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Today, we’re going to talk about a topic that doesn’t get a lot of love: the idea of low to no-volume keywords. What are they, should you use them, why or why not?
As I was perusing a Twitter thread recently (I know, but I don’t want to call it “X”), I marveled at how SEO-related conversations seem to arc and come full circle. In the early 2000s, SEO was in its infancy stage. Marketers went through phases right up to reading SEO obituaries, only to admit now that SEO is still alive and well.
In the thread, people were once again debating the merits of adding long-tail keywords to the list during keyword research. These topics have been thoroughly examined through various cycles of wash, rinse, and repeat. Since 2010, we’ve written several posts on our website covering these topics.
Yet, we now live in a world of artificial intelligence and voice search, mobile shopping, and who knows what else. We have more competition, and on a global scale, than ever before. The small mom-and-pop shops with do-it-yourself kits can, and actually do, compete with larger companies half a world away. It’s a brand new day, and “golf shoes” is no longer enough of a search to get you where you want to go.
So, if searchers aren’t using the short terms, why are you?
Let’s take a closer look at how effective strategies can reveal the potential of using long-tail, low-volume, and no-volume keywords in today’s SEO world.
What do all those terms mean?
As you probably already know, keywords are the foundation of content strategy, guiding how websites can attract and engage their target audience. Understanding the nuances between different types of keywords—like long tail, no volume, and low volume—can significantly impact the effectiveness of your marketing efforts. Let’s break down these terms to make them easier to grasp:
Long Tail Keywords
Long tail keywords are phrases that are longer and more specific than typical keywords. They often consist of three or more words. For example, instead of targeting the highly competitive keyword “running shoes,” a long-tail alternative could be “women’s trail running shoes for overpronation.”
These keywords are valuable because, despite attracting fewer searches, they cater to a more targeted audience, potentially leading to higher conversion rates. The specificity of long tail keywords means that the audience searching for them is usually closer to making a purchase or taking a desired action.
No Volume Keywords
No volume keywords are search terms that, according to keyword research tools, have very few or no monthly searches. At first glance, targeting these keywords might seem counterintuitive. Why target a keyword that nobody is searching for?
The strategy here lies in anticipating future trends or capturing a very niche market segment. Sometimes, these keywords can be emerging terms or phrases not yet recognized by the broader market. By targeting them early, you can establish a strong presence in a specific niche before it becomes competitive.
Low Volume Keywords
Low-volume keywords, as the name suggests, have a small number of searches per month but are not entirely devoid of search activity like no-volume keywords. These keywords can be highly specific and, similar to long tail keywords, can attract a more targeted and engaged audience.
By focusing on low-volume keywords, businesses can tap into specific niches with less competition, making it easier to rank higher in search engine results pages (SERPs). This approach can be particularly effective for small businesses or those operating in highly specialized markets.
Each type of keyword plays a unique role in a comprehensive SEO strategy. Long-tail keywords help attract a targeted audience with specific intentions, no-volume keywords offer opportunities to pioneer emerging trends, and low-volume keywords allow for dominance in niche markets with less competition. By understanding and utilizing these types of keywords, marketers can create more effective and targeted content strategies.
The Power of Long-Tail SEO
The power of Long-Tail SEO is exceptional. When used effectively on blog posts and landing pages, it can significantly boost traffic to your website. This technique involves targeting specific long-tailed keywords that potential customers may use in their Google searches.
Your landing pages and blog posts become laser-focused on answering these highly specific inquiries. The beauty of this approach is that it does not just lure more visitors to your sites; it invites quality traffic. The visitors drawn by long-tail SEO are those seeking the exact solutions, products, or information you offer.
When you create content using these keywords, you’re connecting directly with the search needs of your desired users. These potential customers are likely to be further along in the buyer’s journey, narrowing down their options, and are thus more likely to convert and make a purchase.
Furthermore, as the popularity of voice search grows, using long-tail SEO helps your website rank higher by targeting the exact phrases users are voicing out.
Identifying Low to No-Volume Keywords
Content marketing plays a critical role in the visibility and success of your website. Identifying low to no-volume keywords is an essential aspect of this strategy. It helps align your piece of content with the specific and unique queries of your target audience.
Performing keyword research using professional tools offers invaluable insights into which terms your potential customers are using to find the products or services your company provides. With these tools, you can discover keywords that have a lower search volume but high relevancy, allowing you to specifically target niche audiences.
Crafting high-quality web pages that center around these identified keywords can help to boost your site’s visibility and search engine ranking. It’s not just about having relevant keywords throughout your content; internal links are also a crucial aspect of SEO. These links can guide your visitors to other related content on your site, keeping them engaged longer and contributing to your website’s overall efforts.
