Moz vs. Spyfu

I consider both Moz, Google AdWords, and Spyfu to be excellent tools when I do my research and with most keyword research tools you find online they all have different numbers.

Google AdWords I have always known to wildly inaccurate search volumes and I only use it to get keyword ideas. Rand Fishkin did some tests and wrote about it as well. You can read his post on moz.com “Why Google AdWords’ Keyword Volume Numbers Are Wildly Unreliable – Whiteboard Friday“

I noticed individually the search volume numbers were usually a bit off between Moz and Spyfu so I decided to run a test on some keyword research I did and compared a little over 200 phrases that I would share below.

As I tell my customers I believe Moz to be more accurate for organic search results and I believe Spyfu to be more accurate for pay per click results. Of course, Google AdWords is supposed to be for pay per click results but I never trusted their numbers and only trust them for keyword phrase ideas to add to the list then paste them into Moz’s tool to get volume numbers.

To further complicate things Moz uses ‘Min Volume’ and ‘Max Volume’ while Spyfu uses ‘Local Searches’ and ‘Global Searches’. Can we really compare these two? Did Spyfu use these terms to make their numbers more plausible when compared to other tools like Moz and Google AdWords?

When comparing Moz’s ‘Min Volume’ to Spyfu’s ‘Local Searches’ we find the difference in numbers from 19 to over 49,000. When comparing Moz’s ‘Max Volume’ to Spyfu’s ‘Global Searches’ we find the difference in numbers from 40 to 468,000.

When comparing all of them together in the chart below you would think that the two ‘Difference’ columns would be relatively close from lowest to highest but it isn’t. It jumps around quite a bit.

Note: Moz’s n/a and the difference #value! could not be calculated because some of the keyword phrases are not in Moz’s index.

