The essential metrics to analyze for keyword research success

Brainstorming keyword ideas is great, but you won’t get very far if you’re not looking at the right metrics. After all, it’s the metrics — the objective criteria we use to make the data-driven decisions — that make search such an effective marketing channel.
But which keyword research metrics should I be considering? Isn’t search volume sufficient? Let’s explore.
Search volume
Average monthly search volume is the one metric that is universally used for keyword research. This metric is derived from Google’s Keyword Planner, a free tool intended for use with AdWords, and it forms a foundation for the popularity of a given search query.
Typically, one chooses the exact match type for a more precise representation of search volume for a keyword. If your business is regionally locked, make sure to specify a geography to get regional search volume.
Recently, Russ Jones wrote an excellent article on Moz discussing some of the issues with relying on Keyword Planner search volume. Jones found that search volume numbers are actually

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