Keyword research is the foundation of a strong SEO strategy. If you’re looking to increase your website’s visibility and attract the right audience, mastering B2B keyword research is a must. Here’s how to do it effectively.
Understand Your Audience
The first step in keyword research is understanding your audience. Who are they? What are their interests, needs, and pain points? Create detailed buyer personas to get a clear picture of your target market. This will help you identify the search terms they’re likely to use.
Brainstorm Seed Keywords
Start by brainstorming a list of seed keywords. These are the basic terms related to your business or industry. For example, if you run a pest control company, your seed keywords might include “termites,” “spiders,” “pest infestation,” and “extermination.” Think broadly at this stage and write down anything that comes to mind.
Use Keyword Research Tools
Once you have your seed keywords, it’s time to expand your list using keyword research tools. Here are some favorites:
- Ahrefs: Offers extensive data on keyword difficulty, search volume, and competitive analysis.
- SEMrush: Great for identifying related keywords and analyzing competitor strategies.
- Ubersuggest: A user-friendly tool that provides keyword suggestions, search volume, and more.
Consider Local SEO Factors
If your business serves a specific geographic area, focus on location-based keywords. Include city or neighborhood names in your research to target local searches effectively. For example, “pest control Houston” or “Austin termite inspection.” Using tools like Google’s Keyword Planner can help you identify local search trends.
Analyze Search Volume and Competition
When evaluating potential keywords, look at two main factors: search volume and competition. Search volume indicates how often a keyword is searched for, while competition shows how difficult it will be to rank for that keyword.
Choosing the right keywords means balancing search volume and competition:
- High search volume – More traffic potential but often highly competitive.
- Low competition – Easier to rank for, but might have lower traffic.
Aim for a balance. High search volume is great, but if the competition is too fierce, you might struggle to rank. Conversely, low-competition keywords might have less traffic, but they’re easier to dominate.
Look for Long-Tail Keywords
Long-tail keywords are longer, more specific phrases that often have lower search volumes but higher conversion rates. For example, instead of “pest control,” a long-tail keyword might be “commercial pest control houston.” These keywords are less competitive and can help you attract highly targeted traffic.
Learn more about long-tail vs. short-tail keywords.
Check Out the Competition
Take a peek at what your competitors are doing. Tools like Ahrefs and SEMrush allow you to analyze the keywords your competitors are ranking for. This can give you insights into their strategy and help you identify gaps in your own.
Match Keywords to User Intent
User intent is a major factor in B2B keyword research. Are people searching for information, looking to make a purchase, or seeking a service? Align your keywords with their intent:
- Transactional intent: “Best pest control service near me”
- Informational intent: “How to get rid of ants naturally”
Create a Keyword Plan
Once you have a list of potential keywords, organize them into a plan. Group similar keywords together and map them to specific pages on your website. This will help you create targeted content that aligns with your audience’s search queries.
Monitor and Adjust
Keyword research isn’t a one-and-done task. Regularly monitor your rankings and adjust your digital content strategy as needed. Use analytics tools to track which keywords are driving traffic and conversions. Be ready to tweak your approach based on what’s working and what’s not.
The bottom line is that doing B2B keyword research like a pro takes time and practice — but the results are well worth it.
Get Started with MARION
Looking to boost your SEO rankings? Or do you need year-round marketing support? Either way, MARION can help you identify the most effective keywords to target your ideal audience. Our Houston SEO company will get you started on the path to online success.
Reach out today to learn more about our B2B keyword research services and other marketing packages.
