Getting Started With Keyword Research

Your Step-by-Step Guide to Boosting SEO and Growing Your B2B Business

If you’re anything like me, navigating the world of SEO can feel a little overwhelming. But trust me, once you get the hang of keyword research, you’ll see how it can dramatically boost your online visibility and drive business growth. Let’s dive into how you can get started with keyword research, step by step.

 

Step 1: Understanding Keyword Research Basics

What is Keyword Research?

Let’s start with the basics. Keyword research is the process of finding and analyzing the terms that people enter into search engines. These are the words and phrases your potential clients are typing when they’re looking for services like yours.

 

Why Keyword Research Matters for B2B Companies

For B2B businesses, understanding these keywords is crucial. They connect you directly with other businesses searching for your services. By targeting the right keywords, you increase the chances of your website appearing in search results, leading to more inquiries and eventually, more leads!

 

Get Started:

I recommend familiarizing yourself with the concept of keywords and their role in SEO. A great starting point is reading Moz’s Beginner’s Guide to Keyword Research. This resource breaks down the fundamentals and sets the stage for more advanced strategies. Plus, Moz is a solid tool we recommend for SEO-focused research.

 

Step 2: Identifying Your Target Audience

Creating Detailed Buyer Personas

Let’s talk about your ideal clients. Who are they? What industries are they in? What challenges are they facing? Creating detailed buyer personas helps you understand what they’re searching for and how you can meet their needs.

 

Understanding Search Intent

It’s not just about the keywords but the intent behind them. Are searchers looking for information, or are they ready to make a purchase? Aligning your keywords with search intent ensures you’re attracting visitors who are more likely to become clients.

 

Get Started:

Start by gathering data on your existing clients. Use surveys, interviews and feedback forms to dive deep into customer needs and pain points. If you need tips, check out our webinar The Launching Pad: How To Identify Your New Marketing Audience, where we dig into the process of building customer personas. I’ve also found that using buyer persona templates can help collate your research into personas that guide your keyword selection.

 

Step 3: Brainstorming Seed Keywords

Starting with Broad Terms

Now, let’s brainstorm. Begin with broad terms related to your industry. These are your “seed keywords.” For example, if you’re in digital marketing, seed keywords might be short-tail phrases like “SEO services” or “content marketing.”

 

Expanding Ideas

Get your team involved! Different perspectives can uncover unique keyword opportunities you may not have considered. Think about the problems your clients face and how they might search for solutions.

 

Get Started:

Gather your team for a brainstorming session. Use a whiteboard or digital tool to list all the terms related to your business and industry. Don’t worry about filtering or organizing them yet—the goal is just to generate a comprehensive list of potential keywords.

 

Step 4: Using Keyword Research Tools

Top Tools to Consider

There are tons of fantastic tools out there to make this process easier. Tools like Google Keyword Planner, SEMrush, and Ahrefs provide insights into keyword volume, competition, and more.

 

Analyzing Competitor Keywords

Take a peek at what your competitors are ranking for. This can reveal gaps in your strategy and opportunities to outrank them.

 

Get Started:

Choose a keyword research tool that fits your budget and needs. Start by inputting your seed keywords to discover related terms and data on search volumes and competition. Use the tool’s competitor analysis feature to see which keywords are driving traffic to businesses similar to yours.

 

Step 5: Analyzing Keyword Metrics

Understanding Search Volume and Competition

Not all keywords are created equal. Some have high search volumes but also high competition. In my experience, it’s about finding that sweet spot where you can realistically rank. Remember, SEO is equal parts art and science.

 

Keyword Difficulty Scores

Most keyword tools provide a difficulty score. This helps you assess how hard it would be to rank for a particular keyword. Focus on keywords with moderate difficulty and good search volume.

 

Get Started:

Take your list of potential keywords and plug them into your chosen tool to analyze their metrics. Look for keywords with decent search volume and a lower difficulty score. Prioritize keywords that align closely with your services and have the best chance for quick wins.

 

Step 6: Focusing on Long-Tail Keywords

What Are Long-Tail Keywords?

Long-tail keywords are longer, more specific phrases. Instead of “digital marketing,” a long-tail keyword might be “digital marketing strategies for B2B companies.”

