Keyword research when the site's subject is low volume

[Leo_Woodhead]

Hey guys, what do you do when you planning a new  website and doing keyword research for a site when the avg. search volumes are relatively low. We set up run contact centres for UK charities including voice, webchat, sms, email and response fulfillment etc.

It seems that people aren't really searching that often for this 'sexy subject'. Average volumes for searches with some intent/qualifier range from between 10-100 monthly searches.

What sort of strategies would you adopt in this scenario? Do you optimise for what you can and then make a large focus on other digital marketing tactics such as content marketing, social media, email marketing etc.

Thanks for your time guys

Leo

[EGOL]

Ryan has great ideas for answering your question.

This "industry" is one that has heavily and historically depended upon outbound marketing.  So, site-targeting, remarketing, and behavioral-based ads will be other methods to consider.  You gotta take the message to the donor.

[RyanPurkey]

Hi Leo. You might also try terms that are tangentially related, like global volumes around contact centers (US and UK spellings), non-charity based services, and so on. That way at least, you'll be getting larger numbers that you can distill downwards towards your search volume.

Another source of search referral traffic that I see with search providers is testimonial based, i.e. someone is researching a brand or charity and they come across your site via their testimonial around your service.

Lastly, you can check contact center strategies in other markets to see what they've done in the past, what they've missed, and where you could improve.  Cheers!