Keyword Analyzed 6/7/2019	Moz Min Volume	Spyfu Local Searches	Difference	Moz Max Volume	SpyFu Global Searches	Difference
funnel digital marketing	0	20	20	10	50	40
power digital marketing	501	880	379	850	1000	150
digital marketing near me	201	480	279	500	1000	500
digital marketing software	101	210	109	200	1000	800
digital marketing strategist	201	480	279	500	1300	800
digital marketing podcast	101	390	289	200	1000	800
digital marketing strategy pdf	51	70	19	100	1000	900
digital marketing workshop	51	90	39	100	1000	900
digital marketing for dummies pdf	11	110	99	50	1000	950
digital marketing videos	11	140	129	50	1000	950
why digital marketing is important	11	140	129	50	1000	950
digital marketing for real estate	11	320	309	50	1000	950
digital marketing real estate	11	320	309	50	1000	950
real estate digital marketing	11	320	309	50	1000	950
web marketing agency	11	320	309	50	1000	950
master digital marketing	0	30	30	10	1000	990
digital marketing tips	201	320	119	500	1600	1100
b2b digital marketing	101	260	159	200	1300	1100
digital marketing agency near me	101	590	489	200	1300	1100
digital marketing objectives	11	70	59	50	1300	1250
digital marketing case studies	11	210	199	50	1300	1250
digital marketing case study	11	210	199	50	1300	1250
digital marketing b2b	11	260	249	50	1300	1250
digital marketing company in usa	11	260	249	50	1300	1250
digital marketing for business	11	260	249	50	1300	1250
digital marketing conferences	11	590	579	50	1300	1250
digital marketing conference	11	720	709	50	1300	1250
digital marketing introduction	0	70	70	10	1300	1290
introduction to digital marketing	0	70	70	10	1300	1290
digital marketing agency us	0	140	140	10	1300	1290
digital marketing agency usa	0	140	140	10	1300	1290
business digital marketing	0	260	260	10	1300	1290
digital marketing businesses	0	260	260	10	1300	1290
digital marketing for b2b	0	260	260	10	1300	1290
social media marketing courses online	0	320	320	10	1300	1290
digital marketer conference	0	590	590	10	1300	1290
digital marketing course near me	101	140	39	200	1600	1400
digital marketing classes	201	480	279	500	1900	1400
digital marketing platforms	101	390	289	200	1600	1400
digital marketing solutions	101	480	379	200	1600	1400
digital marketing basics	51	210	159	100	1600	1500
online digital marketing	51	235	184	100	1600	1500
digital content marketing	51	260	209	100	1600	1500
digital marketing firm	51	720	669	100	1600	1500
why digital marketing	11	170	159	50	1600	1550
digital marketing articles	11	260	249	50	1600	1550
digital marketing content	11	260	249	50	1600	1550
digital marketing online	11	260	249	50	1600	1550
tips for digital marketing	11	320	309	50	1600	1550
digital marketing classes online	11	480	469	50	1600	1550
digital marketing solution	11	480	469	50	1600	1550
about digital marketing	0	30	30	10	1600	1590
digital marketing strategy examples	0	210	210	10	1600	1590
content digital marketing	0	260	260	10	1600	1590
digital marketing platform	0	390	390	10	1600	1590
digital marketing online class	0	480	480	10	1600	1590
online digital marketing classes	0	480	480	10	1600	1590
importance of digital marketing	101	140	39	200	1900	1700
digital marketing plan template	101	390	289	200	1900	1700
digital marketing campaign	101	480	379	200	1900	1700
what is digital marketing strategy	51	210	159	100	1900	1800
future of digital marketing	51	320	269	100	1900	1800
the future of digital marketing	51	320	269	100	1900	1800
advantages of digital marketing	11	110	99	50	1900	1850
digital marketing advantages	11	110	99	50	1900	1850
what is a digital marketing strategy	11	210	199	50	1900	1850
digital marketing future	11	320	309	50	1900	1850
future digital marketing	11	320	309	50	1900	1850
digital marketing expert	11	390	379	50	1900	1850
digital marketing experts	11	390	379	50	1900	1850
digital marketing kpi	11	390	379	50	1900	1850
kpi digital marketing	11	390	379	50	1900	1850
digital marketing class	11	480	469	50	1900	1850
advantage of digital marketing	0	110	110	10	1900	1890
digital marketing tutorial	0	110	110	10	1900	1890
what are digital marketing strategies	0	210	210	10	1900	1890
digital marketing funnel	201	720	519	500	2400	1900
role of digital marketing	101	170	69	200	2400	2200
internet marketing agency	101	940	839	200	2400	2200
traditional marketing vs digital marketing	51	0	-51	100	2400	2300
digital marketing vs traditional marketing	51	320	269	100	2400	2300
digital marketing roles	11	170	159	50	2400	2350
digital marketing website	11	260	249	50	2400	2350
digital marketing funnels	11	720	709	50	2400	2350
digital marketing mix	0	90	90	10	2400	2390
website digital marketing	0	260	260	10	2400	2390
digital marketing channels	201	590	389	500	2900	2400
freelance digital marketing	1701	1900	199	2900	5400	2500
how to do digital marketing	101	260	159	200	2900	2700
seo digital marketing	101	320	219	200	2900	2700
digital marketing news	851	1300	449	1700	4400	2700
digital marketing specialist	851	1600	749	1700	4400	2700
digital marketing for dummies	501	880	379	850	3600	2750
digital marketing analyst	501	1000	499	850	3600	2750
benefits of digital marketing	51	210	159	100	2900	2800
digital marketing seo	51	320	269	100	2900	2800
digital marketing benefits	11	210	199	50	2900	2850
seo in digital marketing	11	320	309	50	2900	2850
digital channel marketing	11	590	579	50	2900	2850
benefits digital marketing	0	210	210	10	2900	2890
digital marketing plan	201	720	519	500	3600	3100
digital marketing trends	201	720	519	500	3600	3100
digital media marketing	201	880	679	500	3600	3100
digital marketing analytics	201	1000	799	500	3600	3100
masters in digital marketing	51	720	669	100	3600	3500
