This tutorial and presentation provide detail on why B2B SEO's perform keyword research and what factors and decision-making criteria go into the process. Learn more about KoMarketing on our website and blog and follow us on Twitter (@KoMarketing) and on LinkedIn (company/komarketing-associates).

1. SEO Keyword Research Tutorial
for the B2B Online Marketer

2. What Is Keyword Research?
“Keyword Research is the process
of discovering words and phrases
people might use when searching
for your organization’s solutions
and brand”

3. Why Do We Need Keyword Research?
According to
MarketingSherpa’s 2012
Search Marketing Benchmark
Report, keyword research is
listed as one of the most
effective and easier to
implement tactics B2B
marketers engage in for SEO
performance.

4. Why Do We Need Keyword Research?
Content & Keywords:
Understanding the type of
content that ranks well for
particular keyword searches

5. Why Do We Need Keyword Research?
Search Results:
Understanding the types of
search results that display when
searching the particular keyword

6. Why Do We Need Keyword Research?
Link Strategy:
Understanding the types of
links a website has acquired
that help it rank well for a
particular keyword

7. Keyword Research: 3rd Party
Perspective
REFERENCE:
http://www.seobook.com/glossary/#key
word-research

8. Keyword Research: 3rd Party
Perspective
REFERENCE:
http://www.searchenginejournal.com/ke
yword-research-where-to-start/7217/

9. Keyword Research: 3rd Party
Perspective
REFERENCE:
http://moz.com/beginners-guide-toseo/keyword-research

10. Keyword Research: Important Factors
• Relevance: How closely the search term matches the site’s
products, services, and content.

11. Keyword Research: Important Factors
• Specificity: How broad or specific a term is.
Software
Cloud Computing
Cloud Computing
Software

12. Keyword Research: Important Factors
• Popularity: How often the search term is searched for on major
search engines.

13. Keyword Research: Important Factors
• Competitiveness: How many and what types of companies are
pursuing the keyword?

14. KEYWORD
RESEARCH
Best Practices For
Developing Keyword Research

15. How Do You Perform Keyword
Research?
• DISCOVERY: Brainstorm as many keywords as possible
Considerations:
• We tend to organize keywords
by “theme”, usually a more
competitive, strategic keyword
phrase.
•
Explore adjectives,
extensions, synonyms, etc
•
The GOAL is to get as many
keyword ideas as possible!

16. How Do You Perform Keyword
Research?
• ANALYSIS: Review Search Results for Applicability
Questions To Consider:
• Do I understand the VALUE
PROPOSITION of my web page?
•
Do I understand the TYPE of search
results that appear for a particular
keyword opportunity?
•
Does the content on the page resonate
with the intent of the search engine
query?
•
How COMPETITIVE are the sites that
rank well for a particular keyword?

17. How Do You Perform Keyword
Research?
• DECISIONING: Analyze keywords that will provide the
BEST VALUE
Considerations:
• The right keywords bring
visitors that INTERACT and
CONVERT ACTIONS within
your website
(E.G., Fill out forms, make
purchases, email, etc)
•
The right keywords also provide
a good opportunity for your web
page to ACHIEVE prominent
search engine visibility in a
REASONABLE amount of time
and effort (and budget)

18. How Do You Perform Keyword
Research?
REMEMBER: Most SINGLE
keywords are too general and will not
bring targeted traffic.
As a rule, a keyword phrase (2, 3 or
more words) that is more specific will
bring more qualified traffic.

19. KEYWORD
RESEARCH
Popular Keyword Research
Tools & Resources

20. Keyword Research Tools: Google
https://adwords.google.com/ko/Key
wordPlanner/Home
• Google AdWords free keyword research tool – Google Keyword Planner
– provides marketers with information on average monthly
searches, competitiveness, and suggested CPC costs if using AdWords.

21. Keyword Research Tools: Bing
https://adwords.google.com/ko/Key
http://www.bing.com/toolbox/keywo
wordPlanner/Home
rds
• Bing Webmaster Tools offers free keyword research tool. Data comes
from organic search at Bing and marketers can select region, date
ranges, and export information.

22. Keyword Research Tools: UberSuggest
http://ubersuggest.org/
• This free keyword tool provides thousands of keyword ideas based on a
base term or phrase. Keyword phrases are broken own by letter and
numeric variation for ease of results navigation.

23. Keyword Research Tools: RavenTools
http://raventools.com/
• RavenTools keyword research tool is accessible through commercial
subscription. RavenTools offers a free 30 day trial to evaluate performance
and personal preference.

24. Keyword Research Tools: Spyfu
http://www.spyfu.com/
• Spyfu offers a free keyword research tool with summary data. Their paid
solution provides greater competitive keyword visibility and ability to
download / export data in Excel format.

25. Keyword Research Tools: WordStream
http://www.wordstream.com/keywords
• WordStream provides a free keyword tool to uncover long-tail keyword
opportunities. Users can register for a free trial to obtain a comprehensive
list or receive an email export of the top 100 keywords.

26. Keyword Research: What’s Next?
• Implementation: Develop content marketing initiatives designed
to maximize visibility for target keywords
• Evaluation & Reporting: Use reporting tools such as Google
Analytics, Webmaster Tools, and / or commercial SEO resources like
RavenTools and Moz to track performance of web pages associated
to target keywords
• Analysis & Next Steps: Always revisit search engine results
and keyword research to determine how to continue to improve
performance of web pages associated to target keywords

27. Contact Information
KoMarketing Associates
374 Congress Street, Suite 507, Boston, MA 02210
T: (877)-3-B2B-SEO
P: (781) 209-1989
Email: info@komarketingassociates.com
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