High ranking for high volume keyword, but low traffic

[JetBookMike]

We are ranked, according to Moz (and we've tested to back it up) #3 on Google UK for the keyword "Hire a Jet". According to Google, this keyword gets 22,500 local searches per month.

Yet we get about 5 hits a month for that keyword. Any ideas why this is so low? It just doesn't add up or make sense whatsoever.

[rhutchings]

Have you verified the impressions served and average position via your Webmaster Tools account?  That would be the most reliable source.  You can see your own organic CTR there for those keyterms, and if its a main keyword, should trigger.

I would say Google either over estimated the search volume (which they do all the time with their stupid tool), or you have a really poor CTR even though you show up high in SERPs.

[JetBookMike]

Webmaster Tools reports 70 impressions with about 12 clicks.

[IKT]

That is quite high .. When you said you only receive 5 hits , may i ask you where do you get that information from? is it from google.com/analytics or your own pre-built hit counter?

[rhutchings]

Wow, only about 70 impressions, that a far cry from 22,500.  Sometimes google is off, but this seems way off. In my experience so far, i have noticed the following n relation to the WMT impression counts, and keyword estimations:

• #1 position average i get between 5-10% of the impressions reported by the keyword tool in google
• #2 - #3 position average i see under 6% of the impressions reported by the keyword tool

So we know they are off.

[evolvingSEO]

Hi

You have to go by "phrase" or "exact" in the keyword tool, as broad could entail any search with the word "hire" even if it doesn't have "jet".

See image

-Dan

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[rhutchings]

Good call on that one Dan.  Thats more accurate.

[JetBookMike]

Definitely explains it! Thanks