Keywords: you won’t get far in SEO without understanding them. Whilst you’re generally gunning for those high performing ones that everyone’s using, we’re here to implore you not to ignore those ones with lower search volumes. But what exactly is keyword search volume, and how can you use keywords with not very much of it to your advantage? In this article, we’ll explain all.
What is keyword search volume?
Keyword search volume is a metric used to measure how many times a keyword is searched for within a timeframe; most SEOs look at how many times it was searched for within a month. Usually, keyword search volume is drawn from searches made on Google, but it can sometimes use data from other search engines too.
What are low search volume keywords and zero search volume keywords?
Low search volume keywords
Low search volume is pretty self explanatory: this refers to keywords that have minimal search history, which means that not many people are searching for those keywords.
Zero search volume keywords
As you may have guessed, zero search volume keywords are ones that have no searches attached; no one is really searching for them, they’re highly specific, and as such, you can think of them as zero search volume long-tail keywords (ones with 4 or more words).
What’s the difference between a zero search volume keyword and a long tail keyword?
A long tail keyword can still have measurable search volume, whereas a zero search volume keyword can still be a long tail one, but doesn’t get any search volume.
Using keyword planners
To cover all bases, you may find yourself drawn to any one of the popular keyword planners available to SEOs, though you may discover that their search volume numbers differ. This isn’t a reason to distrust them completely, though; keyword planners usually use a ‘best guess’ approach, and what this comes up with will vary depending on the information they have access to. In this way, though, they’re not the best at showing zero search volume keywords.
Instead of taking their word as gospel, you should therefore use keyword planners as a guide to the kinds of keywords you could be using, but also do your own research to be certain on exactly what keywords you should be using.
The TOP 4 reasons to target low search volume and zero search volume keywords
If a keyword doesn’t get searched much (or at all), you shouldn’t target it, right? Wrong! There are several good reasons why targeting low and zero search volume keywords should be on your to do list, and they include:
Low search difficulty
Search difficulty refers to how difficult it would be for a site to rank well for a keyword; high search volume and high search difficulty means you’re going to have a tough time achieving success. If your goal is to rank your site fast on Google, harvesting the low hanging fruit in the form of targeting keywords with low search volume and low search difficulty can have the desired effect.
Cover long tail keywords
Covering long-tail keywords with relevant search intent is all part of the SEO process and can be particularly beneficial for new sites; wrapped up in this will be low and zero search volume keywords.
Covering niche topics
Targeting low and zero search volume keywords may mean you need to cover more niche topics within your industry, which can see you providing more helpful and relevant content to your users, getting you into Google’s good books.
Link building
Getting links back to your site from other reputable sites can flag you up as an authoritative web source to Google, which means you’re more likely to rank higher in the search results. Going after low or zero search volume keywords can mean you’re producing relevant content that other website owners will want to link back to.
The benefits of target low search volume and zero search volume keywords
Target the right audience
The nature of low and zero search volume means they can be super specific, which means that by using them, you know you’re reaching a certain audience - ideal if you have a particular demographic in mind, for example.
Begin ranking for additional keywords
Because they’re generally longer, targeting low and zero search volume keywords, they’ll likely include other, shorter keywords that you can then begin to rank for, too.
Generate traffic
Of course, this is the ultimate goal, and with 15% of all Google search queries having never been asked before, you never know when your hard work with low and zero search volume keywords will pay off.
How to find the best low search volume and zero search volume keywords
Keyword research
This is the backbone of any SEO strategy, but instead of simply focusing on the keywords that get searched for frequently, take a look at those with low search volume, and zero search volume, so that you can produce a list to work from in your content.
Understanding relevance
Having a good grasp of what’s relevant to those that should be finding your site is important when considering the best low and zero search volume keywords to use, as you won’t have much other data to work from. This relies on your intuition somewhat, and your own research and experience, of course.
Related keywords
Obviously, not everyone types the same thing into Google, so related keywords are well worth paying attention to. Find related keywords by:
- Looking at web content produced by others in your niche
- Searching Google for your primary keyword
- See the recommendations and similar topics when you conduct a search on Google
Should you target low search volume and zero search volume keywords?
In our opinion, targeting low search volume and zero search volume keywords should make up part of your SEO strategy; neglecting high search volume keywords in favour of low ones will have you missing out on precious traffic, so a blend of both should cover all bases.
Need help with your keywords?
At 427, we practically speak in keywords - it’s all part of living and breathing SEO. No matter your industry or niche, our keyword research is comprehensive, and our team builds a strategy around them that can reach your potential customers, and work towards SEO success. Have a chat with us today about working with an SEO team that leaves no stone unturned.