The success of B2B SEO can hinge on crucial factors such as your specific business goals, words that are relevant to your audience, and adequate search volume. It is also important to keep in mind your audiences’ buying stages and purchasing roles along every step of the process. This can make B2B keyword research a multifaceted process. By focusing in on your audience’s needs and the information they seek, there are a few things you can do to help you find the right keywords.
Branded or Non-branded Keywords
The first step is recognizing the two main types of keywords you will generate: Branded keywords which are specifically associated with your brand, and non-branded keywords which are more generic words that are relevant to the products or services you provide. Chances are, most of your prospects won’t find your company through a direct google search, and instead they will come across your company while they are searching for a solution to their problem. While it is important to use both, focusing your energy on non-branded keywords will allow you to target the majority of your prospects who will most likely use generic search terms.
Understanding your Audience
The next step in generating a keyword strategy is evaluating your customers, your business, and your competitors. You should have an understanding of:
Your target personas- Who your ideal customers are and the solutions they are seeking.
The purchasing cycle- What your target audience questions at each end of the sales funnel. For example, the inner process of your prospective customers while they evaluate whether or not your services meet their needs.
Your competition- Whether or not other companies appear when searching for your keywords.
Industry terminology- Essential words that are already being used when searches are performed.
Long Tail or Short Tail Keywords
When B2B prospects search for a product or service they’re looking for, they typically have a very specific problem they’re trying to solve. In most cases, these queries will have long tail keywords that indicate the buyer’s intent. These strings of 3 or more words and their variations should be the focus of your keyword research to avoid spending money on shorter, higher traffic words that ultimately won’t convert. There are a few elements of long tail keyword research you should consider:
Precision- How broad or precise a keyword sequence is.
Volume- How often users search for a keyword combination.
Competition- Other competitors pursuing the same search terms.
Relevance- How well your keywords match the buyer’s intent and the services you provide.
Applying these concepts to your keyword research can increase your chances of attracting customers who are in the stage of the purchasing cycle where they are most likely to convert. Keep in mind the B2B purchasing funnel may take much longer than the B2C funnel. Prospects want to make educated choices that will yield specific solutions. This is why it is essential to do intentional and detailed B2B keyword research. It can be a tough undertaking to tackle due to its high level of importance, which is why it can be helpful to have a knowledgable team of experts behind you. Once you accomplish sufficient keyword research, watch as your visibility on the web increases.