BrightonSEO, April 2022

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13+ years in International SEO

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Let’s
Define this

5. According to Google, Low
Search Volume Keywords
are…

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rliraz #brightonSEO

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rliraz #brightonSEO

9. That makes
sense, No?
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Matching User Intent With Content
Goal: Attract
wider users that
are unfamiliar with
your brand
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rliraz #brightonSEO

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Matching User Intent With Content
Goal: Provide
expertise & a
positive shopping
experience
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rliraz #brightonSEO

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Matching User Intent With Content
Goal: Convince
user to make a
purchase
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rliraz #brightonSEO

13. And of course we all know
that, right?
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rliraz #brightonSEO

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Think Again!
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rliraz #brightonSEO

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40%
are still ignoring low search volume search terms
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rliraz #brightonSEO

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Think Again!
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rliraz #brightonSEO

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70%
pay great attention to their readers
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30%
Just don’t!
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rliraz #brightonSEO

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Think Again!
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rliraz #brightonSEO

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So I asked
more than
100 CMOs
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Would you approve a content
strategy based on low
search volume search
terms?
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26.5%
“YES”
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Low Search Volume =
Same Content Efforts
= Less Exposure
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Is this the right KPI?
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We need to tie
the right KPI to
the right content
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rliraz #brightonSEO

29. Meaning…
Low Search Volume
❑ High intent
❑ Less exposure
❑ Less Brand awareness
❑ Likely to convert
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rliraz #brightonSEO

30. Meaning…
❑ Low intent
❑ Mostly browsing
❑ High competition
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High Search Volume
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rliraz #brightonSEO

31. Where to get some ideas?
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rliraz #brightonSEO

32. Where to get some ideas?
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Google
Autocomplete
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rliraz #brightonSEO

33. Where to get some ideas?
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Semrush
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rliraz #brightonSEO

34. Where to get some ideas?
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Surfer
SEO
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rliraz #brightonSEO

35. Where to get some ideas?
People
Also
Ask
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rliraz #brightonSEO

36. Any tool you like!
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rliraz #brightonSEO

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Why Aim As Low?
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rliraz #brightonSEO

38. Newly Launched Products
(GA4 had zero searches 14 days after launch)

39. Trends
Capture the trends and get the traffic

40. Niche Content
(Content that solves questions)

41. What Does
it Look
Like?
(Case
Study)
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42. First,
we map!
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43. See if
relevant
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44. Mapping in the relevant items
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45. Creating Rules for metas
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46. What we did

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Launching 100 pages with very low
search volume as a starting point:
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rliraz #brightonSEO

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After POC was a success,
we’ve launched around 5K
pages, programmatically,
using the same template
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rliraz #brightonSEO

49. Results?

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+105%
Traffic Growth
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+25%
Conversion Results
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rliraz #brightonSEO

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Takeaways
rliraz #brightonSEO

53. Thank You!
Go Find Those “Precious Keywords”
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rliraz
www.lirazpostan.com