Keyword Analysis: How to use Search Volume, Competition, and CPC Together

When you’re doing keyword analysis—whether for a blog, niche site, or affiliate marketing campaign—you’ll come across three important numbers: search volume, competition, and CPC (Cost Per Click).

At first glance, they might seem a little intimidating. But once you know what each of them means (and how to use them), they become powerful tools for building a smart, strategic content plan.

In this post, we’ll look at what each of these numbers really means in Google Keyword Planner (because it is free and available to anyone) and how to use them together to find the best keywords for your goals—whether you’re trying to build traffic, grow authority, or increase conversions.

If you’re looking for an overview of keyword research and analysis, check out this post: A Quick Guide to Niche Keyword Research for Affiliate Marketing

1. What Is Keyword Search Volume?

Search volume tells you how many times, on average, people search for a particular keyword each month on Google.

At first, it might seem like more is better. And while higher search volume can mean more potential traffic, it’s not always the best keyword to go after—especially if you’re just starting out.

Why Search Volume Matters (But Isn’t Everything)

While a higher number can indicate greater interest, there are a few things to consider before jumping in:

• Competition level: High-volume keywords often come with stiff competition. That means it may be difficult to rank unless your site already has authority.
• Your niche: In some niches, even keywords with 100–500 monthly searches can be very valuable. For example, a niche with high buyer intent or one that targets a specific audience can convert better than broader keywords.
• Content goals: Are you trying to drive traffic, build authority, or convert sales? A keyword with lower search volume but strong commercial intent might outperform a high-volume keyword that brings unqualified traffic.

So… What’s a “Good” Search Volume?

There’s no universal benchmark that says, “Only go after keywords with 1,000+ monthly searches.” In fact, many successful marketers make their living targeting long-tail keywords that get fewer than 100 searches per month—because those searches are specific and often come with high intent.

Here’s a general guideline to help you decide:

• 10–100 searches/month: Great for highly targeted long-tail keywords, especially in low-competition niches.
• 100–1,000 searches/month: A solid range for blogs or niche sites looking for steady, qualified traffic.
• 1,000+ searches/month: Can drive serious traffic—but usually comes with higher competition.

It’s also worth noting that Google Keyword Planner rounds its numbers, often showing ranges like 100–1K or 1K–10K, especially if you’re not running active ad campaigns. These aren’t precise counts but give a general sense of interest level.

Don’t Ignore the “Low” Numbers

If a keyword seems relevant to your audience—even if it has low search volume—it may still be worth targeting. Here’s why:

• Less competition: You’re more likely to rank on the first page.
• Cumulative value: Multiple low-volume posts can add up to significant traffic over time.
• Higher intent: Long-tail keywords often reflect users who are further along in the buyer’s journey.

For example, the keyword “best noise-canceling headphones for travel bloggers” might only get 70 searches a month, but those 70 people are likely very interested—and ready to buy.

2. What is Keyword Competition?

When Google shows “Low,” “Medium,” or “High” in the competition column, it’s easy to assume this is about how hard it is to rank in organic search—but that’s not quite accurate.

👉 In reality, competition level in Google Keyword Planner refers to how competitive a keyword is in paid Google Ads—not in organic search.

Still, this information can be incredibly useful for content creators and SEO strategists. Why? Because ad competition often correlates with commercial value and buyer intent. If lots of advertisers are bidding on a keyword, it’s usually because that keyword leads to conversions.

Let’s take a closer look at how to interpret each competition level.

High Competition Keywords

These are keywords with a high number of advertisers bidding for placement in Google Ads. They’re often commercial keywords with strong intent to purchase (e.g., “buy standing desk” or “best VPN for business”).

What this might mean for your content:

• These keywords often signal strong buyer intent, meaning they can be lucrative for affiliate marketers or product reviews.
• However, they are usually very competitive in organic search as well—especially if the search volume is also high.
• Larger or more established websites typically dominate these keywords, making it harder for newer sites to rank without significant effort.

Should you target them?

Only if you have a strong domain, a well-optimized site, and a long-term strategy. It may take time and link-building to see results, but the potential reward (high-converting traffic) could be worth it.

If you’re newer, try targeting long-tail versions of these high-competition keywords. For example, instead of “email marketing software,” try “best email marketing software for nonprofits.”

Medium Competition Keywords

These are keywords with a moderate level of advertiser bidding. They typically indicate a healthy level of interest from advertisers without being overly saturated.

What this might mean for your content:

• Medium competition often translates to achievable rankings, especially if the keyword isn’t ultra-broad.
• These keywords can be a sweet spot—enough advertiser interest to suggest commercial value, but not so much that organic search is overcrowded.
• They may have mid-tier difficulty in organic rankings, making them ideal for growing sites.

