To this day, keyword research is still pivotal for a successful SEO (search engine optimisation) strategy. Without thorough and focused keyword research, navigating the digital space is a much more difficult task.

For B2B startups, a robust search engine optimisation strategy can do wonders for hitting the top of search results. The first step to executing a successful SEO strategy is to research relevant keywords and prepare your keyword strategy.

Getting your B2B keyword research can be daunting, but we're here to assist. From using the right keyword research tools to examining competitor keywords, this guide covers everything you need to know about keyword research for B2B startups.

Brief Overview of Keyword Research

So, when it comes to B2B keyword research, it’s all about finding the right words that potential business clients use when searching for solutions like yours. Think of it as tuning into your target audience's conversations. Start by brainstorming what your ideal clients might type into Google when looking for products or services in your field.

Tools like Google Keyword Planner, Google Search Console, Ahrefs or SEMrush can help you dig deeper into search volumes and competition levels for those keywords.

You’ll want to look for a mix of high-volume keywords that attract lots of traffic and more niche ones that might have less competition but are still highly relevant. And don’t forget long-tail keywords—those longer, more specific phrases can often lead to better leads because they clearly intend to purchase or solve a problem.

Once you’ve got a solid list, use these keywords throughout your website, blog posts, and even in your social media updates to help boost your visibility and attract the right kind of business. Keep monitoring and tweaking your keywords as trends and search behaviours shift to stay ahead of the game.

Whether you’re in the UK, South Africa, or anywhere else in the world, getting your keyword research right is key. 

Importance of Keyword Research for B2B Startups

Imagine you're setting up shop in a massive marketplace, but without the right signs and signals, your potential clients might just walk right past you. That’s where keyword research comes in, acting like those crucial signs to attract the right crowd.

By identifying the terms your target audience is searching for, you can tailor your content to meet their needs. It’s not just about attracting any traffic – it’s about drawing visitors who are genuinely interested in what you’re offering.

For instance, if you're a B2B startup selling cutting-edge project management software, you don't want to attract people looking for software for personal use. You want businesses that need enterprise solutions. Keyword research helps you pinpoint the specific phrases these potential clients are using, giving you a glimpse into their needs and preferences.

Moreover, effective keyword research can offer insights into your competitors. You can see what they’re ranking for and identify gaps and opportunities. Perhaps there’s a niche keyword they’re not targeting that you can capitalize on.

Understanding the intent behind keywords is also crucial. Are people looking for information, or are they ready to make a purchase? Knowing this helps you create content that guides them through their buyer journey, from discovery to decision.

In short, keyword research is your roadmap to creating content that not only attracts visitors but also converts them into clients.

Understanding Your Target Audience

First things first, get to know your target audience. Understanding who you're speaking to and the intent behind their search queries is of paramount importance when it comes to B2B keyword research.

Identifying Your Ideal Customer Profile

Identifying your ideal customer profile (ICP) is a crucial step in targeting your marketing efforts effectively. An ICP helps you understand who your best customers are and how to attract more of them.

A few tips for identifying your ideal customer profile:

• Analyse Your Existing Customers: Start by examining your current customer base. Identify your most successful clients – those who benefit the most from your product or service, have the highest lifetime value, and are the most satisfied. Look for common characteristics among these clients, such as industry, company size, location, and the roles of the people you interact with.
• Gather Demographic and Firmographic Data: Collect demographic information (age, gender, income level, education) for B2C customers, and firmographic data (industry, company size, revenue, number of employees) for B2B customers. This data helps you understand the types of businesses or individuals who are most likely to benefit from your offerings.
• Analyse Behavioural Data: Look at how your best customers interact with your product or service. Analyse their buying patterns, usage frequency, and engagement levels. This data can reveal important behaviours and preferences that define your ideal customer.
• Create Detailed Customer Personas: Based on the data you've collected, create detailed customer personas. These personas should include demographic and firmographic information, pain points, needs, goals, buying behaviours, and decision-making processes. Give each persona a name and a backstory to make them more relatable.
• Identify Common Traits and Trends: Look for common traits and trends among your best customers. These could be specific industries, company sizes, or geographic locations that are more likely to convert. Understanding these trends helps you focus your marketing and sales efforts more effectively.
• Monitor and Adjust: Your ICP is not static. As your business evolves and markets change, regularly revisit and adjust your ICP to ensure it remains accurate and relevant. Keep monitoring customer feedback and market trends to stay aligned with your ideal customers' needs.

