Are Low Volume Keywords Worthwhile?

Are Low Volume Keywords Worthwhile?

Anna Kowalska

It’s a question that’s being asked more frequently and a topic of hot debate: is it really worth the time and effort of implementing low volume keywords? While many would tell you otherwise, there’s a convincing argument as to why these are fast becoming an essential SEO practice.

With changes and updates to search engine algorithms, low volume keywords could be more important than ever. In the past, they were avoided like the plague due to their ‘low’ or ‘no search volume’ status. As such, placing emphasis on these keywords just seemed rather pointless.

But times are changing and the way we search is becoming far more intuitive. With the uptake of hands-free digital assistants, conversational queries are taking precedence. And so it’s time to revaluate our keyword strategies.

What is a low volume keyword?

For those not familiar with this term, a low volume keyword is one which generates minimal traffic. As defined by Google it’s “a status that’s given to a keyword with very little to no search history on Google.” As such, Google see this keyword as inactive and won’t use it as a ranking factor. Therefore, when a user types in the exacting keyword, they’ll find is difficult to come across your listing. So, is it really worth including in the content?

Quality over quantity

Low volume keywords are usually long-tail phrases with at least several or more words. These usually give a tailored answer to a niche topic or request. Generally, they’re responsible for very little traffic when compared to broad keywords.

But consider the types of users that would be clicking through to your site from more tailored long-tail keywords. Clearly these would be far more qualified than the thousands of visitors generated by broad keywords. In the first instance, you’re likely to see impressive conversions, the same can’t be said for those clicking on broad key words. Traffic may be in the thousands but if it comes from a general source it may turn out to be worthless.

Choosing low volume keywords

Despite Google’s not-so kind definition of low volume keywords, it doesn’t mean that these actually have zero searches. Rather, it’s just a very small amount, so much so that’s it considered irrelevant. But who’s to say you can’t increase traffic or corner the niche and stay at the top of the listing, to be visible for those few users who do make that search?

By implementing a low volume keyword and sticking with it, you may find impressive results over a period of time. It may be relevant to your brand therefore encouraging an audience to search for you by entering this uncommon phrase. Regardless, whoever clicks through from that keyword will be highly targeted and far more likely to convert.

As an area of debate, there’s no conclusive argument for the use of low volume keywords. However, many are now attributing their SEO success to this overlooked method which is why it’s worth an open mind.