Keyword Search Volume Doesn’t Matter, Sometimes – Issue #043

In this issue of the RankAccelerate Newsletter, you’ll learn how sometimes keyword search volume does not matter and what you need to focus on to drive high-quality traffic that generates conversions.

As we all know, keyword research plays a vital role in SEO. It helps us identify the terms and phrases people use when searching. We then use that information to optimize our content and websites accordingly.

However, we sometimes tend to focus too much on search volume, ignoring some critical factors that could lead to wasted effort and missed opportunities.

Let’s look at some scenarios where keyword search volume might not matter as much as we think:

1. Specific topics

Sometimes, a keyword can have low search volume but be very specific and highly relevant to your target audience, which could lead to higher conversion rates, regardless of the traffic volume.

So, if you notice a long-tail keyword with low search volume that’s perfect for your niche, focus on it.

2. Competitive Industries

If you operate in a highly competitive industry where established players dominate high-volume keywords, it can be challenging to outrank them. Therefore, there are better approaches than focusing on high-volume keywords, especially if you are getting started.

It would be best to aim for long-tail keywords that could potentially drive more qualified traffic to your website. By addressing your target audience’s specific pain points, questions, or needs, you could rank for keywords with lower search volume that convert more effectively than your competitors’ high-volume generic keywords.

3. Small Niches

If you have a niche product or service with limited search volume, you might think SEO is not worth your investment. However, low search volume does not necessarily equate to poor conversion rates. If you’re targeting the right audience with your content and messaging, you can create a highly engaged and loyal customer base.

In this case, it’s more about developing a content strategy that educates your target audience about your unique offering, creates a strong brand identity, and builds your website authority.

In other words, don’t get too hung up on search volume. Instead, focus on creating a memorable brand experience that your customers will love and recommend to others.

4. Emerging Trends or New Industries

If your business operates within a new industry or the early stage of an emerging trend, you may find that there are not enough high-volume keywords available yet. In this case, traditional keyword research might be less useful.

Focus more on understanding your target audience and their search intent and behavior. Listen to what they say on social media, forums, and online communities related to your industry, and leverage those insights to create content that resonates with them.

By being an early mover and a thought leader in your industry, you can cultivate a dedicated following that will grow with you as your industry or trend matures. And when the search volume starts picking up, you’ll have a leg up on your competition.

5. Local Businesses

If you’re running a local business like a restaurant, hair salon, or dental office, you should focus more on location-based keywords instead of high-volume search phrases.

People searching for your services will most likely include the city's name in their search query. Therefore, targeting low-volume, location-based keywords directly related to your business can drive qualified traffic to your website.

💡 While keyword research is still crucial for your SEO, focusing on something other than search volume alone is essential. Targeting low-volume keywords that are laser-focused on your audience’s needs and search intent can more effectively help drive conversions and increase your bottom line.

Are there any specific topics you want me to cover in the coming weeks? DM me on Twitter and let me know!

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