Column · method

Why we never call these numbers search volume

A number without its unit is a lie waiting to be quoted. Ours has one unit and one date, and we refuse the conversion.

2026-10-19 · InfoGap column

The tempting conversion

Suggestion counts look like demand. Multiply by a factor, call it monthly searches, and the number becomes more impressive and less true. Every such factor is invented. We do not publish one.

What the number is

It is	It is not
A count of distinct phrasings	A count of people
Dated — 2026-10-19	A trend on its own
Comparable across nodes on the same day	Comparable across countries
A signal of how a topic is spoken about	A forecast of revenue

Why the distinction protects you

If you use a breadth number as a market size, you will over-build. You will ship a product for a topic with thirty phrasings and discover that the phrasings were all variations of one question asked by one kind of person.

If you use it as a language map, you get something better: a list of the exact sentences your future page should be able to answer.

The three questions we answer honestly

1. Is this topic spoken about in many ways? — the count.
2. Is that changing? — needs two days, and we show both.
3. What do the phrasings say? — the examples, verbatim.

Anything beyond those three is interpretation, and we label it as ours rather than dressing it as data.

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