Choosing the right keywords is the foundation of an effective B2B SEO strategy

For B2B marketers, the success of their online presence hinges so much on one crucial element: Search Engine Optimization (SEO). It's the driving force behind your website's visibility on search engines like Google, Bing, and Yahoo. While much has been written about SEO strategy, this blog post dives a bit deeper into specific strategies for connecting keyword strategy to your efforts to  drive leads and sales. 

You will learn: 

• How to identify the ideal keywords 
• How user intent influences keyword selection 
• The magic of modifiers 
• Instructive examples 

Keywords are the foundation of SEO, representing the words and phrases people use when searching online. Long-tail keywords, which are longer and more specific, are especially valuable for targeting the niche audiences common in B2B marketing. While everyone talks about keywords, much of the magic behind successful SEO is picking just the right ones. 

Mastering Keyword Research

Keyword research is the heart of any successful SEO strategy. Thorough keyword research informs your content strategy, helps you understand user behavior, and guides your SEO efforts.  

To assist in this endeavor, we use a variety of tools,  such as the Google Keyword Planner tool, SEMrush Keyword Magic Tool, and WordStream, to name a few. The tools suggest other terms similar to the keywords that you enter into the tool. 

Search on the suggested keywords to make sure the search results are relevant. For example, we had a client who made benchtop instruments called multimeters. The search results for “multimeter” are all about hand-held consumer multimeters, not the sophisticated instruments used by electrical engineers. So that keyword was not relevant to our SEO program. By the way, do your keyword research in incognito mode. Google skews search results based on your search history. 

Understanding keyword variations is crucial. Different users may search for the same topic using various terms. Synonyms and related terms help you diversify your keyword strategy.  

User Intent is Essential to Keyword Selection

Most importantly, understand the user intent of the keywords. Google classifies keywords by the presumed intent of the person searching. Google wants to show pages that match the intent of the user's inquiry, whether they are looking for information or looking to make a purchase. Creating a page that matches the user's intent actually helps websites rank higher, as Google's goal is to provide the searcher with the best pages tailored to their unique search.  

Keyword intent categories include:  

• Informational – people searching for the answer to a question such as, “what kind of pumps handle high viscosity?” Top ranking pages are FAQs and blog posts. Low conversion probability. 

• Transactional – people searching to buy something, such as a search for “buy electronic enclosure.” Top ranking pages are product pages. Medium to high conversion probability. 
• Commercial – people searching for a solution, such as searching on “best sanitary pumps for food.” Top ranking pages are buying guides and reviews. Low to medium conversion probability. 
• Navigational – people are searching for a website, such as “ggcomm.com” or “Goldstein Group Communications.” Top ranking pages are home pages. High conversion probability.  

The keywords having transactional or commercial intent will be the best for generating leads and quote requests because those people are searching for a solution or to buy. Informational keywords are good for driving traffic to the website. They are people just starting their buyer’s journey. Informational keywords are important, but it’s good practice to prioritize transactional and commercial keywords.  

The Magic of Keyword Modifiers for SEO

Adding modifiers to a keyword can dramatically change the intent of a keyword. Keyword modifiers are words or phrases that you add to your main keywords to make them more specific, relevant, and profitable. A good example is adding the word “manufacturer” to the keyword “electronic enclosure.” According to Google, “electronic enclosure manufacturer” has transactional/commercial intent. 

Examples of B2B keyword modifiers: 

• Manufacturer 
• Supplier 
• Producer 
• Provider 
• Constructor 

Marketers must evaluate keywords on multiple levels. When choosing keywords at GGC, we use this priority:  

1. Keyword Intent (commercial/transactional/informational) 
2. Keyword Search Volume (are enough people searching for the term?) 
3. Keyword Difficulty (can we rank for this term against competitors?) 

For example, let’s say we are choosing between two keywords, “weatherproof electrical enclosure” and “waterproof electrical enclosure.”  

With data from our tool, we can see that both terms have commercial intent. One of the terms has higher search volume. What’s more, it has a lower keyword difficulty score, which means there are fewer web pages optimized for that keyword, making it easier to rank for. In this case, The choice of keywords is easy. 

When creating content optimized for SEO, ensure that it includes your target keywords. Address the user's search intent comprehensively to increase your chances of ranking higher. 

Different intents require tailored content. For instance, informational keywords are suitable for users seeking knowledge at the beginning of their buyer’s journey. 

Putting Keyword Strategy into Practice

Now, let's apply these principles in a practical scenario. Imagine we're optimizing a website for a company selling RFID tags and related products. In our case study, we have two primary keywords to consider: "RFID tags for inventory" and "RFID asset tags."  

At first glance, it might seem logical to target "RFID tags for inventory" due to its higher search volume. However, a deeper dive into keyword research reveals that "RFID asset tags" has lower competition and more specific commercial intent. This is the keyword to build content around. 

For B2B marketers especially, this case study underscores a critical point in SEO—it's not just about chasing high search volumes. The most valuable keywords may have lower search volumes but are laser-focused on the needs of a company’s target audience. 

In summary, if you want online conversions that lead to sales, then seek to understand which keyword searches are most likely to result in transactions. Then, reverse-engineer the type of page that Google wants to show to that visitor.  

SEO Keyword Research Is Just the Starting Point

Given the importance of keywords to SEO strategy, marketers will benefit from working with an experienced SEO expert. At GGC, we assist clients in unlocking the full potential of their SEO by: 

• Conducting comprehensive keyword research to identify the most relevant and high-impact keywords for your industry. 
• Crafting tailored SEO strategies that consider your target audience's intent and behavior. 

• Ensuring that your website content is optimized for both searchers and search engines (user engagement versus keyword usage). 
• Implementing on-page and off-page SEO techniques to improve your website's ranking. 
• Monitoring and adapting to the ever-changing landscape of SEO to keep your online presence competitive. 

By partnering with an agency that offers a depth of SEO strategy and can demonstrate success in the B2B space, you can position your website for success. Ready to elevate your online presence and drive results? Contact us to explore how our expert team can tailor SEO strategies and other marketing solutions to your unique needs.  

Want more tips? Watch our webinar, “8 SEO Insights for Accelerating B2B Marketing.” 

Discover the power of effective SEO strategies and gain valuable insights from Bennett Gust, a seasoned expert in the field, employed at Goldstein Group Communications. Learn about keyword research, content optimization, and how our agency can boost your online presence. Join us on the journey to reach better SEO practices and stay ahead in the ever-evolving digital landscape.