Zero-click keywords vs zero-search volume keywords: which is better for your business?

Zero-click keywords are creating a bit of a buzz at the moment. But there’s a similar-sounding (and very different) strategy that could help brands to turn those search eyeballs into traffic and conversions.

We’re talking about zero search keywords– the ones that SEO platforms say don’t drive any traffic. Sounds counterintuitive, but stay with us.

In this piece, you’ll learn when brands should opt for a zero-click search strategy, and alternatively when to choose zero search keywords. After you’ve found the best fit for your org, we’ll explain how to get results through each tactic.

What are zero click keywords?

A zero click search will enable the searcher to find their answer without ever clicking onto a page.

The answer will typically appear in the SERP at the top of the page:

As a featured snippet
Within the knowledge panel
Or in the people also ask tabs

These keywords don’t require the searcher to click through several results in order to find the information they’re looking for.

Zero-click keywords are almost always informational, rather than transactional or entertaining. That’s because it’s fairly easy for Google and other search engines to figure out the search intent of an informational search term, and present the right answer.

Zero click keyword examples

Here’s an example of a zero-click keyword: how old is Beyonce?

As you can see, the SERP presents the instant answer.
Here’s another one: England football results

Although it’s not a snippet, Google has compiled a handy list of the most recent results.

But let’s think about zero click keywords in a b2b setting. Where could it be useful to target zero-click keywords?

Lots of brand keywords would work as examples of zero click keywords, like:

Where is [brand] based?
What does [brand] do?
Who runs marketing at [brand]?

Outside of branded terms, many ‘how to’ keywords now lead to snippets within their search results. B2B marketers could target these terms to achieve zero-click results, since they fit within the informational category.

Read an SEO content case study

What are zero search volume keywords?

A zero search volume keyword (aka zero traffic keywords) on the other hand, is typically a niche long tail phrase. They’re phrases so specific that SEO platforms like SEMrush or AHrefs don’t usually show any data for them– implying zero search traffic.

Zero search keywords are usually disregarded by your content manager or SEO, since they seem unlikely to drive any traffic. In fact, most content agencies will begin by targeting the highest volume keywords first.

But people are searching for these terms (and we have proof in the example section below!). And with 15% of all searches having never been searched before, there’s plenty of untapped traffic potential.

At The Search Cure, we believe that zero search keywords can be incredibly valuable, since they’re so overlooked. There’s barely any competition for the terms that ‘nobody wants’, so when searchers do type in these phrases, you’re more likely to show up (if optimized correctly).

Plus, zero search keywords can be transactional by nature, meaning they impact your bottom line revenue. The specificity of these longtail keywords often land them in bottom-of-the-funnel territory, such as ‘regtech content marketing agency’ or ‘consultation for google ads’.

It means that zero search keywords have a much higher conversion rate than zero click keywords.

Examples of zero search volume keywords

Here’s an example of a zero search keyword: how to stop getting the email from Wordpress about plugin updates

(yes wordpress, they’re annoying)

And check out the results, the top results aren’t an exact match to that term. So it wouldn’t be difficult for a good content marketer to come in and optimize to the zero click term > take the top spot > and funnel any traffic to their brand.

And since the term is so niche, it’s potential for conversion is high too. So zero search terms aren’t just ‘vanity metrics’ like zero click terms, they can actually impact revenue.

Here’s an example from a client we’ve worked with: procure to pay SAP alternatives.

While the SEO platforms say that this term isn’t searched at all, it was part of our BOFU campaign with CoreIntegrator. And it’s the top organic result for the term. The campaign generated 8 leads in the first 5 months, each worth between $10,000 and $30,000.

It worked because the term is highly targeted- we know that the search intent behind this phrase is to find alternatives to SAP, so the piece touches on familiar pain points, and offers alternatives from a neutral perspective.

Our angle was to offer three genuine alternatives to the brand mentioned, and no matter which one was right for the searcher, we could help them implement it.

Who benefits from each strategy?

While we’re clearly biased for zero-search keywords, they’re not suitable for everyone.

Zero-click for brand authority

Zero-click keywords benefit companies that are looking to improve their brand awareness and authority. They play a part in a long term strategy, and work well for companies with ample resources to invest consistently for months. That’s because the pay off from zero-click keywords isn’t linear, it’s likely to have a compounding effect over months, or even years, into generating leads.

