Figure 125 Jul 2026From “Pricing is a positioning decision.”

Almost nobody goes looking for a price

Monthly search volume for the category term itself, against the searches that explicitly ask what it costs.

Figure 1Almost nobody goes looking for a price

Source: Author's analysis of DataForSEO Google Ads search volume, 12-month average to June 2026, pulled 25 July 2026. Google Ads reports volume in rounded bands, so ratios are approximate; near-duplicate keywords are counted once.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-pricing-is-positioning-fig01.png

Source and evidence

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A DFS-WTP-C1 The bare category term outruns price-shaped search by at least 58:1 in every pair measuredSinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint
A DFS-WTP-C2 US category to price-shaped search ratios: CRM 635:1, ERP 450:1, project management 794:1Sinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint
A DFS-WTP-C3 German category to price-shaped search ratios: CRM 330:1, ERP 58:1, project management 160:1Sinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Pricing & revenue architecture

Pricing is a positioning decision.

Willingness to pay is not decided at the price page. It is built from what the buyer compares you against: so the set, not the number, is the lever.

25 Jul 2026

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APA 7

Isoglu, S. (2026). Almost nobody goes looking for a price [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig01/

BibTeX

@misc{isoglu-2026-pricing-is-positioning-fig01,
  author = {Isoglu, Sinan},
  title = {{Almost nobody goes looking for a price}},
  year = {2026},
  howpublished = {Figure 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig01/},
  note = {From the essay {Pricing is a positioning decision.}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-pricing-is-positioning-fig01.png" alt="Figure 1: Almost nobody goes looking for a price" width="3200" height="2400">
  </a>
  <figcaption>Figure 1: Almost nobody goes looking for a price. Source: Author&#39;s analysis of DataForSEO Google Ads search volume, 12-month average to June 2026, pulled 25 July 2026. Google Ads reports volume in rounded bands, so ratios are approximate; near-duplicate keywords are counted once. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig01/">View exhibit</a>.</figcaption>
</figure>