digital marketing planning	11	720	709	50	3600	3550
digital marketing plans	11	720	709	50	3600	3550
digital marketing trend	11	720	709	50	3600	3550
marketing digital media	11	880	869	50	3600	3550
master in digital marketing	0	720	720	10	3600	3590
master of digital marketing	0	720	720	10	3600	3590
media digital marketing	0	880	880	10	3600	3590
digital marketing analysis	0	1000	1000	10	3600	3590
types of digital marketing	201	480	279	500	4400	3900
learn digital marketing	201	590	389	500	4400	3900
digital marketing books	101	720	619	200	4400	4200
online marketing agency	101	1000	899	200	4400	4200
digital marketing pdf	51	140	89	100	4400	4300
digital marketing work	0	140	140	10	4400	4390
new digital marketing	0	1300	1300	10	4400	4390
digital marketing specialists	0	1600	1600	10	4400	4390
digital marketing blogs	201	720	519	500	5400	4900
digital marketing tools	201	720	519	500	5400	4900
digital marketing meaning	101	170	69	200	5400	5200
digital marketing blog	101	720	619	200	5400	5200
online marketing company	101	1600	1499	200	5400	5200
digital marketing freelance	101	1900	1799	200	5400	5200
freelance digital marketer	51	1900	1849	100	5400	5300
digital marketing tool	11	720	709	50	5400	5350
digital marketing freelancer	11	1900	1889	50	5400	5350
blog digital marketing	0	720	720	10	5400	5390
marketing company online	0	1600	1600	10	5400	5390
digital marketing consultant	201	1300	1099	500	6600	6100
digital marketing consulting	51	1300	1249	100	6600	6500
digital marketing consultancy	11	1300	1289	50	6600	6550
digital marketing consultants	11	1300	1289	50	6600	6550
digital marketeer	11	891	880	50	6624	6574
digital marketing training	501	720	219	850	8100	7250
digital market	101	320	219	200	8100	7900
digital marketing trainer	11	720	709	50	8100	8050
digital marketing definition	851	1900	1049	1700	12100	10400
digital marketing services	851	1900	1049	1700	12100	10400
digital marketing strategy	851	2400	1549	1700	12100	10400
digital marketing courses online	201	1600	1399	500	12100	11600
online digital marketing courses	201	1600	1399	500	12100	11600
define digital marketing	201	1900	1699	500	12100	11600
digital marketing strategies	201	2400	2199	500	12100	11600
digital marketing service	51	1900	1849	100	12100	12000
strategic digital marketing	51	2400	2349	100	12100	12000
digital marketing course online	11	1600	1589	50	12100	12050
online digital marketing course	11	1600	1589	50	12100	12050
definition of digital marketing	11	1900	1889	50	12100	12050
digital marketing online course	0	1600	1600	10	12100	12090
definition digital marketing	0	1900	1900	10	12100	12090
digital marketing as a service	0	1900	1900	10	12100	12090
digital strategy marketing	0	2400	2400	10	12100	12090
strategies for digital marketing	0	2400	2400	10	12100	12090
digital marketing company	851	3600	2749	1700	18100	16400
what is digital marketing	4301	5400	1099	6500	40500	34000
what is digital marketing?	101	5400	5299	200	40500	40300
digital marketing is	0	5400	5400	10	40500	40490
what are digital marketing	0	5400	5400	10	40500	40490
what is the digital marketing	0	5400	5400	10	40500	40490
digital marketing agency	4301	14800	10499	6500	49500	43000
digital marketing agencies	501	14800	14299	850	49500	48650
agency digital marketing	11	14800	14789	50	49500	49450
digital marketer agency	11	14800	14789	50	49500	49450
digital agency marketing	0	14800	14800	10	49500	49490
marketing digital agency	0	14800	14800	10	49500	49490
digital marketing course	1701	3600	1899	2900	74000	71100
digital marketing courses	501	3600	3099	850	74000	73150
course in digital marketing	0	3600	3600	10	74000	73990
course of digital marketing	0	3600	3600	10	74000	73990
courses in digital marketing	0	3600	3600	10	74000	73990
courses on digital marketing	0	3600	3600	10	74000	73990
marketing digital	2901	1900	-1001	4300	201000	196700
digital marketing	30301	49500	19199	70800	368000	297200
digital marketer	4301	49500	45199	6500	368000	361500
digital marketers	11	49500	49489	50	368000	367950
digital markets	11	49500	49489	50	368000	367950
digital marketing?	0	49500	49500	10	368000	367990
/digital-marketing/	n/a	49500	#VALUE!	n/a	368000	#VALUE!
benefit of digital marketing	n/a	210	#VALUE!	n/a	2900	#VALUE!
companies with digital marketing	n/a	3600	#VALUE!	n/a	18100	#VALUE!
course digital marketing	n/a	3600	#VALUE!	n/a	74000	#VALUE!
courses for digital marketing	n/a	3600	#VALUE!	n/a	74000	#VALUE!
digital business marketing	n/a	260	#VALUE!	n/a	1300	#VALUE!
digital market strategies	n/a	2400	#VALUE!	n/a	12100	#VALUE!
digital marketer near me	n/a	480	#VALUE!	n/a	1000	#VALUE!
digital marketing agency in usa	n/a	140	#VALUE!	n/a	1300	#VALUE!
digital marketing benefit	n/a	210	#VALUE!	n/a	2900	#VALUE!
digital marketing company usa	n/a	260	#VALUE!	n/a	1300	#VALUE!
digital marketing strategy.	n/a	2400	#VALUE!	n/a	12100	#VALUE!
digital marketing trainers	n/a	720	#VALUE!	n/a	8100	#VALUE!
digital marketing tutorials	n/a	110	#VALUE!	n/a	1900	#VALUE!
digital marketing what	n/a	5400	#VALUE!	n/a	40500	#VALUE!
digital real estate marketing	n/a	320	#VALUE!	n/a	1000	#VALUE!
ditgital marketing	n/a	644	#VALUE!	n/a	4784	#VALUE!
example digital marketing strategy	n/a	210	#VALUE!	n/a	1600	#VALUE!
marketing digital definicion	n/a	10	#VALUE!	n/a	1300	#VALUE!
marketing online service	n/a	590	#VALUE!	n/a	1900	#VALUE!
service digital marketing	n/a	1900	#VALUE!	n/a	12100	#VALUE!
services of digital marketing	n/a	1900	#VALUE!	n/a	12100	#VALUE!
strategy for digital marketing	n/a	2400	#VALUE!	n/a	12100	#VALUE!
strategy of digital marketing	n/a	2400	#VALUE!	n/a	12100	#VALUE!
workshop on digital marketing	n/a	90	#VALUE!	n/a	1000	#VALUE!

