The term search volume refers to the number of search queries Google gets for a specific keyword. And websites use these terms by the chock-full hoping to attract some of that traffic.
However, you might be surprised to know that you can drive traffic to your page without targeting high search volume keywords. And that’s a good thing because the chances are that all your competitors also have eyes on the same keyword list. And if big-name businesses are willing to fight you for prime SERP real estate, they’ll put in more resources to get those expensive keywords to work for them.
So why not turn your attention to zero search volume keywords?
Google defines zero search volume as a status given to keywords with very little or no search history.
No one’s searching for them or looking to create content with them. Still, they can be the very reason your blog gets more audience.
Low or no-volume keywords is one of the primary means of outranking big brands.
Ranking for high volume search terms, while great for conversions, is much more difficult.
The question here is: how can a post targeting no search volume keyword gets a lot of traffic?
Table of Contents
Understanding Search Relevance for Consumers
A relevant search influences 39% of the purchasers. And to make your site relevant, try adding words that are searched more often by the consumers, such as “how-to” to your content.
Every month around 40 – 60 billion searches take place on Google in the US. However, 34% get no clicks on Google, whereas 66% of distant search queries result in one or more clicks. But, remember, there is a difference between search volume and clicks.
You want the searchers to click on your link, so give attention and relevance to the keywords they use, so they visit your site without thinking twice. It’s about matching low and no-volume keywords with search intent in your title, H1 and meta descriptions.
Moving to Zero Search Volume Keywords
SEO has been used to target the right keywords and get more people to visit websites for the longest time. And many marketers didn’t realize the tremendous competition they faced as more businesses started using the technique.
As thousands of websites start doing SEO and vying for the same keywords, even the successful ones can’t rank number one forever. The rest don’t even make it to the top 2 pages of search results.
On the other hand, zero search volume keywords present little to no competition, making it easier to rank and generate conversions.
Low-volume keywords have a high value as they help you target terms that are very significant to your audience. These keywords are the ones your competitors are entirely overlooking and not targeting at all.
Less competition hence more productive and longer-lasting results.
A realistic approach is vital, so keep in mind there might not be thousands of new users every month, but you do have a good chance of ranking for that term resulting in that limited number of users converting into customers.
Avoiding low-volume keywords altogether might make you miss conversion-ready traffic, allowing your competitors to steal that traffic. One example of getting good results using zero search volume keywords is Amazon; the platform generates about 57% of sales from long-tail keywords.
Zero Search Volume Keywords for Beginners
For SEO beginners, this is a goldmine. The competition is less than keyword research methods, and it can be done free of cost with no hassle of paying for any premium keyword research tools.
After the initial domain registration and hosting costs, you can fiddle with the Google search engine results page for your initial keywords and get working on those articles of yours.
These keywords have the potential to bring an appropriate amount of traffic in a short period.
5 Reasons to Start Targeting Zero Volume Keywords
Why are many people switching from short-tail keywords to zero volume keywords? If this is the question bugging you, then here is what you need to know about long-tail keywords:
Generate Extra Traffic
Your website gets the right kind of traffic that leads to a high rate of conversions.
Long-tail keywords also lower bounce rates, and the average time on site is higher.
Target The Right Audience
Rather than just adding a word or two, searchers usually go for longer specific phrases, and this is where the long-tail keywords play a vital role.
For example, you run a restaurant and are well known for your Italian cuisine, especially ravioli. So what would your potential buyer search for? Where to buy Crab and Creamy Vino ravioli from, right?
Some may search for “Italian cuisine” or “ravioli in NY,” but many will use the longer particular phrase because they want that specific item.
And this is how the long-tail keywords come to your rescue.
Higher Conversion Rate Revenue
Long-tail keywords have a conversion rate of 36%, which is pretty good by any standard. So when someone lands on your page, it is because you have what they are looking for, and there are greater chances that they’ll end up converting
When keywords are relevant to your target audience, the more relevant content, the more likely users will convert your way.