By following these steps, you can identify a clear and actionable ideal customer profile that will guide your SEO marketing, sales, and product development efforts.

Analysing Customer Pain Points & Needs

Analysing customer pain points and needs is incredibly important for creating products and services that truly address what your target audience requires. In general, this involves identifying the challenges and problems your customers face and understanding their desires and expectations.

Here are a few important tips to consider when examining customer pain points:

• Conduct Customer Interviews and Surveys: Directly talking to your customers is one of the most effective ways to uncover their pain points. Conduct interviews and surveys to gather qualitative data. Ask open-ended questions about their experiences, challenges, and what they wish could be improved. Surveys can help you reach a larger audience and quantify common issues.
• Gather Customer Feedback: Collect feedback from various touchpoints, such as customer service interactions, social media, online reviews, and feedback forms. Pay close attention to recurring complaints or suggestions. This feedback can provide insights into areas where customers are experiencing difficulties.
• Analyse Support Tickets and Queries: Review your customer support tickets and queries to identify frequent issues. Support teams often have direct insights into common problems that customers face. Categorising these issues can highlight patterns and prevalent pain points.
• Monitor Social Media and Online Communities: Observe discussions in social media groups, forums, and online communities relevant to your industry. Customers often share their frustrations and seek advice in these spaces. Engaging in these conversations can help you understand their challenges from a broader perspective.
• Conduct Usability Testing: If you offer a product or service, conducting usability testing can reveal pain points in the user experience. Watch how customers interact with your product, note where they struggle, and ask for their feedback on specific features or processes.
• Analyse Competitor Offerings: Study your competitors’ products and services to identify gaps and areas where they may fall short. Customer reviews and feedback on competitors can also provide insights into common industry pain points that you can address more effectively.
• Use Analytical Tools: Utilise tools like Google Analytics, heatmaps, and session recordings to analyse how users interact with your website or app. Look for patterns in user behaviour, such as high exit rates on specific pages, which might indicate areas of frustration or confusion.
• Create Empathy Maps: Empathy maps are visual tools that help you understand your customers’ feelings, thoughts, and behaviours. By mapping out what customers say, think, do, and feel, you can gain a deeper understanding of their pain points and motivations.
• Prioritise Pain Points: Not all pain points are equally critical. Prioritise them based on their impact on the customer experience and your business objectives. Focus on addressing the most significant issues that have the potential to improve customer satisfaction and retention.
• Iterate and Validate: Customer needs and pain points can evolve. Continuously iterate on your findings and validate them through ongoing customer feedback and market research. Stay adaptable and responsive to changing customer expectations.

This deep understanding will guide your SEO strategy, and customer service efforts, and overall boost traffic and customer satisfaction.

Setting Clear Objectives

Setting clear objectives for your B2B keyword research strategy is crucial for success. Without defined goals, your efforts can become scattered and ineffective, wasting both time and resources.

By establishing specific, measurable, achievable, relevant, and time-bound (SMART) objectives, you can create a focused plan that aligns with your overall business goals.

Clear objectives provide direction and allow you to track progress, make data-driven decisions, and ultimately achieve better results.

Whether it's increasing organic traffic, improving lead generation, or enhancing brand visibility, having a well-defined roadmap is the key to successful keyword research and ultimately a boost in search volume directed to your website.

Defining Business Goals

Defining business goals for B2B keyword research involves aligning your SEO efforts with specific objectives such as increasing lead generation or enhancing brand visibility. Start by identifying the keywords that resonate with your target audience’s needs and search behaviours.

