How to Have a Successful B2B Keyword Research Strategy

how to conduct SEO keyword research for B2B

There is no such thing as a B2B Google algorithm, but when site owners optimise their sites for businesses rather than customers, things get a lot more complicated. SEO keyword research for B2B is more effective with low search volumes, precise targeting, and a lot of creativity. One can find the best SEO keywords for B2B using B2B modifiers, discover the potential in internal search and Google Search Console, and utilise sales and customer success insights.

Difficulties in B2B Keyword Research

B2B keyword research could be tricky. Here are a few challenges that SEOs usually encounter:

Targeting the Right Audience

It’s critical to distinguish the decision-makers in the company from the customers who use the products or services. The executives may have distinct demands and queries compared to the marketing manager who uses the software after purchasing it. One must clearly identify their various target audiences’ search behaviours since each has unique requirements.

Below are several queries one should consider for their B2B keyword research:

  • Who are the main competitors?
  • What is the team size of the target audience? Type of business? Industry? Country?
  • What are the difficulties that decision-makers encounter? What are their goals?
  • What are the role types to target within these businesses? Implementors or executives?

Low Search Volume

According to Ahrefs, the B2C key phrase “to-do list app” has 5,400 monthly searches. On the other hand, the most targeted B2B key phrase, “enterprise project management software”, has only 250 monthly searches. Moreover, some B2B keywords usually have as few as 10 to 50 searches every month.

An SEO must reconsider their B2B SEO objectives regarding traffic potential and search volume. Specific keywords generally produce more revenue and qualified leads – but they might appear frightening in the keyword research document.

Small Keyword Databases

Many site owners use SEO tools to search for long-tail keywords only to get disappointed with the results. The lack of knowledge about the target audience and their demands will lead to undesirable outcomes. Even though people are looking for these keywords, most SEO tools lack a sufficient keyword database for these specialised topics and give little to no results.

Therefore, one should combine results from different SEO tools, like Search Console, SEMrush, Ahrefs, and more to better understand keywords.

Use B2B Keyword Modifiers

It is possible to locate excellent, targeted B2B keywords using modifiers that are not commonly used in a B2C situation. Try using the following modifiers:

  • Start-up
  • SME businesses
  • Enterprise or corporate
  • Procurement, providers, vendors
  • Product modifiers like software, solutions, tools, platforms, systems
  • Buying/how to choose guides
  • Reviews
  • In the workplace
  • For business
  • Employee
  • Target industries
  • Competitor name + vs/versus
  • Competitor name + alternative
  • Trends
  • Statistics
  • Challenges
  • Online businesses
  • RFP

One can use these modifiers by entering their seed keyword into the SEO tool and filtering to narrow down the results. Afterwards, they can add keyword opportunities to the keyword research document or the list itself.

Review Google Search Console

Online businesses can get more keyword ideas by reviewing Google Search Console for hidden opportunities.

SEOs can go to their Google Search Console’s Performance - Search Results. After selecting the timeframe, they can add the CTR and average position. Next, they can use the filter to eliminate brand names and variations from the results. Lastly, they can review the “queries report”.

Turn To Competitors For Great Keyword Ideas

Competitors may have excellent keyword suggestions, so it would help if one looks at their keywords and backlinks using an SEO tool. Doing so helps SEOs see what content is performing well for them.

Use an internal search function

Websites with internal search functions can review the most common questions for interesting queries.

Add top-converting keywords from Google Ads

Site owners may also include their Google Ads’ top-converting keywords in their SEO keyword research for B2B. One must know that these topics and questions are effective, so they should be included in their organic strategy.

Use Sales and Customer Success Insights to Your Advantage

Some of the greatest keywords can be discovered by studying sales pitches, procedures, and frequently asked questions. At the forefront of engaging with an ideal client are sales and customer success, as these have a deeper understanding of what the consumer wants.

To use their insights for SEO, one should:

  • interview sales for competitors or commonly asked questions
  • read sales protocols or watch recordings of sales
  • study tutorials or knowledge base for content that gets the highest traffic and expand on the issue outline
  • talk with customer success about the most common use cases

Some of these keywords are extremely specialised, but there is a much better chance of impressing the right people when the website attracts these visitors.

Choosing the Right Target Keywords

Keyword research is a part of market research and analysis. Initially, SEOs need to include all ideas and possibilities to the target list, even if they are difficult. Once there is a good range of potential target keywords – from a few hundred to a thousand – one can add the following information to help make well-informed decisions:

  • keyword difficulty
  • search volume every month
  • the ads cost-per-click and its presence in the search results
  • business value: on a scale of 1 to 3, with 3 being the highest, one should mark the keyword’s impact on the business in terms of generating leads

When targeting B2B, one should keep in mind that they are also marketing to individuals within a business. This target audience wants SEOs to communicate, help them meet their desired outcomes and pain points, and create relevant content for their websites.

Leave the Keyword Research to Position1SEO

Position1SEO is a UK-based SEO agency that provides white hat SEO services, using up-to-date, reliable tactics to help you rank higher in Google’s search results.

We can help with all aspects of SEO, from keyword research to writing relevant SEO content. You can target any SEO keywords at any competition level by working with us. Target as many or as few key phrases as you need to reach your desired audience – you’ll get a better return on your investment with our services!

As the top provider of organic SEO services, we have helped businesses grow their revenues in many industries. Contact us today for more information on how our experienced SEO team can help your business!

how to conduct SEO keyword research for B2B
Author: Jason Ferry
Jason Ferry is an SEO specialist based in the United Kingdom. Taking pride in his many years of experience in the search engine optimisation industry, he has honed his skills in various digital marketing processes. From keyword marketing, website auditing, and link building campaigns, to social media monitoring, he is well-versed in all of them. Jason Ferry’s excellent skills in SEO, combined with his vast experience, makes him one of the best professionals to work with in the industry today. Not only does he guarantee outstanding output for everyone he works with, but also values a deep relationship with them as well.

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