If your B2B content isn’t showing up on the first page of Google search results, does it even exist? For the vast majority of searchers, the answer is a resounding no. According to Search Engine Journal, users rarely venture onto the second page of search results, with 28.5% clicking on the very first search result on the page. That’s why a strong search engine optimization (SEO) strategy isn’t just beneficial for your B2B marketing; it’s essential.
What is search engine optimization?
SEO is the practice of making your B2B website easier for search engines like Google to find and rank. It involves strategically placing relevant keywords throughout your site — on landing pages, blog content and metadata — so your content appears higher in the results when people search for those terms.
When done right, SEO enables B2B marketers to maximize the value of content investments over time — leveraging organic search volume to drive awareness, engagement and, ultimately, conversions. While paid search plays a crucial role in getting fresh content in front of the right audiences quickly, a well-executed B2B SEO strategy ensures that content remains discoverable by search engines long after the initial push.
In this three-part series on B2B SEO strategy, we begin with the foundation of keyword strategy — the process of identifying and prioritizing the search terms your audience uses to find relevant content on your website. Developing a targeted and strategic approach to keywords is the first step toward optimizing your website and content for search engines and, more importantly, for the decision-makers who rely on search engine results to inform their buying process.
01
Start Search Engine Optimization With Site Analytics
A successful SEO keyword strategy starts with data. Before starting your keyword research, take a deep dive into your website analytics to understand how users are currently engaging with your content. Identify which pages drive the most organic traffic and analyze user paths — where they enter, where they drop off and what content keeps them engaged the longest.
Key questions to explore during your SEO keyword research:
- Which landing pages are ranking well in search results today?
- What keywords are already driving search volume to your site?
- What content is converting visitors into leads or customers?
By identifying the most successful content, you can gain insight into the topics that resonate most with your audience and use that information to refine your keyword strategy.
02
Define Core SEO Topics to Expand Visibility
Rather than chasing after hundreds of unrelated keywords, focus on a few core topics that align with both your business objectives and audience search behaviors. By clustering keywords around these topics, you can increase visibility and open the funnel to attract more high-intent visitors.
For example, if your company provides financial advisory services, your keyword strategy might focus on:
- Industry pain points — “regulatory compliance for investment firms” or “risk management in banking”
- Solution-based searches — “best financial planning software for enterprises”
- Educational content — “how to navigate new SEC regulations”
Similarly, if your organization operates in the healthcare space, you might center your keyword strategy around:
- Industry challenges — “improving patient data security” or “value-based care solutions”
- Service-based searches — “best healthcare analytics platform”
- Educational content — “how AI is transforming healthcare operations”
According to Semrush, long-tail keywords — those multiword search phrases that have lower search volume but higher intent and conversion potential — account for 70% of all web searches. This highlights the importance of targeting specific phrases that match user intent.
03
Incorporate Branded Keywords Into Your SEO Strategy
In addition to broader topic-driven keywords, it’s critical to include brand-specific terms in your SEO strategy. Branded keywords are search terms that include your company’s name, product names or proprietary offerings — helping ensure that when potential customers search for you, they find you rather than your competitors.
Key branded keywords to incorporate into your strategy include:
- Company name and its variations
- Product and service names
- Proprietary technologies or frameworks
Ensuring that your website ranks for these branded terms helps protect your search presence and ensures potential customers find you — not competitors or third-party aggregators.
04
Align Content Strategy With SEO Goals
- Optimize landing page titles, meta descriptions and headers with relevant keywords.
- Create long-form, high-quality content that answers key industry questions.
- Continuously update and refresh high-performing content to maintain search rankings.
05
Strengthen SEO With Smart Link-Building
The Path Forward: Building a Sustainable SEO Engine
AvreaFoster: Helping B2B Brands Win With SEO Strategy
We believe SEO is the key to long-term content success. While paid campaigns provide an immediate boost — especially when launching a new service or product — search volume ensures your content remains visible and valuable long after the initial push. Our team helps clients strike the right balance between paid search and SEO strategies, and we even offer a marketing budget guide to help teams allocate resources effectively for maximum impact.
For marketers looking to take B2B SEO seriously, working with an experienced partner can accelerate search results and ensure a cohesive keyword strategy that aligns with your broader marketing goals. At AvreaFoster, our team has led SEO efforts since the early days of online search, helping B2B brands drive meaningful results through data-driven keyword research and SEO strategies. We know the complexities of search engine algorithms and the constant updates that impact how content ranks, and we’re happy to help your team with these insights in mind.
Ready to take your SEO strategy to the next level? Let’s talk.
