How Should B2B Businesses Identify Target Keywords

A common pain point for many B2B businesses is understanding what keywords they should target with their SEO initiatives. 

B2B businesses often operate in unique niches where the search volume for keywords related to their products or services is very low or even zero. 

When developing an SEO strategy for niche industries with a limited search market, it is of the utmost importance to identify highly relevant traffic and how to capture it. 

Tailoring to Different Business Needs

Different businesses have different requirements and Ideal Customer Profiles (ICP). For instance, some B2B businesses want to attract users with technical knowledge who already understand their products and services. Others prefer a more educational approach, targeting users with general knowledge to move them from higher levels in the funnel to lower ones.

Sharing this information with your SEO company is vital for a successful campaign. The foundational step to a successful SEO partnership is understanding who you want to target and ensuring your SEO partner comprehends this. They should then use this understanding to focus on targeting the traffic and users that matter most to you.

This is the process of determining ICPs and a vital step to any successful SEO strategy.

The Role of a Good SEO Partner

A good SEO partner will spend significant time understanding your business, products, services, and key service lines. Most importantly, they will work to understand your ICPs. Targeting keywords highly relevant to your ICPs helps bring in traffic that will have the most significant impact on your business. 

While many SEO agencies might focus on search volume and general terms to increase traffic, this can often result in irrelevant traffic and leads, requiring a business to spend more time sifting through unqualified leads.

The goal is to attract users who fit your ICP and can turn into qualified leads and actual sales. By understanding your ICPs, an SEO partner can analyze their search behaviours. This helps determine high-value keywords that will attract the traffic with the most potential impact.