Where does Moz get its data from?

According to the article on their website, their accuracy is at about 95%. They are using Russ Jones’ volume bucket methodology and adding in anonymized clickstream data from ~1 million real searchers in the US.

Where does Spyfu get its data from?

Spyfu says they use some of its data from Google AdWords as well but also says the search (volume) numbers are way off just like Moz did. They mention that they use their own in-house method using several different factors stating that, “freakishly right way more than we’re wrong.”

Here is another article that says Spyfu is right 90% of the time for ad budgets and SEO clicks. This article on their website gives more detail on how they come up with their numbers. Spyfu also sites when a company checked how accurate their data was and cited 79% then Spyfu explained how they improved the numbers since this study to bring it up to 90%.

My question is this. If one claims to be 95% correct and the other claims to be 90% correct why are the numbers when comparing the two so far off? Is it because one states they are min and max volume while the other call it local and global value?

---

Here is the definition of local and global searches from Spyfu:

Monthly Searches

This is the average number of times each month that Google users search this exact keyword, broken into local (country) search volume.

Monthly Searches

This is the average number of times each month that Google users search this exact keyword, broken into global (world-wide) search volume.

---

Here is the definition of min and max searches from Moz:

Volume ranges show you (with 95% or more accuracy) how often a term or phrase is searched for in Google each month.

---

Keyword Difficulty

When you compare the ranking difficulty between Moz and Spyfu here is what you find. I calculated this by using a percentage and the range became -52% to 62% difference. Another very large difference. You will also notice that overall there is not a gradual lowest to highest for Moz or Spyfu when sorted by the column ‘Percentage Difference’.

