The algorithm has never been to Ibiza.
Por Deborah Arpino
Nota: este artículo se publica en inglés.
"Search volume too low."
A tool looks at the number of searches and tells you there are not enough of them to be interesting.
It may be completely right about the volume.
The question is what you do with that information.
How big is the universe?
Imagine there are 100 genuinely relevant people. Twenty visit your website. Five book.
That is five bookings. It is also 5% of the entire relevant universe.
A small number is not necessarily a small result.
Ibiza is a small universe.
It is also fragmented. Residents. Seasonal workers. Tourists. Different nationalities, different languages, different needs at different points of the season.
Even the name of a place can split the search. Sant Miquel. San Miguel. Eivissa. Ibiza.
Each variation makes an already small number smaller.
That does not necessarily make it less relevant.
Then the system makes a decision.
Low search volume is not always just something a tool reports.
In Google Ads, keywords with very little or no search history can become inactive and stop entering the ad auction unless search traffic increases.
In a large market, that may make sense.
In a small market, it can effectively remove the niche keywords that describe the market most precisely.
The system sees insufficient volume.
The business may see its entire addressable market.
The algorithm has never been to Ibiza.
Google knows how much search activity it sees.
It does not know what one booking is worth to your business.
It does not know that the same place may be searched for in different languages under different names.
It does not know that twenty searches in July may matter more than two hundred searches in January.
And it does not know that in a genuinely small universe, reaching five of the right people may be an excellent result.
Before we call the number small, we should ask how big the universe is.