 

Benefits of B2B Marketing

These keywords might have lower search volumes, but they often attract visitors who are further along in the buying process. They’re more specific and can lead to higher conversion rates.

 

Get Started:

Use tools like AnswerThePublic or Ubersuggest to find long-tail keywords related to your seed keywords. I’ve found that it helps to think about specific questions or needs your potential clients might have.

 

Step 7: Organizing and Prioritizing Your Keywords

Creating a Keyword Spreadsheet

Organization is key! I’ve found it really helpful to create a spreadsheet to categorize keywords based on relevance, search volume, competition, and intent. Often, you’ll likely be able to use your chosen keyword tool for similar functions.

 

Prioritizing for Impact

Focus on keywords that align closely with your services and have the potential for quick wins. These are often medium-difficulty keywords with decent search volume.

 

Get Started:

Set up a spreadsheet in Excel or Google Sheets. Create columns for the keyword, search volume, competition level, keyword difficulty, and user intent. Sort and filter your keywords to prioritize those that offer the best opportunities.

 

Step 8: Incorporating Keywords into Your Content Strategy

Optimizing Existing Content

Now that you have your list, it’s time to put those keywords to work. Start by integrating them naturally into your existing content. Avoid keyword stuffing—search engines favor content that reads naturally.

 

Planning Future Content

Develop a content calendar targeting your priority keywords. This ensures consistent, focused content creation that aligns with your SEO goals.

 

Get Started:

Review your website and identify pages or posts where your target keywords fit right in. For new content, plan topics around these keywords. Tools like Yoast SEO for WordPress can guide you in optimizing your content effectively.

 

Step 9: Monitoring and Adjusting Your Strategy

Tracking Performance Metrics

Use tools like Google Analytics and Search Console to monitor how your keywords are performing. Keep an eye on rankings, traffic, and conversions.

 

Step 10: Optimizing With AI–Your Secret Weapon for Smarter SEO

If you’re still doing keyword research manually or relying solely on instinct, it’s time to upgrade your toolkit. Today’s AI tools can supercharge your SEO efforts, saving you time, helping you uncover hidden keyword opportunities and sharpening your competitive edge.

 

What AI Can Do for Your Keyword Strategy

AI can analyze huge data sets faster than any human ever could. Here’s how you can use it to win:

• Speed Up Research: Tools like ChatGPT, Claude, and Jasper help generate keyword ideas, content outlines and even blog posts in seconds.
• Refine Search Intent: AI can analyze query context and user behavior to help you match content with what your audience really wants.
• Generate Long-Tail Keyword Variants: Instead of relying on guesswork, AI models can spin your seed keywords into dozens of niche, buyer-ready phrases.
• Compare Competitors Instantly: Platforms like Perplexity and ChatGPT plugins can analyze your competitors’ content to find keyword gaps you can target.

 

Start Small and Smart

You don’t need a data science degree to start using AI effectively. If you’re new to these tools, here’s a quick first step:

 

Get Started:

• Pick one tool to try. ChatGPT is a good place to start.
• Ask it something like: “What long-tail keywords should I target if I’m a [your industry] company looking to sell to [your customer type]?”
• Use the suggestions to cross-check with your keyword research tools (like SEMrush or Google Keyword Planner).
• Plug high-potential keywords into your content calendar and begin testing.

 

Still Skeptical? That’s Smart—But Don’t Sit Still.

We get it. AI feels like a buzzword, especially when budgets are tight and your time is already stretched. But ignoring it means leaving opportunities on the table, especially as search behavior evolves and AI becomes part of the buyer journey.

In fact, a recent survey found that 1 in 4 consumers now use AI tools like ChatGPT or Perplexity as part of their search process. This shift highlights a growing need to optimize content not just for search engines, but for AI tools that summarize, compare and recommend content in new ways.

 

Next Step

Not sure how to implement AI without wasting time or money? Our team at Keystone Click can help you test the waters strategically. Let’s talk about how AI fits into your SEO and content marketing plan. Contact us today for a free consultation.

 

Editor’s note: Our team of digital marketing experts is always on the lookout to bring you the most up-to-date and comprehensive information about our industry. This post was originally published in November 2020 and has been updated to reflect current best practices.