When a B2B company is devising an SEO strategy, target keywords must be the foundation. Yes, there are many components to a holistic SEO strategy like page speed, technical SEO, inbound links, and more, but if you are not targeting the right keywords, all other B2B efforts will be done in vain. When brainstorming about keywords to target, the focus should always be on buying intent.
What Is Buying Intent?
Buying intent is an indication of a web searcher at a buying stage – meaning they are not in a research stage but are actively looking to buy a product or service. When determining keywords to target, typically the more specific, the better. Think of industry jargon and technical terms when considering your keywords. Good buying intent terms may not have high search volume, but your ideal client will be searching for them. If you target the correct buying terms, you will see your sales cycle shorten, objections lessen, and your close rate improve.
Oftentimes, long-tail keywords correlate with stronger buying intent. Long-tail keywords are keywords that contain more words in the search query. For instance, with Bop Design, “b2b web design” and “b2b website design” are decent keywords to target. However, a term like “b2b website design agency” is even better. The added word of “agency” turns a search query from a research term to a buying term. It demonstrates that the searcher is likely looking for an agency to hire as compared to a term like “b2b web design” in which a searcher may just be researching trends and best practices.
Test on Google Ads
If you have new ideas on keywords that you believe will convert, test on Google Ads first before changing up your on-page SEO strategy. The immediacy of Google Ads means that you can test new keywords and their conversion performance in a matter of weeks. It is also much easier to measure Google Ads because you can see the exact search query that drove a conversion. Test your buying intent keyword hypothesis on Google Ads and let those results inform your SEO strategy.
Constantly Track & Measure
New buzzwords arise all the time. What used to be “pull marketing” is now typically called “inbound marketing.” “Interactive agency” is now typically called “digital agency.” To be successful with targeting strong buying intent keywords, a savvy marketer always has their finger on the pulse of demand. Constantly be listening to how prospects and clients classify your firm and evolve your B2B digital marketing accordingly. Look at keywords your competitors are targeting to ensure you are not missing anything.
With SEO and buying intent, it is never “set it and forget it.” It requires constant listening, research, and nimbleness. If you embrace those activities, you will see a consistent increase in quantity and quality of conversions, closed sales, and most importantly, profit.