B2B Keyword Research Made Simple

When targeting businesses vs. customers with your SEO tactics, there are different formulas that come into play.

But the answer is always the same: “Content matters.”

This is especially true in the world of B2B, where conversions tend to take longer to occur, and customers typically have a deeper understanding of their specific niche.

The right keywords mean people can find you when searching for products and services like yours. And, in the modern marketplace, it’s all about personalization.

Choosing keywords worth targeting—meaning ones that will actually lead to conversions—means matching your research to your target audience. Gone are the days where you can simply focus on target keywords for a given industry. You need to get clear on who your ideal customer is (a customer persona is the best way), work backwards from there, and conduct your keyword research accordingly.

Let’s see how you can use it to super‑charge the conversions in your business.

Key Takeaways

• Intent beats volume in B2B. Long‑tail, comparison, integration, and pain‑point keywords bring the highest‑quality traffic because they mirror how real buyers evaluate solutions.

• Your best keywords come from conversations, not tools. Sales teams and customers surface language and questions that keyword tools can’t predict.

• B2B funnels require keyword mapping. TOFU, MOFU, and BOFU terms attract different stakeholders at different readiness levels. If you skip a stage, you break your pipeline.

• Clusters win in B2B SEO. Organizing keywords into pillars and supporting clusters builds authority and guides buyers naturally through research and evaluation.

• Keyword lists are only valuable when activated. Use them for on‑page optimization, schema, content hubs, repurposed formats, and LLMO to appear in AI‑generated answers.

With both B2B and B2C keyword research, your ideal user or customer should be at the center of what you do.

• B2B marketing focuses on various decision‑makers—team leads, managers, CEOs. These keywords are typically lower volume but higher value when you rank well for them.

• B2C marketing targets the individual consumer, making audience understanding equally important.

One of the challenges with B2B marketing is the longer sales cycle. Business‑to‑business conversions generally take longer than B2C. There’s a big difference between someone buying a pair of socks versus investing in a software suite for a whole company.

There are some parallels, but by and large, B2B buyers have different behavior. Accurate intent mapping is crucial. Understanding which keywords are ranking is only half the battle; matching the intent behind each query gives a clearer picture of what will move your target customers further along their buyer journey, ultimately leading to a conversion.

The good news is that in some ways, your best practices stay the same.

1. Know your product, then move to understand your market and competition to build the best B2B keyword list.

2. B2B keyword research helps you win over the decision‑makers, but it can be tricky. There’s a different drive to the transaction, so you need a different approach to earn their buyer intent.

To address their unique needs, demonstrate expertise not only in the niche but also in the specific pain points within that niche. That means picking the right keywords for your content and pages. To inspire your B2B keyword research, ask yourself:

• What kind of businesses am I targeting? How big are their teams? Are they in industries I can flourish in?

• Am I trying to reach businesses at the executive, manager, or employee level?

• Of the decision‑makers I’m targeting, what challenges are they up against? How is their current system failing them?

If you don’t keep these questions in mind during your keyword research, you’ll have a tough time reaching your B2B SEO goals.

What Makes the B2B Buyer Journey Unique (and How It Impacts Keywords)

B2B buyers don’t search like consumers. They ask more questions and involve more decision‑makers, so your keyword strategy must map to every stage of the funnel.

• Top of the Funnel (TOFU): People are looking to understand the problem. Example keywords: “what is lead nurturing,” “how to qualify B2B leads.”

• Middle of the Funnel (MOFU): They’re evaluating options. Example keywords: “best B2B CRM platforms,” “HubSpot vs. Salesforce.”

• Bottom of the Funnel (BOFU): They’re ready to buy. Example keywords: “HubSpot onboarding consultant,” “best CRM for B2B SaaS.”

Skipping a stage risks confusing or losing your audience. Match your keywords to where buyers actually are, not where you hope they are.

How To Find High‑Intent B2B Keywords That Actually Convert

Step 1. Interview Your Sales Team and Customers

Talk to the people on the front lines. Your sales team knows the exact questions prospects ask, the objections they raise, and the decision criteria they use. Capture that language—it’s keyword fuel. Also ask current customers what they Googled before finding you. Log every phrase, question, and pain point for later validation.

