Numbers are deceiving.
One of my favorite lines from Mark Cuban on the show Shark Tank is, “Would you rather own 100% of a grape or 10% of Watermelon?”
For some reason, we are drawn to bigger numbers even when they don’t provide as much value. 100% just sounds better than 10%.
BUT 10% of a watermelon is a lot more fruit than 100% of a grape.
These cute golden doggos would agree that watermelon is better:
What does this have to do with anything?
Well, it’s my analogy for explaining the importance of an SEO strategy that involves going after low-volume keywords (keywords that don’t get searched often). The keywords that don’t appear to be all that delicious to go after, but in fact, may provide more opportunities than the larger volume opportunities.
One of my top 5 favorite reasons for loving SEO so much is that organic content never sleeps.
People can find your web page anytime, anywhere. (You know if you do SEO right.)
Pages on your website aren’t like paid advertisements that won’t be seen unless you are advertising ALL THE TIME (which gets costly) and they go away when you stop paying for them.
We often see these low-volume keywords turn into at least one good lead every 6-months.
But for the right type of business, that one lead can be huge! A low-volume keyword often comes with a lot of specificity, which means if you’ve got exactly what they need, you’re in a great position.
Example: “therapist for trichotillomania near me” – very specific need, which few can serve.
Imagine finding a few more low-volume keywords to do the same thing over and over again. It can add up quickly and you’ll have yourself a whole watermelon soon!
Here’s a statement from one of our clients who received a low-volume keyword lead (he’s based out of Michigan…):
Don’t make the mistake of focusing on a single grape when you’ve got the chance to own 10% of a whole watermelon.
SEO takes time, but going after the low volume, low-hanging fruit is what builds momentum in your strategy.