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  • Writer's pictureShraddha Srivastava

Keywords in B2B SEO: from Intent to Impact

Google registers over 6 million searches per minute, and when considering additional searches on platforms such as Bing, along with the vast number of users seeking video content on YouTube, the ubiquity of search functionality has become an integral aspect of our daily lives. The dynamics of search are evolving with the emergence of voice-activated assistants like Siri and Alexa, as well as artificial intelligence streamlining results to provide tailored outcomes instead of overwhelming options.

Keywords for B2B SEO

For B2B marketers and marketing professionals at large, it is imperative to comprehend the evolving landscape of search and strategically position oneself within the potential customer's field of view to effectively plan and execute any digital marketing initiatives.

Navigating the world of searches is like charting unexplored territory – even Google can't predict the unknown. Surprisingly, 15-20% of Google searches are a first-time quest. It's a reminder that the digital landscape is always full of surprises, and being prepared for the unexpected is part of the journey

In this blog, we will explore the concept of search intent and its crucial role in B2B marketing, what is the role of keywords in B2B SEO, and how we can find the right keywords in B2B SEO.

What is Search Intent and does it relate to keywords?

Search intent helps us understand the purpose behind a user's search query and tailor their content and messaging accordingly. By aligning with search intent, B2B marketers can attract more qualified leads, improve conversion rates, and enhance their overall SEO performance.

Search intent in B2B marketing goes beyond simply understanding the keywords a user enters into a search engine. It involves delving into the user's mindset, their specific needs, and their stage in the buyer's journey. B2B decision-makers have complex buying processes and are often seeking information, comparing solutions, or evaluating vendors before making a purchase. For Example, When a business is looking for a shoe manufacturer in India, their search intent can fall into different categories:

Informational Intent: Informational search intent is when someone is searching to learn something. This could be to solve a problem, gather information on a topic, or find the answer to a specific question.

Example query: "How does photosynthesis work?"

Navigational Intent: Navigational intent refers to a user's purpose of locating a particular webpage. In contrast to other types of intent, individuals with navigational intent already have a clear understanding of the specific content or page they are seeking.

Example query: "Facebook login page."

Commercial Investigation Intent: The intent to acquire knowledge with the intention of taking action, typically making a purchase. Although these users are initially seeking information, their ultimate objective is to engage in a transaction, such as buying a product. Therefore, with the right landing page and content, they can be persuaded to make a conversion.

Example query: "Best laptops 2023 reviews."

Local Intent: Local search intent occurs when an individual looks for information, businesses, or items online that are relevant to a particular geographic area.

Example query: "Restaurants near me."

Transactional Intent: Transactional search intent occurs when a user is looking to perform a specific action, such as purchasing a product or service, subscribing to a newsletter, or downloading software.

Example query: "Buy iPhone 13 online."

Navigational Brand Intent: Navigational brand intent happens when a user looks for a particular webpage or website using a brand name, product name, or website URL.

Example query: "Nike official website."

Transactional Brand Intent: Transactional Brand intent is a term indicating the desire to make a purchase or take actions with a specific brand that lead to a purchase.

Example query: "Nike running shoes sale."

Co relation between search intent and keywords

Correlation between Search Intent and Keywords

Keywords serve as a reflection of search intent, as they represent the language users employ to search for information and solutions. By analyzing keywords and their usage patterns, B2B marketers can gain valuable insights into the specific needs and intentions of their target audience.

Short-Tail vs. Long-Tail Keywords in B2B

Short-tail keywords in the shoe industry are broad and general terms representing high-level searches. For instance, "running shoes" or "sneakers" are short-tail keywords. These terms have a high search volume but are highly competitive, making it challenging to rank for them.

On the other hand, long-tail keywords in the shoe industry are more specific phrases reflecting deeper search intent with lower search volume. Examples include "best-running shoes for marathon training" or "vegan-friendly sneakers for outdoor activities." These long-tail keywords are less competitive and more likely to attract qualified leads actively seeking specific shoe solutions.

Role of Keywords on B2B SEO

In B2B marketing, the role of keywords, encompassing various types such as informational, transactional, commercial, and navigational, holds profound significance. Whether it's the broad strokes of short-tail keywords like "athletic shoes" or the specificity of long-tail keywords like "sustainable running shoes for eco-friendly businesses," a well-rounded SEO strategy is essential. This strategy caters to the diverse needs of potential B2B customers throughout their journey, from exploring trends and seeking specific products to making bulk orders or navigating to a brand's services.

