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How to Use Low Search Volume Keywords to Optimize B2B Content

Low search volume keywords are crucial to bringing highly motivated buyers to your B2B site. In this article, we explain why low-volume keywords are the primary means by which you can increase traffic and revenue and grow your company.

Why Low Search Volume Keywords are the Ticket to More B2B Sales

B2B marketing requires a unique approach to earn the right kind of traffic (the kind of traffic that leads to sales.) Optimizing content to target your B2B buyer relies heavily on incorporating low search volume keywords.

You might be hesitant about optimizing for low search volume keywords. After all, high search volume means more buyers are researching those terms. But high volume does not always equate with increased revenue, especially if you aren’t already ranking in the top spots for those keywords.

Low search volume keywords are ideal for your B2B marketing approach for two reasons:

  1. First, low search volume means less competition.

Popular keywords garner a ton of traffic from B2B buyers looking for products and services. However, other B2B sellers are aware of this and optimize for these keywords as well. That means a lot of work and competition for keywords that many buyers search at the start of their research journey.

However, low-volume keywords have less competition. Therefore, optimizing for these keywords means you have a legitimate chance to rank for them. And when you rank for your target keyword, you bring in your ideal customer who is likely at the end of their research phase and is ready to purchase.

  1. Ready buyers search for low-volume keywords.

You have likely heard the term “low volume, high intent” regarding target keywords. We’ve explained low volume, but how does high intent factor into your B2B marketing decisions?

When a keyword is low-volume, only a small number of shoppers are researching those terms. But because those keywords are super specific, shoppers searching those words likely know exactly what they want and are ready to make a purchase.

When you target low volume, high intent keywords, you’re also targeting buyers who are qualified leads that can be passed to your sales team. This approach focuses time and energy on engagements that are likely to convert into revenue for your business.

Using Low Search Volume Keywords to Optimize Your B2B SEO

  1. Research Audience-Specific Low Volume Keywords

Knowing the low-volume keywords to use comes from knowing your audience. First, consider their pain points and the terms they’re searching to find solutions for their businesses. Then, start with niche keywords and keyword phrases. Long-tail keywords are ideal for B2B marketing because they target shoppers who are ready to buy.

  1. Incorporate Keywords into Content Strategy

After you determine the keywords you’re optimizing, create a plan to execute your content strategy. Content mapping organizes your thoughts and helps you efficiently create great content that ranks for your target keywords.

Once you’ve planned the type of content you’ll publish, incorporate your keywords into that content in an organic, natural manner.

  1. Create the Best Content Using Niche Keywords

Even when you optimize for low search volume keywords, you’re still bound to have competition. That’s why you must aim to create the absolute best content out there using your niche keywords.

Earning backlinks brings traffic to your site. To earn links, you must publish content that other businesses want to link to. In other words, your content needs to be better than anything else out there. This establishes you as an authority and thought leader, and customers and other businesses alike will trust what your business is putting online.

  1. Incorporate Higher-Volume Keywords into Popular Content

Once your content has garnered the attention –– and traffic –– you aim for, incorporate higher-volume keywords into that existing content. Optimizing for middle-of-funnel keywords addresses a broader audience. As your organic traffic continues to grow, include keywords with even higher search volume. Finally, edit your content strategy to address even more pain points and provide the solutions your growing client base is searching for.

  1. Scale for Growth

You optimize your B2B SEO so you can bring in more revenue and expand your operations. Targeting low search volume keywords is ideal at the beginning of your SEO optimization strategy. Ideally, you will eventually become the go-to source for all your clients’ needs, not just the niche topics and services they’re searching for today.

The more content you publish and the more authority you present in your industry, the more critical your content strategy becomes. Creating a scalable content creation strategy ensures you continue to earn the kind of traffic that leads to conversions and revenue for your B2B business.


Optimizing for low-volume keywords is the most efficient and effective way to grow your site’s traffic, authority, and rankings. Include high intent keywords in your B2B SEO strategy, remembering that these keywords are the ticket to bringing the right buyer to your site.