Keyword Extrapolations for Canadian Regional Markets

Whenever we do keyword research and analysis for a relatively small market, such as one Canadian City, we have to carry out keyword extrapolations to get an accurate data point for the number of qualified searches being made on Google, Yahoo, and Bing for a specific product or service.

We have to employ accurate keyword extrapolations, or we would never REALLY know what traffic levels are like in one city or another. You will see references to our extrapolations in our business vertical/market research publications.

Below we outline this methodology. As far as we know, we are the only SEO company in Calgary (or Canada for that matter) that uses this exacting method of calculating traffic levels.

We have a spread sheet that does the whole calculation in seconds. We just enter in the monthly keyword searches, and the Canadian city decimal value (as per Canada Census), and presto – we know the approximate average number of phrase searches being conducted in the specific city.

 Keyword Extrapolation Example

To show you how our keyword extrapolations are carried out, we will use the “SEO services” vertical for the sake of an example.

Let’s say we want to know how many search engine users are searching the term SEO in Canada.Well….we do!

We procure all the keyword data from Google’s keyword tool for Canada, but that is only 65% of the traffic out there to be had. We still have to add in Yahoo and Bing traffic, which is about 35% of the total traffic in search for the product or service we are reviewing.

Google shows the total number of searches for the keyword SEO in Canada to be 211,821 (65% of total search) so we divide 211,821 by .65, which equals 325,878 to get total search volume (Google, Bing, Yahoo).

We have grabbed the population for all of the major Canadian cities (via census information). Then we look at the city we are doing the market research on and see what percentage share it has compared with all of Canada (34,108,752). Then we have a percentage that we can use in our equations.

These is our reference for population in these cities in Canada with populations over 100,000;

Toronto,5113149 Montreal,3635571 Vancouver,2116581 Ottawa–Gatineau,1130761 Calgary,1079310 Edmonton,1034945 Quebec City,715515 Winnipeg,694668 Hamilton,692911 London,457720 Kitchener–Cambridge–Waterloo,451235 St. Catharines–Niagara (Niagara Falls Welland),390317 Halifax,372858 Oshawa (Whitby Clarington),330594 Victoria (Saanich),330088, Windsor (Tecumseh LaSalle Lakeshore),323342 Saskatoon,233923 Regina,194971 Sherbrooke,186952 St. John’s (Mount Pearl Conception Bay South),181113 Barrie,177061 Kelowna (West Kelowna),162276 Abbotsford–Mission,159020 Greater Sudbury,158258 Kingston,152358 Saguenay,151643 Trois-Rivières,141529 Guelph,127009 Moncton,126424 Brantford,124607 Thunder Bay,122907 Saint John,12238 Peterborough,116570 Chatham–Kent,108589 Cape Breton,105928 Lethbridge,95196

So for our example above we get this equation;

  • 211,821 (Google’s search result for Canada) X .65 (Bing and Yahoo) = 325,878 Total search volume month.
  • Population of Calgary (1079310) ÷ population of Canada (34,108,752) = 0.032 (percentage of total) X Total keyword searches (325,878) =  total searches for SEO.

So since we do reports on Calgary markets we can create a simple spreadsheet calculation to get our total monthly search volume for the SAID keyword in Calgary. This is the only equation we need to know.

Google’s Keyword Monthly Total Search in Canada  ÷ .65 X .032 = Total

So if  we wanted to know the total monthly search traffic in a different city, we simply swap out the .o32 out with a different city ratio (as above).

Conclusion

This works very well, and the actual traffic we have seen over the years does correlate – after you take into consideration the trends, search engine preferences, and the product or service nomenclature. Please read our terms of service regarding data collection and keyword extrapolations.

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