Great question, Mouna!
And the answer is yes, you should focus on zero search volume keywords when it makes sense for your company.
Here are four examples to make the business case if you’re being asked, “Why would we focus on questions that nobody is searching for?”
- You build a site structure.
- Customers could be asking, and this provides a solution to both them and future customers.
- It is cheaper to remarket to someone than to pay for all acquisition touchpoints.
- The question may not have search volume, but responses show up for the main phrase which has substantial search volume.
