How To Craft Better B2B Keyword Lists for Quality Leads

Introduction

Let’s face it – the B2B software market isn’t getting any less crowded. You’ve got a solid product, but that’s just the starting point. What really matters? Getting noticed by the right people at the right time. Keyword lists aren’t just another marketing checkbox – they’re the foundation of connecting with prospects who are actively hunting for solutions like yours. When properly constructed, these lists become your roadmap through the digital noise, guiding potential clients straight to your virtual doorstep.

But here’s the catch: most companies build their keyword strategies on shaky ground. They target terms that sound good but deliver little traffic, or worse – attract visitors with zero intention to buy. Ready to stop wasting resources on the wrong keywords? This short article walks you through creating keyword lists that actually drive qualified leads – something particularly valuable when you’re dealing with the notoriously long sales cycles and complex decision-making processes typical in B2B environments.

What makes this approach different? It combines practical tactics with strategic thinking, helping you identify not just any keywords, but the ones worth pursuing.

The B2B Lead Generation Challenge

The B2B software industry faces unique hurdles. Low lead volumes and conversion rates mean that each lead must count. Additionally, long sales cycles, complex decision-making processes, and intense competition make it essential to target your ideal customers with precision…. In this context, a well-defined keyword strategy is your first step to success.

Why Keyword Lists Matter

Effectively, keyword lists help you achieve the following:

• Focus Your Efforts: A keyword list helps you focus your content creation efforts on what your target audience cares about.
• Inform Content Strategy: They can inform your editorial calendar, ensuring your content aligns with your audience’s search queries.
• Improve SEO: By targeting relevant keywords, you increase the visibility of your content in search engine results.
• Targeted Lead Generation: They allow you to go after keywords with a high probability of converting.
• Track Performance: Keyword lists enable you to monitor the performance of your targeted keywords, allowing you to measure progress.
• Prioritise Content Efforts: By identifying the most relevant and high-intent keywords, you can focus your content creation efforts.

Creating High-Impact Keyword Lists: Step-by-Step

Creating a keyword list requires a strategic approach. Here’s a breakdown of how to build a list that works for B2B lead generation:

1. Define Your Audience: Begin by understanding your buyers and their pain points. Your buyer should always be front and centre.
2. Brainstorm Categories: Identify core topics relevant to your business and your customer’s needs. Think about the intersections between your product and what your customer is looking for.
3. Generate Keywords: Expand each category with specific keywords, including both short and long-tail phrases. You may start with your own experience, instinct, and knowledge, but you should also use available SEO tools to get more ideas.
4. Check Search Volume: Evaluate the monthly search volume for your keywords. It’s a good idea to look at keywords that get at least 50 average monthly searches (but below 250 if you want to stand out from the crowd).
5. Assess Relevance: Score keywords based on their relevance to your business goals. Prioritise keywords that are closest to your target.
6. Determine Keyword Intent: Identify if the keyword is transactional, commercial, or informational. Prioritise keywords with transactional intent, then commercial, then informational.
7. Analyse Competitiveness: Evaluate how difficult it would be to rank for each keyword, to ensure you are not going after keywords that are too competitive.
8. Prioritise: Prioritise based on a combination of relevance, search volume, competitiveness, and “win-ability”. Low hanging fruit keywords are the most important because moving these up a few positions can increase traffic substantially.
9. Refine with Data: Continuously update your list based on performance data and new insights. Keep your list fresh and up-to-date.

Tools and Tactics

You can use different tools to help you build your keyword list and evaluate performance, like:

• Moz Keyword Explorer: This tool can help you find traffic-driving keywords, and it allows you to create and manage keyword lists to keep track of your research.
• Similarweb: This tool helps you to create, monitor, and share keyword lists, as well as discover new keywords to be added and monitored.
• Ahrefs Keywords Explorer: This tool allows you to create and manage your keyword lists.
• Google Keyword Planner: You can use it to check search volume data and trends.
• Semrush: Use this tool to identify existing keywords you are already ranking for, and to find untapped keywords your competitors rank for.

The Value of Long-Tail Keywords

Do not underestimate the power of long-tail keywords. These are longer, more specific phrases that can attract a highly relevant audience. For example, instead of targeting “software,” target “best project management software for marketing agencies.”

Applying Keyword Lists to Content Creation

Once you have your keyword list, put it to work. Here’s how:

• Content Optimisation: Use your keywords naturally in your website content, blog posts, and other marketing materials to boost your SEO.
• Editorial Calendar: Build an editorial calendar based on your keyword list to ensure a consistent flow of relevant content.
• Backlinking and Promotion: Optimise existing content for your target keywords and use it to get more backlinks and promote your site.
• Lead Magnets: Tailor your lead magnets and offers around your target keywords. This ensures that you are attracting an audience that is specifically interested in what you have to offer.
• Paid Campaigns: You can also use these keywords to boost your paid campaigns by targeting those leads that are more likely to convert.
• Multi-Channel Outreach: Make use of SEO and content marketing with outbound methods such as cold emails and LinkedIn outreach.

Staying Ahead of the Curve

The B2B market is ever-evolving, so it is important to stay agile and adaptable. Use data to refine your approach, and always be open to new ideas. Be aware that many of the existing SEO tools use old data, so if you want to get ahead of your competition, try to discover “unknown” keywords through user generated content.

Conclusion

In summary, keyword lists are more than just a compilation of words; they are a strategic tool for B2B companies seeking to thrive in a crowded market. By understanding your audience, identifying high-value keywords, and using them to inform your content and marketing efforts, you can drive more traffic to your website, generate more leads, and build a sustainable competitive advantage.

FAQs About Keyword Lists

What is a keyword list and why is it important for SEO and marketing?

A keyword list is a curated collection of search terms that are relevant to your business, industry, or target audience. These lists help you organise your keyword research, allowing you to track their performance, understand user intent, and develop targeted content strategies.

How do I manage my keyword lists and keep them up-to-date?

Managing keyword lists effectively requires regular review and updates. You can use features provided by SEO tools to sort, filter, and segment your lists according to various metrics and categories. 

When should a business prioritize transactional keywords and why are they important?

Businesses should prioritise transactional keywords (those with a high likelihood of generating a sale) early on in their SEO and content strategies. These keywords demonstrate that the searcher is very likely to purchase a product or engage a service.

To find out more about Keyword Research

> Discover the pages about SEO

➡️ Mastering Keyword Research: A Practical Guide for SEO Success
🔓 Unlocking Success with Google SEO Tools: A Comprehensive Guide 
✍️ Content Marketing That Works: Practical Strategies For B2B