BuzzSumo: Should you be creating content around low- or zero-volume keywords?

High-volume keywords aren’t future-proofed

High-volume searches are usually short – one, two, maybe three words long – if that.

They’re general topics rather than detailed queries.

We usually optimize around a high-volume keyword and maybe a handful of secondary ones.

Optimizing this way has worked well in the past, since search engines haven’t had the power to understand more specific questions and intent.

But we all know that’s changing, with advancements in Google EAT, NLP, BERT, MUM and all these other self-learning, acronymous algorithms.

Understanding intent and providing a better UX is the ultimate goal of search engines today.

And low-volume keywords put intent front and center.

Why? These keywords are usually long, detailed, and specific queries that users have asked a search engine.

By answering these queries, we can create more tailored content, better satisfy user intent, and ultimately land higher rankings in a less competitive space.

What’s more, many low-volume queries are essentially the same question asked in different ways.

If they don’t already, it’s pretty likely that search engines will begin to understand the synonymous relationship between these queries.

And when they do, they’ll have the ability to serve up your content for potentially hundreds of low-volume keywords in the SERPs.

On the flip side, generic (read: short-tail, high-volume-keyword-optimized) content will likely be deprioritized over time if it doesn’t correctly address intent, and solve specific pain points.

So, by that measure, optimizing for low-volume keywords is a way of future-proofing your content.

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