Why Should You Target Zero Volume Search Keywords?

When you’re doing your initial keyword research, it’s far too easy to skip out the zero search volume keywords. After all, if no-one is searching for them, then what’s the point?

Zero search volume keywords have long been a hot topic in the SEO world, as strategists weigh up if it’s worth chasing after search terms that no-one seems to be fussed about – here’s why we think it’s worth incorporating them into your content strategy.

 What are zero volume search keywords?

Zero volume search keywords are long-tail keywords that show up in keyword research tools like Semrush as having no search volume. They tend to be specific, narrow and niche queries. The name is a bit of a misnomer, as ‘zero search’ doesn’t literally mean that zero people have searched for that term, rather that fewer than 100 people per year have searched for it.

It’s worth mentioning that keyword tools aren’t totally perfect, so there’s no way to be totally sure of the exact number of searches. However, as Google estimates that 15% of all searches have never been searched before, it shows search data is always changing.

There’s untapped opportunity in zero volume search keywords – the people searching for them are having a hard time finding results that answer their query, so you can capture that audience. For example, ‘dog groomer’ has 9.9k monthly searches, whilst ‘dog groomer for aggressive dog’ has 0 – if someone is searching for it, there’s a chance for you to rank for it.

This is especially useful for small or emerging businesses, as ranking for high volume keywords can be tricky. Going for less popular keywords whilst you’re just starting to build out your site can help to get results faster.

 What are the benefits of targeting zero volume search keywords?

Of course, not all the zero search volume keywords that crop up in keyword research are going to be right for your strategy, but for the ones that are relevant, here’s why you should be incorporating them into your content planning…

 Less competition

So many SEOs see the ‘0’ next to a search term and discount them entirely, thinking they won’t be worthwhile. Well, their loss is your gain – if no-one else is targeting those keywords, it means there’s less competition. Ranking for high-volume keywords is a bit of a battleground, and competition is fierce, so trying to rank for some zero volume ones can give you some quick wins.

 Drive more traffic

There’s a lot of untapped potential keywords out there. On their own they might not bring in a huge amount of clicks (although you never know), but when implemented at scale – for example, if you’re using content clusters of similar topics – it can have a significant impact on your site traffic. If other websites aren’t satisfying a user’s search query, the more likely they are to come to yours instead.

 Better audience targeting

Because zero volume keywords are so specific and niche, they are likely to be incredibly relevant for your target audience. If they aren’t getting the answers they need, it’s a great opportunity to start establishing your site as an authority on the subject – which means they will keep coming back.

 More relevant content

Generally, zero volume keywords will normally be far clearer in terms of user intent. The intention behind a top-level, more broad keyword can be tricky to decipher, whilst a long-tail keyword will usually have enough detail for it to be obvious. This means the keywords will often have a higher conversion rate, as logic would dictate that the more specific the query, the closer a user is to making a decision.

 How to find zero search volume keywords

You don’t find zero search volume keywords by typing long, random terms in – you have to choose a keyword that you know will be more popular and work backwards. Using a keyword planning tool like Semrush, pick a seed keyword – a short-tail, broad starting word or phrase – that’s related to your brand, and have a look at the related keyword that it suggests. Keep an eye out for the keywords with informational intent, so any keyword that is asking for more information. Platforms like Semrush allow you to filter the results by question, which is a very handy way of finding these.

The ‘People also ask’ SERP feature in Google can also be a useful tool, as it shows what related queries people are searching for, even searches with pretty low volume. Have a look at what’s coming up when you type in your keywords, and create something better!

Once you have your list of zero volume keywords, the key is to Google them and see what comes up. Yes, it’s pretty time consuming, but it’s the best way to check if the intent behind the search matches what’s coming up in the search results. It’ll also help you to decide if it’s worth pursuing a keyword or not – you don’t want to be targeting keywords for the sake of it just so you’ll rank for something. The keywords still need to be relevant to your business and hopefully convert your audience, so you’ll need to make sure that they are worth your time.

Zero search volume keywords should always be used as part of a broader content strategy. They shouldn’t take precedence over optimising core landing pages, for example – they aren’t about making a huge impact, it’s about making small changes that improve your chances of ranking.

We’re SEO content strategy specialists, so we can help you work out the keywords you should be chasing and how to use them to climb up the rankings – get in touch to find out how we can level up your strategy.