When you’re preparing an SEO strategy, there are a few things to consider at the very start of the keyword research process.
This includes:
- the specific types of content that you are going to produce
- the tone of voice that you are adopting in your work
- the specific keywords that you are targeting
And when it comes to keyword specifics, zero search volume keywords can be worth a look.
So in this post, you’ll find out more about what zero search volume keywords are, some of the reasons to target these keywords and some techniques for optimising your content for them.
What Are Zero Search Volume Keywords?
Zero volume keywords are those that are reported to have zero monthly search volume in keyword research tools.
However, this doesn’t mean they drive no traffic at all.
Search volume figures are estimates, and they vary between tools and locations. A reported zero can include very small amounts of search activity. A blank or N/A result may mean the tool has insufficient data to give an estimate.
Types of terms worth checking include:
- Long-tail keywords with very specific phrases
- Brand-new, innovative terms
- Keywords related to trending topics
- Typos
Here are some examples of phrases that fall into those categories:
- Long-tail or specific: “meal prep plan for male football athletes”
- New terminology: “virtual reality event seats”
- A topic tied to an event: “Wrexham AFC promoted”
- Misspellings or typos: “receipe ideas”
Check the volume for each phrase in your target market. Being long-tail, new or misspelt doesn’t automatically make a keyword zero-volume.
Targeting these keywords can be a riskier strategy because there isn’t any certainty of traffic returns. But there are some advantages, and there are ways to find terms worth targeting. Let’s explore more.
Why Target Zero Search Volume Keywords?
There are several reasons that companies and marketing teams might target zero search volume keywords alongside the more popular keywords in their industry.
Some of the main reasons for doing so include:
Lower Competition
One of the main reasons that people target keywords with no reported search volume is that there can be lower ranking competition.
Search volume data points in keyword research tools are far from perfect, so some relevant terms may go unnoticed or get neglected during keyword research.
Some also appear in Google’s “People Also Ask” results for broader searches. I’ll touch on this below.
Check the search results before assuming the competition is low. A keyword tool can show zero while the results are full of established websites with good answers.
Piggyback Off High Volume Keywords
A keyword with zero reported search volume can be closely related to one with a much higher volume of searches. Here’s an example:
In the above “People Also Ask” example:
- 2 questions had an estimated monthly search volume of 10
- 2 questions had an estimated monthly search volume of 0
- the generic seed phrase “best suv” had an estimated monthly search volume of 2,400
People searching for “best SUV” may also come across these questions without typing them into Google themselves. The seed phrase’s volume doesn’t tell us how many people open each question or click through to a website.
Those four questions can still help you find topics closely related to the seed keyword. Check whether the answers would help someone compare SUVs, and look at what the current results cover.
If I’m writing a guide to the best SUVs, I’d want to answer the questions that help people compare their options. Several may fit into the same guide.
Can Be Easier To Rank For
Zero search volume keywords can be easier to rank for when the current results don’t answer the query well. Look at the competing pages before deciding how much work the topic needs.
Depending on the question:
- You may find an answer or example missing from the current results
- The content you need to produce can often be short and sharp FAQs
- Many zero volume terms can be combined into one article
Covering these questions can make an article more helpful, but it doesn’t guarantee higher rankings for other terms.
How To Find Zero Search Volume Keywords
Finding keywords with a high search volume is relatively simple with a keyword research tool.
However, finding low search volume keywords can take more digging. Look at related terms, questions and the language your customers use in enquiries.
Some methods for finding keywords with minimal search volume include:
Keyword Research Tools
The first way of trying to find zero search volume keywords is through the use of keyword research tools.
Completing keyword research involves searching for specific keywords and topics, finding their estimated search volumes and comparing them against one another.
Some tools also show related terms and questions, which can help you find more specific phrases to investigate.
Semrush
Use Semrush’s Keyword Magic Tool to look for questions and related terms with low or zero reported volume. Start with a relevant seed term and select the country you’re targeting.
Here’s an example using “best suv”:
Ahrefs
Ahrefs also offers a keyword research tool that helps you find the low-volume search terms we are looking for.
