SEO Keyword Strategy for B2B Content Development

As a B2B marketer, you target other companies (sellers, manufacturers, suppliers, distributors, others) and, more specifically, buyers within those companies.

Your B2B SEO should ensure that you reach the right professionals in those businesses through Google and other search engines.

This means taking the time to learn about your B2B audience – your interests and needs – and creating relevant content related to them.

In short, your content must fulfill the user’s intention, but if your only intention is to rank on a keyword, your B2B keyword strategy is already a lost cause.

But keywords are still important, so how do you know which keywords to use?

Your SEO campaign starts with keywords, which are signs of the user’s intention. And this raises an important question: how do you know you are on the right track?

The process is not as easy as it looks. Fortunately, there are tools available to generate relevant keywords and trends within your niche. These keywords are selected based on the number of times they occur during searches in a specific period. An example of this tool is Google Keyword Planner.

For example, if you sell surgical masks to coronavirus institutions, you should know how marketers use search engines to obtain inventory.

You can create content around popular keywords, like “coronavirus surgical masks”, but don’t ignore related keywords. Among the variants, there may be, for example:

  • Supplier COVID-19 masks
  • Coronavirus vendor mask
  • COVID-19 surgical masks
  • Surgical masks for the coronavirus

So, to get the attention of the people you want to reach, create content around the most important keywords and 4 to 7 related keywords that are well positioned, but few use them in their searches.

You got it.

When to use keywords in your content

Another challenge with your B2B keyword strategy is when to use relevant keywords or not.

As noted earlier, padding no longer works; in fact, the result would be the opposite of your intention. Instead of ranking, you will be punished and sent to Google’s version of Purgatory. Therefore, with the keyword channel, you should pay special attention to the following:

  • The title of your article
  • Your subtitles
  • The article chapter

You may ask, “How many times do I have to repeat keywords?” The typical rule is 10% (repeat keywords ten times in a 1000 word article). But in reality, Google’s algorithms are now so advanced that keyword density is no longer an important factor.

Attempts to ensure a certain level of keyword density can even explode in the face, especially if the content ends up looking artificial because you insisted on adding more keywords.

Although keywords are essential for ranking, you are more likely to pay attention to keyword density than to Google.

Tips for your SEO strategy

Identify your audience’s pain points

Marketers address their customers’ weaknesses. But it is not just a password. Successful SEO campaigns are those that can answer the question of what these weaknesses are. What do companies and companies desperately want in their industry? How can you solve your problems? If you don’t know, your content cannot be found online.

Observe trends

One way to identify the pain points is to search for trends on Google. Don’t be afraid of underperforming keywords. As B2B B2B focuses on a specific niche, you can expect a relatively small number of searches. For example, a consumer may be looking for a “coronavirus face mask”, but an institution is looking for a “NIOSH certified face mask” or “N95 coronavirus respirator”.

Use longtail keywords

By name, you know they are more specific keywords. Following the example above and if the keyword is “coronavirus face mask”, the long tail words for B2B could be “N95 NY gas mask supplier”. A generic keyword can contain one or two words, but a long sentence can contain at least three words.

It doesn’t matter if your competition uses it. If you apply SEO best practices, you can still overcome them.

The best thing about this keyword strategy is the number of permutations you can use about your main search term. Long-tail keyword traffic can no longer be generated, it is only used to filter out much of the noise. You know the questions are from serious buyers.

Use similar or related terms

The thesaurus is your friend with keywords. Obviously, no random words are released. Using keyword editing tools, you can find other variations of your main phrase, especially the one with a high ranking. This is called covering your bases.

Some companies may use terms other than yours, but if your competition is already satisfied with the following keywords. Be different. Specifically, find the ones that best suit you.

While research tools are essential in this process, you still need to lay the groundwork: talk to your marketing team to identify weaknesses, learn about research, and experiment with different combinations to get to your gold mine.

Limit your goal even more

Now that you have a better idea of   how to find your keywords, get rid of the bold. Your B2B SEO strategy depends on it. For example, do you lead business, management, marketing, customer service, human resources, or sales within a company?

For example, if you are targeting changes, some of the passwords you may be interested in are keywords:

  • Capacity planning
  • Resource management
  • Health and safety
  • Internal hearings
  • ISO
  • Inventory management / control
  • Operating budget
  • Plant activity
  • Purchases
  • Quality control
  • Value chain
  • Training and skills upgrading

Combine different keywords to get results, but do it methodically. You need to know the correct terms used by companies. You can then create content for any business segment you want to target.

Companies can be very precise with their needs – for example, they can enter the serial number of a specific part in their searches.


Your B2B SEO strategy should aim to reach the right decision-makers. CEOs, GMOs, and supervisors or marketing managers approach the problem from a different angle. Understanding how this meets a need is important to the success of your B2B keyword strategy.