Hybrid Keyword Volume from Similarweb

The Improved Formula Behind Our Keyword Volume Feature

by Kyle Weeks , Senior Product Marketing Manager, Similarweb 2 Min.
May 11, 2021 | Updated August 2, 2022

Key Points

  • Keyword Volume feature
  • The new hybrid calculation
  • Grouping, coverage, freshness challenges solved

Keyword Volume feature

At Similarweb, we go to great lengths to deliver the freshest and most reliable digital intelligence data out there. So naturally, we’re excited to announce that we’ve released a huge improvement to how we calculate keyword volume – the number of times a keyword is searched on Google. 

Previously, we were getting this data directly from the Google Ads API, but we were running into three major issues: 

  1. Grouping: Google groups similar keywords (including misspellings) and assigns all keywords within one group the same volume. So “similarweb” and “ssimilarweb” have the exact same volume according to Google’s API. 
  2. Coverage: Google’s volume is heavily based on Google Ads, so long-tail keywords that don’t have ads placed against them will tend to not have volume metrics provided. Also, certain keyword types are banned from having ads on them.
  3. Freshness: Google Ads API has a 2-3 week delay. 

The new hybrid calculation

So, we decided to supplement what Google gives us with our own behavioral and publicly captured data. We call this a “hybrid” calculation, as it is now based on several distinct data sources, leading to greater confidence in the result. Check out some of the results and how they address the three main problems with Google’s volume metric:


In this ‘before’ example, Google creates two groups of similar keywords and assigns them all the same volume. But with the new hybrid keyword volume calculation, volumes are unique: 

Hybrid keyword volume - before and after

Coverage and freshness

In this example, Similarweb can now detect 70% more low volume keywords driving traffic to cnn.com in the U.S. over the last 28 days: 

keyword groupings - before and after

We hope this update makes it even easier for you to identify valuable keywords using Similarweb. Check it out.

This post is subject to Similarweb legal notices and disclaimers.

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