71% of B2B buyers begin their journey with a simple online search. If your business isn’t visible in search results, what can you expect? You’re missing out on the first step to connecting with potential clients. As you know, decision-makers are constantly searching for solutions. Without proper B2B keyword research, you can’t be visible to them.
The right keywords can help you show up in relevant searches. This way, you can target the right clients and drive quality traffic to your website. This guide will help you find the best keywords for your business. It will also show you how to stand out in your industry by avoiding some common mistakes. Ready to take your SEO to the next level? Let’s Go!
Why B2B Keyword Research Matters So Much!!!
First things first! You need to know what the keywords can do for you. It is quite simple! They bring in the right people for you. If you’re not drawing in the right audience, what’s the purpose? You’re already losing.
In the same way, keyword research aligns your content with the buyer’s journey. If your content isn’t resonating at every stage, you could miss valuable opportunities.
And don’t forget SEO. Keywords are the base of better rankings. Better rankings mean more visibility. More visibility means more leads and conversions. It’s simple: Get your keywords right, and you’re setting yourself up for growth.
5 Steps for Doing B2B Keyword Research
Keyword research methods can vary from person to person. Everyone has their own preferred methods, tools, and strategies. That said, some things are essential for success. Over time, we’ve refined our process to ensure the best results.
Our approach works because we focus on the details. We prioritize finding the most relevant and effective keywords. The result? Keywords that attract traffic and convert into meaningful outcomes for your business.
Step 1: Define Your Target Audience
The first and most important step is to know your audience. Simply identify your buyers! Ask yourself:
- Who are they?
- What challenges are they facing?
- What goals are they trying to achieve?
In short, just understand their pain points. If you don’t know your audience, your keywords won’t matter.
For example, if you’re a B2B consultant helping e-commerce businesses improve customer retention, your audience might struggle with issues like cart abandonment or building customer loyalty. Instead of using broad terms like “e-commerce solutions,” focus on more specific keywords like “reduce cart abandonment in e-commerce” or “improve customer loyalty programs for online stores.” This way, your keywords will directly address your audience’s needs and bring better results.
Step 2: Brainstorm Broad Keywords
But how do you find those specific terms? To do this, you need to brainstorm key ideas about your audience. Start with industry-specific terms that they might search for. Think about the solutions they are looking for or the challenges they face. Still unsure where to begin? Start by exploring forums where professionals discuss industry trends.
The FASTLANE Forum is one such example. You can find countless B2B forums online.
You can also check out LinkedIn to see the language your audience uses in posts and comments. Review industry publications, articles, and reports. These often highlight buzzwords and emerging topics. Look for phrases that repeat frequently. The goal here is to create a broad list of potential keywords.
Step 3: Utilize Keyword Research Tools
Now, it’s time to refine your list. You can use various keyword research tools available in the market to help with this step. They can help you check the validity of your keywords. Some excellent tools include:
1. Google Keyword Planner
- Go to Google Keyword Planner.
- Navigate to Tools.
- Under Planning, select Keyword Planner.
- Choose Discover new keywords.
- Enter a seed keyword that you have brainstormed in the above step.
- Set your desired location (e.g., Canada or worldwide).
- Click Get Results to view keyword ideas.
For a detailed overview of how to maximize the use of Google Keyword Planner, consider watching the following video.
6 Ways to Use Google Keyword Planner for Keyword Research
2. Ahrefs
- Sign in to the Ahrefs Keyword Explorer tool.
- Enter seed keywords.
- Review keyword ideas with metrics like search volume, KD, traffic potential, CPC, and SERP features.
You can also use various filters to refine your results further. Simply:
- Apply filters for metrics like search volume, KD, or CPC.
- Analyze search intent (informational, transactional, etc.).
- Explore long-tail and related keyword variations.
- Use Content Gap Analysis to find keywords competitors rank for, but you don’t.
- Check competitors’ backlinks with Site Explorer for keyword insights.
3. SEMrush
- Log in to your SEMrush account.
- Go to the Keyword Magic Tool under the SEO section.
- Enter seed keywords and set the region.
- Review the list of suggested keywords with metrics like:
- Search Volume: Monthly search estimates.
- Keyword Difficulty (KD): How hard it is to rank for the keyword.
- CPC: Cost-per-click for paid campaigns.
- Competition Level: Indicates paid ad competition.
- Use filters to narrow results by search volume, KD, CPC, and word count.
Step 4: Analyze Competitors
You can also use any of the above tools for competitive analysis. Use them to identify the keywords your competitors are ranking for. What’s the benefit? They give you an overview of what’s working in your industry.
