Thoughts on Zero Search and "Unit Conversion" Keywords

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Good people, two questions:

1. What are your thoughts on zero search keywords. Are they worth targeting?

I'm trying to be an authority in my niche and I'm wondering whether writing articles targeted at keywords that get zero searches would be worth it, or whether the articles will just be depleting my crawl budget for nothing.

2. Another question, I'm coming across "unit conversion keywords". What I mean is something like "what is 20 kilometers in meters". Some of these keywords have decent search volumes.

I know the user intent in such a case is to find the answer to the question. As a result, my competitors are putting calculators et al, which get ranked for these keywords. But the articles ranking are not optimized for the specific "what is 20 kilometers in meters" keyword. I guess they are ranking because of the calculators.

Would creating an article around ""what is 20 kilometers in meters" make sense? Also, would word count here really matter? I mean, the question could be answered in 30 words or less.
 

DanielS

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1. What are your thoughts on zero search keywords. Are they worth targeting?
I wouldn't make the mistake I made and write 150 articles all targeting keywords with a 0-10 monthly searches, but I will say that the most popular blog post on my website (currently) targets a 0 search volume primary keyword- it gets over 1,000 organic searches each month and has been for months now.

2. Another question, I'm coming across "unit conversion keywords". What I mean is something like "what is 20 kilometers in meters". Some of these keywords have decent search volumes.
I feel like these keywords will just end up getting a calculator widget with the calculated answer placed at the top of the SERP eventually by Google, let alone a featured snippet with a direct answer. However, I feel like it might be worth putting together a couple articles that target keywords like this and adding some information about how you arrived at the answer, different ways you could calculate the answer, etc could be a good idea.
 

Ryuzaki

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1. What are your thoughts on zero search keywords. Are they worth targeting?

You'll find the random zero volume keyword that has hundreds of long-tails behind it that rake in a few thousand visits a month if you can dominate all of the variations.

But you're far more likely to find keywords like that by at least going up to 300 - 500 volume (if you want to play in the low volume range). If the parent keyword has at least that many searches, it's validating your shot in the dark to a degree. Otherwise you risk wasting a lot of time.

2. Another question, I'm coming across "unit conversion keywords". What I mean is something like "what is 20 kilometers in meters". Some of these keywords have decent search volumes.

Writing articles for these, or even short 30 word pages... You already said it. Google is ranking calculators. That's the intent of article they want to surface. I'd say it's "make a calculator or bust".

I feel like these keywords will just end up getting a calculator widget with the calculated answer placed at the top of the SERP eventually by Google

They already do:

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The tiny fraction of clicks left from people who want more answers and won't use the In-SERP calculator... you'll be fighting over getting them to click to your calculator instead of someone else's calculator. It'll be an uphill battle to rank for no good reason, honestly.

I'd say to abandon this entire line of thinking and target keywords you know people are searching for and ones that Google isn't supplying an answer for in the SERPs where they don't need to click a result.
 

CCarter

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Another technique I talk about in a recent blog post is using Google Trends. Using your scenario you can use Trends to compare those zero keyword volumes against each other and higher volume terms.

The data from some keyword tools may be old and/or not up-to date due to the nature of their sourcing. So example - something might be really hot right now, like, I dunno "COVID Zeta", yet several keyword tools will have 0 volume since it is so brand new. You can get around this by using Google Trends, which even allows you to localize to a city results:


You will not get search volumes but you'll be able to do comparisons, and if you know the search volume of a term like "braces" you can guesstimate the volume of lesser known terms.

Link: Google Trends
 
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I wouldn't bother with zero volume keywords. I've had some success targeting 10-20 volume keywords, though I only go to the trouble if they're at the bottom of the funnel.

Everyone else ignores them, which means no competition, and you can bring in an additional few hundred dollars in affiliate income a month if you stumble upon a couple of good ones.
 
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Another technique I talk about in a recent blog post is using Google Trends. Using your scenario you can use Trends to compare those zero keyword volumes against each other and higher volume terms.

The data from some keyword tools may be old and/or not up-to date due to the nature of their sourcing. So example - something might be really hot right now, like, I dunno "COVID Zeta", yet several keyword tools will have 0 volume since it is so brand new. You can get around this by using Google Trends, which even allows you to localize to a city results:


You will not get search volumes but you'll be able to do comparisons, and if you know the search volume of a term like "braces" you can guesstimate the volume of lesser known terms.

Link: Google Trends
This Trends search thing is actually good. I just popped my main KW on trends and I'm seeing some KWs that are bursting out in terms of search volume, which however, haven't been picked up by the main KW tools.

Thanks for this.
 
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I wouldn't make the mistake I made and write 150 articles all targeting keywords with a 0-10 monthly searches
The website already has about 300 articles targeting medium search volume KWs, say 100-2000 US monthly searches.

You'll find the random zero volume keyword that has hundreds of long-tails behind it that rake in a few thousand visits a month if you can dominate all of the variations.
The zero search KWs I am thinking of are highly targeted commercial intent KWs. Definitely, they are not likely to garner 1000s of views a month, but I'm thinking more in terms of sales.

So, the products are low ticket (mostly from $40-$100). So, my commissions range from $4 to $10. But its a volume product that people such for everyday.

My crossroads is whether going or these no search or low search (10 monthly searches) commercial intent keywords would make sense or whether the additional articles would just be making my website big for nothing.

I already have articles written for KWs in the range of 100-2000 US monthly searches. Other high search volume keywords are either to generic or too competitive to realistically rank at this time.

Appreciate your responses and thoughts, everyone.