The Case for Low-Volume, High-Intent Keywords

We’re here to argue our case and yes, we brought receipts.

Our claim: If you're only chasing keywords with 1,000+ monthly searches, you're leaving big money on the table.

Big search volume doesn’t always mean big opportunity, especially in B2B, where the right client might only search once, but that one search could lead to a five- or six-figure deal.

At Borrowed Pen, we help our clients target low-volume, high-intent keywords because they bring in better leads, less competition, and way more relevance. Let’s talk about what that actually means.

What are Low-Volume, High-Intent Keywords?

Low-volume, high-intent keywords are hyper-specific search phrases that may only get 10–100 searches a month, but every one of those searches comes from someone with a very specific need.

Here are some examples."

• “510(k) submission consultant for orthopedic implants”

• “ISO 27001 audit service pricing for SaaS companies”

• “commercial HVAC maintenance contract cost”

• “enterprise ERP migration project timeline with vendor costs”

Low volume? Yes. Most people are not searching for niche B2B services. However, when someone types one of those in, they’re not browsing. They’re buying, building, or budgeting.

Why Low-Volume, High-Intent Keywords Are So Powerful

Low-volume, high-intent keywords perform for B2B businesses because: 

1. They match buyer intent

These keywords reflect mid-to-bottom-funnel behavior. The person searching is already problem-aware and possibly vendor-aware. You’re not educating them. You’re positioning yourself as the solution.

2. Less competition, faster wins

Everyone’s fighting for “content strategy.” Fewer are targeting “content strategy for field service companies.” Narrower keyword = easier to rank and convert.

3. They force clarity

Longtail phrases tend to be more concrete and practical. That makes your content more focused, more useful, and more aligned with what your best-fit buyers are actually trying to figure out.

Doesn’t Google Reward High Volume Content, Though? 

It does. However, only if it’s useful and only if it’s relevant. If you rank for a high-volume keyword, but the audience isn’t your buyer? That traffic won’t convert. However, if your keywords hit the exact needs of your buyer, Google will also reward your content.

Google’s evolving algorithms reward depth, specificity, and usefulness. That’s why we build content strategies around clusters of low-volume, high-intent keywords. The traffic may be smaller, but the outcomes are bigger for your revenue.

How To Find Low-Volume, High-Intent Keywords 

We don’t chase vanity metrics. We dig into how your buyers actually talk and search. We’ll investigate:

• Public Q&A forums and industry communities

• Social media threads where your audience shares frustrations and needs

• Competitor content gaps that your buyers still search for

• Event sessions, webinars, and panel questions from your target market

• Direct buyer conversations and interviews that we conduct

If a prospect keeps asking the same oddly specific question, that’s your next high-intent keyword.

Want help building a content strategy around the keywords your competitors are ignoring We find the signal, write what matters, and make sure your content works for the people who are actually ready to buy. Let’s find your SEO edge.