B2B Keyword Research Done Right With Practical Examples

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With B2B marketing, keyword research plays a key role in choosing the right keywords to target. In this article I will be discussing how to use software like Ubersuggest.com and Long Tail Pro effectively in your B2B keyword analysis.

B2B Keyword Research Done Right With Practical Examples

Let’s be clear about something… There is no such thing as a Google algorithm for B2B searches. When it comes to SEO, things are a little different when you’re targeting companies rather than consumers.

Precision targeting, low search volumes, and a good dose of inventiveness are the greatest ingredients for B2B keyword research.

In this post, you’ll discover how to do B2B keyword research by using B2B modifiers, seeing opportunities in Search Console and internal search, and, most importantly, exploiting sales and customer success data.

The Difficulties Of Keyword Research In B2B

B2B keyword research might be challenging. Among the most prevalent difficulties are:

Choosing the Correct Audience

You need to know who makes the decisions in the firm versus who uses your product or service.

After purchasing the program, the executives may have different demands and questions than the marketing manager who will be utilizing it.

Because each target audience has distinct demands, you must be clear on the various target audiences and their search activities.


Continue reading below for more information.

The more senior your target audience, the more valuable your knowledge in their field becomes.

Here are some research topics to get you started:

  • What kind of company are you aiming for? What is the size of your team? Country? Industries?
  • What kind of job are you looking for at these companies? Executors or executives?
  • What are the difficulties that decision-makers face? What are they attempting to accomplish?
  • Who are your key rivals?

Low Volume of Searches

Here’s an illustration: According to Ahrefs, the B2C keyword “to-do list app” receives 5,400 monthly searches.

There are 250 monthly searches for the highly targeted B2B term “enterprise project management software.” Some B2B keywords may get as little as 10 to 50 monthly searches.

We need to reassess our search volume and traffic potential targets for B2B SEO. Specific keywords generate more qualified leads and money, but they might be intimidating in a keyword research paper.

Keyword Databases for Small Businesses

Have you ever used your SEO tool to plug in targeted, long-tail keywords and obtained no results? Well, in B2B, if you really understand your target audience and their demands, this will happen.


Continue reading below for more information.

Most SEO tools don’t have the necessary keyword database for these specialized themes, so they simply don’t show up when people search for them.

To obtain a deeper picture of the term universe in B2B, you’ll nearly always want to aggregate the data from numerous SEO tools like Ahrefs, SEMrush, Search Console, and Google Keyword Planner.

B2B Keyword Modifiers: The Art Of Using Them

Using modifiers that aren’t generally utilized in a B2C context is the key to identifying effective and focused keywords for B2B. You may play around with the modifications listed below:

  • Enterprise project management software is an example of corporate or enterprise software.
  • SagaReach Marketing or small business, such as small business performance management software.
  • Startup work culture, for example.
  • Online accounting software, for example, is a kind of online business.
  • RFP, for example, a construction RFP.
  • Procurement project management, suppliers, and providers, for example.
  • Software, tools, solutions, systems, and platforms, for example, project management solutions (frequently “app” implies B2C aim).
  • Microsoft Teams alternative is an example of a competitor name with an alternative.
  • Name of competitor + against/versus, for example, Asana vs Monday.
  • Asana project management reviews, for example.
  • Guides on how to choose/buy things, such as CRM.
  • For business, for example, Whatsapp.
  • In the workplace, for example, workplace diversity.
  • Employee, for example, how to virtually greet a new employee.
  • Your target sectors, such as retail trends and restaurant employee engagement ideas.
  • Your use cases, such as a template for the onboarding process.
  • Reduce unexpected downtime, for example, is one of the issues you’re addressing.
  • Trends in office management, for example.
  • Statistics, such as statistics on travel management.
  • Internal communication issues, for example.

To utilize the modifiers, input your seed term into an SEO tool and then filter the results using the filter function:

B2B-Keyword-Research-Done-Right-With-Practical-ExamplesNovember 2021, Author’s screenshot

Then, to your list or keyword research document, add the keyword opportunities:

1638928926_65_B2B-Keyword-Research-Done-Right-With-Practical-ExamplesNovember 2021, Author’s screenshot

Look into the Search Console to see if there are any hidden opportunities.

Check out Google Search Console for even more keyword suggestions.

Here’s an illustration: According to Ahrefs, the term “trends in operations management” receives 50 monthly searches in the United States. One of our customers, on the other hand, obtains thousands of hits for this term every month.

In the Google Search Console, go to:

  • Go to Search Results – Performance.
  • Choose a time window (at least 3 months).
  • CTR and average position are added together.
  • Remove the brand name and variants from the results using the filter.

1638928927_409_B2B-Keyword-Research-Done-Right-With-Practical-ExamplesNovember 2021, Author’s screenshot

Examine the “queries report” now.

1638928927_391_B2B-Keyword-Research-Done-Right-With-Practical-ExamplesNovember 2021, Author’s screenshot

Don’t Forget About Your Rivals

Your competitors may have some excellent keyword suggestions. Make sure to use an SEO tool to look at their keywords and backlinks to see what material is effective for them.


