Keywords Key When Creating B2B Marketing Content

As you put together your B2B marketing content, implementing the right keywords sounds like a no-brainer, but how many of you actually take the time to get it done right the first time?

B2B marketing content contains an array of possibilities, including press releases, guides and white papers, blog postings, e-mail newsletters and more. Which keywords you use and where they are placed, proves critical in order to get more eyes directed towards your copy.

Some things to keep in mind as you look to optimize your content:

  • In looking at it through the eyes of search engine optimization (SEO), more times than not it is more advantageous to utilize heavily focused keywords with minimum search volumes. By doing this, your traffic not only stands a better chance of being targeted but you increase the chances of being located. In the event you use popular, generic terminology, your chances of ranking decrease;
  • Be sure you know your audience. It stands to reason that you will be targeting different audiences over time, so your keywords need to reflect this. You will have different demographics looking to do business with you, so using the same terminology to cover the entire spectrum will not work. As an example, if you’re marketing to small business owners pitching life insurance, some keywords to consider would be life insurance quotes, affordable life insurance, life insurance for individuals, life insurance for families, quotes for life insurance etc.  Another important facet to your audience is listening to them. Talk to your clients in deciding what terminology they use in their search efforts ;
  • Track your efforts. By tracking your keywords through analytics such as those offered by Google for example, it is easy to determine those words individuals are utilizing to come to your site. Don’t only review keywords used to come to a single page or two, but those used to move further into your site. In order to better your standing in organic search, it is important that the keywords you use are tied to and relevant with the overall vision behind your site;
  • Be willing to adapt. It is also important that your keyword strategy not be set in stone, as you need to evolve and stay up to speed with what your clients want and need. Put to use keywords and phrases that will provide sufficient search volumes and prove relevant at the same time;
  • Determine keyword competitiveness. As you search and track keywords, use an online tool that will label keywords as being either low, medium or very competitive. Speaking of competitive, see what the competition is doing as far as bringing traffic to their site. If there are keyword terms they use and you don’t that appear to be working, consider some changes;
  • Understand importance of keyword density. Lastly, make sure you have a firm grasp of keyword density. Avoid worrying over the precise number of times you utilize an exact target phrase, given that when your keywords are relevant and tied to a specific page’s content, they will find their proper placing. Remember, the goal is to come up with material that proves optimal for both search engines and readers. In most cases, a keyword density rate anywhere from 1 percent to 5 percent is oftentimes adequate, meaning the designated keyword would show up in the content one to five times for every 100 words. One note of caution is being careful to not exceed your keyword density ratio in so that search engines perceive it to be keyword spamming.

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Dave Thomas writes about B2B marketing insights and trends. When he isn’t writing, you can find him on Twitter or watching sports.

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