Keyword Research Step-by-Step: How to Optimize Your Content for SEO

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Do you know what SEO and keywords are? Generating SEO content is essential in any marketing strategy. We know that SEO and the development of a keyword study do not work the same in B2B as in B2C. While B2C companies can count on keywords that attract thousands and thousands of potential users per month, B2B companies face a totally different paradigm.

In fact, B2B companies often work on niche topics that generate few monthly searches. And as a result, they have to double their efforts when it comes to creating content and optimizing it for SEO. That’s why today we’re going to look at how to properly conduct keyword research for B2B companies. This will help you select your keywords wisely and make the research actionable.

What is keyword research?
Keyword research aims to align your company's messaging with your customers' interests.

On the one hand, it consists of identifying which words or phrases your ideal client or buyer persona searches for in their browsers (Google, Bing, Yahoo…) for a specific topic. And on the other hand, it helps to recover statistics on these queries. For example, the search volume per month, the complexity of positioning your brand and where you are in the ranking compared to your competitors.

Keyword research (or keyword study) is not a one-time exercise. To ensure that your business and your buyer persona are aligned at all times, you must constantly conduct keyword research.

When should you do keyword research when creating content for SEO?
When you add or modify a product line in your business. For example, a new feature in your SaaS.
In case a new trend or an external factor affects your business or your customers. For example, the Covid-19 pandemic.
If you work with different languages: direct translation is not enough. People have different interests and different ways of researching depending on their culture and environment.
Depending on your resources, we recommend updating your keyword research or study once a year to identify new trends in your users' search behavior.
Why is keyword research so important for B2B companies?
Keyword research is a core element of your SEO strategy and content creation . It basically defines where you should focus your efforts based on your buyer persona's search and intent . But it goes way beyond that.

It is also key to your overall digital marketing strategy.
1. Content strategy
We all know that content is king in marketing strategy. It is ultimately the key to your tactics to attract, educate and convince your target audience. And in that sense, keyword research will allow you to:

Get an idea of ​​what your audience is searching for.
Prioritize your content calendar around topics with the highest search volume.
Increase the ROI of your content strategy by optimizing your content plan for SEO and focusing your time and resources on the right keywords.
2. Payment strategy
Identify opportunities for new campaigns and therefore generate more potential clients.
Improve your ROI by bidding and spending money on keywords that are worth it.
Evaluate the complexity and price of your keywords before you start working on them.
3. Product discovery
Identify product, features and business opportunities from customer searches.
Find fixes or improvements based on searches about your product brand.