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How to choose the right SEO keywords: A B2B guide
Rebecca McIntyre
Head of Operations
29 Jul 21

A successful SEO strategy starts by choosing the right keywords. If you don’t, you might get the wrong traffic or go after keywords that won’t get you the results you want. Both of these scenarios result in a significant amount of time and resources with little or no return. You don’t want that.

The goal of search engine optimisation (SEO) is to increase the organic visibility of your website. You want to increase your online presence. And it all starts with choosing the correct keywords to target.

To start a B2B keyword research, you need to learn what your prospects are actually searching for in order to rank better on Google’s search engine results page (SERP). This will help you edge out your competitors. Then you can add stuff to their content so that your content will be displayed as the best answer (hopefully).

Keyword research doesn’t have to be difficult. It doesn’t even have to be a guessing game to pick the proper keywords.

What Is a Keyword?

Keywords are the words and phrases that searchers submit into search engines in terms of SEO. If you have a considerable budget, it makes sense to hire an SEO agency to conduct your keyword research. They’re the ones with software licenses, so you’ll gain access to more technical data. They’re also the experts in the field so you’ll more likely benefit from their service. But if you’re working on a tighter budget, a service like Upwork can help you find a freelance SEO expert. This is less expensive than hiring an agency, but the quality of the work will be inconsistent, and you’ll have to spend time identifying and managing a competent freelancer.

It will depend on your resources and needs. The choice is yours.

What Is B2B Keyword Research?

B2B keyword research is the process of identifying the terms that prospective consumers are using to perform the search that you want to appear for, both qualitatively and quantitatively. To do this successfully, you need to have a basic understanding of your audience.

Once you have that information, you can use tools like SEMrush, Google Keyword Planner and other SEO tools to figure out how much traffic and competition there is for the keywords you want to rank for.

How to choose the right SEO Keywords?

  1. Set your intentionsIt’s crucial to consider the search intent behind each search question when doing keyword research. It can be navigational, informative, and transactional.
  • Navigational- When a searcher uses Google or another search engine to get to a webpage, this is referred to as a navigational term. They might, for example, type “Twitter” into Google to get to twitter.com.
  • Informative- When a searcher uses Google to find a specific piece of information, this is known as an informative keyword. If they’ve never heard of Elon Musk, they might look up “who is the CEO of Tesla” on Google.
  • Transactional- When the searcher is looking to buy something. The words “buy” and “sell” are good indicators of business intent.

The importance of search intent in keyword research is that it allows you to structure your content so that it matches the needs of your users.

2. Buyer’s journey
Consider the typical journey a potential consumer takes from first learning about your product to making their first purchase. Most customers will not make a purchase the first time they hear about your website. Instead, they may go through several stages, including awareness, consideration, and decision.

  • Awareness- when a potential consumer realises they have a problem, they become aware of it. Potential clients in the awareness stage may not even know what their problem is called. All they know is that it exists.
  • Consideration- the potential consumer begins to name their problem and look for viable solutions.
  • Decision- This is when a potential consumer considers a variety of options before deciding on the best decision for them. As marketers, we hope that the customer will choose our product over one of our competitors.

3. Analyse the competition

It’s critical to consider the competition for your target keyword phrase when conducting keyword research. The simplest way to determine how competitive a keyword is is to type it into Google or another search engine and see what comes up.

Paid advertising will always appear above other results on Google, so it’s worth looking into the ad landscape before committing to a large piece of content. The websites that are organically appearing on the first page of Google for your chosen phrase are the second thing to look at. Is this page dominated by large-scale marketing campaigns (those with huge budgets). If that’s the case, it’s doubtful that your initial blog post will rank first.

Finally, have a look at the actual results. Is it possible to outperform the content? In other words, can you generate information that is more beneficial to the average searcher than the stuff that now ranks first? Weak content is usually poorly formatted, and devoid of important details. You can take the top spots by addressing the needs of the searcher.

The Key Takeaway

B2B keyword research is aided by an intuitive awareness of the audience’s motivations, as well as Google’s preferences. You need to know your audience. What do they want?

Put yourself in the shoes of your consumer and ask yourself if your content is the ideal result for their search question.

This is a really effective piece of guidance when answered honestly. You must target the proper keyword term before you can create the optimal content.

If you require help with understanding the best keywords to use for your business, reach out to BoomNow and we can schedule a call.