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What ”Call Mom” Has to Do With Search Volume and Your Content Strategy

Did you know, that on average the keyword ”Call Mom” is searched for 300K times per month in the US and 99% of that is from smartphones? Whether or not on purpose, in this case (the voice function sends its regards), the information on the device distribution of the keyword search volume is worth its weight in gold for your strategy; which is why it’s now available in the Searchmetrics Suite.

Searchmetrics Suite - Keyword Device Distribution - Call Mom

Do you monitor keywords in the Searchmetrics Suite? Then you can now check which device these keywords have the highest search volume on. Not only a time-saver, but it also provides you with a quick overview of which landing page to optimize for which device to ensure the best ranking and traffic.

We’ve also added the Title & Description Analysis to the Searchmetrics Suite.

Keyword Device Distribution or: Why some keywords should not (just) be optimized for desktop

With the Keyword Device Distribution, which is new and absolutely unique to the industry, you can check your observed keywords (and your keyword tags) in the project area for the specific distribution of search volumes by device. This saves a lot of time, as this breakdown is available ad hoc. You can also check the search volumes with the keyword tags you set up in the project area in order to track the average distribution for keyword groups.

Let’s take a look at the spread of some keywords:

“Call Mom”

It is likely that searches for the phrase “call mom” are mostly unintended, as the true intention is probably to make a call using the voice function. However, this example nicely illustrates what the search volume device distribution can offer you (the numbers are for US).

Call mom Search Spread


This view gives you an idea of which keywords you monitor are performing best on which device. This information is extremely important because both your own content and SEO strategy must align towards the right device. If your keywords are largely searched via mobile devices, it makes the most sense to optimize the corresponding landing pages- primarily for mobile devices- from a technical and content point of view.

By the way, another good example would be “navigate home” (370K monthly searches – 99% mobile).

Set up strategy for target group and device spread

Do you know where or with which devices your target group or your customers search from? Here are a some more examples:

  • Keyword: “florida destinations” (monthly search volume: ~5,500)
    • Mobile device: 55%
    • Tablet: 19%
    • Computer: 26%

Travel industry, a huge market: At the moment, only a quarter of the search queries for the keyword are still made from a desktop computer; with mobile having the biggest share.

  • Keyword:”pizza restaurants” (monthly search volume: ~22,000)
    • Mobile device: 76%
    • Tablet: 8%
    • Computer: 16%

The fact that the nearest pizzeria is now largely being searched for using a mobile device (with a strong influence of local parameters!) should no longer comes as a surprise to many.

  • Keyword: “timberland boots” (monthly search volume: ~370,000)
    • Mobile device: 66%
    • Tablet: 10%
    • Computer: 24%

More than 60% of monthly search queries for eCommerce keywords such as ”timberland boots” are now sent from smartphones, which is interesting (incidentally, it is also now over 50% for other more generic search terms such as ”nike shoes”)! Most conversions still take place at the desktop, but many customers find information about and search for products on their mobile device. In eCommerce, the ”mobile” topic should really be strategically discussed with some urgency (if not part of your strategy).

Save yourself time as we now offer this feature “Keyword Device Distribution” in the Suite. Here’s how it works.

This is how you benefit from Keyword Device Distribution:

  • Compare the distribution of search queries from smartphones, tablets and desktops for keywords and keyword tags you monitor
  • Focus on the keywords that are most relevant to your device-specific market and thereby optimize your keyword strategies
  • Combine these results with the mobile SEO area in the Suite – by applying mobile search machines in your project, you can monitor and optimize your mobile keywords with rankings, trends and potential especially for the mobile market

Device breakdown by keyword

Here you can also see, alongside many other keywords, the search volume for the keyword “timberland boots” (in the project area, displayed clearly by device).

Where can I find the Keyword Device Distribution? What license do I need?

The Keyword Device Distribution is available for all Suite customers. You can find the new feature in the project area under Rankings in the Mobile tab. The display can also be analyzed according to the tags per keyword group given by you in the project. Log in now to see for yourself!

Searchmetrics Suite - Mobile Keyword Distribution

If you aren’t a customer of the Suite yet, please contact us to learn more:

Request Suite Demo

Title & Description Analysis or: Why scissors are bad

There is limited space available for the search results. If titles or descriptions are too long, Google cuts them off for presentation in the SERPs. This can have possible negative effects on the CTR because a user might skip this search result and select another one offering them more comprehensive information in the snippet:

Title & Description Analysis

To ensure the “three dots” in the SERPs are immediately a thing of the past, we have developed the Title & Description Analysis for you. With this you can optimize your title tags and meta descriptions for the display of search results. We also offer analyses that identify and include pixel and letter width of these snippet elements as well as information about missing or duplicate titles and descriptions.

Example Title and Description

Where can I find the Title & Description Analysis? What license do I need?

The Title & Description Analysis is now available for all Suite customers. You can find them in the project area under Optimization and the Site Structure Optimization sub-item and then in the respective Title Tags or Meta Descriptions tabs.

Request Suite Demo

Do you have any questions, queries or feedback on Keyword Device Distribution or Title & Description Analysis? Let us know in the comments!

Jan Grundmann

Jan Grundmann

Jan Grundmann covers all important topics related to search engine optimization and content marketing, including analysis of new Google Updates and data from the Searchmetrics Suite. Jan Grundmann has been working as a journalist and content marketer since 2005. He has been a regular author on the Searchmetrics Blog since 2015, and also writes for his railway travel portal

2 thoughts on “What ”Call Mom” Has to Do With Search Volume and Your Content Strategy

  • seo for your website 2016/02/13 at 9:53 pm

    Thanks for finally talking about >What ‘call mom’ has to
    do with search volume Searchmetrics SEO Blog <Loved it!

  • It seems like one could look at this one of two ways:

    1. Better for searchers

    This is the latest step in Google forcing publishers to focus less on narrow, long-tail keyword articles. This could encourage better, broader, more comprehensive resources in search results… the opposite extreme from the previously vanquished micro-niche sites and content farm articles, which were hyper-targeted on certain keywords.

    2. Better for Google.

    This is Google moving toward pay-to-play a la Facebook, as has been mentioned above.

    The truth is probably somewhere in between.

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