Is it a good idea to optimize for keywords that have no search volume if they're ranked?

[marnipatterson]

Hello Moz Community,

I have some questions I hope some of you can help with.

We’re doing SEO work for a client that provides outsourced IT and managed IT services in Phoenix, AZ and cities in the Phoenix metro area (i.e. Glendale, Tempe, Scottsdale, etc.) They’re currently ranked for or targeting the following keywords:

• consulting phoenix az (1)
• outsourced it phoenix (2)
• phoenix it support (3)
• it services Scottsdale (5)
• it consulting firm phoenix (targeting)
• it solutions phoenix (targeting)

We have recommended the following keywords based on monthly search totals, competitive level and difficulty ratings in Moz.

• IT consulting phoenix
• it consultant company
• outsourced it
• it support services
• it consulting services
• outsourcing it
• outsourced tech support

Questions
1. While I know it’s a good idea to optimize for keywords that you're currently ranked for, there’s no search volume for any of these. So, I recommended non-geo versions since Google provides search results based on the user’s location. Will this preserve the company's current rankings?
2. If not optimizing for their current keywords will hurt their rankings, will using the current keywords as secondary keywords suffice? If so, do we need to include them in the content for keyword density?
3. Since search engine algorithms now focus so heavily on user intent, I assume we’re covered for all variations of a keyword (i.e. outsource it, outsourced it, outsourcing it, etc.) Is this correct?
4. They want to rank for “cloud services” and “cloud solutions.”  Both are very competitive with high difficulty rankings. So, I recommended “cloud migration” and “cloud strategy” as alternatives since these are the main services they provide. Will including “cloud services” and “cloud solutions” as secondary keywords help them increase their rankings for both?

If you’ve dealt with a similar situation, I'd appreciate your insight and advice. Thanks!

[effectdigital]

Check if you have clicks (Search Console) associated with these search queries. Google's search volumes are rounded up and down in 10s, so 0 really just means less than 5. You may be surprised to find that some of these keywords bring impressions or clicks to your site, despite the fact that Google says they have no searches

[BlueprintMarketing]

1. While I know it’s a good idea to optimize for keywords that you're currently ranked for, there’s no search volume for any of these. So, I recommended non-geo versions since Google provides search results based on the user’s location. Will this preserve the company's current rankings?

** It depends on where your ranking and if there are similar keywords that you would get volume out of?**

If there is zero search volume for those keywords you want to look at similar higher volume keywords that Google would most likely rank you for. if you're getting traffic or conversions through those keywords obviously it's important to keep them.

FYI

(I am in New England right now and the list of keywords does not have the same site ranking even on the same page as what you're suggesting above So yes Google takes your location very seriously..)

2. If not optimizing for their current keywords will hurt their rankings, will using the current keywords as secondary keywords suffice? If so, do we need to include them in the content for keyword density?

**Okay, I need what are you doing to "optimize"?  If you place them in your content it depends a lot on the context and power of the content. I would also need for you to tell me the difference between what your site has for transactional keywords and informational keywords **read this post by a good friend of mine

**John Doherty **https://www.getcredo.com/keywords-rank/

3. Since search engine algorithms now focus so heavily on user intent, I assume we’re covered for all variations of a keyword (i.e. outsource it, outsourced it, outsourcing it, etc.) Is this correct?

Yes are heavily on user intent, No not all of them Use tools like answer the publicwhy outsource your it, information technology outsourcing "Information Technology", an outside company to handle your IT more see: https://answerthepublic.com/reports/fc175e7a-724b-4ad7-9c65-eeb389d4838a

https://answerthepublic.com/reports/f1583bd5-dc39-45ff-ad1f-1f16df24a279

4. They want to rank for “cloud services” and “cloud solutions.”  Both are very competitive with high difficulty rankings. So, I recommended “cloud migration” and “cloud strategy” as alternatives since these are the main services they provide. Will including “cloud services” and “cloud solutions” as secondary keywords help them increase their rankings for both?

if you want to lower the odds of something being extremely broad and hard to rank for keyword like "cloud migration" use what you have going for you and that you are only servicing companies in a certain part of Arizona. So use **** (i.e. Glendale, Tempe, Scottsdale, etc.) **** and other cities at the end. "cloud migration phoenix", "_cloud services Scottsdale"_

**** Any keywords that are very close in relevancy would help your ranking yes including secondary keywords would help their ranking this all depends on the context and quality of the content as well though. Assuming that that's excellent yes it would make a big difference.****

** I hope this is been of help,**

Tom