B2B Keyword Research [3 Top Tools to Get Started]

Written by Patrick Socha

Patrick Socha is the founder and managing director of Sonan Digital Inc. He is a seasoned business growth professional with a background in B2B Sales.

October 2, 2021

In the world of B2B keyword research, ensuring that you’re finding the right target audience is key. Unlike the B2C space, where the diversity of offerings is lower and the competition greater, the B2B space has a massively long tail. From tailoring your services to specific sub-industries to focusing on certain business sizes, it’s all in your control. To kick off your content efforts, take the time to research the right keywords for ensuring long-term success.

Introducing Target Keywords

Before we dive into the details of how to perform keyword research, it is first important to understand why it is important. For your site or page to show up in a Google search, the search engines must first understand what your content is about.

Google searches out and indexes most pages on a regular basis and then ranks them to certain keywords according to their PageRank. It identifies the words in headings and body text. If you mention “Database Server 2020 FAQs” multiple times throughout your page, the indexer will assume that is what your page is about. You then have a chance of ranking for said target keywords.

A high-performing page can rank for multiple keywords, but it is best practice to select a primary target keyword. Your chances of ranking in Google are then determined by how stiff your competition is for that keyword. Selecting a keyword that is relevant, not overly difficult and, and has decent volume is essential to seeing any results in B2B content writing.

Choosing the Right B2B Keyword Research Tool

In order to research the right keywords, one needs to use a keyword research tool. There are many available to use, below you will see our top three recommendations depending on your budget.

Free – Google Keyword Planner

One of the best free keyword research tools available out there is provided by Google itself. It is located within Google Ads and accessed through Tools & Settings > Keyword Planner. Simply provide a single keyword and receive approximate search volumes, overall difficulty, and cost per click for paid ads. It is a good starting point, as it often provides very helpful recommendations—however, lacks the precision of higher-end tools.

B2B Content Writing: Google Keyword Planner

$30+/Month – SE Ranking

Looking for additional features such as site-audit capabilities, as well as more exact details on search volumes and difficulties? SE Ranking is a great tool that doesn’t break the bank. As one of the highest-rated SEO tools on G2, it is cost-effective— yet powerful enough for most projects.

B2B Content Writing: SE Ranking

$100+/month – Semrush

As one of the industry leading platforms, Semrush, is a great tool to consider if you are working with a significant budget. The core features are very similar to SE Ranking. However, Semrush does provide additional features such as a local SEO tool, competitor monitoring, and a content creation assistant. You can also complete a number of free searches daily.

B2B Content Writing: Semrush for keyword research.

Getting Started with B2B Keyword Research

In conclusion, ensuring that you perform accurate keyword research for your targets is key in B2B content writing and B2B search marketing. By having a strong understanding of your target audience and what they are searching for, you can increase your exposure. Content writing and SEO are long-term games. By implementing winning strategies you can boost your chances of success. If you are looking to get started, reach out to the Sonan Team for any assistance.

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