, say with SEOmonitor’s traffic module, also, perhaps Google Analytics or Google Search Console, to determine how clicks have been affected annually to validate our search volume insights.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-advanced-filters-with-search-volume-trends\">\u003Cstrong>Using advanced filters with search volume trends\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>Okay, an awesome feature of SEOmonitor’s search volume trend data is that it’s also filterable. We can \u003Cstrong>cross reference\u003C\u002Fstrong> this search volume data, let’s say, with rank data to find great low hanging fruit opportunities. You might refer to these as cusp keywords or those within striking distance. So what I’ll do now is set up a quick filter to show you what I mean. So if we head over to the filter options, let’s say I want to find all keywords within this campaign that rank on the top half of page two. So I’ll use this latest desktop rank filter and the first half of that will be capturing keywords that rank below position 10.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"752\" height=\"1066\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-9.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17750\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Then I also want to couple it with the same filter, but this time capture the other side of it. So keywords ranking above position 16. Now, of course, I appreciate that within the modern SEO landscape, SERPs don’t always fit into the neat, 10 links per page. But for the purpose of this example, let’s just presume, positions 11 to 15 does kind of encapsulate the top half of page two.\u003C\u002Fp>\n\n\n\n\u003Cp>So I’ve got my ranking distribution filter setup. Let’s now just finalise this with the search volume trend data. So it’s this one here, ‘Year-over-Year’ search trend.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-4.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17752\" width=\"368\" height=\"295\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>And what I want to do is refine this list further by capturing keywords that have only increased in demand. And let’s say by a threshold of greater than 5%.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-7.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17753\" width=\"368\" height=\"295\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>So once I apply these filters, SEOmonitor will then provide me with this cross section. You can see here all the keywords that have increased by at least greater than 5%.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1524\" height=\"492\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17754\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>So ‘water filter for home’, lets say, straight off the bat is a great example here of an exploding topic. It’s increased by five times a year-on-year and we’ve also almost secured page one visibility for it. So ranking position 13 on desktop and 16 on mobile.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>So I can then use this insight when speaking to relevant stakeholders, say in order to communicate further content opportunities, \u003C\u002Fstrong>to merge this topic or other topics further towards page one or even where relevant. Use this as ammunition to communicate further product investment opportunities, say when I’m speaking to product managers.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"reporting-on-branded-search-volume\">Reporting on branded search volume\u003C\u002Fh2>\n\n\n\n\u003Cp>As SEOs, sometimes we can be fine tuned to only review non-branded opportunities but we can also apply SEOmonitor’s search volume trend data to branded search as well.\u003C\u002Fp>\n\n\n\n\u003Cp>This is especially handy when working across multi-channel campaigns with other digital teams, say perhaps in PR or paid media, or even across above the line activity where such strategies can indirectly influence your brand search volume.\u003C\u002Fp>\n\n\n\n\u003Cp>Here tracking brand search volume can be an important KPI to report on and everything we’ve seen within this video applies as much to branded search as it does to non-branded search. Now you can find the brand data via this group here and as we know this is something you can configure during the setup of your campaign. But also don’t forget to check out SEOmonitor’s trend tool, which you can find underneath research here. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"418\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-5.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17755\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>And by clicking on search trends, it’ll open the tool in a separate tab. Here.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1802\" height=\"560\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-8.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17756\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>And this is where we can quickly discover search volume insights as well. So as an example, let’s use the brand Huel and we can see just how far this brand has come over the past 13 month period growing by 40% so from 74,000 searches per month 210,000 searches per month.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1234\" height=\"658\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fusing-seomonitor-yoy-search-trends-image-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17757\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>So as a next step, we could then compare that to competitor branded search volume, and that’s a valuable piece of market insight that extends far beyond SEO. Even those a C-suite level will find this information useful.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">For further resources on SEO, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002F?content=white_papers\">whitepapers\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F\">blogs\u003C\u002Fa>, or see more handy tools below!\u003C\u002Fp>\n",[8],1,[10],143,[12,13,14,15,16,17,18],"post-17738","tools","type-tools","status-publish","has-post-thumbnail","hentry","category-seo",{"gated":20,"form_title":20,"form_button_text":20,"confirmation_title":20,"confirmation_body":20,"tool_link":20,"page_content_modules":21,"hero":154},null,[22,119],{"acf_fc_layout":23,"reduced":24,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":24,"title":25,"content":6,"authors":26,"gated":20,"form_title":20,"form_button_text":20,"confirmation_title":20,"confirmation_body":20,"tool_link":20},"tool_content",true,"Using SEOmonitor’s YoY Search Trends",[27],{"id":28,"path":29,"display_name":30,"job_title":31,"description":32,"avatar_url":33,"acf":34},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":35,"job_title":31,"specialist_service_links":36,"photo":63},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[37,54],{"page":38,"link_text":43},{"ID":39,"post_author":40,"post_date":41,"post_date_gmt":41,"post_content":42,"post_title":43,"post_excerpt":42,"post_status":44,"comment_status":45,"ping_status":45,"post_password":42,"post_name":46,"to_ping":42,"pinged":42,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":42,"post_parent":48,"guid":49,"menu_order":48,"post_type":50,"post_mime_type":42,"comment_count":51,"filter":52,"url_path":53},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":55,"link_text":58},{"ID":56,"post_author":40,"post_date":57,"post_date_gmt":57,"post_content":42,"post_title":58,"post_excerpt":42,"post_status":44,"comment_status":45,"ping_status":45,"post_password":42,"post_name":59,"to_ping":42,"pinged":42,"post_modified":60,"post_modified_gmt":60,"post_content_filtered":42,"post_parent":48,"guid":61,"menu_order":48,"post_type":50,"post_mime_type":42,"comment_count":51,"filter":52,"url_path":62},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-10-13 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