If your keyword tool says nobody’s searching for a keyword, should you bother targeting it? 

We all know that keywords are the cornerstone of any search engine optimization campaign. They are the words and phrases that trigger your website to appear in a search engine’s results pages. But when it comes time to choose which keywords you should target, some business owners experience paralysis by analysis.

And with good reason. The more specific your keyword research, the more complex it can become, and the lower its search volume. One of the key questions business owners face is whether they should target high-volume keywords or zero-search-volume keywords.

What are Zero Search Volume Keywords?\Zero search volume keywords are phrases that have never been searched for by anyone – ever. They’re the holy grail of SEO in that they attract naturally from organic sources such as your website before any paid advertising is even placed. This is the goal.

You’ll need to get really creative with these terms if you want them to be successful for your business. The key is to come up with a unique angle on content that relates to your zero search volume keywords.

If you’re in the business of selling makeup and beauty products for women, then “long-lasting red lipstick” is an example of a zero search volume keyword while “red lipstick” is a high search volume keyword which is really broad and competitive. Rather than compete with other companies trying to reach the same demographic, you might want to zero in on the long-lasting red lipstick product. This can be done by offering tips on how to find quality, long-lasting red lipstick from sources that have never been searched, including your blog.

Why Target Zero Search Volume Keywords?
In short, it’s because they have huge potential to attract free organic traffic to your site.

Remember, Google is constantly crawling the web for new content. They use a set of algorithms to discover new, high-quality content. When they find a site with fresh and unique content that meets their criteria for inclusion in their search results, it is included in their index. When this occurs, you’ll see an increase in the number of referrals from Google.

While this same basic process applies to high-volume keywords as well, it is much more difficult to rank for a high-search volume keyword. For example, if you try to rank for “SEO” or “social media,” you’ll get little help from Google because there are so many sites out there competing for each of these terms.

But with a zero search volume keyword, you don’t have to fight with other businesses for attention in the SERPs. Instead, you can put your own spin on it and drive traffic to your site without having to spend much money on paid advertising. And that’s a pretty sweet deal, if you ask me.

The same concept holds for zero search volume branded keywords. If you’re a local business, choose a specific location-based keyword like “Westport electrician” and drive traffic to your site. This is a great way for small businesses to develop the reputation and trust that are central to building long-term relationships with clients.

It boils down to this, zero search volume keywords can be an excellent tool for driving organic traffic to your website and growing your business.

But before you abandon high search volume keywords as impossible, realize that there is always an opportunity in any market or industry. A good SEO company can help analyze your business needs and strategize to attack the right keywords and web pages to get your site noticed in the rankings.

With 1 Source Media Group, a company built around SEO services for local businesses, you are guaranteed timely, thorough, and professional work that helps your business grow. Our team of SEO professionals can help you research your niche and zero in on high-value keywords that will bring in free traffic to your site, converting that traffic into leads and leads into customers.