The point I’m making with this example is that search volume can be very volatile . The 12 month average volume reported by an SEO tool may not exactly match the monthly search volume for that keyword at the time you were ranking.
The fact that people search for something doesn’t necessarily mean they’ll click on any of the search results.
In fact, Google's goal is to satisfy its users' needs and then not let them "waste time" clicking on any search results. According to a recent study, two-thirds of Google searches end without a click.
For example, the keyword “elon musk age” gets 37k turkey mobile database searches per month on average. But the number of clicks on the search results according to Ahrefs is only 6.3k.
This happens because Google immediately answers the question, dissuading users from clicking on any search results:
The era of Elon Musk "Instant Answers in Google Search"
So if a search query has a lot of search volume, it doesn’t necessarily mean it will bring you a lot of search traffic. Google might just be showing the answer directly in the search results.
Advertisers may steal your clicks
There’s one more thing that could be stealing those valuable clicks from you: Google Ads.