When conducting initial keyword research, it’s easy to overlook zero search volume keywords. After all, if no one is searching for them, what’s the point?
Zero-Volume Search Keywords have been a debated topic in the SEO world, as strategists question whether it’s worth targeting terms that don’t seem to generate much interest. However, here’s why we believe they should be a valuable part of your content strategy.
What are zero volume search keywords?
Zero search volume keywords are long-tail keywords that keyword research tools, such as Semrush, identify as having little or no search volume. These terms are typically very specific, niche, and narrow in focus. However, the term “zero search” is somewhat misleading, as it doesn’t mean no one searches for these terms. Instead, it usually indicates that fewer than 100 people are searching for them yearly.
It’s also important to note that keyword tools aren’t entirely precise, so exact search numbers can be hard to pin down. Google estimates that 15% of all searches are completely new, highlighting how search data constantly evolves.
Zero-volume keywords present untapped opportunities, as the users searching for them often struggle to find relevant results. For example, while “dog groomer” gets 9.9k monthly searches, “dog groomer for aggressive dog” may show zero—yet if someone searches for it, your content could easily rank and capture that niche audience.
This strategy is particularly beneficial for small or emerging businesses. Competing for high-volume keywords can be challenging, but focusing on less popular terms can build momentum and start seeing results more quickly as you develop your site.
What's the benefits of targeting zero volume search keywords?
Not all zero search volume keywords that appear in your keyword research will be a perfect fit for your strategy, but for those that are relevant, here’s why you should incorporate them into your content planning:
Less Competition
Many SEOs see the ‘0’ next to a keyword and immediately dismiss it, thinking it’s not worth targeting. Their loss is your gain—if no one else is targeting these keywords, there’s far less competition. Ranking for high-volume keywords is highly competitive, but targeting zero-volume keywords can give you quick wins by allowing you to rank more easily.
Drive More Traffic
There’s a vast pool of untapped keywords with zero reported search volume. These keywords might not generate huge traffic individually, but they can have a significant impact when used at scale—such as through content clusters on related topics. If other sites don’t answer these queries, users are more likely to land on yours.
Better Audience Targeting
Since zero-volume keywords are highly specific and niche, they are often more relevant to your target audience. Suppose people aren’t finding the information they need elsewhere. This allows you to establish your site as a go-to authority on the subject, encouraging users to return for more.
More Relevant Content
Zero-volume keywords usually have more explicit user intent. Broad, high-volume keywords can be challenging to interpret, whereas long-tail keywords offer more detail, making the user’s intent obvious. As a result, these keywords often lead to higher conversion rates since a more specific query usually indicates a user is closer to making a decision.
How to spot zero search volume keywords
You won’t find zero search volume keywords by simply guessing long, random terms—you need to start with a keyword you know has broader appeal and then work backwards. Using a tool like Semrush, select a seed keyword—a short, broad term related to your brand—and explore the related keywords it suggests. Pay close attention to those with informational intent, especially keywords that ask for more details. Platforms like Semrush allow you to filter results by questions, which is a convenient way to find these queries.
Another useful resource is Google’s “People also ask” feature, which reveals related queries, often including low-volume searches. By examining what appears when you enter your keywords, you can create better content that addresses these needs.
Once you’ve compiled a list of zero search volume keywords, the next step is to Google them and analyse what shows up. While time-consuming, this is the best way to verify if the search intent behind the keyword matches the content appearing in the search results. This process helps you determine whether a keyword is worth targeting—you don’t want to aim for keywords to rank if they aren’t relevant to your business or likely to convert your audience.
Zero search volume keywords should complement your broader content strategy. They shouldn’t replace efforts to optimise key landing pages, as their impact is more subtle. Instead, they’re about making incremental improvements to your chances of ranking.
As SEO content strategy specialists, we can help you identify the right keywords to target and guide you on using them effectively to climb the rankings. Get in touch to learn how we can elevate your strategy.
