Should You Target Zero Search Volume Keywords? Yes! Here’s Why (& How)

Search engine optimisation (SEO) specialists LOVE high-search volume, low-competition keywords, for obvious reasons: 

They are proven to bring greater site traffic and higher conversions. 

But this begs the question: does that make targeting low- or zero-volume keywords needless and unprofitable? The short answer is NO. 

BUT you have to do it right.

This article pulls the curtain on why you should start paying more attention to low-volume search terms for your SEO goals. Plus tips on how to nail it off and get a leg up on your competitors.

What Are Low or Zero Search Volume Keywords?

Low-volume keywords are search queries with little to no data on their volume of monthly searches. 

You can find these hidden gems on most keyword research tools like SEMrush, Ahrefs, and Google Keyword Planner. 

It’s important to note that having low to nonexistent traffic is not the only reason why zero-volume keywords exist. Other reasons include:

New or trending search terms

Sometimes, low-volume keywords are just new keywords people search online. They haven’t gained much traction yet, but they’re expected to increase in monthly search volume over time. 

Let’s take the Australian immigration industry as an example. 

Policies change and migration guidelines update. This results in more people affected by these changes to search for possible answers and more information online regarding said updates. 

New keywords are then born, often with the word ‘update’ followed by the current year. 

Case in point: 485 visa update 2024 (70 monthly searches, 25% keyword difficulty). 

Get in early on these trending searches so it can give you a head start before they become mainstream and your competition increases.

Niche keywords

These low volume keywords are super specific to a particular audience. 

They may not have a lot of traffic, but they do attract highly targeted visitors who are looking for exactly what you offer. 

For instance, ‘running shoes’ is a high-volume keyword that has over 22,000+ search traffic. 

Its niche keyword counterparts could be: 

• trail running shoes mens waterproof
• best waterproof trail running shoes womens

Both of these niche terms only have a monthly estimated search volume of 20 over a 12-month period (SEMrush).

Inaccurate keyword data

Keyword research software such as SEMrush, Ahrefs (paid), and even Google Search Console (free) are all incredible SEO tools that help businesses find the most profitable keywords relevant to their industry and goals, including local SEO strategies.

Be that as it may, just like humans, they commit mistakes or yield erroneous data. In fact, one very popular tool admits to this flaw in its platform.

What may be tagged as ‘no volume’ may actually have real users searching for them, and that certain websites are in fact receiving traffic for these supposedly zero-volume terms.

They don’t trigger ads

Zero-volume keyword searches also don’t trigger ads, which means very few or no advertisers are bidding on them. 

If this becomes the case, Google may deactivate these keywords and get reduced to a low-search-volume status (even though they may still have a few but real search history from actual users).

Benefits of Targeting Zero Search Volume Keywords

So why should you shift your focus on low search volume keywords?

Fewer Competition

Target zero-volume keywords to face way less competition vying for the top spot in search engine results pages or SERP. 

This increases your chances of ranking page 1 on search results and attracting traffic and qualified leads for commercial-intent keywords.

Specificity

Keywords with zero search volume are highly specific and catering to a smaller group of people. 

You’re speaking directly to people who know what they want and are likely to be in a buying mode.

Increased Conversion Rates

Sure, keywords with high search volume bring heaps of traffic if you successfully rank for them. But this can be considered irrelevant if no one’s converting. 

Instead, target zero volume search terms and related keywords with commercial and transactional intent.

Meaning these very few visitors are actively searching for brands or are ready to make a buying decision.

How to Use Zero Volume Keywords Strategically

Not needless to say, zero volume keywords can help you with your SEO efforts only when implemented right. Smash your KPIs with these best practices: 

Focus on long-tail keywords

Consisting of three to five words (or more), long-tail keywords are used by niche demographics who know exactly what they want to buy or hunt for online. 

It means they are the client base that has a higher tendency to make a purchasing decision. 

For example, ‘electrician sydney’ has 1,300 monthly searches with a KD score of 43%. Which means competition is pretty high and tight for this keyword. 

If you’re operating in the northern part of Sydney, you can aim to rank for ‘level 2 electrician in north sydney area.’ 

This long-tail phrase has 40 searches every month but with a greater chance of ranking for it due to lower competition. 

Since they’re more specific and less competitive, you can attract highly targeted traffic without fighting very hard for it.

Target keywords your competitors are missing out on

Go for the keywords and related searches your competitors might be overlooking. 

You can do this by Googling popular searches or emerging trends. Chances are, not many of your competitors are targeting these keywords yet. 

Be the first to write and optimise content for these new terms and become the competition to beat and knock out of the SERPs, not the other way around!

Leverage niche phrases

If you’re marketing something online, be it a software or legal services, create content for phrases that are yet to gain traction. These can be those with 0-20 searches per month. 

Consider this: 

Broad keyword - project management software (2,400 searches, high competition)

Niche keyword - best project management software for startups (10 searches, low keyword difficulty) 

With the latter, you’re targeting a dedicated user base whom you can reach and convert more easily compared to short-tail keywords, which are extremely difficult to rank for, especially for those just starting to build a presence online. 

Need an SEO Expert in Sydney?

Take it from a digital marketing agency specialising in SEO for the past 10+ years: find zero search volume keywords relevant to your business as part of your strategy. 

Looking for professionals to lead your Google search marketing and link building efforts? Our Sydney-based SEO company has assisted Australian brands big and small in making SEO a highly profitable campaign to boost their ROI.

We’ve crafted trialled and evidence-based SEO strategies with a tailored approach for different industries, including lawyers, tradies, and ecommerce clients. 

Schedule a consultation with us today and get a no-obligation SEO audit!