Focus on terms that match your business goals, like high-intent keywords for decision-makers if you aim to boost conversions. Analyse competitor keywords to uncover opportunities and continually refine your strategy based on keyword performance and market changes. This targeted approach ensures that your SEO efforts are effectively supporting your overall business objectives.

Aligning Keywords with Sales Funnel Stages

Aligning keywords with the stages of the sales funnel is crucial for creating an effective B2B SEO strategy. Each stage of the funnel—awareness, consideration, and decision—requires different types of keywords to address the evolving needs and intents of your potential customers.

1. Awareness Stage: At the top of the funnel, potential clients are identifying their problems or seeking general information. Keywords here should focus on broad, informational queries relevant to their pain points. For example, if you offer cybersecurity solutions, keywords like “cybersecurity threats” or “best practices for data protection” would be appropriate. These keywords help drive traffic to your content and establish your brand as a knowledgeable resource.
2. Consideration Stage: In the middle of the funnel, prospects are evaluating different solutions and comparing options. Keywords should be more specific and geared towards detailed comparisons and solution-oriented queries. Phrases like “best cybersecurity tools for small businesses” or “comparison of cybersecurity solutions” target users who are actively researching and weighing their choices. This helps position your product as a viable option and nurtures leads through informative content.
3. Decision Stage: At the bottom of the funnel, prospects are ready to make a purchase decision. Keywords here should focus on high-intent terms that signal readiness to buy or engage. Examples include “buy cybersecurity software,” “cybersecurity solution pricing,” or “request a demo for cybersecurity tools.” These keywords target users who are close to conversion and need clear calls-to-action to make their final decision.

By aligning your keywords with each stage of the sales funnel, you ensure that your content meets potential customers' needs at every step of their journey, driving more qualified traffic and improving your chances of conversion.

Performing Initial Keyword Research

Great, you’ve nailed down your customer profile and target audience, and you’ve set clear goals. Now, let’s dive into the beginning stages of performing keyword research as a B2B startup:

Brainstorm Seed Keywords

Start with brainstorming seed keywords related to your business. These are fundamental terms closely tied to your products, services, and industry.

For instance, if your startup offers cloud-based accounting software, seed keywords might include “cloud accounting,” “accounting software,” and “financial management tools.” These initial keywords help establish a foundation for more detailed research.

Leverage Keyword Research Tools

Use keyword research tools to expand upon your seed keywords. Tools like Google Keyword Planner, SEMrush, Ahrefs, and Ubersuggest can provide valuable insights.

Input your seed keywords into these tools to discover related keywords, search volumes, competition levels, and keyword variations. This step helps you identify additional keywords that your target audience might be using.

Analyse Competitor Keywords

Conduct a competitive analysis to see which keywords your competitors are targeting. Tools like SEMrush or Ahrefs allow you to input your competitors' websites and view their top-performing keywords.

This can reveal gaps in your own keyword strategy and highlight opportunities where you can differentiate your content. Look for keywords that your competitors rank for but are not heavily optimised for.

Evaluate Keyword Intent

Assess the intent behind the keywords you’ve discovered. Understanding the search intent helps you create content that meets users’ needs at various stages of the buyer's journey.

For example, informational keywords (e.g., “how to use cloud accounting software”) might be used in the awareness stage, while transactional keywords (e.g., “buy cloud accounting software”) are more relevant for the decision stage.

Organise Keywords into Categories

Organise your keywords into relevant categories based on their intent and relevance. You might categorise them into groups like “product features,” “industry problems,” “comparison terms,” and “buying intent.”

This organisation helps in creating targeted content that addresses different aspects of the customer journey and aligns with your business goals.

Prioritise Keywords

Prioritise your keywords based on factors such as search volume, competition, and relevance to your business goals.

Focus on high-value keywords that align with your target audience’s needs and have a balance between search volume and competition. For a B2B startup, prioritising keywords that offer the best potential for attracting high-quality leads is crucial.

