Keyword tool reality check (US search volume):
fire damage restoration
Google Keyword Planner: 135K/mo
Ahrefs: 47K/mo
Semrush: 60.5K/mo
my rule: trust direction, not the number
prioritize by intent, difficulty, & SERPs
then confirm with your own data
accessory dwelling unit (ADU) US search trend 🏡
90,500/mo +49% YoY
zoning reform making ADUs legal in more cities
homeowners using them for rental income or aging parents
housing costs forcing creative density
90,500 searches a month and still accelerating
most people use keyword data wrong
they pick the tool with the highest number
or argue about which tool is most accurate
both are the wrong conversation
search volume is an estimate built on sampled data
it will never be exact
but direction is consistent across every tool
is this category growing or shrinking?
is momentum accelerating or fading?
is this a spike or a staircase?
that's what search data is actually good at
the number tells you scale
the direction tells you where to bet