Is "Creator Washing" the New Greenwashing? Working with Zero-Volume Keywords: A Research & Implementation Guide

Is "Creator Washing" the New Greenwashing? Working with Zero-Volume Keywords: A Research & Implementation Guide

In the digital age, it has become increasingly important for businesses and platforms to prioritize creators and their success. However, not everyone who claims to have good intentions is telling the truth. "Creator washing" is a term used to describe the act of exploiting creators by misleading them to believe that a product or service prioritizes creators more than it actually does. This phenomenon is similar to "greenwashing," where companies falsely claim to be environmentally friendly.

Truly ethical creator platforms are those that promote creator equity, diversity, mental health, and economic sustainability. They prioritize long-term creator success over short-term profits. One platform that has been successful in building a community and supporting creators is TikTok. One of TikTok's greatest strengths is its suggestion algorithm, which gives every creator an equal opportunity to find new fans, regardless of their previous popularity.

In the world of SEO, one common strategy is to prioritize long-tail keywords, which are more specific and have less search volume. However, for some industries and B2B companies, keyword tools may not provide measurable data about their core keywords. These low-volume keywords are often high-intent and have low competition, making them valuable for conversion-focused content.

Finding keyword ideas for zero-volume keywords starts with talking to sales and customer service teams. These teams have direct contact with customers and can provide insights into their pain points and the keywords they use. Additionally, trend analysis tools like Google Trends and Pinterest Trends can uncover themes and interests that may have SEO merit.

To tap into keyword ideas, it can be helpful to find online communities where people discuss your industry. Social media listening tools like Brandwatch and Talkwalker can track mentions of your brand or competitors, providing valuable insights. Reaching out to reputable sources for data and insights can also be beneficial, even if you don't have a budget to pay for their reports.

Google Autocomplete suggestions and tools like AnswerThePublic and AlsoAsked can generate long-tail keyword variations and People Also Ask questions. These tools can help uncover keywords that potential customers are searching for, even if they have low search volume.

Using real first-party data from Google Search Console can provide insights into long-tail keywords that are already driving traffic to your site. By optimizing content for zero-volume keywords, businesses can better target specific customer queries that may not have been recognized by keyword tools.

When optimizing content for zero-volume keywords, it's important to consider the type of content that works best. Tertiary pages of a site, blog content, and visual content like videos and infographics are well-suited for zero-volume keywords. After publishing content, closely monitor its performance at the 3-6 month mark using Google Search Console.

In conclusion, both "creator washing" and working with zero-volume keywords require businesses and platforms to prioritize authenticity and long-term success. By supporting creators and optimizing content for low-volume keywords, businesses can build trust, reach a targeted audience, and drive meaningful results.

Three actionable pieces of advice for businesses and platforms are:

• 1. Prioritize long-term creator success and authenticity over short-term profits. This will build trust and loyalty among creators and their audiences.

• 2. Utilize alternative methods like talking to sales and customer service teams, using trend analysis tools, and reaching out to reputable sources for keyword ideas and data. This will help uncover valuable zero-volume keywords.

• 3. Optimize content for zero-volume keywords by targeting tertiary pages, creating insightful blog content, and utilizing visual content. Monitor the performance of this content using Google Search Console and make adjustments as needed.