Map Keywords to Content

Finally, map your keywords to your content strategy. Decide which keywords will be used for different types of content, such as blog posts, landing pages, case studies, or product pages. Ensure that each piece of content is optimised for the relevant keywords to effectively target your audience and meet their needs at each stage of the sales funnel.

Analysing Keyword Metrics

Once you have your initial list of keywords, analysing keyword metrics is crucial for refining your strategy and making data-driven decisions.

Search Volume

Start by evaluating the search volume of each keyword. Search volume indicates how many times a keyword is searched per month. Higher search volumes can mean greater interest, but they also often come with higher competition. For a B2B startup, focus on keywords with a balance of substantial search volume and manageable competition. This helps ensure that your content reaches a broad audience while still being achievable.

Keyword Difficulty

Assess the keyword difficulty or competition level. This metric measures how challenging it is to rank for a particular keyword. Tools like SEMrush, Ahrefs, and Moz provide difficulty scores based on factors such as the number of existing high-authority pages targeting the keyword. For a startup, it’s wise to target a mix of high-difficulty and low-difficulty keywords. Targeting lower-difficulty keywords can help you gain traction and build authority before tackling more competitive terms.

Click-Through Rate (CTR) Potential

Analyse the potential click-through rate (CTR) for keywords. CTR potential assesses how likely users are to click on your link when it appears in search results. Keywords with strong CTR potential often have clear search intent and are less saturated. 

For example, long-tail keywords with specific queries like “best CRM software for fintech startups” can attract more targeted traffic and often have higher CTR potential.

Cost-Per-Click (CPC)

Examine the cost-per-click (CPC) associated with keywords if you’re running or planning to run paid search campaigns. CPC indicates the average cost to acquire a click on your ad for that keyword. 

While CPC is more relevant for paid search strategies, it can also provide insights into the commercial value of keywords. Higher CPCs often signify higher competition and potential profitability, guiding your prioritisation of keywords.

Search Intent

Evaluate the search intent behind the keywords. Understanding whether the intent is informational, navigational, transactional, or commercial can help you tailor your content to meet user needs. 

For instance, transactional keywords (e.g., “buy project management software”) indicate a readiness to make a purchase, while informational keywords (e.g., “how to choose project management software”) are more about research and education.

Trends and Seasonality

Look into trends and seasonality for your keywords. Some keywords may have seasonal fluctuations or changing trends over time. Tools like Google Trends can help you identify patterns and adjust your strategy accordingly. 

For example, if certain keywords peak during specific times of the year, you can plan content and campaigns to align with these trends.

Competitor Analysis

Compare the keyword metrics with those of your competitors. Analyse which keywords your competitors rank for and how they perform in terms of search volume, difficulty, and CTR. 

This comparison can reveal gaps in your own strategy and highlight opportunities for targeting underserved keywords or areas where you can outshine the competition.

Long-Tail Keywords & Niche Opportunities

What Are Long-Tail Keywords?

Long-tail keywords are longer, more specific phrases that typically contain three or more words. Unlike broad keywords that may have high search volumes and competition, long-tail keywords are more precise and often target specific user intents. 

For instance, instead of “CRM software,” a long-tail keyword might be “best CRM software for tech startups.”

Why Long-Tail Keywords Matter

Long-tail keywords are valuable for several reasons:

• Lower Competition: Due to their specificity, long-tail keywords usually face less competition compared to broad terms. This makes it easier for startups to rank for these keywords and gain visibility.
• Higher Conversion Rates: Users searching with long-tail keywords are often further down the sales funnel and closer to making a purchase decision. This results in higher conversion rates as these searches reflect more specific needs and intentions.
• More Targeted Traffic: Long-tail keywords attract users with very specific queries, ensuring that the traffic coming to your site is highly relevant to your offerings.

Understand Your Niche

Niche opportunities are specific areas within your industry where you can focus your efforts. Understanding your niche involves identifying unique aspects of your business and the specific needs of your target audience.

 For example, if you offer marketing automation tools specifically designed for financial advisors, this niche can guide your keyword strategy.

Research Industry Trends

Stay updated with industry trends and emerging topics within your niche. Tools like Google Trends and industry-specific publications can help you spot new trends and refine your keyword strategy to include emerging niche topics.

