Why You Shouldn't Neglect Keywords with Zero Search Volume
If you're like most B2B and B2C business owners, you probably think that targeting keywords with zero search volume is a waste of time. After all, why would you want to spend time and resources on a keyword that no one is searching?
As it turns out, there are quite a few reasons why targeting keywords with zero search volume can be beneficial for your business. For one, it can help you get a leg up on your competition. Most businesses focus on targeting high-volume keywords, which means that there's less competition for keywords with zero search volume. Additionally, if you're able to rank high for a keyword with zero search volume, it can result in business results.
Let's take a look at an example.
A few months ago, I identified a competitor "Alternatives" keyword. Before I go any further, let me briefly explain how I was able to identify a competitor's 'Alternatives' keyword phrase for a Mastering P.o.P Inner Circle member.
Alternatives and Comparison keywords are used by people who are already familiar with a product or service and are now trying to decide which one to buy. These keywords help shoppers compare two or more products side-by-side. Comparison keywords can take many different forms, but all share the common goal of helping the shopper make an informed decision.
Competitor 1] vs [Competitor 2] vs [your brand]
[Your brand] vs [competitor]
Alternatives to [Competitor]
Back to the purpose of the post... I identified a competitor "Alternatives" keyword phrase for a B2B Mastering P.o.P Inner Circle Member.
According to the SEO tool, SEMrush, that keyword had zero search volume before we published it (it still doesn't have any until now). Due to the keyword having zero search volume, the majority of their competitors didn't target it. But guess what? We were able to rank #1 for the keyword, and as a result, the post drove a significant amount of traffic and leads for the company.
According to Google Search Console, the keyword got over 16,000 impressions and 722 clicks. That's not all...it generated 70+ conversions (user email sign-ups) in the same period. That's why it's important to have clear CTA's on a page. We had embedded email captures above and below the fold on the page. In addition, we had an exit intent pop-up.
Imagine if we never went after zero search volume keywords because of what an SEO tool? What would have happened? It's simple... we would be leaving money on the table all the time! This is exactly what's happening with most B2B startups doing SEO and content marketing today. Unfortunately, we go after high-volume top-of-the-funnel keywords with low buying intent that are difficult to rank. We neglect the low-hanging fruit that's easy to rank and can drive business results almost immediately.
So my point is...Let's not neglect the keywords with zero search volume. If you're a B2B and B2C Mastering P.o.P Inner Circle member, we're going to make it a point to go after some of the keywords with zero volume. At this point, it could potentially be a goldmine that we should exploit while it's still relatively untouched. Are you with me?
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