How to map keyword strategy to B2B buyer intent
To ensure that you're providing content that aligns with business objectives, columnist Derek Edmond recommends basing your keyword strategy on stages of the buyer journey.
Keyword research can be overwhelming for clients. In its most basic form, keyword research will almost always consist of a spreadsheet of hundreds, if not thousands of words and phrases, or “key phrases.”
In an effort to make this type of deliverable more “digestible” for clients, KoMarketing (my employer) will often organize these key phrases around core themes, like solution sets or product categories.
From there, we try to prioritize keyword recommendations based on available metrics such as monthly search estimates and applicability to the client.
Unfortunately, it’s not uncommon for any of the following to happen with the keyword research:
- Client gets overwhelmed with the volume of information at hand.
- In an ongoing program, we lose sight of the deliverable as a reference point for ongoing tactical recommendations.
- The deliverable becomes obsolete or gets ignored over time.
We’ve revamped keyword research deliverables in numerous ways. While we’ve certainly made strides, there is always an opportunity to improve.
One such tactic we’ve applied recently is in mapping keyword recommendations to various levels in the B2B buying cycle. This tactic has become effective in obtaining client buy-in, because they can better relate keyword opportunities to more familiar sales behaviors and milestones.
In this column, I will outline steps we take in this process.
[Read the full article on Search Engine Land.]
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