SEO Keyword Research for the B2B Online Marketing Professional


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This tutorial and presentation provide detail on why B2B SEO's perform keyword research and what factors and decision-making criteria go into the process.

Learn more about KoMarketing on our website and blog and follow us on Twitter (@KoMarketing) and on LinkedIn (company/komarketing-associates).

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SEO Keyword Research for the B2B Online Marketing Professional

  1. 1. SEO Keyword Research Tutorial for the B2B Online Marketer
  2. 2. What Is Keyword Research? “Keyword Research is the process of discovering words and phrases people might use when searching for your organization’s solutions and brand”
  3. 3. Why Do We Need Keyword Research? According to MarketingSherpa’s 2012 Search Marketing Benchmark Report, keyword research is listed as one of the most effective and easier to implement tactics B2B marketers engage in for SEO performance.
  4. 4. Why Do We Need Keyword Research? Content & Keywords: Understanding the type of content that ranks well for particular keyword searches
  5. 5. Why Do We Need Keyword Research? Search Results: Understanding the types of search results that display when searching the particular keyword
  6. 6. Why Do We Need Keyword Research? Link Strategy: Understanding the types of links a website has acquired that help it rank well for a particular keyword
  7. 7. Keyword Research: 3rd Party Perspective REFERENCE: word-research
  8. 8. Keyword Research: 3rd Party Perspective REFERENCE: yword-research-where-to-start/7217/
  9. 9. Keyword Research: 3rd Party Perspective REFERENCE:
  10. 10. Keyword Research: Important Factors • Relevance: How closely the search term matches the site’s products, services, and content.
  11. 11. Keyword Research: Important Factors • Specificity: How broad or specific a term is. Software Cloud Computing Cloud Computing Software
  12. 12. Keyword Research: Important Factors • Popularity: How often the search term is searched for on major search engines.
  13. 13. Keyword Research: Important Factors • Competitiveness: How many and what types of companies are pursuing the keyword?
  14. 14. KEYWORD RESEARCH Best Practices For Developing Keyword Research
  15. 15. How Do You Perform Keyword Research? • DISCOVERY: Brainstorm as many keywords as possible Considerations: • We tend to organize keywords by “theme”, usually a more competitive, strategic keyword phrase. • Explore adjectives, extensions, synonyms, etc • The GOAL is to get as many keyword ideas as possible!
  16. 16. How Do You Perform Keyword Research? • ANALYSIS: Review Search Results for Applicability Questions To Consider: • Do I understand the VALUE PROPOSITION of my web page? • Do I understand the TYPE of search results that appear for a particular keyword opportunity? • Does the content on the page resonate with the intent of the search engine query? • How COMPETITIVE are the sites that rank well for a particular keyword?
  17. 17. How Do You Perform Keyword Research? • DECISIONING: Analyze keywords that will provide the BEST VALUE Considerations: • The right keywords bring visitors that INTERACT and CONVERT ACTIONS within your website (E.G., Fill out forms, make purchases, email, etc) • The right keywords also provide a good opportunity for your web page to ACHIEVE prominent search engine visibility in a REASONABLE amount of time and effort (and budget)
  18. 18. How Do You Perform Keyword Research? REMEMBER: Most SINGLE keywords are too general and will not bring targeted traffic. As a rule, a keyword phrase (2, 3 or more words) that is more specific will bring more qualified traffic.
  19. 19. KEYWORD RESEARCH Popular Keyword Research Tools & Resources
  20. 20. Keyword Research Tools: Google wordPlanner/Home • Google AdWords free keyword research tool – Google Keyword Planner – provides marketers with information on average monthly searches, competitiveness, and suggested CPC costs if using AdWords.
  21. 21. Keyword Research Tools: Bing wordPlanner/Home rds • Bing Webmaster Tools offers free keyword research tool. Data comes from organic search at Bing and marketers can select region, date ranges, and export information.
  22. 22. Keyword Research Tools: UberSuggest • This free keyword tool provides thousands of keyword ideas based on a base term or phrase. Keyword phrases are broken own by letter and numeric variation for ease of results navigation.
  23. 23. Keyword Research Tools: RavenTools • RavenTools keyword research tool is accessible through commercial subscription. RavenTools offers a free 30 day trial to evaluate performance and personal preference.
  24. 24. Keyword Research Tools: Spyfu • Spyfu offers a free keyword research tool with summary data. Their paid solution provides greater competitive keyword visibility and ability to download / export data in Excel format.
  25. 25. Keyword Research Tools: WordStream • WordStream provides a free keyword tool to uncover long-tail keyword opportunities. Users can register for a free trial to obtain a comprehensive list or receive an email export of the top 100 keywords.
  26. 26. Keyword Research: What’s Next? • Implementation: Develop content marketing initiatives designed to maximize visibility for target keywords • Evaluation & Reporting: Use reporting tools such as Google Analytics, Webmaster Tools, and / or commercial SEO resources like RavenTools and Moz to track performance of web pages associated to target keywords • Analysis & Next Steps: Always revisit search engine results and keyword research to determine how to continue to improve performance of web pages associated to target keywords
  27. 27. Contact Information KoMarketing Associates 374 Congress Street, Suite 507, Boston, MA 02210 T: (877)-3-B2B-SEO P: (781) 209-1989 Email: n