Learning how to select the most relevant keywords for your business will help you boost your SEO strategy and attract customers at every stage of your buying journey.
When Google came out in 1998, there were about 10,000 searches per day. It is now capable of handling thousands of queries in half a second. Or what is the same, 3.5 billion searches a day.
Your target audience is in one of those 3.5 billion search terms.
Your job as a marketing or sales director is threefold:
- Determine what your audience is looking for
- Create content tailored to your needs
- Make it easier for search engines to connect with your audience
Let’s see what is the best way to carry out your keyword research for your industry:
Identify Topics Of Interest In Your Industry
The first step is to determine what content interests your buyers. What topics do you like to learn about? What are your main challenges/challenges? And probably the most important: where do these problems and needs intersect in a meaningful way with your company’s solutions?
There is a multitude of resources to help you in this quest:
Your buyer persona or ideal client
If your marketing department has already created (typical profiles of potential customers) based on customer interviews and other research that can help create this ‘buyer persona’, take advantage of it.
Frequently asked questions from your customers
Think about the most frequent questions that your clients ask you related to your services or products. This will help you create very valuable content.
Comments and opinions about products and services
Customers often express their opinions about the products and solutions they buy, including BtoB.
Transform The Keywords
Once you know what problems or opportunities to create content about, you need to set your search terms:
The quality of a keyword is determined by three factors:
The volume: How many searches are done for this keyword?
Competition: Is it very difficult to achieve the top rankings for this keyword?
Intent: At what stage of the purchase journey is that keyword being used?
The fastest way to determine the first two factors is to use online tools like Google Keyword Planner. Although initially it is designed to obtain maximum performance in Google Adwords campaigns, it is a useful tool for selecting keywords.
The word planner will suggest new keywords according to your topics, you will be able to see the volume of monthly searches and the level of competition for each one.
Use Keywords In Building Your B2B Website
Once you have collected the topics and assigned keywords for each topic, look for ways to incorporate these keywords, not only into your content but into your website as well.
Consider the use of these keywords in the titles of the pages of your website, in the different CTA’s, in the metadata…
Tools That Help With Keyword Research
There are many tools that can help you refine your keyword strategy. Sometimes the free version is enough. Here are some of our favorites:
Google Word Planner: This isn’t an ideal all-in-one, but it does have a ton of free features.
SemRush: This tool is very professional and covers all kinds of variables, although to use it you have to scratch your pocket a bit, since it does not have a free version.
KWFinder: An easy-to-use tool to find long tail keywords and determine the level of competition. It offers a free pack for a certain number of searches.
Moz Keyword Explorer: Although it is not a free tool, it is very valuable and has a reasonable monthly fee. It has a free trial.
Buzzsumo: It is a tool that does not require a free option, but offers a trial version for fifteen days.
HitTail: Runs in the background on your web page and suggests keywords based on traffic. HitTail is a proven tool to drive more visitors to your website. It does not have a free version.
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