Provides More Diversity
Did you know your content can rank for a wide variety of zero search volume keywords that too at once? This multiplies your traffic potential!
There Is Less Competition
Long-tail keywords are more accessible to rank than short, broad phrases. However, the specific terms return fewer results than more general words, and not many websites are pursuing them.
The sites that are following the long-tail keywords then have the upper hand over the competition.
Points To Consider Before Targeting Zero Search Volume Keywords
Be sure the zero volume keywords you are aiming for are worth it; few pointers to keep in mind before opting for them:
The Amount Of Effort Required
Writing a 2000 plus word article on a zero volume keyword is not the wisest decision. It will rank, but the amount of work you have put in that article would not be as fruitful for traffic.
Instead, go for easy topics and shorter articles.
Instead of writing one 2000 to 3000 word article, write two or three pieces with fewer words to bring in more traffic.
In short, your content length will vary, depending how the keywords you want to target.
Keyword’s Popularity
Indeed, it is “zero” volume, but that doesn’t mean no one’s using it. Try finding your keyword in various forum discussions and social media sites. Google your keyword!
If you find no relevant results in the SERPs, or the results you see are from long ago, then that means the keyword is not very popular. In such a case, you might want to reconsider using it.
Related Keywords
Can the search term be rephrased? Are there other ways to say the same thing?
Multiple zero volume keywords often have the same search intent, which means that more people are looking for the same thing in many different ways, which is a great sign.
Using Long Tail Keywords With Zero Search Volume Keywords
Long-tail keywords may have low or zero search volume. But you can use these keywords for a successful campaign, and here is how you can do that:
Pick Keywords Wisely
Does your keyword list make sense, and will your site rank for most if not all of them? Be very thoughtful when choosing your keywords.
Few questions to ask yourself before picking your keywords:
- Is it an island keyword or cluster keyword?
- Does the keyword make sense in a sentence?
- Will it be able to compete with top results?
- Was the keyword suggested, auto-filled, or otherwise presented by Google?
Aim Locally
You can increase transactions with low or zero volume keywords by adding them to your target long-tail keywords and optimizing local searches. The 43% of Google Search Queries point to local intent. Use this in your favor and target locally.
Just about 1 in 3 mobiles searches are related to location. Yet, at the same time, 76% of smartphone users who search for something nearby visit a business within a day.
Paying attention to the trends in regard to local and national terms will be helpful:
Use Alternative Yet Relevant Words
Nobody wants irrelevant information and if that’s all you have on your website, say goodbye to what little traffic you had coming your way. Furthermore, your visitors will probably bounce off your site if it has content unrelated to their search.
Always a good idea to evaluate the words that automated keyword tools like SEMrush and Ahrefs suggest. The keywords should be appropriate to your brand, services, or products.
For ideas or help, you can consult:
- Your sales and customer service teams
- Competitors sites
- Historical PPC data
- Random people from your target demographics
- Non-SEO marketing people
Buyer Persona
Target audience matters. What is the point of people landing on your page who want nothing to do with your product or services? That does no good to your business.
Your content should be created according to your targeted buyer’s interests, and the long-tail keywords used should be based on the research on your ideal customers.
In Conclusion
Your content and keywords should focus on where your targeted clients’ interest lies.
Zero search volume keywords can be worthwhile depending on your keyword research and how correctly they are applied. The higher the significance of your selected power words, the more they can appeal to a large amount of targeted traffic that converts. So go ahead and drive traffic to your site by keeping all the factors in mind. This includes SEO, keywords, marketing, social media, and your page’s content. You won’t be disappointed.
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Tim holds expertise in building and scaling sales operations, helping companies increase revenue efficiency and drive growth from websites and sales teams.
When he's not working, Tim enjoys playing a few rounds of disc golf, running, and spending time with his wife and family on the beach...preferably in Hawaii.
Over the years he's written for publications like Forbes, Entrepreneur, Marketing Land, Search Engine Journal, ReadWrite and other highly respected online publications. Connect with Tim on Linkedin & Twitter.
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