Create Niche Content

Develop content that addresses the specific needs and pain points of your niche. For instance, if your niche is “AI-driven analytics for e-commerce,” create detailed articles, case studies, and guides on how AI can enhance e-commerce analytics. This targeted content can help you rank for niche keywords and attract a highly relevant audience.

Creating a Keyword List

Once you've got your keywords ready, it's time to list and prioritise a list of keywords to focus on.

Prioritise Your Keywords

• Search Volume: Focus on keywords with a substantial search volume to attract more traffic.
• Keyword Difficulty: Balance between high-competition keywords and less-competitive ones. Target a mix to build authority and gradually tackle more competitive terms.
• Relevance: Ensure the keywords are highly relevant to your business and the content you plan to create.
• Conversion Potential: Prioritise keywords that have a high likelihood of leading to conversions, especially if they indicate purchase intent.

Organise Keywords into Categories

Categorise your keywords based on themes or topics. This helps in creating structured content and optimising different sections of your site.

Categories might include:

• Product Features: Keywords related to specific features of your product (e.g., “CRM with email integration”).
• Industry Problems: Keywords addressing common industry challenges (e.g., “solutions for project management inefficiencies”).
• Comparison Terms: Keywords related to comparing different products or services (e.g., “best project management software comparison”).

Build a Keyword List

And now, you can build your list. Compile your keywords into a structured list or spreadsheet. Include columns for keyword phrases, search volume, keyword difficulty, search intent, and any additional notes. This list serves as a reference for creating and optimising content and tracking keyword performance over time.

Implementing Keywords Strategically

Implementing B2B keywords strategically is critical for maximising the impact of your SEO efforts. We've covered some key tips for implementing keywords strategically

The idea is to integrate keywords into the On-Page SEO, this includes:

• Title Tags: Incorporate primary keywords into your page titles. Make sure the title is compelling and accurately reflects the content. For instance, a title like “Top Project Management Software for Enterprises” targets the keyword while enticing users to click.
• Meta Descriptions: Include keywords in meta descriptions to improve click-through rates from search engine results pages (SERPs). Write a concise summary that highlights the value of the content and includes the target keyword naturally.
• Headers (H1, H2, H3): Use keywords in your headers to structure your content logically and improve readability. The H1 tag should include the primary keyword, while H2 and H3 tags can incorporate secondary and related keywords.
• Body Content: Integrate keywords naturally throughout the body of your content. Avoid keyword stuffing; instead, focus on providing valuable, relevant information that answers the user’s query. Use variations of your keywords to maintain a natural flow.
• URL Structure: Optimise your URLs to include primary keywords. This not only helps with SEO but also makes the URLs more user-friendly. For example, “www.yoursite.com/project-management-software” is more effective than “www.yoursite.com/page123”.
• Image Alt Text: Include keywords in the alt text for images to improve accessibility and SEO. This helps search engines understand the context of your images and can improve your chances of appearing in image search results.

You should also have a content strategy in place, and strategically use said keywords across the types of content you're producing, such as:

• Blog Posts: Create blog posts that target specific keywords and address common pain points of your target audience. For instance, write articles like “How to Choose the Best CRM Software for Fintech Startups” to target long-tail keywords and provide valuable insights.
• Case Studies and Whitepapers: Develop in-depth case studies and whitepapers that target high-intent keywords. These types of content can attract decision-makers looking for detailed information and proof of your expertise.
• Landing Pages: Design landing pages optimised for high-conversion keywords. These pages should focus on specific products or services and include strong calls to action. For example, a landing page for “enterprise project management software” should highlight key features, benefits, and customer testimonials.
• Pillar Pages and Topic Clusters: Create pillar pages that provide comprehensive overviews of broad topics related to your business. Support these pages with topic clusters—interlinked articles covering related subtopics. This approach enhances your site’s authority on key subjects and improves internal linking.

