Why You Should Optimize for Zero-Volume Keywords
Every day, 15% of organic search queries are entirely new.
Meaning: the exact order / cadence / iteration of a user’s chosen query has never been entered into a search engine before.
First shared by Google back in 2007, when the statistic was considerably higher, 15% remains… ridiculous.
That number is obviously the key “why” takeaway. Before we’re done here, however, you’ll also know more about the “how“.
“What? 15% seems a little high, buddy”.
Taking it a step further: by the end of this post, you may never bother with a 3rd-party “keyword research tool” again, at least not after the first day of a new project. I know I don’t.
In This Article…
And, if you catch me repeating myself a bit (you will), it’s because I feel strongly about this method – and am trying to make an impression.
Zero Volume = Proprietary Pearl Diving
Optimizing for zero-search volume keywords, thereby getting in front of people searching for terms that are (supposedly) worthless, actually ends up providing them with tremendous value. And it’s a strategy not often employed by online marketing service providers.
Because you’ll often be the only game in town in terms of providing an answer or a resource. And the strategist with the inside track when compared to competitors with no time for anything below a “50/mo” in SEMRush.
This flavor of content strategy is truly user-centric, and proves (when balanced against referral data only your company has access to) that it doesn’t pay to go against your instincts as to what searches are likely being performed within a certain vertical. In spite of what a volume estimate tool is telling you.
Cast these tools aside. Or at least stop treating them as gospel.
A Strategy of Biblical Proportions
We’re talking about keywords that do not appear to have any level of volume. But please consider this: What if it’s because – according to the rules (or limitations) of a tool – they’re not supposed to and never had a snowball’s chance in hell?
Their use is infrequent enough (on a contextless and vertical-agnostic scale) that they’re excluded – or marked with a big fat goose egg – by that tool’s version of results pulled from national search history database. Do you see the leaks in this dinghy yet?
The volume is there though. It must be! You feel it – because you know the habits and needs/wants of your target market. Why not take a leap of faith? Leaping is simple:
Listen to your gut (keyword) instincts.
Quietly work those instincts into new or existing content.
As time passes, use organic impression data to confirm.
Wash, rinse, repeat and scale.
“They shall be as though I had not cast them aside.” – Zechariah 10:6
The new scripture?: Keyword tools are not to be thought of as stone tablets brought down from Mount Herod – but as simplistic barometers for the content strategy layperson. Not by you, though. Not anymore. You may just hear yourself say, “Hallelujah“.
Implementing a Zero Volume Strategy
Here is your ace in the Herod-hole: Google Search Console (GSC) organic impression metrics. And this invaluable data is visible only to you. Which is a dramatic advantage over competitors in your space who are all making pedestrian content strategy decisions by using the same public volume data sources.
In collaboration with GSC, confirming your audience’s use of so-called zero search keywords (with remarkable transactional volume, in reality) become the fastest route to connecting with your ideal target consumers.
You can then use those (now confirmed) connections, in the form of organic referral data, to make more. By redeveloping the content drawing impressions, even if the average ranking is somewhere on Google’s 6th page. Which it almost always will be.
Who Gives a Hoot About the 6th Page?
But remember, this was a subtle test, and not a resource-eating full strategy pivot. You just sprinkled a few instincts into your pages to test a theory which you could not yet support. That is, until you’d published a little something with the potential to rank, giving GSC the potential to start reporting it.
“Alexa? Where might I find an abundance of unsuspecting rodents?”
A big part of my enthusiasm over a zero volume content strategy is the ease and efficiency of experimentation. Create new iterations of existing pages, articles and posts, then use GSC data to reinforce and scale those assumptions. I typically refer to this as content “redevelopment“.
Test your theory by adding a new, relevant paragraph to a popular page. You may be amazed at how quickly a “Eureka” moment follows.
Zero Click Content: A Hidden Opportunity
Contrary to popular belief, creating content around zero-search volume topics can be a highly effective strategy. These terms often represent untapped opportunities where competition is low but relevance to your audience is sky high.
Benefits of Zero-Search Volume Content:
Capture Niche Audiences: By addressing specific questions or concerns, you can attract highly targeted traffic.
First-Mover Advantage: Today’s low-volume keywords could become tomorrow’s trending topics. Early adopters often dominate these spaces when they gain traction. Pull out your crystal ball once in a while.
User-Centric Focus: Content that prioritizes user needs over keyword metrics often performs better in the long run, as it aligns with Google’s emphasis on helpfulness.
For example, SaaS companies often create content based on customer feedback or sales calls rather than keyword research. These articles may initially attract minimal traffic but often outperform keyword-focused posts over time due to their relevance to user searches.
Balancing Keywords and Zero Search
So, does every blog post need to revolve around a keyword with measurable search volume? The short answer is no – and I hope that point has already been made – but balance is key.
When to Focus on Keywords:
For cornerstone content or pages targeting competitive industries.
When building authority around high-demand topics.
To capture search intent for well-established queries.
When to Prioritize Non-Keyword Content:
To address niche or emerging topics.
For thought leadership pieces that don’t fit neatly into keyword categories.
To answer specific customer questions or concerns raised through direct interactions.
Non-keyword content doesn’t hurt your site’s SEO health; in fact, it can enhance it by improving user engagement and signaling topical authority to search engines.
Still, it’s essential to monitor performance through tools like Google Search Console to identify any unexpected queries driving traffic. And then work those into your content calendar for brand new posts or redevelopment of the existing. If you don’t have a digital marketing service provider on hand to streamline your efforts, you can always train internal teams.
Don’t hate. Appreciate.
Building a Zero Search Inclusive Calendar
None of this needs to, or should, be mutually exclusive. Combine popular keyword research tool “barometers” with the data-driven gold you can get from referral logs. When planning a content calendar with both keyword-driven and non-keyword posts, consider these strategies:
Start with User Needs: Identify common questions or pain points from customer interactions, sales calls, or support tickets. If your sales team use a call transcription tool like Gong, ask for access – and mine it for all of the above.
Blend High and Low Volume Topics: Dedicate some articles to high-volume keywords while reserving others for niche or zero-search volume topics.
Leverage Data Over Time: Use tools like Google Search Console to refine non-keyword posts based on real user queries after publication.
Focus on Quality: Whether targeting keywords or not, ensure every piece of content is informative, engaging, and valuable to your audience.
Experiment and Measure: Test different types of content and track their performance to find what resonates most with your audience.
“You’re gonna wear the shirt of the band you’re seeing. Don’t be that SEO”
Creating content that addresses real user needs, whether or not it revolves around high-volume keyword estimates, is more important than ever. Don’t limit your SEO efforts to the contrary.
Don’t be that guy.
Final Thoughts
The days of rigid keyword-focused strategies are behind us. Or should be, if you’ve been paying attention.
With an ever-growing collection of LLMs and agentic AI options interpreting user intent more effectively than ever before, the emphasis has shifted toward creating meaningful, helpful content – whether or not it targets specific volume.
Regardless of whether or not estimate tools claim the content has any value, whatsoever. You know better.
By embracing zero-search volume topics and balancing them with traditional SEO practices, you can build a better content strategy with way more potential – by meeting both user needs and search engine preferences.
