It’s well documented in keyword research circles that there are difficult-to-rank-for searches (ie. “weight loss”)
…and easy-to-rank-for searches (ie. “best pre workout for weight loss”)
The easier-to-rank-for searches that get searched less are called “long-tail searches”, and while they may get searched significantly less than short-tail, they’re both easier to rank for AND the intent of the searcher is 100% more transparent.
If someone is typing in “weight loss for gluten-free moms on a budget”, you know damn well the type of information they’re hoping to find. Alternatively, when someone types in simply “weight loss”, there’s a lot more room for interpretation.
Sure, they’re searching for weight loss, but are they looking for weight loss tips? Weight loss supplements? Are they someone who just lost weight and are wondering when their loose skin will tighten up?
A commonly held misbelief is that if you’re a lesser-established site, you shouldn’t even bother trying to target high-volume-high-difficulty terms.
After all, If you know in advance you can’t rank for it, why would you waste your time?
When we provide keyword research services for our clients, we always suggest that when planning content into the future, you specifically aim for both easy-to-rank-for terms AND “HVHD” (high-volume-high-difficulty) searches in conjunction with one another. The reason?
Volume is an indication of interest
Sure, maybe your article on “how to lose weight fast” won’t be the reason people find you on Google, but you can bet your boots that of those who arrived via your “best pre workout for weight loss” article, a high percentage of them will be interested in clicking onto the other article. How do we know that? It gets searched 166,000 times each month on average.
Remember, it’s not just about getting traffic to your site. It’s equally as much about getting them to stay there once they arrive, reading and clicking around as much as possible.
Knowing what kind of content your prospective visitors are likely to find interesting before they arrive can be incredibly valuable. Drive traffic to your site by focusing on easier-to-rank-for keywords, then keep them there by making sure they see your high-volume-high-difficulty article front and center. One could think of it like a trap, but in reality… it’s just using the data to your advantage.
In all seriousness, we’re curious to get to know our audience better. If you’ve got 5-10 minutes to spare, We’d love to hear what you’re working on. Send us an email and let us know what we can help you with. Don’t be shy. We’re friendly. 👋