Keyword Research

The process of identifying and analysing the search terms your target audience uses, to inform content and SEO strategy.

Keyword research is the foundational process of discovering the specific words and phrases your target audience types into search engines when looking for information, products, or services related to your business. It's the starting point for all content and SEO strategy decisions.

Effective B2B keyword research involves: identifying seed keywords from your product/service areas, expanding them using keyword research tools (Ahrefs, Semrush, Google Keyword Planner), analysing each keyword for search volume, keyword difficulty, search intent, and SERP features, and prioritising based on a combination of opportunity and strategic fit.

In B2B, keyword research requires understanding the full vocabulary of your buyers across their journey — from awareness-stage educational queries to decision-stage commercial terms. B2B buyers often use industry-specific terminology that may have low volume but very high intent.

Keyword research is not a one-time exercise. Markets evolve, AI tools are changing search behaviour, and new topics emerge. Regular refreshes — at least annually, or after major product changes — keep your content strategy aligned with current demand.