Counter increment for search volume
I'm going to suggest something completely different to your current implementation... I'll dump the code first (see js fiddle) notice that the fiddle has changed from running the script 'onload' to 'no wrap - in &lt;body&gt;'

// Wrap it all in an IIFE if you want.
var SECONDS_IN_A_MONTH = 60*60*24*30; //seconds * minutes * hours * days

// Search for elements to be turned into counters
$('.search-counter').each(function() {
    var $this, searches, interval, counter;
    $this = $(this);
    searches = parseInt($this.data('searches'), 10);

    if (searches &lt; 1  || isNaN(searches)) return;

    interval = (SECONDS_IN_A_MONTH/searches) 
    counter = 0;

    // Start the counter at zero.
    $this.html(counter);

    setInterval(function () {
        $this.html(++counter);
    }, interval);
});


I've modified your html to include the number of searches per month in a data attribute. I've also added a class to the elements that will be turned into counters. This allows the javascript to deal with any number of counters on a page. E.g. a counter would look like:

&lt;h6&gt; "Chess" has had... &lt;/h6&gt; 
&lt;p&gt;&lt;span class="label label-warning search-counter" data-searches="779180"&gt;&lt;/span&gt;
&lt;span class="label label-info"&gt;searches&lt;/span&gt;


I don't think you gain anything by splitting up the calculation of the interval. If you think it about another way, you're trying to calculate the time between searches which is clearly just the number of seconds in a month divided by the number of times the search was executed.

If you can't change the html, or would rather keep your code then I have a few points.


It's nicer to start the counter at zero.
It's better not to rely on hoisting - put simply, only use a function after you've written it.
document.getElementById(elementId).innerHTML = counter; will have to search the DOM on every 'tick'. Cache the element
I used 30 for days in a month rather than 28 - use whichever period the data is from.


All pretty minor stuff really.