Low-volume terms can increase conversion, which can even offset the cost of content.
This article states the importance of incorporating low-volume keywords, which are high in value. These allow targeting the terms relevant to the audience, increasing the chances of conversion.
The use of low-volume keywords can help brands generate interest around a small or new niche. In certain instances, with enough conversion, these keywords can also offset the content costs.
Additionally, companies can profit from using low-volume “buying” keywords that draw in users that are ready to purchase from the brand or are ready to work with them. The author recommends aiming for a wide variety of low volume terms or using many variations of the same “parent” term.
[5 minute read]