It's time to discuss a DEAD topic - low search volume in SEO

In the realm of digital marketing, SEO often takes center stage as a performance-driven channel. It's the go-to strategy for countless businesses worldwide, helping them reach their target audience effectively. However, what happens when we shift our focus to those businesses that thrive on traditional sales efforts, cater to low-traffic niches, or don't typically rely on online sales? Do they too stand to benefit from the power of SEO? The unequivocal answer is definitely "yes." Let's dive into the world of SEO to understand why low search volume SEO is far from a dead subject.

Understanding SEO

Before we explore the nuances of low search volume SEO, it's essential to break down the subject itself. SEO primarily revolves around two types of searches:

1. Navigational Searches

Navigational searches involve users seeking a specific website or webpage. These are often individuals who have a clear intent and are closer to making a purchase decision.

2. Informational Searches

Informational searches, on the other hand, revolve around users seeking information on various topics. Within this category, you can further segment users based on their specific information needs.

The Power of Navigational Searches

Navigational searches are where the real action happens. It's the stage where potential buyers are actively looking for a solution or product. For businesses, this is the golden opportunity to engage and convert prospects into paying customers.

Navigating the Messy Middle: Informational Searches

In the realm of SEO, the messy middle represents the informational searches. This is where users explore various subjects, brands, and products, comparing and evaluating them against alternative choices. Your website plays a pivotal role in this phase.

Your Website: The Digital Swiss Army Knife

Your website is a versatile tool in your marketing arsenal. It serves multiple purposes:

• Due Diligence: Prospective customers use your website to assess your credibility and trustworthiness.
• Showcasing Expertise: The content on your website should demonstrate your expertise in your field.
• Building Trust: Through the content experience, your website helps in building trust with your audience.
• Evaluating Worth: Customers gauge the worth of your business based on your online presence and the information provided on your website.

A brief 10-minute visit to your website can make or break a high-value deal. Why? Because people are inherently risk-averse. They are willing to pay a premium for products or services if they feel that the risk has been minimized. For businesses in low-traffic, low-volume niches, or those reliant on traditional sales methods, your website becomes a virtual representation of your values, work ethic, approach, and belief in your business.

The Power of Costly Signaling

Costly signaling is a marketing strategy that many businesses overlook, primarily due to the prevailing trend of cost-cutting in marketing. However, rather than participating in a race to the bottom in terms of marketing costs, businesses should focus on presenting themselves as exceptional. Your website should make visitors think, "Wow, they must be doing exceptionally well to invest so much in their online presence."

This perception of "doing exceptionally well" translates to having a substantial customer base, which further boosts your credibility. In essence, your website should convey that you are a trusted, prosperous business.

Prioritizing Your Website Over SEO

If I were a marketing manager today, I would first examine my website's design and content long before delving into SEO strategies. SEO, after all, leverages search engines to showcase your expertise and business values to online users. Regardless of whether you invest in SEO, your expertise still needs to shine through your website.

The Essence of Marketing: Driving Change

Marketing isn't merely about promoting products or services; it's about catalyzing change. Your website plays a pivotal role in effecting this change. Search engines, including SEO, are tools that aid in this transformation.

Investing in Your Website for Your Prospects

Ultimately, your website should be tailored to serve the needs of your target audience. It should be visually appealing, easy to navigate, and, most importantly, exhibit your business's expertise. SEO is an ongoing investment in enhancing the visible reputation of your business.

SEO as a Bonus

While SEO can undoubtedly enhance your online visibility and attract potential customers, it's important to remember that it's not the sole determinant of your success. Your website should shine independently, with or without search engines.

In conclusion, low search volume SEO is far from irrelevant; it's a powerful tool that can transform your business's digital presence. When you invest in your website, you invest in your prospects and in making the change you want to see in your market.

So, the question isn't just "What does a great website look like?" It's "What does a great website look like for those we seek to serve?"