Use Keywords Explorer’s keyword ideas reports to dig into related phrases and questions.
Ahrefs and Semrush both work for this. Pick your poison.
Google SERPs
SERPs are Search Engine Results Pages, and refer to the results a user gets after completing a search.
Several features can give you keyword ideas without having to use external tools. Two to look at are autocomplete and People Also Ask.
Google’s Autocomplete Function
If you enter your basic term into Google, take a look at the autocomplete searches that are available to you.
Check the search volumes for the suggestions that fit your topic. Google’s predictions aren’t simply a list of its most common searches, so a suggestion alone won’t tell you how much demand there is.
People Also Ask Sections
The “People Also Ask” section suggests questions related to the initial search.
Your answer may be shown when someone opens one of those questions, even though they searched for the broader topic. That can give them another way to discover your content.
Look for questions you can answer well, but don’t assume that covering them guarantees a place in People Also Ask or a click through to your website.
If you want a lot of the legwork done for you here, I highly recommend using the keyword tool AlsoAsked.
Techniques To Optimise For Zero Search Volume Keywords
You can combine several zero search volume terms in the same piece of content, depending on how closely the questions are related.
Utilise A Handful Of Terms
The first technique to implement when looking to optimise your content for zero search volume terms is to use a handful of related keywords together.
There are a few ways of doing this, such as:
- including relevant terms in subheadings
- using them naturally within your content
- describing relevant images accurately
You can find many long-tail commercial keywords by phrasing a core keyword around a comparison, best-of list or review.
Be sure to avoid overstuffing your content with keywords. There’s no set number of times you need to use each phrase.
Take your time on each of the answers and ensure that you fully meet the expectations that a reader might have.
Check your existing content before creating another page. If a guide already covers the topic, add the missing answer there. A separate article makes more sense when the question needs a detailed explanation of its own.
Match The Intent
The second technique is to match the search intent. The intent of a keyword should guide:
- the tone of your writing
- the content type, such as an article, service page or video
- the content format, such as a list, comparison or how-to guide
Understanding the intent of a keyword means that you give the reader the information they’re looking for and an appropriate next step.
Some common intents to match include:
Informational Keyword Intent
Informational content is specifically written to inform the reader about something.
Some examples of informational content:
- Answering a specific question or questions users might have
- Providing a guide on the end-to-end process that someone can follow. This is common for “how to” content.
- A comprehensive explanation of a concept, such as this page about optimising your website for zero-volume search terms.
Informational keywords often include who, what, where, why or how.
Avoid sales-oriented language when the reader is looking for an explanation. Answer the question before asking them to buy something.
Some informational queries are reported as having 0 volume. Don’t shy away from them! If the question is relevant to your audience and you can answer it well, it may be worth covering.
Commercial Keyword Intent
Commercial keywords are best understood as terms people use when investigating a brand, product or service.
Some examples include:
- Brand comparisons: “Semrush vs Ahrefs”
- Best-of terms: “best technical SEO tools”
- Review keywords: “new iPhone reviews”
Content on these pages helps a user compare their options. It may end with a recommendation and a relevant call to action.
More specific wording can also help with service searches. Take “24/7 emergency plumber callouts in Sydney”, for example.
If you offer that service, the phrase is relevant even if a tool reports 0 volume. It relates closely to “plumbers”, “24/7 plumbers” and “emergency plumbers”. You can cover callout hours, locations and fees on the existing emergency plumbing page.
Check How The Content Performs
After publishing or updating the page, check its queries in Search Console. Look at the related searches as well as the exact phrase you targeted.
Impressions show that your site appeared in results. They don’t measure all the searches for a topic, and Search Console doesn’t show every query. Compare the page’s performance over time and check whether visits lead to relevant enquiries or other actions you track.
Summary
Although zero search volume keywords might not look ideal at face value, there are opportunities to explore when implementing this strategy.
By combining the broader keywords that you use with relevant informational and commercial phrases, you can create more specific content for your audience. Check the search results, answer the questions properly and build on your existing pages where the topics fit.