You’re also supposed to study their content closely. Look for gaps. What they’ve covered and what still needs attention. These gaps are your golden opportunity. By filling them, you can better serve your audience and stand out.
Step 5: Categorize Keywords
Now, organize them into categories. It’s important for designing keyword strategies.
Categorize them based on search intent. Here’s how to do it:
Informational keywords
Users search for answers or information, such as:
- “How to”
- “What is”
- “Benefits of”
- “Why does”
- “Steps to”
Navigational keywords
Users are looking for a specific website or brand. For example:
- “Facebook login”
- “Amazon home page”
- “Nike shoes store”
Transactional keywords
High-intent keywords where users are ready to take action or make a purchase.
- “Buy laptop online.”
- “Order pizza delivery”
- “Book hotel room”
By this, your content with search intent speaks directly to what your audience wants.
3 Failproof Tips for B2B Keyword Optimization
You can follow the steps below to take your B2B keyword game to the next level!
1. Focus on Industry-Specific Long-Tail Keywords
Don’t go for generic terms. Be specific and customize your keywords for a particular industry.
For example, instead of “digital marketing,” use “digital marketing services for XYZ.”
This approach helps attract the right leads.
2. Incorporate Localized Keywords
If you target a specific region or city, include it. Like, you can add local terms to your keywords. Localized keywords help you stand out and connect with nearby businesses.
3. Use Semantic Keywords
It’s not just about exact matches. Use LSI tools to find related terms. This adds context to your content and helps it rank for a wider range of searches.
Here are the LSI terms for the keyword “SEO checklist.” I used the free online tool KeySearch for this. You can use any other tool to find your LSI terms.
6 Most Common Mistakes to Avoid in B2B Keyword Research
We’ve covered a lot of ground so far, right? You probably know quite a bit about keywords. But there are still a few things people often miss. We want to make sure you’re aware of those too.
1. Ignoring Search Intent
Always consider the intent behind the search. Don’t just focus on keywords. Understand what the searcher wants.
2. Overlooking Long-Tail Keywords
Short keywords can be tempting. But, long-tail keywords are more specific and often lead to higher conversions. If a keyword has more characters, you are likely to get 1.76 times more clicks.
3. Focusing Only on Search Volume
High search volume is excellent, but don’t ignore keyword competition. Low-volume, low-competition keywords can be more valuable.
4. Not Analyzing Competitors
Always check what your competitors are doing. See which keywords they rank for and identify any gaps.
5. Forgetting to Monitor Trends
Trends change quickly. So, you need to regularly check your keywords and update them based on the latest market trends.
6. Using Irrelevant Keywords
Don’t stuff your content with irrelevant keywords. Stay focused on terms that truly reflect your business and target audience.
FAQs
1. What are B2B keywords?
These are search terms businesses use to target other businesses. These include phrases like:
- “Enterprise software solutions”
- “Wholesale suppliers”
- “Corporate training programs”
2. What is B2B in research?
B2B research focuses on understanding businesses as customers, including their:
- Needs
- Behaviors
- Pain points
- Decision-making processes
It helps companies customize products and services for other businesses.
3. What is B2B in SEO?
B2B SEO optimizes websites to attract and convert business clients. It emphasizes targeting decision-makers in companies using specific keywords and content strategies.
4. What is a B2B example?
- Wholesale distributor supplying raw materials.
- SaaS company providing project management software.
- Logistics company providing supply chain solutions.
- Marketing agency serving other businesses.
5. How to make B2B content?
To make B2B content:
- Focus on solving specific business problems.
- Use industry-specific language.
- Create valuable resources like whitepapers, case studies, and blogs.
- Include data-driven insights.
6. Why B2B content marketing?
B2B content marketing builds trust, educates buyers, and generates qualified leads. It positions your business as an authority, driving long-term client relationships.
7. How to select meaningful B2B SEO keywords?
- Research terms your target audience uses.
- Use tools like Google Keyword Planner or SEMrush.
- Prioritize long-tail keywords with clear business intent.
8. How effective is Google Keyword targeting for B2B?
Google Keyword targeting is highly effective for B2B. It helps you:
- Reach niche audiences
- Rank for relevant searches
- Drive high-quality traffic
Conclusion
B2B keyword research is important for reaching the right audience. It helps drive traffic, improve SEO, and connect with potential clients.
Start by understanding your audience and brainstorming keywords. Use tools to refine your list and analyze competitors. Focus on industry-specific long-tail keywords. Don’t forget about local and semantic keywords.
Avoid common mistakes and optimize your keywords. This will help you attract quality leads and achieve growth. Now it’s time to put these tips into action and boost your B2B keyword strategy!
Still need help? Don’t hesitate to reach out to us. We’re always here to support and grow your business.