Continue reading below for more information.

In Ahrefs, you might attempt the following reports:

The latter not only provides keyword suggestions, but also suggests backlinking opportunities.

Keep an eye out for these:

  • Listicles.
  • Statistics.
  • Best of.

1638928928_132_B2B-Keyword-Research-Done-Right-With-Practical-ExamplesNovember 2021, Author’s screenshot

Add Your Google Adwords Keywords as a Bonus

Make sure to include your top-converting Google Ads keywords into your SEO study as well. You already know that these themes and inquiries are effective for you, so incorporate them in your organic plan.


Continue reading below for more information.

Use internal search as a bonus.

If your website includes an internal search tool, go through the most often asked questions to see if there are any noteworthy requests.

Make Use Of Sales And Customer Success Insights

This is when things start to get interesting. Reviewing sales presentations, procedures, and frequently asked questions, I discovered some of the greatest terms.

When it comes to connecting with your ideal consumer, sales and customer success are at the forefront. They have a better understanding of their demands than anybody on Quora or Reddit.

To make the most of their SEO knowledge, be sure to:

  • Interview salespeople to find out if they have any frequently asked questions or if any rivals have been highlighted.
  • Discuss the most prevalent use cases with customer success, as well as the types of customers who utilize them.
  • Listen to sales call recordings or read sales procedures.
  • Examine the tutorials or knowledge base for the most popular articles and elaborate on the problem presented there.

Again, some of these keywords may be quite specific, but if you can attract these visitors to your site, your chances of creating a positive impact on the correct individuals are greatly increased.

Choosing the Best Keywords for Your Campaign

Keep in mind that keyword research and analysis are the same thing. You’ll want to include all ideas to your goal list at first, regardless of how challenging they are.


Continue reading below for more information.

To make a final conclusion, combine the following data with your universe of prospective target keywords (a few hundred to thousands):

  • Monthly search volume
  • Keyword difficulty is a challenge.
  • URL and current ranking position.
  • The presence of advertisements in search results and the cost-per-click
  • Company value: Rate the effect of this keyword on your business in terms of producing revenue/leads on a scale of 1 to 3 (high).

There are two methods for determining keyword difficulty and the best target keywords.

Prioritize keywords with a low difficulty level.

Start with low-difficulty keywords if you’ve never done SEO before and don’t have a standard for what type of keywords you can target. This usually translates to a KD score of less than 10 in the SEO tool Ahrefs.

Before making a final choice, go back and read Page 1. To have a realistic possibility of ranking, you’ll want to see other websites in the top position with comparable domain ratings and backlink profiles.

Compare Your Keyword Difficulty Score to Others

Calculate the average keyword difficulty of your top-performing keywords to determine the optimal level of difficulty for your website.


Continue reading below for more information.

This is how it’s done:

  • Create a list of your best-performing keywords: 1 through 3 positions (Alternatively, if you don’t have enough data, use 1 to 10.)
  • All trademarked keywords should be removed.
  • For the remaining terms, add the keyword difficulty score.
  • Calculate the keyword difficulty score on a scale of one to ten.
  • To double-check, calculate the median keyword difficulty score.

1638928928_674_B2B-Keyword-Research-Done-Right-With-Practical-ExamplesNovember 2021, Author’s screenshot

This benchmark indicates that if you choose a term with a comparable keyword difficulty score, your chances of ranking are very high since it has previously worked for you.

If No Keyword Data Is Available

You must go back to Page 1 if you discovered a term that does not have search volume or difficulty statistics in the SEO tools.


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Again, you’ll want to look for websites with comparable authority to yours in the top spots to see whether you rank similarly.

A Few Words About Keyword Mapping And Content Types In B2B

You’ll want to connect your target keywords to sites and articles now that you’ve compiled a list of them.

One keyword cluster per page; one page per keyword cluster is the first guideline of SEO.

By designating one house for each group of target keywords, you can ensure that your website structure is clear and simple to comprehend for Google.

Because we’re dealing with businesses, you’ll want to consider if tactical or strategic material is suitable for the question.

  • Tactical content pieces are step-by-step instructions that demonstrate a procedure or strategy. They will be of interest to folks who use your B2B service or product. They enable the reader to put a new procedure into action.
  • Mental models, frameworks, and strategies are taught in the strategy content parts. Executives and managers are the most likely to consume them. They instill new methods of thinking and making choices in their students.

You’ll determine whether each of your target keywords is aimed at decision-makers or implementors. Then, depending on the content kind (tactical/strategic), choose the appropriate content type.


Continue reading below for more information.


We often discuss B2C and the individuals to whom you advertise. Keep in mind that B2B marketing also refers to marketing to individuals inside firms.

These folks want you to address their concerns and intended objectives, as well as communicate effectively and provide interesting content.

You should be able to construct a content schedule that works for your target clients and your SEO plan using these B2B keyword research suggestions.

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