The Truth About Ranking for Zero-Search Keywords (From Someone Who’s Been Doing SEO for 20+ Years)
You can “win” a game that no one’s playing.
I’ve been in the SEO game for over two decades. I’ve seen algorithm updates come and go, strategies evolve, and trends rise and fall. But one thing that’s always stuck around is this: just because you rank on Google doesn’t mean anyone is actually searching for what you rank for.
Yes, You Can Rank… But for What?
One of the easiest things to do in SEO is rank for a keyword no one wants. You can be #1 on Google, show up in Image Search, Video results, even Google Shorts, and still see almost zero traffic.
Why? Because there’s no search demand.
In other words, you can “win” a game that no one’s playing.
Zero Search Volume Keywords: What Are They?
These are keywords that, according to Google or tools like Ahrefs, SEMrush, and others, have no (or very little) search data. You might think you’ve come up with a clever term that’s bound to bring in traffic. Maybe it sounds good in your head. Maybe you even rank for it within a day or two.
But here’s the harsh truth: nobody’s searching for it. That means you’re ranking, but for an audience that doesn’t exist.
And if you’re not getting clicks, impressions, or engagement, this is often why.
Why It Happens (And Why It’s Misleading)
I get it—seeing your website on page one or your video pop up in Google Shorts feels good. You worked hard on it. Maybe an SEO agency told you they’d get you ranking, and now they’re pointing to these results as proof of success.
But ranking for keywords no one searches for is like putting up a billboard in the middle of the desert. Sure, it’s there. Sure, it looks great. But if there’s no traffic driving by, what’s the point?
Smoke and Mirrors: Don’t Fall for It
This is where things get tricky. Some SEO “experts” out there sell people on results like this. They’ll show you screenshots of rankings, maybe even throw in some technical jargon to make it sound fancy.
But if those rankings aren’t for terms people search for—and you’re not seeing an increase in traffic, leads, calls, or sales—then it’s smoke and mirrors.
As someone who’s done SEO since Google was still a scrappy startup, I can tell you: real SEO drives results. It brings qualified visitors who are searching for your services or products. If you’re not seeing that, something’s wrong.
How to Tell If Your Keywords Matter
- Check Search Volume – Use tools like Google Keyword Planner, Ahrefs, or SEMrush. Zero doesn’t always mean zero, but it’s usually a red flag.
- Look for Intent – Are these keywords something your target audience would search for? Or did someone just string a few buzzwords together?
- Test It – Run a small Google Ads campaign on those terms. If no one clicks, that’s a pretty good sign no one’s searching.
- Watch the Data – Google Search Console can show you impressions and clicks. If you’re ranking but getting no impressions, it’s a ghost town.
The Bottom Line
Ranking on page one of Google isn’t the win. Getting found by people who matter—that’s the win.
Don’t let shiny reports or rankings for irrelevant terms distract you. Focus on keywords with search volume, search intent, and real opportunities to connect with potential customers.
Because at the end of the day, SEO isn’t about bragging rights. It’s about bringing in traffic that converts into business.
