I’ve suspected this for a while but I got around to proving it just now. I downloaded the 100 most popular terms for a site of ours. Its a geo-optimised site, so receives traffic for “blue widgets chelmsford”, “blue widgets Birmingham” etc etc. Although I knew - for an absolute fact - that we had a handful of visits every month for each term, when pumped back into the keyword tool a great many came out zero. The takeaway for us is this: build the pages even if the keywords tool says “no” because, regardless of what it has to say, the visitors are in fact there. Not in their millions certainly, but they’re there. Cool. Remember every line in this table has had at least 1 visit in the last month (and our site is top 5, but not necessarily top, for these terms, so realisitically the demand must be in the 10+ range, if not the 50+ range.) There’s more fine-grained traffic there than anyone’s admitting to.
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