Stop Working With Your B2B Keyword Blinders On!

Written by Nick Stamoulis

Many B2B websites have a short list of “money” keywords they want to do well for organically. These keywords are usually considered to be the most valuable to their business, the most potential profit, the most possible traffic, the “big” player industry keywords and so forth. And while it’s good to have a list of priority B2B keywords to focus your core SEO efforts on, it’s equally important than you not let those money keywords blind you to potential keywords your SEO could also be capitalizing on.

For instance, “marketing consultant” could be a B2B “money” keyword for a freelance marketer. Some other priority keywords could include “marketing strategy consultant,” “marketing consulting services,” and “marketing consulting.” The issue with many broad B2B keywords like that is, although they represent enormous potential, they also come with intense competition. It is much harder to do well organically for a broader B2B keyword simply because so many other sites are targeting it with their own SEO campaigns as well. Depending on how competitive your niche is it could take years to crack page 1 in Google for certain B2B keywords, and even longer to actually get to the top spot.

That’s why it’s so important that site owners and B2B marketers don’t go about their SEO campaign with blinders on. Yes, your short list of priority keywords should always be in the back of your mind and you should be working towards growing your organic presence for those keywords over time, but you also cannot afford to forgo other long-tail keywords that could be big SEO wins for your site in a much shorter time frame. You might already actually be doing very well for many B2B keywords and not even realize it if you only concentrate on your priority list!

For example, our marketing consultant could also target B2B keywords such as “Internet marketing consultant,” “social media marketing consultant,” or “small business marketing consultant” depending on what area they specialize in. Each of those long-tail keywords breeds even more variations for them to incorporate into their SEO campaign as well. While these keywords may not drive as much traffic as you would expect their money B2B keywords to do, they can still produce highly targeted traffic that is much closer to converting. That’s why it’s important to not just judge a keyword by search volume alone; you must also factor in conversion rates, user intent and more.

Keep in mind that just because a particular keyword get a large amount of searches each month that is no reflection on how much of that traffic your website will actually get. Many site owners just equate a large search volume with dollar signs but would you rather get .1% of 10,000 searches (100 visitors) or 1% of 2,000 searches (200 visitors)? Too often site owners conduct their SEO campaign with keyword blinders on and fall to understand that, while their money keywords are incredibly important in the long run, you can’t ignore the long-tail keywords if you want to keep your doors open long enough to actually do well in the long run.

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