Keyword Analyzed 6/7/2019	Moz Difficulty	SpyFu SEO Difficulty	Percentage Difference
ditgital marketing	61	40	-52.50%
digital marketeer	58	47	-23.40%
define digital marketing	60	52	-15.38%
digital marketing meaning	62	57	-8.77%
digital marketing definition	61	57	-7.02%
definition of digital marketing	61	57	-7.02%
definition digital marketing	59	56	-5.36%
what are digital marketing	58	61	4.92%
digital marketing plan template	47	50	6.00%
digital marketing is	60	64	6.25%
digital marketing what	56	60	6.67%
what is digital marketing	57	63	9.52%
what is the digital marketing	59	66	10.61%
media digital marketing	57	64	10.94%
what is digital marketing?	57	64	10.94%
digital media marketing	62	70	11.43%
digital market	61	69	11.59%
importance of digital marketing	37	42	11.90%
about digital marketing	55	63	12.70%
marketing digital media	59	69	14.49%
digital marketing news	50	59	15.25%
digital marketing trend	44	52	15.38%
why digital marketing is important	38	45	15.56%
digital marketer	58	69	15.94%
/digital-marketing/	61	73	16.44%
digital marketing?	61	74	17.57%
role of digital marketing	41	50	18.00%
digital marketing	60	74	18.92%
the future of digital marketing	38	47	19.15%
digital marketing future	39	49	20.41%
digital marketing vs traditional marketing	23	29	20.69%
future of digital marketing	38	48	20.83%
content digital marketing	49	62	20.97%
digital marketing tools	44	56	21.43%
digital marketing trends	40	51	21.57%
digital marketing content	47	60	21.67%
digital markets	52	67	22.39%
digital marketing tool	44	57	22.81%
online digital marketing course	47	61	22.95%
power digital marketing	45	59	23.73%
digital marketers	53	70	24.29%
future digital marketing	39	52	25.00%
benefits of digital marketing	30	40	25.00%
traditional marketing vs digital marketing	23	31	25.81%
digital marketing trainers	40	54	25.93%
digital marketing tips	41	56	26.79%
digital marketing videos	38	52	26.92%
example digital marketing strategy	40	55	27.27%
digital marketing plans	37	51	27.45%
why digital marketing	42	58	27.59%
learn digital marketing	44	61	27.87%
digital business marketing	48	67	28.36%
strategic digital marketing	45	63	28.57%
digital marketing courses online	47	66	28.79%
how to do digital marketing	42	59	28.81%
digital marketing strategy examples	39	55	29.09%
digital marketing tutorial	36	51	29.41%
digital marketing course online	48	68	29.41%
tips for digital marketing	38	54	29.63%
course digital marketing	50	72	30.56%
new digital marketing	45	65	30.77%
benefits digital marketing	29	42	30.95%
marketing digital	51	74	31.08%
online digital marketing courses	48	70	31.43%
digital marketing case studies	26	38	31.58%
online digital marketing classes	45	66	31.82%
digital marketing tutorials	38	56	32.14%
digital content marketing	40	59	32.20%
digital marketing online course	48	71	32.39%
digital marketing courses	50	74	32.43%
digital marketing for dummies pdf	35	52	32.69%
digital marketing class	47	70	32.86%
digital marketing introduction	36	54	33.33%
digital marketing course	48	72	33.33%
courses in digital marketing	48	72	33.33%
courses on digital marketing	48	72	33.33%
benefit of digital marketing	28	42	33.33%
digital marketing online	47	71	33.80%
course of digital marketing	47	71	33.80%
social media marketing courses online	42	64	34.38%
kpi digital marketing	32	49	34.69%
digital marketing blog	28	43	34.88%
digital marketing online class	46	71	35.21%
digital marketing objectives	29	45	35.56%
course in digital marketing	47	73	35.62%
online digital marketing	45	70	35.71%
digital marketing for dummies	36	56	35.71%
digital marketing planning	36	56	35.71%
digital marketing case study	25	39	35.90%
digital marketing for b2b	32	50	36.00%
what is a digital marketing strategy	40	63	36.51%
strategy for digital marketing	40	63	36.51%
digital marketing mix	33	52	36.54%
b2b digital marketing	31	49	36.73%
advantages of digital marketing	24	38	36.84%
digital marketing analyst	36	57	36.84%
digital marketing analytics	41	65	36.92%
marketing digital definicion	29	46	36.96%
digital marketing basics	34	54	37.04%
what are digital marketing strategies	39	62	37.10%
digital marketing training	39	62	37.10%
digital marketing classes online	44	70	37.14%
digital strategy marketing	44	70	37.14%
types of digital marketing	27	43	37.21%