Moreover, the adherence to the Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) principle is pivotal in B2B marketing. By building trust and establishing credibility with both search engines and users, businesses can enhance their online presence and ensure that their offerings are viewed as reliable and valuable within the competitive B2B landscape. This holistic approach not only attracts a diverse audience but also fosters lasting relationships with potential clients in the B2B sphere.

How to find the right keywords in B2B?

Before you start finding keywords for your website, there are three important steps to do first: check what your competitors are doing, understand your customers, and figure out what people are looking for when they search online. We'll explore each of these steps.

1. Check Out Your Competition:

  • Look at other businesses similar to yours. See what keywords they use in their content and ads. Also, check where they get their website links. This helps you figure out what works well for them.

2. Understand Your Customers:

  • Study who your customers are and what they look for online. Talk to them, check your social media stats, and read reviews about your products. This helps you find the best keywords to attract the people who want what you offer.

3. Know What People Are Searching For:

  • When you create content for your website, think about what people are searching for. Don't just go for the most popular words; think about what your customers need. Your keywords should match what your business provides. Also, consider the different steps a customer takes when deciding to buy from you.

Focus on what your customers want, not just on getting lots of visitors. Use keywords that match what you offer, so the right people find your page. When people are happy with your content, they stay on your page longer. This helps your website do better in search engines like Google. So, think about what your customers need and how your business can help them.

Here are some of the most popular B2B keyword research tools:

Google Keyword Planner: This free tool from Google provides a basic overview of keyword search volume, competition, and suggested bids. It's a great starting point for B2B keyword research, as it allows you to quickly identify high-level trends and opportunities.

Google keyword planner

Semrush: A comprehensive paid tool that offers a wide range of SEO features, including keyword research, competitor analysis, and backlink tracking. Semrush is particularly strong for identifying long-tail keywords and uncovering hidden opportunities.

Semrush keyword research tool

Ahrefs: Another paid SEO tool with a focus on keyword research and competitor analysis. Ahrefs is known for its extensive backlink data, which can be helpful for evaluating the authority of competitor websites and identifying link-building opportunities.

Ahrefs keyword research tool

AnswerThePublic: AnswerThePublic is a keyword research tool that helps you discover long-tail keywords based on the questions people are asking online. It utilizes Google Suggest and other sources to gather a comprehensive list of questions related to your target topic.

Answerthepublic keyword research tool

Ubersuggest: Ubersuggest is another keyword research tool that provides a comprehensive set of features for identifying and analyzing relevant keywords. It offers a diverse range of data, including search volume, competition, and related keyword suggestions.

Ubersuggest keyword research tool

Grow your business with Celestial Fix: A B2B Digital Marketing Agency

At Celestial Fix, we're experts in B2B digital marketing, and we're all about the right words. We get that online success isn’t just about words but the ones that really matter to your business.

Our team specializes in helping businesses like yours stand out online. We use the exact words your potential clients are searching for. This way, we fine-tune your online presence to ensure the right people find you at the right time.

How do we do it? We tailor unique plans specifically for your business. These plans aren’t about reaching everyone, but specifically reaching the people who matter to your business – no guesswork involved.

We're all about helping companies grow online, especially in the B2B world and in different parts of the world. We don't just make good-looking websites; we make super smart ones. They work great on phones and have special tricks to make sure you pop up when people search for what you offer.

But here's the real trick: we make and run ads in all the right places. These ads aren’t just for everyone; they’re for the people who are really interested in what you do. That's how your business truly shines online.

At Celestial Fix, we know it’s not just about being seen; it’s about being found by the ones who truly need your services. And we're here to make sure that happens.

Conclusion: In the intricate world of B2B marketing, where the synergy between keywords and search intent is paramount, Celestial Fix is your digital navigator. We've delved into the evolving dynamics of online searches, simplifying the concept of search intent and showcasing its pivotal role in the B2B landscape. As we explored the intricacies of B2B shoe manufacturing, the correlation between search intent and keywords became clear: understanding what businesses are searching for is the key to unlocking success.

Ready to propel your B2B business to new heights? Let Celestial Fix be your digital partner. Our team of experts is poised to craft a customized plan that aligns with your unique business goals. Whether you're in the shoe manufacturing industry or any other B2B sector, we specialize in putting your business in front of the right audience at the right time.

Contact us today for a free personalized consultation, and let's embark on a journey to amplify your online presence, attract qualified leads, and foster enduring success in the competitive B2B landscape. Your digital triumph awaits with Celestial Fix – where every click is a step towards unparalleled growth.

Discover our tailored digital marketing services by visiting If you have questions, seek collaborations, or want to discuss your distinct marketing requirements, reach out to us at Our goal is to elevate your business with cutting-edge innovations and strategies in the dynamic realm of B2B marketing.

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