In product-based searches, the user is more likely to want extra information before they purchase. They’ll want to compare various products from different brands, and potentially read some reviews. So it’s not worth trying to optimize transactional keywords for zero-click experiences, such as snippets and knowledge panels.

Shan, founder of The Search Cure, says, “We previously had a client celebrating because they’d achieved a snippet space for one of our target terms– but it was a little premature. Yes, ranking for snippets are great because you’re in position 1 for the search term. But more often than not, it doesn’t lead to much increase in traffic. The aims of this client weren’t to increase brand awareness, they were to increase revenue. So we went back to the drawing board.”

How to work with the Search Cure

Zero-search volume for conversion

Zero-search keywords benefit companies that are building an inverse funnel. By that, we mean starting with bottom-of-the-funnel content types first (such as landing pages, comparison and pricing resources) with the intent to convert.

Now, it’s important to mention that the everyday buyer won’t follow the funnel exactly. But we still think it’s worth setting your content hierarchy like this because as you grow, you’ll have already created the resources to convert. You’re unlikely to be leaving money on the table unlike the traditional route, where agencies will attempt to build traffic first, and then convert later.

Obviously, zero-search keyword targeting isn’t likely to grow your traffic by a significant amount. But the value is in creating original content about these rarer topics. With the right strategy, zero-search should enable your brand to easily connect to its ideal client, outside of the muddy SEO race.

How to optimize for zero-click keywords?

Optimizing for snippets, or zero-click keywords should start with a google search of the target term. If a snippet, knowledge panel or FAQ section appears, give it the greenlight to go ahead. If not, don’t waste your time.

To rank for the verified terms, you’ll want to provide an answer to the informational query as soon as you can in your content. Keep the answer succinct, and if you have to provide some context, two or three lines should work.

It’s important not to get too bogged down in setting context though. Consider search intent and familiarity - and assume that anybody searching for a specific informational question already has base knowledge around the topic. This will enable you to keep your answer concise.

As with optimizing any piece of content, the more original insights the better. This includes images, direct quotes from subject-matter experts, and original data.

A good distribution strategy can make or break it. So ensure you’re scouring online forums, like reddit and quora, for the specific search terms. Provide the answer, and link back to your content. Embedding a video within your content is also helpful, as it might allow you to rank on mediums like TikTok or Youtube, which are also search engines.

How to optimize for zero-search volume keywords?

Optimizing for zero search traffic keywords is slightly different in terms of finding the right terms. Again, these won’t typically be suggested by SEO tools like Moz since they’re considered such low traffic, and a waste of resources. So it’s up to you to find the hidden gems.

Finding Zero-Search volume keywords

The most relevant zero-search keywords will be directly unique to your ideal customer. If you can get access, interviewing customers is the best way to go. Ask questions like:

What is the problem that you’re looking to solve?
What types of other solutions did you find before working with us?
Why did our product stand out to you?
What results did you get from using our product? (both quantitative and qualitative)

In case that’s not an option, finding out where your audience hangs out online is also useful. Potential buyers might be discussing relevant topics in forums for queries that Google can’t help with. Reddit, twitter and facebook groups, for example, are great places to start.

Seasonal trends or emerging topics are also a great choice if you can capitalize quickly.

Creating zero-search volume content

Since there’s a lack of data around zero-search volume terms, it can be hard to include relevant keywords and build a topical cluster. To be honest, you’ll have to rely on your common sense and remove most of the tools.

Building out content around a zero search volume term is just like creating any other piece of content– you should be looking to include high quality, relevant and original insights.

Search engines can sometimes present a ‘chicken or egg’ situation. It can be hard to gain visibility without ranking, but it’s also difficult to rank without first getting eyes on your content. So once written, delivering the content to the exact audience can support your case, since they might not be specifically searching for it. Becoming active in the Facebook groups, twitter threats and reddit communities, for example, is likely to help your case.

Partner with the experts in zero-search volume keywords

So, what’s the right route in this zero click vs zero search volume debate?

At The Search Cure, we strongly believe that in order to find the hidden gems before your competitors do, you need to use zero-search volume phrases in your content strategy.

In our CoreIntegrator case study, we focused on low-search, high-conversion keywords. And although the client had never before been able to attribute revenue to content, our strategy generated approximately $160,000 in high-ticket sales, in just five months.

So we’re proud to say that conversion content campaigns, featuring zero-search volume keywords, come under our remit at The Search Cure. Simply fill in the form to schedule a chat, and we’ll see how we can help you.

Name

First Name

Last Name

Subject

Message