Should you target them?

Yes—this is often the best category for growing blogs and affiliate marketers. You get a good balance of opportunity and competition.

Look for medium competition keywords that also align with strong intent—words like “top,” “review,” “best,” or “comparison” often indicate a searcher who’s looking to take action.

Low Competition Keywords

These are keywords with little to no advertiser bidding. They may be less commercially valuable from an ads perspective—but they can still hold strategic value.

What this might mean for your content:

• These keywords may not indicate strong buyer intent, but that doesn’t mean they’re useless.
• They are often long-tail or informational, making them perfect for blogs targeting specific questions or niches.
• Organic search competition may also be low, which gives new websites a better chance of ranking quickly.

Should you target them?

Absolutely—especially if your goal is to build authority, attract organic traffic, and educate your audience.

Just make sure the topic still aligns with your audience’s needs and leads them naturally to your offer or affiliate link, even if it’s a few steps removed from the final conversion point.

How to Evaluate Competition for SEO (Not Just Ads)

Since Google Keyword Planner focuses on ads competition, you should also do a little SEO detective work to assess how hard it might be to rank organically for a keyword.

Here’s what to look at:

• Check the first page of search results: Are the top-ranking pages big brands or niche sites? Can you realistically compete with them?
• Look at Domain Authority (DA) of top sites: Tools like Moz or Ahrefs can help you understand if your site is in the same ballpark.
• Assess content quality: Are the top results well-written, comprehensive, and recent? If not, that’s your chance to outrank them.
• Check for exact-match content: If no one is targeting the exact phrase, you may have an easier time breaking into the top results.

Why a Balanced Strategy Works Best

Rather than focusing exclusively on one competition level, aim for a diverse keyword portfolio that includes:

• Low competition keywords (for quick rankings and traffic)
• Medium competition keywords (for sustainable growth and strong conversions)
• Selective high competition keywords (for long-term ROI and brand authority)

By spreading your efforts across multiple competition levels, you avoid putting all your eggs in one basket—and position yourself for both short-term wins and long-term success.

👉 If you can, use SEO tools like Ubersuggest, Ahrefs, or Moz to get a more accurate idea of organic competition.

3. What Is CPC (Cost Per Click)?

CPC stands for Cost Per Click—the average amount advertisers are willing to pay each time someone clicks on their ad for that keyword in Google Search.

While CPC is primarily used for paid advertising (like Google Ads), it can also tell you a lot about a keyword’s commercial value—which is incredibly helpful when planning your content.

Higher CPC = advertisers are willing to spend more to attract traffic = potentially higher value keyword.

Why CPC Matters for Content Creators (Even If You’re Not Running Ads)

Even if you’re not buying ads, CPC gives you insight into:

• Buyer intent: Higher CPC keywords often signal that people searching for them are ready to buy.
• Monetization potential: If businesses are spending money on those clicks, chances are you could earn affiliate revenue or ad income from targeting them.
• Competition level: High CPC can also mean tougher competition—but not always in organic search.

👉 In short: CPC is like a spotlight on money-making opportunities in your niche.

High CPC Keywords

These are the keywords where advertisers are willing to pay $5, $10 or even $50+ per click. Examples:

• “Best life insurance for seniors”
• “Managed WordPress hosting”
• “How to hire a personal injury lawyer”

What it Means for You

• Strong buyer intent—people are actively looking to spend money
• Great for affiliate content, product reviews, or comparison posts
• May be competitive, but not always in organic search

Should You Target Them?

Yes—if your site is monetized and you can create high-quality, conversion-focused content. Look for long-tail variations of high-CPC keywords for easier rankings.

Medium CPC Keywords

These keywords have moderate cost per click—usually a few dollars. They’re often a sweet spot between value and attainability.

Examples:

• “Best budget wireless headphones”
• “Home security camera reviews”
• “Organic pet food brands”

Why These Are Valuable

• Still show commercial interest
• Easier to rank for than high-CPC keywords
• Can perform well with affiliate links or AdSense

Should You Target Them?

Absolutely. These are ideal targets for most niche and authority sites. Create helpful, informative content that guides readers toward a product or service.

Low CPC Keywords

These have a very low cost per click—sometimes just a few cents.

Examples:

• “How to change a car tire”
• “History of French architecture”
• “DIY pencil holder ideas”

What it Means for You

• Usually informational or educational
• Not much commercial intent
• Good for traffic, not necessarily for monetization

Should You Target Them?

