Why you shouldn’t ignore zero volume keywords
Many businesses immediately discount zero search volume keywords, assuming that if a keyword tool reports no searches, they simply aren’t worth targeting. However, zero volume keywords can be hugely beneficial for a number of different reasons.
That’s often because businesses rely too heavily on keyword tools rather than thinking about what their customers are actually searching for. Keyword research should always start with your audience, not simply the numbers in a report. If you’re new to the process, our Keyword Research Guide explains how to identify the right opportunities before you begin creating content.
What Are Zero Search Volume Keywords?
Zero search volume keywords, sometimes referred to as zero volume keywords, are generally long-tail queries that are hyper-specific and focused on a very particular topic. As they cover a very narrow subject, they aren’t searched as frequently as more generic, shorter keywords, questions or phrases.
For example, the keyword “self catering apartments” will deliver tens of thousands of searches. However, fewer results will be provided as your query becomes more specific. So, “self catering apartments in London” will provide fewer results, and “self catering apartments in Walthamstow, London” will deliver fewer still.
If you are a business owner who has historically ignored zero search volume keywords, or if you’re now wondering why you should spend time answering questions that apparently nobody is searching for, here are four compelling reasons.
Why Are Zero Search Volume Keywords Worth Targeting?
Zero Search Volume Keywords Can Strengthen Your Site Structure
There are typically fewer core web pages on most websites that are built for branding purposes, and this is also the case on many ecommerce websites. However, this doesn’t need to become an issue, provided that you are utilising the power of zero search volume keywords.
These keywords can be used to create content that is genuinely relevant to your audience. For example, you can create content that tells your ideal audience who you are, what you do and how your business can solve the problems they are experiencing.
Every time you discuss or showcase a service or product you provide, you can incorporate an internal link, naturally strengthening your website structure while also helping visitors navigate your website more easily.
Top tip: By providing high quality, informative content, you could find that your website becomes the go-to resource that others link to, helping build your backlink profile over time.
Zero Search Volume Doesn’t Mean Nobody Is Searching
While many SEO tools are incredibly useful, they don’t actually know what your ideal audience is asking. Instead, they estimate search volumes using available data.
That means your customers may well be asking questions using words and phrases that appear to have no search volume at all.
In fact, many high-intent searches return little or no reported search volume, yet they have the potential to generate more enquiries, conversions and revenue than broad keywords receiving thousands of searches each month.
Choosing the right keywords isn’t simply about search volume. It’s about understanding search intent, business relevance and your audience’s needs. We’ve covered this in more detail in our guide on How to Choose the Best Keywords for SEO.
The process of optimising your website should always be unique to your business and your audience, which is why it’s worth digging deeper into the data rather than relying entirely on keyword tools.
Top tip: If you have a live chat feature enabled, speak with your customer service team. They often know exactly which questions customers ask before making a purchase. That information is incredibly valuable and gives you an advantage over competitors relying solely on keyword research tools.
So how should you use this information?
Well, you might want to think about developing a dedicated page that addresses the topic. A blog post can be an excellent way to target zero search volume keywords, particularly when it’s built on solid keyword research and answers a genuine customer question. Blog posts can also be enhanced with additional media, such as an embedded YouTube video that demonstrates a relevant how-to.
Alternatively, if you discover that your audience is asking questions relating directly to a specific service or product you offer, consider expanding that page or adding an FAQ section. By ensuring this information is highly visible, you give yourself every opportunity to secure additional conversions while reducing the number of repetitive customer enquiries.
Modern SEO is becoming increasingly focused on topics and search intent rather than individual keyword volumes. That’s exactly why many zero search volume keywords perform so well. If you’d like to understand this in more detail, read our guide on Why We Should Focus on Topics, Not Keywords.
Zero Search Volume Keywords Can Maximise Your SEO Investment
Targeting highly competitive keywords can be expensive and time consuming, and it doesn’t always produce the best return on investment.
Instead of concentrating all of your efforts on these broad terms, it can often be more beneficial to create content around highly specific searches that your competitors have overlooked.
Zero search volume keywords usually have far less competition, giving you the opportunity to establish visibility more quickly. Combined with informative, well-optimised content, these pages can become valuable entry points to your website.
Remarketing can also play an important role here. Visitors who discover your website through highly targeted content can later be re-engaged through remarketing campaigns, helping move them further along the buying journey without relying on an aggressive sales approach.
Zero Search Volume Keywords Can Boost Your Visibility
Many long-tail questions may not register meaningful search volumes, but that doesn’t mean the broader topic isn’t important.
Search for the wider version of the phrase in Google and study the results page carefully. You may find AI Overviews, People Also Ask, related searches, featured snippets and other search features highlighting closely related questions.
These all provide valuable ideas for additional content that can strengthen your website’s topical authority and improve your overall visibility.
As AI-powered search continues to evolve, answering highly specific questions is becoming even more valuable because these are exactly the types of queries AI systems often use when generating helpful responses. If you’re looking to improve your chances of appearing in AI-generated search results, our guide on How to Rank in AI Overviews explains the process in more detail.
Make a note of the questions and themes that appear during your research. Filling those content gaps can help you attract additional traffic without needing to compete directly for the highest-volume keywords.
Looking Beyond Search Volume
Zero search volume keywords aren’t about chasing numbers. They’re about understanding your audience better than your competitors.
Whether you call them zero search volume keywords or zero volume keywords, the principle is the same. If a search matters to your customers, it’s worth considering regardless of what a keyword tool says.
By creating genuinely helpful content around highly specific searches, you can strengthen your website structure, improve your topical authority, attract visitors with stronger buying intent and uncover opportunities that many businesses simply overlook.
Understanding how to prioritise these opportunities is just as important as finding them. Our guide on How to Choose the Best Keywords for SEO explains how to identify the keywords most likely to deliver results.
If you’d like help uncovering valuable keyword opportunities for your business, take a look at our SEO services to see how we can help.