Zero-volume keywords can be very useful in increasing website traffic. But how do you even begin to utilize them anyway?
What Are Zero-Volume Keywords?
Zero-volume keywords are exactly how they sound. These are keywords that don’t get a lot of search volume as analyzed by keyword tools. In other words, they have no search history that tools can measure. Because these keywords are very specific, they get little to no attention.
Long-Tail Keywords vs Zero Search Volume Keywords
Long-tail keywords are more specific and tend to be longer than short-tail keywords. Short-tail keywords are usually very broad or generic, which means they get more traffic or search hits. In comparison, long-tail keywords are usually made up of three to five words, therefore being more hyper-focused.
So, what is the difference between zero-volume keywords and long-tail keywords?
Zero-volume keywords and long-tail keywords are, for the most part, one and the same. Both search queries don’t get a lot of volumes on search results or, at least, have little to no measurable search history. They also both consist of more words than generic search queries.
An example of a short-tail keyword is “restaurants.” When you type that into a search bar, you will get millions of results. But, to narrow it down, a long-tail version of that keyword would be “restaurants that serve risotto.”
How Zero-Volume Keywords Can Help You
Keywords that get little search volume don’t seem attractive at first. After all, if no one is searching for them, why should you bother optimizing for them on your website? But, there are several benefits that come with the use of zero-volume keywords.
First and foremost, there is less competition when you use zero-volume keywords. Since no one else is using them, you have a better chance of ranking high in search results when someone does search for a zero-volume keyword. By targeting these keywords, you are carving out a space for your website on the Internet, where millions upon millions of websites compete for a spot.
There is a catch to this, though. You will rank better when you use zero-volume keywords, but you must still choose the right keywords. Many low-volume keywords are unpopular precisely because no one phrases them that way. And Google understands this. Thus, when targeting low-volume keywords, you should still consider relevance.
Targets the Correct Audience
Another benefit to using zero-volume keywords is that they are very specific and focused. As such, they tend to be more applicable to your audience. And, if your target audience is searching for that keyword, you also have a higher chance of converting them.
Make sure your website does not just sprinkle keywords everywhere for no reason. When targeting keywords, short- or long-tail, you should see to it that your content answers the queries. If you do not provide valuable content, then audiences will disregard your website completely. But, when you provide valuable content, you can become a trusted authority on the topic.
Create More Focused Content
Many marketers target high-volume keywords because they get the most clicks and queries. But, high-volume keywords are difficult to create content for because they are very generic and broad. Unless you cover everything related to that keyword, which is nearly impossible to do, you won’t be able to please and target everyone.
In comparison, zero-volume keywords get straight to the point. They are specific and do not leave much room for interpretation. Because searchers usually use long-tail keywords in search of more precise answers, you can answer the question more easily and even make your website stand out.
How to Use Zero-Volume Keywords
It is easy to talk about the benefits of low-volume keywords. But how can brands and companies apply the use of these keywords to boost website traffic?
Scope Out the Competition
Unless you are offering a highly unique product or service, chances are you have competition. And what better way to determine the right keywords for your business than to scope out your competitors? By finding out what keywords your competitors are targeting, you can get a good idea of where to begin. From there, you can make adjustments and look for zero search volume keywords that will put your business at the forefront.
Take Advantage of Tools
There are many keyword research tools available online today. Some of them are free, though expect those to come with limitations. When identifying which tool to use, make sure to look at reviews. Many of them offer free trials, so you can test them out to see which one works best for you.
In addition to keyword research tools, you can also look at Google Trends to help you pinpoint potential keywords. Even social media websites such as Pinterest and Reddit can be helpful when looking for keywords worth targeting.
The work does not stop at researching keywords. Once you have compiled a list of zero-volume keywords worth targeting, you must put them into action and measure the results. In doing so, you can determine whether or not the keywords are helping boost traffic to your website.
To do this, you will need to look at organic search traffic volume as a key metric. There are also other metrics that can help you measure the results, such as:
- Organic sessions
- New organic users
- Overall website traffic volume
- Organic conversion rate
- Website ranking per target keyword
- Average organic order value
- ROI from investment in keywords
These metrics are good starting points for measuring the effects of zero-volume keywords on your website. There may be other metrics outside of this list that are more unique and relevant to your business, so make sure to take a close look at those, too.
The Final Word
As you can see, there are many advantages to targeting zero-volume keywords. These keywords, while more focused and low in search, can set your website apart and even help increase traffic in an organic way. You just need to know how to use them and how to create valuable content for them.
Tanner Grey provides web design and digital marketing services, including help with SEO using zero-volume and long-tail keywords. Call us today at 844.500.1339 or contact us online to get a free estimate!
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