SV – Search Volume
The number of monthly searches for a certain keyword averaged over the past 12 months.
KW – Keyword
What this study is all about. We are looking for keywords to see which terms people put into Google. The trick is to understand what they actually intend to find with those terms.
SKW – Seed Keyword
The main keyword that you put into a tool to generate further ideas or keyword suggestions. Our seed keywords in this study are rather broad with: “learn german”, “deutsch lernen” and “aprender aleman”.
SERPs – Search Engine Results Pages
The results pages that show up in response to a Google search with a specific keyword. The first SERP includes the pages on the top 10 positions.
TKR – Traditional Keyword Research
A keyword research process that generates new keyword suggestions based on a seed keyword. Suggestions can come from different data sources as e.g. the Google AdWords API.
CKR – Competitive Keyword Research
A keyword research process that generates new keyword suggestions based on the keywords that competitor sites already rank for. Keywords are scraped from the SERP top 10 sites for a specific seed keyword.
API – Application Programming Interface
It basically serves as the intersection of two different software programs and helps them to interact. For example: Some keyword tools interact with Google to source their data.
Google AdWords API
An API that keyword tools can get in order to access Google Keyword Planner data.
It’s a Pay Per Click advertising service by Google and its main revenue source. It lets you display ads on top of the organic search results.
The ad price is determined via a bidding process.
It’s basically the opposite of paid advertising via Google AdWords.
You optimize your content in order to rank naturally in the Top SERP positions.
PPC – Pay Per Click
A payment model for online advertising services. The marketer only pays for successful ads. In essence, those that visitors clicked on to get to the landing page.
Close variants of a keyword usually have the same search intention but expressed with slightly different terms, e.g. SEO vs. Search Engine Optimisation.
The Google Keyword Planner combines or “groups” the search volumes of close variants in their metrics.
This way it’s impossible to break down how much search volume comes from which exact term. That’s hassle in content marketing when choosing the focus keyword.
It is usually used in the context of keyword metrics. This means for example that search volumes are not combined for close variants but only shown for the exactly the term that was entered into Google.
Paid keyword research tools like KWFinder disentangle this and show exact match data.
Clickstream data basically is all about which websites people visit on the internet and where they click. Tools like Ahrefs and Moz are using it in their models to predict keyword search volume data.