B2B companies struggle with keyword research for various reasons. One of the causes is that the core topic’s search volume is highly focused around a few highly competitive keywords. Every niche is different when it comes to B2B keyword research.
The first step of keyword research is to build out a list of possible keywords. At this stage, you can be liberal with adding keywords here as all of them will not make their cut as potential targets. A few fundamental keywords will have a role to play in the b2b keyword strategy. They may be terms that are obvious descriptions of your product or service. It could also be frequently used buzzwords in your space that are good additions to the list.
We always start a new project with a B2B client with a kick-off questionnaire which asks the client to share relevant information
Even if you are working in-house, reviewing and revisiting them can be a great jumping point for B2B keyword search.
Looking at the site’s or the client’s historical PPC and SEO statistics might be a good way to generate ideas. An ignored opportunity for an older site may be to step back and observe individual searches.. Then you want to refresh or create new content around those assets.
Pain points are important in B2B keyword strategy that it allows you to demonstrate to searchers that
There are several ways to locate these types of keywords.
Mining reviews, testimonials and customer interviews
A mere observation of customer and prospect data can be helpful as well. You need to look at
All these can get you started from many fruitful keyword paths. Another great source is third-party reviews. This is a lot similar to forums where you can listen in to what users will be saying about their competitor’s products.
There are a few handy tools like SEMrush and Ahrefs to see what your competitors are ranking for a common and effective B2B keyword strategy. There are various types of competitors include
The sites that you compete against in search results may not always be the product or service competitors
Observing the direct product and service competitors is a viable approach. You need to be aware of a few possible pitfalls.
Another great way to formulate a B2B keyword strategy is by leveraging industry resources.
The agendas for the conference of the prospects attending can give you an understanding of the hot topics in this niche. In addition, the things that are part of your interest can be part of your keyword list.
Niche publications play an important role in B2B keyword research. Just with competitors, you may look for terms and pages that rank and drive traffic to the site. But make it a point that these sites have a similar topical theme along with the same level of authority.
Many B2B companies are operational in regulated industries and are specific about the type of content they publish on their blog.
In some cases, certain content that may be viable for a B2B company may not be suitable for other targeted audiences.
Many B2B websites are reluctant to include competition for a variety of reasons. However, if you are ready to do so, you will open up specific keyword opportunities farther down the funnel.
The first one is the” best of queries”. When a searcher is looking for the best result, they want a series of options. This would mean listing out the competitors where you need to mention good things about them.
Finally, you need to take a series of keywords that will provide insights on how to do b2b keyword research. You need to start to both cut and pull and then turn it into action. All of the terms can be run through your preferred keyword tool to assist you in prioritizing depending on keyword difficulty and search traffic. Hence it is important
The last step is crucial in understanding how to do B2B keyword research. The reason being you are able to obtain a potential list of keywords from the above process. There are various tools along with Process or even Google to find related terms and search suggestions.
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