In the ever-evolving landscape of search engine optimisation (SEO), one often overlooked aspect is the power of zero-volume keywords.
Keyword research and targeting strategies have evolved over the last few years. As competition continues to grow, zero-volume keywords are something that SEOs and organic content marketers have come to rely more upon.
In this blog post, we talk about what zero-volume keywords are, their importance, and how to effectively target them.
What are zero-volume keywords?
Zero-volume keywords are search queries that, according to keyword research tools, have little to no monthly search volume. These types of keywords often appear when conducting local SEO keyword research.
They’re typically long-tail keywords, highly specific, and seemingly insignificant in the traditional high-volume keyword strategy. However, their specificity makes them uniquely valuable, catering to a very niche audience or addressing very particular queries.
The most recommended advice has always been to target “high-volume but low-competition” keywords. And that is a perfectly valid strategy. However, almost all high-volume keywords now have fierce competition, especially when it comes to PPC.
That’s where zero-volume keywords come in.
The hidden value of zero-volume keywords
At first glance, targeting keywords with no search volume might seem counterintuitive. Why focus on keywords that seemingly no one is searching for?
The answer lies in their untapped potential:
- Lower competition: These keywords face minimal competition, making it easier to rank higher in search engine results.
- Specificity and relevance: They often cater to a highly specific query, leading to more relevant and targeted content for users.
- Opportunities for niche markets: They are goldmines for niche markets, providing a direct pathway to audiences with very specific interests or needs.
The importance of zero-volume keywords in SEO
Incorporating zero-volume keywords into your SEO strategy can significantly impact user intent, search relevance, and website authority. They are crucial in long-tail SEO strategies, addressing the more specific, often unmet needs of online searchers.
Case studies in various industries have demonstrated how a well-targeted zero-volume keyword strategy can lead to increased traffic and conversion rates, despite their low search volume.
Identifying zero-volume keywords for your niche
Finding these keywords requires a mix of creativity and strategic thinking.
Use tools like Google’s Keyword Planner, SEMrush, Ahrefs, or Keywords Everywhere to uncover hidden keyword opportunities.
Analyzing search intent and context around these keywords is also critical. It’s about understanding the specific needs and questions of your target audience.
There are three ways you can find zero-volume keywords:
- Insert seed keywords in tools like SEMrush and Ahrefs and sort by low search volume to find long-tail zero-volume keywords.
- Analyze competitors’ websites and find zero-volume keywords that they are driving traffic from.
- Use Google Search to find zero-volume keywords right on the search engine results page with the help of tools like Keywords Everywhere.
How to target zero-volume keywords effectively
To leverage zero-volume keywords, you must:
- Create content that precisely addresses these keywords.
- Target each long-tail keyword phrase with a new page (unless the search intent of any two long-tail keyword phrases is the same).
- Seamlessly integrate them into your broader SEO and content strategy.
- Internally link to pillar posts on your website that target head or high-volume keywords.
- Regularly optimize your content to ensure it remains relevant and engaging.
Remember, the goal is to provide significant value to that small group of searchers who are looking for exactly what you have to offer.
Risks and challenges of focusing on zero-volume keywords
While the potential benefits are clear, there are risks:
- Over-reliance on these keywords can lead to missed opportunities in more popular search terms.
- It’s a long-term strategy requiring patience and persistence.
- Balancing zero-volume keywords with higher-volume terms is crucial for a well-rounded SEO strategy.
Integrating zero-volume keywords into a comprehensive SEO plan
The key to success with zero-volume keywords is integration. They should complement, not replace, your existing SEO efforts. Continuous monitoring and analytics play a crucial role in understanding the impact of these keywords and adjusting your strategy accordingly.
Zero-volume keywords represent an untapped opportunity in SEO. By targeting these niche queries, you can reach a more specific audience, reduce competition, and potentially see significant gains in traffic and conversion rates.
Embrace the long-tail keyword strategy and discover the potential in the overlooked corners of search queries.