Remember, every piece of content you create should serve a purpose. Whether it’s providing valuable information about your products or services or solving a common problem amongst your audience, the content should be consumer-focused, factoring in both the interests and pain points of your target demographics.
Crafting Content for Low to No-Value Keywords
Focusing on low to no-value keywords does not necessarily mean you’re settling for less. In many cases, these keywords can present unique opportunities to drive highly targeted traffic to your site, providing the right solutions and satisfying customers’ specific needs. Improving content around less competitive keywords can enhance site traffic and improve chances of conversion. Here’s a deeper look into this concept:
• On-Page SEO: Optimization should not only focus on high-value keywords but also cover less competitive ones. The objective is to improve elements on the website itself, such as the title, meta descriptions, headlines, and images. Applying SEO techniques, such as using descriptive file names, alternative tags (‘alt tags’), and long-tail keywords, can increase the chances of the content ranking higher on search engines.
• User-Oriented Content: Regardless of the keyword value, your content should always be crafted with the user in mind. Researching and understanding what your users are looking for is crucial. This enables the creation of relevant, engaging, and decisive content that meets users’ needs or solves their problems, thereby increasing user engagement and the likelihood of return visits.
• Research: Comprehensive research plays a critical role in crafting content. It involves understanding your target audience’s needs and creating tailored content that interacts and engages with them effectively. Be it for low-value or high-value keywords, understanding the audience’s queries and problems and providing their solutions should be the chief aim of the content.
Off-Page Strategies for Long-Tail SEO
1. Building Quality Backlinks: Backlinks are a crucial off-page SEO tool to use in conjunction with long-tail keywords. They help increase your domain authority by directing traffic from other websites to yours. This strategy increases the visibility and credibility of your content. However, quality matters more than quantity – strive to secure high-quality backlinks from authoritative and reputable sites.
2. Guest Blogging: Guest posting on relevant and highly-ranked blogs can drive traffic to your site. It not only helps establish your authority in your niche but can also provide you with quality backlinks. Carefully select the blogs you want to contribute to, ensuring they are related to your industry and have a good audience base.
3. Utilizing Social Media: A robust social media presence can also enhance the visibility of your content. Share your articles or blog posts on your social profiles and boost your reach through ads if necessary. Social media platforms allow you to engage with your audience and direct them to your website.
4. Influencer Outreach: Influencers hold considerable sway on their followers. Establishing connections with influencers in your niche can significantly boost your reach. Collaborating on content or getting mentions by these influencers can lead to a surge in traffic and potential backlinks from their sites.
5. Forums and Community Engagement: Participate in online forums and communities related to your niche. Provide insightful contributions and subtly refer to your content where necessary without engaging in overt self-promotion. This strategy can help build credibility and trust among potential customers, thereby driving traffic to your website.
6. Content Syndication: This involves repurposing and redistributing your content on third-party sites. This strategy can boost your content’s reach and provide backlinks. Ensure the third-party site is well-ranked and relevant to your niche to avoid penalties from search engines.
Measuring Success and Performance
What is a plan without having the tools to measure performance and success? Key performance indicators can help determine if a marketing campaign improves a website’s performance. There are excellent tracking tools to help monitor performance, like Google Analytics and Google Search Console, that reveal how well websites perform through user behaviors. Adjust your campaign strategies based on the information these tracking tools offer.
Challenges and Pitfalls
A common mistake in choosing low to no-volume keywords is that the search volume may actually be too low. Another challenge is making sure there’s a balance between long-tail and short-tail strategies. Short-tail keywords are competitive and can sometimes bring in lots of traffic. Long-tail keywords take longer, but can often lead to higher conversion rates. The right balance can help capture broader audiences and address the needs of your niche market.
Future Trends in Long-Tail SEO
In the future, companies can give customers personalized content using voice-activated devices and search engines. Companies will be able to provide personalized content to customers through voice-activated devices and search engines. For this to happen, SEO strategies and keyword research tools must adapt to understand user intent and provide accurate search results. Mastering these things will lead to a stronger connection between brands and audiences.
Companies can tap new markets and increase traffic to improve their overall SEO rankings by using effective long-tail keyword strategies with specific niche words. The digital landscape will continue to evolve. Businesses must learn to adapt so they can stand head and shoulders above the competition.
Remember, long-tail SEO is not an overnight strategy; like any organic endeavor, it takes time and patience to see significant results. A campaign that looks at low to no-volume keywords will most likely be slow, yet steady. Consistency, quality, and user-centered thinking are your guides to optimizing your off-page SEO strategy.
