Google Discusses Zero Search Volume Keyword Targeting

In a Google office hours hangout, Googlers answer the question of whether or not to try to rank for zero search volume keywords.

The person asking the question noted that they rank for keywords that have zero search volume and whether they should be targeting them for ranking.

They asked the following questions:

– Advertising –

“Let’s say I’m researching a keyword that doesn’t have keyword volume or density, but we show up for those keywords on the first page.

Should we target this keyword? »

A Googler identifying himself as Lizzi (probably Lizzi Harvey) answered the question.

She answered :

“…You can optimize for any keywords you want.

And it’s not always about the keywords that have the most volume.

I would think about how people should find your page and target those keywords.

Consider how people search

Lizzi’s answer is similar to what is written in Google’s documentation in the SEO Getting Started Guide.

The SEO starter guide document also recommends thinking about how users might find a webpage.

What’s interesting is that they suggest thinking about how different readers might search based on their knowledge or level of experience.

Someone who is new to a topic may search with unconventional phrases while someone with experience will use jargon that is commonly used.

For example, someone new to saltwater fishing might search saltwater fishing lures.

Someone who is more experienced might look for a pikie metal lip cap (which is a handmade wooden decoy that swims with a wagging motion of the pup’s tail).

Google’s SEO starter guide advises:

“Anticipating these differences in search behavior and taking them into account when writing your content (using the right mix of keyword phrases) could produce positive results. »

When it comes to content, the SEO starter guide advises writing and optimizing for readers’ needs.

Zero search volume keyword targeting

There is talk of a trend called Zero Search Volume Keyword Targeting.

It’s an unnecessarily named keyword research strategy. The strategy is actually to target long-tail search queries.

Longtail queries are keyword phrases that are rarely searched.

The concept of long tail is often mistakenly referred to as very long keyword phrases. It’s wrong.

It is the rarity of how frequently it is sought that is the defining characteristic.

And that’s a useful strategy because if the phrase is something someone would search for, it helps to optimize it.

So it all comes back to what Lizzi suggested, to think about how people might search for and use these phrases in content.

Listen to the Google Office Hours Hangout at 1:05 p.m.


Featured image by Shutterstock / Rawpixel.com

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