Terms with Zero Search Volume – Should You Target Them?
When doing anything in marketing, we think of our audience and who our message has the potential to reach. It’s why in SEO we target terms with large search volumes and where we have the best chances of ranking. So, what about the terms that no-one’s searching for? Do we avoid those, or include them when building content? The answer is a resounding yes – there’s value to targeting these terms, even if there are very few (if any) users searching for them. Here are a few reasons as to why you should make zero search volume keywords a part of your SEO strategy.
Tells Google and Users About What You Do
If you have an ecommerce site, I will probably be right in assuming that you have little content other than your product pages. You will need to create copy to help both search engines and visitors learn about what you do and explain your USP’s. While the terms you will include have no search volume, crawlers will come across the content you’ve created and learn about your niche and where you should be on the SERP.
Become a Cited Source
As keyword difficulty is usually low for these sorts of keywords, it’s likely that you will be one of the only sites covering the topics. As a result, there’s a higher chance of your resource being shared and cited elsewhere, earning you backlinks! Be sure to also add links to your product pages where relevant to help boost their authority to.
Answer Customer Questions
While there are no searches on Google, customers may have similar questions and look for answers directly on your site. Building content to answer these questions will not only help them, but customers in the future who need help.
Appear in People Also Ask and Rich Snippets
Surprisingly, content targeting zero volume terms have the potential to gain rich snippets for keywords with much larger search volumes. They can appear as questions under the “People Also Ask” portion of the results page as well as knowledge panels, related searches and within the video carousel.
Zero search volume keywords are hidden gems and can bring lots of great benefits for SEO. For help putting a strategy together, feel free to get in touch with a member of our team.