How to Tell if a Keyword Actually Works for Your B2B Business

One of the most common pitfalls I see in B2B SEO is businesses chasing the wrong keywords. It usually starts the same way: a client comes to me absolutely convinced they need to rank for a specific keyword. They’ve heard it tossed around in their industry, maybe a competitor mentioned it, or it just sounds like something they should be targeting.

But here’s the reality: just because a keyword feels important doesn’t mean it’s going to move the needle for your business.

So how do you know if a keyword is worth your time?

It’s simple.
Analyze the SERP.

What Does “analyze the Serp” Mean?

Start by searching the keyword in Google. Look at what comes up. This is the exact landscape you’re trying to compete in if you target that keyword. The Search Engine Results Page (SERP) is basically Google’s answer key—it shows you what types of pages Google thinks best satisfy the intent behind that search.

And if Google doesn’t think businesses like yours are a good fit for that keyword? Well, you’re going to have a tough time breaking into those results.

What to Look for When You Analyze a SERP

Here’s a quick checklist to help you assess whether a keyword aligns with your business:

• Are your competitors here?
  If you don’t see any familiar names or companies offering similar products or services, that’s a red flag.
• Are the results relevant to what you sell?
  If you’re offering connectivity services for construction trailers but the SERP is filled with businesses selling construction trailers, it’s probably not the right place for your landing page. 
• Are you seeing the right type of content?
  Do you want your product page to rank, but Google is prioritizing articles and guides? That’s a sign the keyword caters to informational intent, not transactional.

These clues will tell you two important things:

1. Can you realistically rank here? Google is showing you what it wants to see. If your offering is wildly different from what’s already in the SERP space, you’re probably fighting an uphill battle.
2. Will ranking here actually help your business? It’s not just about getting on the first page—it’s about getting in front of the right people. If the SERP doesn’t reflect your audience’s needs or expectations, the traffic you get (if any) won’t convert.

Why This Matters for B2B SEO

In B2B, it’s especially easy to get tunnel vision around certain keywords. They sound good. They’re industry terms. Maybe a higher-up has mentioned them once or twice. But often, the most impactful keywords are sitting in a completely different corner of the internet—where your actual buyers are searching and the SERPs are tailored to businesses just like yours.Bottom line:
Don’t waste time optimizing for keywords just because they seem important. Take five minutes to analyze the SERP. Let Google show you what works. Find the spaces where your business naturally fits, and you’ll start to see SEO driving real results.