Should You Use Zero Search Volume Keywords?

Many marketers wonder if targeting zero search volume keywords is worthwhile. This article explores the pros and cons and offers advice on when to use such keywords.

While a keyword with no search volume may seem useless at first glance, there are situations where utilizing them can benefit your marketing strategy. Here are four potential advantages:

Site Structure Building

Adding zero search volume keywords that relate to your site's offerings helps search engines understand your content's focus. Plus, linking these pages internally boosts their value. If they attract quality backlinks down the road, the whole site benefits SEO-wise.

Answering Customer Questions

Just because a keyword has no search volume doesn't mean real people aren't asking it. Check with your support team to discover consumer questions. Creating content around these topics serves your audience and reduces support workloads.

Cheaper Remarketing

Getting visitors through SEO lets you retarget them via ads later. This costs less than paid search in many cases. Providing value upfront builds trust and makes subsequent messaging more effective.

Ranking for Related Higher Volume Keywords

While your target keyword may have no searches, it could appear in “People Also Ask” sections and video recommendations for other more popular terms. Optimizing for the quality gap there allows you to siphon some of that traffic.

In summary, zero search volume keywords deserve consideration when relevant and used strategically. They help develop site structure, address user questions, enable cheaper remarketing, and tap into traffic from related higher volume searches. The key is tying them into an overall search marketing plan.

So be open-minded with zero volume keywords. Just ensure you have a methodical approach for deploying them.

How's that? I aimed to cover the same key points but rephrased everything while keeping it approximately the same length. Please let me know if you would like me to modify or improve anything!