And lastly, utilise internal linking to connect blogs and pages:

• Link Relevant Content: Use internal links to connect related articles, blog posts, and pages. This helps search engines understand the structure of your site and distributes page authority across different pages.
• Anchor Text: Optimise anchor text for internal links by using relevant keywords. This provides context to search engines about the linked page’s content.

Tools and Resources for B2B Startups

The whole process of mastering your B2B startup's SEO strategy is a lot to take in, but when you get it right, you can save thousands on Google Ads and sponsored posts. Luckily for us, there are plenty of tools out there to help when it comes to improving your keyword rankings with impactful B2B keyword research.

A few of the most popular of these tools around include:

Google Keyword Planner

Overview:

Google Keyword Planner is a free tool provided by Google Ads, designed primarily for advertisers but also highly useful for keyword research.

Features:

• Provides keyword suggestions based on a seed keyword or website URL.
• Offers search volume data and forecasts.
• Shows competition levels and suggested bid estimates for paid campaigns.

Best For:

Beginner to intermediate users looking for basic keyword insights and data directly from Google.

Ahrefs

Overview:

Ahrefs is a comprehensive SEO toolset known for its robust keyword research capabilities and extensive backlink analysis.

Features:

• Keyword Explorer provides search volume, keyword difficulty, and click metrics.
• Offers extensive keyword suggestions, including related terms, questions, and newly discovered keywords.
• Competitor analysis to identify keywords your competitors rank for.
• SERP overview with detailed analysis of top-ranking pages.

Best For:

Intermediate to advanced users who need detailed keyword data and competitive analysis.

SEMrush

‍

Overview:

SEMrush is an all-in-one digital marketing tool that offers extensive keyword research and competitive analysis features.

Features:

• Keyword Magic Tool provides in-depth keyword suggestions and clustering.
• Organic Research to analyse competitors’ keywords and rankings.
• Keyword Difficulty score to evaluate ranking difficulty.
• Position Tracking to monitor your keyword rankings over time.

Best For:

Users of all levels who need a versatile tool for keyword research, competitor analysis, and SEO management.

Moz Keyword Explorer

Overview:

Moz Keyword Explorer is a user-friendly tool that offers comprehensive keyword analysis and insights.

Features:

• Provides search volume, keyword difficulty, and organic CTR data.
• Offers keyword suggestions based on relevancy and search volume.
• SERP analysis to understand the competitive landscape.
• Priority score to help prioritise keywords based on their potential impact.

Best For:

Beginner to intermediate users looking for an intuitive tool with actionable insights.

Ubersuggest

Overview:

Ubersuggest, developed by Neil Patel, is a popular keyword research tool that offers a range of features at an affordable price.

Features:

• Keyword suggestions with search volume, CPC, and competition data.
• Content ideas and keyword trends.
• SEO audit and backlink analysis features.
• Competitive analysis to identify top-performing keywords.

Best For:

Beginner to intermediate users looking for an affordable and easy-to-use keyword research tool.

KeywordTool.io

‍

Overview:

KeywordTool.io is a keyword research tool that generates keyword suggestions from multiple sources, including Google, YouTube, Bing, Amazon, and more.

Features:

• Provides extensive keyword suggestions based on autocomplete data.
• Offers search volume, CPC, and competition metrics (with the paid version).
• Generates keyword ideas for various platforms like YouTube and Amazon.
• Supports multiple languages and regions.

Best For:

Users of all levels who need a simple tool for generating a wide range of keyword suggestions across different platforms.

Conclusion

In conclusion, nailing keyword research for your B2B startup is all about understanding your audience and finding those valuable keywords that will drive the right traffic to your site. Focus on long-tail keywords, leverage tools to uncover hidden gems, and keep an eye on your competitors to stay ahead.

Remember, SEO is an ongoing process, so keep refining your strategy based on data and industry changes. With these tips, you'll be well on your way to boosting your online presence and attracting the clients you need to grow your business.

At SEO Rocket, we take charge of your SEO for you. With our help, your B2B startup will be hitting the top of search engine results pages in no time. For more information, just a book a call today. 

‍