Episode 152: Why You Should Target Low Volume Keywords

In the world of SEO, keywords are what help you rank. But what keywords do you go after? High volume keywords are great. But they also mean a high volume of competition! Low volume keywords don’t get searched as frequently, but there is also less competition. We’ll tell you how to target these low-volume keywords and how they can help you rank more quickly and get more leads immediately!

Roger: Welcome to Local SEO today, I’m Roger Murphy.

John: And I’m John Vuong.

Roger: Today we want to speak to entrepreneurs and business owners regarding a strategy when it comes to getting your website active and in front of ready-to-buy customers, and John, it all comes down on Google and keywords.

John: Exactly. So what we are going to talk about is really a keyword research. You know, which keyword should really go after, right? Should you go after broad term keywords? Long-tail keywords? Low search volume keywords? High search volume keywords? Competitive keywords? Like, as a strategy and as an SEO agency ourselves, we like mixing it up, right?

Roger: And let’s define to, what broad search one versus, maybe a… long-tail, let’s describe them and define them so our entrepreneurs and business owners are watching, they know what we’re doing.

John: I think broad terms are more informational type of search queries, right? So if you are looking for a dentist, you just gonna type in “dentist city”.

Roger: Yeah.

John: Very broad term, right? It’s an overview of exactly what you are looking for but not very specialized or specific as to what terms you are looking for, right?

Roger: And the broader they are, the less they’re really going to convert, meaning it is not somebody that’s necessarily ready that wants to engage you to buy your services.

John: Exactly, it may show like there’s a lot of serve volume, but the click through rate and conversion rate might not be there.

Roger: Right, so let’s define long-tail.

John: Yeah, so longer-tail, I’m gonna give you that example of dentist, so a long-tail keyword could be “teeth whitening in Toronto, Ontario”’, right? So you know, someone that is looking for a specific need from a dentist and/or even like invisalign like braces but a very specific type of braces in Toronto. Someone who is looking for that term, they’re probably very eager to read and find someone that specializes in that kind of search.

Roger: Exactly, because intuitively if you see that long-tail search, that consumer that potential client of yours in this industry is more… probably, likely further down the funnel of ready-to-buy, they’ve had their journey, they’ve read about it in magazines, they have heard some commercials on the radio, they’re maybe new to the city, they don’t know who offers it. So there’s always reasons but when they finally get on Google and type that long-tail search- keyword phrase join in, they’re ready…

John: Yeah.

Roger: …much more ready to make that buy.

John: Exactly, so you might not get the amount of certain volume that broad-terms search will get but the conversion rate is a lot higher, right?

Roger: So it’s actually counterintuitive where you would think, “Oh let me go after the keywords that the highest volume of searches every month”, in fact no, you might actually do better of by going after lower volume, longer keyword terms because people are so specific that means they’re ready to make purchase.

John: And plus you’re competing with less websites as well because you’re positioning yourself as the expert for that long-tail keyword.

Roger: Exactly.

John: Right? So you can go after exact match of that long-tail keyword and write for that user who’s looking for teeth whitening in Toronto, Ontario, right?

Roger: …in the community.

John: …in the community. So cater towards that content in that piece and build authority to become the expert in that given market.

Roger: There’s also many statistics that talk about most of the shopping in certain geographic area of where we live, so if it is localized searches for local services, it makes a perfect sentence to go after very specific keyword phrases for those neighborhood and cities.

John: Exactly, so in Toronto is a fairly large city in Canada, right? It’s the largest so within Toronto there’s a neighborhood, beaches, the high-park area, the midtown, the rose town..

Roger: The rose town… yes.

John: There’s certain pockets of neighborhoods and communities so even if you want go into more of that neighborhood driven search query, it will allow you to very hyper.. focus…

Roger: …and relevant.

John: …and relevant as well and that’s what Google is looking for, so if you want to really dominate the relevant, three pack of google maps or.. you know, the organic serve of that specific community, it allows you to become that trusted source in that local community.

Roger: Exactly, and the other industries, there’s such industries like the legal industry, John, where you’re got personal entry lawyers, it’s a tremendously competitive broad term, it sounds like a long term but it is really… sort of broad term.. that you will have a very difficult time converting versus bring injury lawyers, or motorcycle accidents lawyers, or car accidents lawyers..

John: …accidents lawyers, car accidents lawyers…

Roger: Yes, or personal entry, or you know, catastrophic entry lawyers… in the city they live in.

John: Yeah.

Roger: These longer term ones are gonna be easier to compete in and have a better conversion rate.

John: Conversion rate.

John: So really think about that when you’re starting that keyword journey and mapping your content, mapping your SEO strategy because really focus on you know, really driving that high-click through rate, high conversion rate, position yourself as the expert, you don’t have to be best for everything out there because you probably service anyone anyways, so really focus on what you specialize in, and do it very, very well.

Roger: Exactly. So it’s interesting that that is really what this idea of targeting low volume words. Again, it’s counterintuitive but it makes more sense if you’re actually looking to convert these searches into phone calls, email inquiries, and ultimate customers.

John: Perfect, well thanks a lot, Roger.

Roger: Thank you for watching today. John, thank you for your input, your expertise is very well taken and I’m sure the clients here are very happy listening to you. And we want to thank Kayla Claus, she’s our editor, and film-audiographer. So, Kyla thank you for your work today, too. See you again at Local SEO Search Today.