Effective zero-volume keyword research and why it’s important - BrightonSEO April 2022

TL;DR

Zero volume keywords present untapped opportunities for marketers to gain traffic and visibility on search engines.

Transcript

hi my name is mark williams cook i'm director at canda and founder of also asked and i'm here to talk to you about zero volume keywords specifically i'm going to talk about the problems they cause us as marketers why i think there's more potential in zero volume than there ever has been before and lastly of course how we can maybe take advantage of... Read More

Key Insights

• 🥹 Zero volume keywords often hold untapped potential for generating traffic and visibility on search engines.
• 🥺 Relying solely on search volume for forecasting leads to strategic fixation and neglect of long-tail keyword opportunities.
• 👤 Google's algorithm updates have expanded its lens to consider different sources of content and understand user intent more accurately.
• 🔇 Marketers should prioritize intent volume over search volume when developing SEO strategies and creating content.

Questions & Answers

Q: Why do some marketers overlook the potential of zero volume keywords?

Many marketers prioritize search volume data and overlook zero volume keywords because they believe those terms have no search value. However, search tools often miss the true search volume of these keywords, leading to missed opportunities.

Q: How does focusing only on high volume keywords impact forecasting and content creation?

Relying solely on high volume keywords for forecasting can limit strategic options and blind marketers to alternative traffic sources. It may also overlook the fact that a significant percentage of searches belong to the long-tail and include new, previously unseen queries.

Q: How can the intent volume of zero volume keywords be more valuable than search volume?

Understanding the intent behind a search query is crucial for SEO. Google's algorithm updates, such as BERT and passage indexing, prioritize user intent. By addressing specific intent-related questions, marketers can attract relevant traffic and improve visibility in search results.

Q: What tools can be used to discover and leverage zero volume keywords?

Answer the Public and Also Asked are useful tools for finding niche topics and exploring intent associated with zero volume keywords. Additionally, setting up Google Custom Search Engines can provide real-time question discovery and automate content planning.

Summary & Key Takeaways

• Zero volume keywords, which are often overlooked by keyword tools, can still generate traffic and have search intent.

• Focusing only on high volume keywords for forecasting can lead to strategic fixation and disregarding potential traffic from long-tail keywords.

• Intent volume, rather than search volume, is more valuable when it comes to SEO and content creation.