digital marketing kpi	32	51	37.25%
digital marketing platforms	37	59	37.29%
digital marketing articles	35	56	37.50%
digital market strategies	40	64	37.50%
digital marketing platform	38	61	37.70%
digital marketing campaign	33	53	37.74%
digital marketing benefits	28	45	37.78%
courses for digital marketing	44	71	38.03%
digital marketing services	29	47	38.30%
digital marketing course near me	45	73	38.36%
digital marketing strategy	40	66	39.39%
digital marketing strategy.	40	66	39.39%
digital marketing podcast	35	58	39.66%
strategy of digital marketing	38	63	39.68%
what is digital marketing strategy	39	65	40.00%
digital marketing classes	44	74	40.54%
digital marketing trainer	35	59	40.68%
digital marketing as a service	32	54	40.74%
digital marketing advantages	26	44	40.91%
digital marketing b2b	30	51	41.18%
blog digital marketing	30	51	41.18%
digital marketing plan	34	58	41.38%
digital marketing businesses	39	67	41.79%
strategies for digital marketing	39	67	41.79%
companies with digital marketing	39	67	41.79%
digital marketing pdf	29	50	42.00%
digital marketing work	37	64	42.19%
digital marketing strategist	30	52	42.31%
services of digital marketing	30	52	42.31%
digital marketing strategies	39	68	42.65%
digital marketing benefit	29	51	43.14%
digital marketing specialist	34	60	43.33%
digital real estate marketing	30	54	44.44%
marketing online service	40	73	45.21%
digital marketing conference	30	55	45.45%
digital channel marketing	30	55	45.45%
digital marketing analysis	31	57	45.61%
advantage of digital marketing	25	46	45.65%
digital marketing freelance	33	61	45.90%
digital marketing funnel	27	50	46.00%
digital marketing service	28	52	46.15%
digital marketer conference	29	54	46.30%
digital marketing roles	29	54	46.30%
website digital marketing	45	84	46.43%
digital marketing consulting	31	58	46.55%
digital marketing specialists	33	62	46.77%
digital marketing for business	35	66	46.97%
digital marketing blogs	27	51	47.06%
funnel digital marketing	28	53	47.17%
digital marketing conferences	28	53	47.17%
business digital marketing	35	67	47.76%
digital marketing near me	39	76	48.68%
digital marketing workshop	24	47	48.94%
digital marketing for real estate	26	51	49.02%
digital marketing consultants	29	57	49.12%
master in digital marketing	32	63	49.21%
digital marketing website	42	83	49.40%
digital marketing real estate	25	50	50.00%
real estate digital marketing	25	50	50.00%
digital marketing agency near me	39	78	50.00%
introduction to digital marketing	27	54	50.00%
digital marketing funnels	27	54	50.00%
digital marketing channels	27	54	50.00%
freelance digital marketing	31	62	50.00%
digital marketing freelancer	30	60	50.00%
workshop on digital marketing	22	44	50.00%
marketing company online	40	81	50.62%
digital marketer near me	39	79	50.63%
digital marketing company	38	77	50.65%
digital marketing agency	38	77	50.65%
digital marketing software	34	69	50.72%
seo in digital marketing	34	69	50.72%
digital marketing expert	28	57	50.88%
digital marketing agencies	38	78	51.28%
digital agency marketing	37	76	51.32%
seo digital marketing	35	72	51.39%
digital marketing seo	34	70	51.43%
masters in digital marketing	32	66	51.52%
online marketing agency	41	85	51.76%
service digital marketing	28	59	52.54%
digital marketing solution	25	53	52.83%
freelance digital marketer	28	60	53.33%
marketing digital agency	36	79	54.43%
digital marketing firm	39	86	54.65%
online marketing company	36	80	55.00%
digital marketing solutions	27	61	55.74%
digital marketing consultant	27	61	55.74%
digital marketing agency us	36	83	56.63%
agency digital marketing	35	81	56.79%
master digital marketing	31	73	57.53%
digital marketer agency	34	81	58.02%
digital marketing strategy pdf	18	43	58.14%
digital marketing books	23	55	58.18%
master of digital marketing	30	73	58.90%
digital marketing consultancy	22	54	59.26%
internet marketing agency	35	86	59.30%
digital marketing experts	24	60	60.00%
digital marketing agency usa	33	84	60.71%
web marketing agency	34	87	60.92%
digital marketing company usa	32	82	60.98%
digital marketing agency in usa	32	84	61.90%
digital marketing company in usa	31	82	62.20%

I would be very interested in your comments below about these findings and what you think of the two is the most accurate?

[Total_Soft_Poll id=”2″]