Step 2. Use Tools To Expand Your Keyword Set

Plug seed terms into tools like Ubersuggest, Semrush, or Ahrefs to find related phrases, autocomplete suggestions, and questions. Use AnswerThePublic for long‑tail, question‑based keywords. Focus on commercial‑intent modifiers such as “best,” “vs,” “top,” or “software for [industry].” Check keyword difficulty and CPC to gauge ranking feasibility and value.

Step 3. Spy on Competitors (Especially in Niche B2B)

Analyze competitor domains to see the exact keywords they rank for, their positions, and traffic estimates. Look for content gaps—high‑value keywords they missed or topics you can cover more deeply. Use this insight as a launchpad, then create more useful, specific content aligned with buyer needs.

Step 4. Analyze Intent, Not Just Volume

High search volume doesn’t always mean high value. Prioritize long‑tail keywords that signal buying intent, such as:

• “SOC 2 vs ISO 27001” – evaluation‑stage comparison.

• “Lead scoring software for SaaS” – solution‑aware, vertical‑focused.

Filter by intent‑driven modifiers (“vs,” “best,” “alternatives,” “[industry] software”).

Step 5. Group Keywords Into Pillars and Clusters

Organize keywords into a pillar‑page structure. A pillar page targets a broad, high‑value topic (e.g., “email marketing software”) and is supported by cluster content (e.g., “email automation for B2B,” “lead nurturing workflows,” “best B2B email sequences”). This signals topical authority and aligns with the buyer journey, guiding prospects deeper as they move from problem‑aware to solution‑ready.

B2B Keyword Types You Should Actually Focus On

1. Comparisons – High‑intent searches like “HubSpot vs Salesforce” or “SOC 2 vs ISO 27001.” Create honest, side‑by‑side content.

2. Integrations – Queries such as “Slack integration with project management software” or “CRM that integrates with QuickBooks.” Highlight product fit and technical alignment.

3. Use‑Case Specific – Narrow down broad terms (e.g., “lead scoring software for early‑stage B2B SaaS”). The more specific, the higher the intent.

4. Pain‑Point Phrases – Question‑based searches like “How to reduce churn in B2B SaaS” or “Why aren’t my sales qualified leads converting?” Capture early‑stage buyers and guide them toward your solution.

What to Do After You Have Your Keywords

• On‑page optimization: Insert keywords into meta descriptions, headings, body copy, and schema markup (FAQs, product listings).

• Content hubs: Structure internal links to create hubs around pillar topics, improving topical authority and user navigation.

• LLMO (Large Language Model Optimization): Optimize for long‑tail and question‑based keywords so AI tools like ChatGPT, Gemini, and Claude can cite your content in answers.

• Repurpose formats: Turn question‑based terms into short‑form videos, slideshows, or infographics to broaden reach and reinforce authority.

• Editorial calendar: Map keywords to specific goals, funnel stages, and audience segments to ensure research translates into growth.

FAQs

Does SEO work for B2B?

Yes. SEO provides organic visibility throughout the sales funnel, driving qualified leads and increasing interest.

Why is SEO important for B2B?

It generates valuable leads and makes it easier for potential buyers to find you when they search for relevant products or services.

How do I create a B2B SEO strategy?

1. Conduct B2B keyword research (Ubersuggest is a helpful tool).

2. Understand what matters to your target decision‑makers and nurture them through the funnel.

3. Optimize on‑page elements such as meta descriptions and internal linking.

4. Create content that answers the audience’s needs using your keyword insights.

5. Promote your content and build backlinks to grow authority.

Conclusion

Now that you know how to conduct B2B keyword research using Ubersuggest, you can unlock hidden opportunities for your brand.

Analyzing competitor keywords, mapping intent, and organizing content into pillars and clusters will help you position yourself as the answer decision‑makers need.

Integrating these keywords into your overall strategy is essential for gaining the attention and influence of the brands you’re targeting.