TLDR Tech / Marketing
Why Your Top Keywords Are Quietly Losing Volume
Head term queries are what fund Google's ad business, since two-word category terms draw 5x to 15x the CPC of longtail equivalents, and those same head terms are now shrinking in 7 of 9 consumer categories. Entertainment's head term volume fell 16% year over year, the sharpest decline in the dataset, in a category where AI tools already give users a credible substitute for a Google search entirely. The bigger risk for Google isn't cannibalized clicks on searches that still happen, it's users skipping the search box altogether for tools like ChatGPT on exactly the head term queries the ad auction depends on.
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