In Search Engine Optimization (SEO), keyword research is the foundation for visibility. But in business-to-business (B2B) marketing, it’s not just about ranking high; it’s about reaching the right people.
B2B audiences are not random shoppers trying to browse casually; they make decisions by comparing, reviewing, and choosing long-term partners. That’s why B2B keyword research needs to be focused on intent and relevance and less on search volume.
The right keywords help you appear when potential clients are searching for answers and not just browsing. In short, it’s not about more clicks; it’s about the right clicks that turn into real business opportunities.
In this blog, you will get to know how to do B2B keyword research. Let’s understand what makes B2B keywords different from B2C.
What Makes B2B Keywords Different?
B2B keyword research is less about traffic and more about intent, precision, and target audience. Unlike Business to Consumer (B2C), where people search for quick personal needs like “best smartphones under ₹30,000” B2B users look for specific, professional solutions, such as “marketing automation tools for SaaS startups” or “IT support services for healthcare companies.”
Another big difference? Search volume. In B2C, a keyword with 10,000 search volume might be worth the chase. But a B2B keyword with just 150 monthly searches could bring in highly valuable leads, the kind that actually convert.
Example:
- B2C: “Best running shoes under ₹5,000.”
- B2B: “ERP software for manufacturing companies.”
The first keyword example might get tons of clicks, but the second one attracts serious buyers with real business intent. So, your focus should be on quality and intent when searching for B2B keywords. You don’t need 1k+ search volume for everyone to read, just the right ones.
Understand User Search Intent
In B2B, not all the keywords mean the same thing. Some people are just researching, others are comparing, and a few are actually ready to buy. That’s where search intent makes a difference.
These are the three main types of search intent:
- Informational intent: The user wants to gain knowledge, ideal for content for guides and blog posts. For instance, “What is B2B keyword research?”
- Commercial intent: The user is looking into solutions or comparing options. Listicles, comparisons, and case studies benefit greatly from it. For instance, users may search “top CRM platforms for startups” or “best B2B SEO tools.”
- Transactional intent: The user is prepared to act. A keyword with a transactional keyword is perfect for pricing and landing pages. For instance, “Book a demo for CRM software” or “Hire a B2B SEO agency.”
Every intent type relates to a particular stage that buyers go through, like awareness, consideration, or decision-making. If your content should align with the intent you are using, and if it doesn’t align, it won’t perform, no matter how good your keywords are. So always ask before you start with your content draft, and question yourself, “What is this person trying to do with this search?”
Know Your Audience
You can’t choose the appropriate keyword if you do not know who you are speaking to. In B2B transactions, this has to be defined not only about “businesses,” but also which businesses, which roles, and what size they are. So, because you start searching for your B2B keyword.
Start with researching about:
- Which industry audience are you targeting, is it, SaaS, healthcare, logistics, or technology?
- What is the company size, enterprise, SMB, or startup?
- Founders, CMOs, HR directors, and marketing departments are among the decision makers.
Next, pay attention to how they discuss their issues. You can’t pick the right keywords if you are not aware of who you are talking to. In B2B, that means getting specific, not just “businesses,” but which businesses, which roles, and what size.
Example:
- A founder might search, “How to scale inbound leads.”
- A marketing manager may look up “B2B lead generation through SEO.”
Although they use terms that vary, both are looking for growth. Understanding this helps you to use the appropriate tone and keywords for each to effectively target both.
A good tip? Check your CRM, sales call notes, or even LinkedIn comments. You’ll find the exact words your prospects use; those are your keywords.
Create a Keyword List Around Actual Problems
Start creating your keyword sheet, a list of terms that reflect the things that your audience truly cares about, as soon as you have a better understanding of them. Start with five or six business-related core topics. If you provide B2B SEO services, for instance, your primary subjects could be:
- Lead generation
- Organic traffic growth
- Content marketing
- SEO for SaaS companies
- Conversion optimization
Use tools like Ahrefs or SEMrush to expand each one. These show related searches, keyword volume, and intent. However, keep in mind that you should avoid falling into the “volume trap.” A keyword is still valuable even if it receives fewer searches.
Example:
- “SEO agency”: 12,000 searches/month (too broad).
- “B2B SEO agency for SaaS startups”: 100 searches/month (perfectly targeted).
Also, focus on pain point keywords, phrases that show a problem someone is trying to solve.
