As a business owner, you might assume that plenty of people are searching online for the products or services you offer. If what you offer is strong, it’s logical to expect high demand.
In many cases, especially in niche industries, this isn’t always the case. The reality is that search demand is often much lower than you might expect.
It’s important to remember that this does not mean that the opportunity is not there. Just because there is no or low reported search volume behind your target keywords, doesn’t necessarily mean you shouldn’t focus on them. It often means that the demand is smaller or harder to measure.
Keyword research tools such as Google Keyword Planner rely on averages and estimates and often don’t report figures for terms that receive fewer than 10 searches per month.
This means that genuine interest can still exist, especially in more specialist industries, even if it is not visible in the data.
Some services are naturally more niche, which means that fewer people may search for them each month. For example, “dentist near me” will have a much higher demand than something more specific like “Invisalign for 13-year-olds”.
While the more specific term may show fewer reported average monthly searches, the intent is much clearer. The searcher knows exactly what they want.
These searchers are often the most valuable website visitors, because they’re typically further along in the decision-making process and therefore more likely to convert.
Highly specific searches such as these, often referred to as long-tail keywords, tend to bring more qualified traffic to a site. While such searches may not happen as often, they usually lead to better enquiries because the search closely matches the product or service being offered.
While your product or service may not appeal to everyone, there will be someone searching for exactly what you offer. Being more specific helps you reach the right audience and makes it easier for them to find your website when they need you.
An easy way to check your keywords is to look at the search results. If you see similar businesses appear, it is a strong indicator that search engines such as Google understand the topic and recognise that people are searching for it.
Even if the reported search volume is low, the presence of your competitors in the results page shows that there is an opportunity to position your business alongside them. This could be the difference between a customer choosing your business over your competitors.
Focusing on these more targeted searches helps you attract users who are actively looking for what you offer, rather than a broader audience who are simply looking for general information.
While the overall traffic numbers may be smaller, the quality of this traffic is typically much higher, which can lead to more meaningful enquiries and strong results from your SEO (search engine optimisation) efforts.
Need help identifying the target keywords for your website? Reach out to the team at Engage Web today.
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