A B2B marketing strategy is very focused on keyword selection.
However, when developing keywords for a website, many organizations forget that keywords and long-tail keywords—multiple and more specific keywords in a sentence-type format—should be based on how people actually use the Internet. For instance, simply using the keywords “plane tickets” will likely not attract much excitement from Google. However, changing this to “find cheap plane tickets” or “bargain plane tickets to Chicago” will get more pick up on the major search engines, and once they are found, visitors will find you.
This is because search engines are designed for users. When developing a B2B keyword strategy, forget about your products and services. Instead, think about what terms people would use on Google or other search engines that would direct them to your products and services.
According to SEMrush, a well-respected search engine optimization company, there are three types of search queries on the Internet. These are:
“Do” Queries: These are action queries such as “find cheap plane tickets.”
“Know” Queries: These may not need long-tail keywords. Typically these queries are from people looking for something or asking for information about something they already know…including the name of the organization. For instance, someone looking for a specific store in Chicago might type in “Ralph Lauren Chicago,” which will likely lead to the Ralph Lauren website for the store in Chicago.
“Go” Queries: These are similar to “Know” queries but usually reference when someone is trying to find an online destination but are unsure of the name of the organization. For instance, they might type in “cleaning association” if looking for ISSA, the worldwide cleaning association, or “duct cleaning association” if looking for the National Air Duct Cleaners Association.
“The search engine’s primary responsibility is to provide relevant results to [its] users,” according to SEMrush. You help the search engines accomplish this—and improve your own findability online—by using keywords a user might use to find you.