For Example: “Why isn’t my website generating B2B leads?” or “How to increase demo signups.”
These are the searches made by people who are feeling the problem right now, and that’s where you want to show up.
Evaluate Keyword Quality, Not Just Numbers
A smart B2B keyword research strategy isn’t about collecting hundreds of keywords. It’s about picking the few that bring the right audience to your content.
Here’s how to judge quality:
- Does it match what you offer?
- Is the person searching likely to buy or just learn?
- Can you realistically rank for it?
- If this keyword converts, is it a meaningful lead?
Example:
- “CRM software” has a high volume and is highly competitive but has a low conversion rate.
- “CRM software for logistics companies” has low volume, lower competition, and high conversion potential.
Which one should you go for? Definitely the second. It’s specific, relevant, and speaks directly to your audience. Use tools to see keyword difficulty.
Cluster and Prioritize Your Keywords
Once you’ve built a comprehensive list, don’t deal with each keyword separately. Group related ones together; that’s called keyword clustering. Each cluster becomes a mini topic hub. It helps you plan your content, improve your page’s internal linking, and will help you build topical authority.
Here’s an example of content clustering:
Main keyword/topic:
- “What is B2B SEO” (awareness)
- “B2B SEO best practices” (consideration)
- “Hire a B2B SEO expert” (decision)
This provides you with three related pieces of content that address the same pillar keyword but have different purposes. You rank higher with fewer or no backlinks when Google feels that your website covers a subject thoroughly and regularly, which positions you as an authority.
Turn Keywords Into Content
Once you are done with your B2B keyword research, it’s time to add them into your content that will actually get clicks. Keep your content informational and authentic.
When people are searching for something and you have valuable content to offer, there are high chances that they might get in touch with you, but if you try to make it promotional, it may come out as spammy.
Also, when you use B2B keywords or any keywords in general, don’t stuff them everywhere. Don’t complicate things. Use the B2B keyword in your headline; the first paragraph, subheadings, and meta description should all contain references to it and should sound natural, too.
Measure and Refine Your Strategy
Keyword research isn’t a one-time thing; it’s an ongoing cycle. You have to keep on updating your research.
Use Google Search Console, GA4, and SEMrush to track how your pages perform:
- Which keywords are driving clicks?
- Which ones bring traffic but no conversions?
- Where are you ranking in the funnel?
Sometimes, a keyword that seemed perfect won’t perform. Other times, a random long-tail keyword will start bringing leads out of nowhere. Because the long-tail keywords are the ones users are actually searching for. Keep on updating your keyword list every few months, and refreshing old content to keep it relevant and up-to-date is mandatory. For example, updating the dates (from 2025 to 2026) and latest information SEO isn’t about perfection; it’s about progress.
Conclusion
I hope by reading this blog, you have understood that B2B keyword research isn’t about finding “the best” keywords with the highest search volume; it’s about finding the right ones. The ones that attract people who need what you offer and align with how your buyers think, search, and decide.
When you focus on intent over volume, relevance over reach, and people over metrics, your SEO doesn’t just get traffic. It gets trust. And that’s what turns clicks into clients.
FAQs Related to B2B keywords
Here are a few frequently asked questions about B2B keyword research on the web. I have compiled these B2B keyword questions and answered themx for you.
1. How to find B2B keywords?
You can find B2B keyword research tools like Ahrefs or SEMrush. Check what your competitors are ranking for. Look at LinkedIn and Quora to check what terms your target audience is using. Then target keywords based on the intent you like.
2. What is B2B in simple words?
B2B means business-to-business. It’s when one company sells products or services to another company instead of selling to consumers.
Example: A company that sells software to other businesses.
3. What are the 7 P’s of B2B?
The 7 P’s are elements of the marketing mix used in B2B marketing:
- Product
- Price
- Place
- Promotion
- People
- Process
- Physical Evidence
These help businesses plan how to market and deliver their offerings effectively.
4. What are the 4 types of B2B?
- Producers: Businesses that buy goods to create other products (like a car manufacturer buying steel).
- Resellers: Companies that buy and resell goods (like wholesalers).
- Governments: Public sector organizations buying for operations.
- Institutions: NGOs, schools, hospitals, etc.
5. Which is a B2B example?
An example of B2B is HubSpot selling marketing software to companies (one business providing services to another).