Yes—if your goal is to build topical authority, answer questions, or create supporting content for internal linking. Don’t expect these posts to directly drive revenue—but they’re still valuable for SEO and audience trust.

Using CPC to Prioritize Content

• For affiliate marketing, focus on medium-to-high CPC keywords
• For AdSense-style monetization, higher CPC usually means better RPM (earnings per thousand views)
• For supporting content, lower CPC keywords are still valuable for SEO and internal linking

Example:
“Best life insurance for seniors” → CPC: $40+ → Strong buying intent
“How to grow basil indoors” → CPC: $0.25 → Mostly informational

Here’s the thing—just because a keyword has a low CPC doesn’t mean it has no value. And just because a keyword has a high CPC doesn’t mean it’s easy money.

Use CPC as one data point among others:

• Match it with search volume: A high-CPC keyword with decent volume is promising.
• Check the competition: Look at the organic search results—is it feasible to rank?
• Think about user intent: Is the searcher looking to buy, learn, compare, or just browse?

4. How to Use These Metrics Together

Each number you get from your keyword analysis efforts gives you a piece of the puzzle. Let’s see how they all work together in a real-world keyword example.

Now Ask Yourself:

• Can I realistically rank for this keyword?
• Does it attract people who might click my affiliate links?
• Can I create useful, specific content around it?

👉 Ideal strategy:
Target a mix of keywords—high volume for long-term growth, medium volume for steady traffic, and low volume long-tail for quick wins and high conversions.

More Keyword Mix Examples

Let’s look at three more examples with different combinations of volume, competition, and CPC to see how to tailor your approach.

Example 1: Informational With Future Upside

• Use case: Ideal for a blog trying to build topical authority.
• Why it works: Lower CPC means it’s not highly competitive in ads, but searchers are likely to share and bookmark the content.
• Strategy: Create a valuable guide, use internal linking to lead readers to related affiliate posts (e.g., compost bins, gardening gloves).

Example 2: Low Volume, High Intent

• Use case: Perfect for a niche affiliate site.
• Why it works: Buyers are actively comparing products and likely ready to purchase.
• Strategy: A detailed comparison or review post with affiliate links can convert well even with low traffic.

Example 3: High CPC, Mid-Tier Opportunity

• Use case: Great for B2B affiliate marketers or software review blogs.
• Why it works: While the competition is moderate, the high CPC shows strong commercial value.
• Strategy: Create in-depth comparisons, pros/cons, and use-case guides. These posts can be monetized well with affiliate commissions or lead generation.

5. More Ways to Use These Metrics in Your Keyword Strategy

In addition to the usual ways to use the results of your keyword analysis, here are some additional ideas:

1. Build content clusters
   Use low and medium-volume keywords to support broader, high-volume keywords. For example:
   • Main topic: “Best running shoes”
   • Supportive content: “Best trail running shoes for flat feet,” “Budget running shoes for beginners”
2. Prioritize by stage of the buyer’s journey
   • Informational = low CPC, medium search volume → Top of funnel (great for blog posts, lead magnets)
   • Transactional = high CPC, specific phrases → Bottom of funnel (perfect for affiliate content)
3. Target underserved niches
   • Look for keywords with decent CPCs but low competition—these often indicate buyer interest without many sites creating relevant content.
4. Look beyond the numbers
   • CPC doesn’t just tell you what ads cost—it reveals what advertisers are willing to pay, which is a good signal of how profitable that traffic might be.
5. Create a keyword portfolio
   Like a financial portfolio, don’t rely on one type of keyword. Mix:
   • Long-term growth (competitive)
   • Steady traffic (medium)
   • Quick conversions (long-tail)

Check this post for more information on How to Match Keyword Intent Types with Your Content

Final Thoughts

Keyword analysis can feel overwhelming at first, but once you understand what these numbers mean—and how they work together—you’ll be making smarter content decisions in no time.

Remember:

• Search volume tells you how often a keyword is searched
• Competition hints at how valuable it is to advertisers (and how competitive it might be)
• CPC reveals the potential money behind the keyword

Instead of chasing the biggest numbers, focus on keywords that match your audience’s intent, are feasible for your site to rank for, and offer a balance of traffic and monetization potential.

Whether you’re building a blog, launching a niche site, or growing an affiliate business, these keyword metrics are your roadmap to organic success.

I have a keyword strategy worksheet and content planning checklist to help you put all this keyword analysis stuff into practice. You can download them below by clicking on the title.

Keyword_Strategy_Worksheet.pdf

Content_Planning_Checklist.pdf

Keyword_Intent_to_Content_Match_Checklist.pdf