I have never understood why so many, apparently experienced, internet marketers quote the figures that Google gives you at the top of the results pages as a good thing to look for to see how many other websites are competing for a particular search term. As far as I can tell, that number is just random and bears no relationship at all to reality.
Here’s an example. If I enter “home treatment for mosquito bites” (I didn’t use those quotation marks when I entered the term in Google) – this is what Google tells me at the top of page 1 “About 170,000 results”. That’s a scary number if you are thinking of entering that niche and selling a product.
But wait. Click through those results to the end – and the end isn’t where you think it will be. After just a few clicks, I see this message “In order to show you the most relevant results, we have omitted some entries very similar to the 850 already displayed.”
There are just 850 competing sites. This is quite normal. If you really want to know how many sites are found in Google using your search term, then click through to the end. Even keywords with, allegedly, millions of competing sites usually only have a few hundred in reality.