How to Select High-Impact Keywords for B2B SEO

When it comes to SEO, any business should want its efforts to rank for keywords that will deliver the most significant impact. 

But how do we decide what those keywords are? This is very different for B2B businesses than for many other industries. 

Deciding What Keywords to Target

Most businesses are going to focus on chasing keyword volume when deciding what keywords to target. This shouldn’t be the case for B2B. Instead, you need to be a lot more strategic. 

Search volume should be a secondary metric when deciding what to target. You should really be focused on two other key criteria when deciding what keywords to target for your B2B business: keywords that resonate with your ideal customer profile (ICP) and those that meet your ICP where you want to target them in the purchase or conversion funnel. 

Understanding Your ICP

The first crucial factor is whether your keywords resonate with your ICP. In the B2B world, capturing the decision-maker’s attention within a business is crucial. As a B2B business, you want to capture searches that are being made by decision-makers inside a business. High-volume, more general keywords typically don’t resonate with these users. 

Targeting Keywords at the Right Stage of the Conversion Funnel

The second key criterion is ensuring that you’re selecting keywords that meet the user where you want to target them in the purchase or conversion funnel. Typically, these are smaller-volume, more specific keywords where the user has already completed their high-level research. 

With B2B SEO, you’ll want to target and rank highly for keywords that resonate with your ICPs and key decision-makers and meet them at the right point in their conversion funnel.

This means you will be more likely to pick a lower search volume keyword, maybe a keyword that even has a 10 search volume that meets this criterion over a keyword that has a 200 search volume and doesn’t. This is because one of these keywords is going to have a much larger impact on your business’s overall revenue if you rank higher for it than the other.

Ready to Elevate Your B2B SEO?

Feeling inspired to revamp your B2B SEO strategy? By focusing on strategic keywords that truly resonate with your ICP and target decision-makers at the perfect stage of the conversion funnel, you’re set to drive meaningful traffic and boost your revenue. 

Now that you’re geared up, why not take a quick break and explore our other blogs? They’re filled with more tips and tricks to keep your SEO game strong.
If you need help, reach out today to request a proposal to see how we can elevate your SEO strategy.