B2B Keyword Research Services

B2B keyword research is the process of identifying commonly searched words and phrases that your target buyer uses to find products and services like yours.

These keywords are then used to inform content production, on page optimizations, backlink anchor text, overall website structure, and much more. 

Here at Doorbell, we use keywords as a foundation for all of our other optimization efforts. It is crucial to understand how your target buyers are searching, so that we can give them exactly what they need, in the way they are expecting, so that they get in touch with, and ultimately, purchase from you. 

Our research focuses on identifying terms that will impact your bottom line, and so we always work closely with you before finalizing our list of keyword targets and overall strategy, to ensure our campaign leads to measurable improvements for your business. 

A Collaborative Keyword Research Process

The most important aspect of the B2B keyword research process is to understand business objectives and work backwards from there. Choosing keywords arbitrarily and optimizing your website based on them, can yield increased inbound traffic. 

However, this kind of keyword selection process will rarely yield any tangible benefits to business objectives. 

That’s why we’ve baked in collaboration with you and your team throughout the entire onboarding phase and research process.

  • Onboarding. We begin every campaign with an intake form that helps you help us. Part of that contains an opportunity to share your most valuable keywords,  industry relevant terms, products and services, and more. This allows us to begin building our seed keyword list with your business needs in mind from the start. 
  • Competitor Gap. When we are building out your seed keyword list, we don’t rely on our gut to tell us which keywords to research. After we understand the valuable keywords you provid us with, and all of your offers, we ask you to provide us with a list of top competitors and immediately look into their top performing keywords as well. 
  • Seed List. Once we’ve gathered our initial list of keyword opportunities, we’ll analyze them based on their monthly search volume, cost per click, ranking difficulty score, and click through potential.  Any obviously bad opportunities or outliers will be removed. 
  • Review strategy. The last step in our process is to review and finalize the keyword list with you and your team. You will have the opportunity to okay or deny any keyword target that doesn’t make sense for your business. We’ll also map each keyword to an existing page on your  website that we’ll target during our campaign, or indicate that new content will need to be created to capture the opportunity.

Mapped To User Search Intent and Customer Buying Journey

A crucial aspect of B2B keyword research is ensuring that your keywords are categorized and chosen based on the intent of the person searching and what kind of content they will expect to see based on where they are at with their purchase decision process (buying journey). 

Great keyword selection leads to great content that is laser targeted to solve your target prospect’s needs and helps move them into a purchase decision. It’s absolutely crucial to today’s B2B buyer landscape.

The three core types of search intent are:

Informational. The user is looking to learn something or find the answer to a problem. For Example – “How to integrate Google Data Studio with Hubspot”.

Transactional. The user is looking to make a purchase or learn more about a solution or offer in order to ultimately make a purchase. For Example – “Best B2B SEO provider “.

Navigational. The user knows where they want to end up and is looking to arrive their quickly. For Example – “Shopify Plus Login Page”

Understanding this will allow us to create the CORRECT kind of content to satisfy the users needs and help convert them into leads, opportunities, and ultimately, buyers. 

Same goes with mapping to their buying journey. Although, any given buyer’s journey for a B2B buyer is going to be a lot more complex than just three simple steps. We get that. 

Our goal is to understand what you already know about your target client persona, how existing users have converted on your site, and ensure that we are doing all we can to help guide them through your website funnel with as little friction as possible. 

Keyword Rank Tracking & Ongoing Analysis

So what happens after the keyword research is done?

Well, we do what all agencies worth their salt do, we get to work. We immediately input your finalized keyword list into our rank tracking software, which will allow us to track our efforts and improvements over the lifetime of our campaign. 

After, we’ll update your site’s metadata along with the other necessary on page optimizations based on that target keyword list. This includes all of the necessary contet creation. 

But we don’t just stop and hope for the best ones our initial implementations are done. Each month of the campaign will include a manual review and analysis of target keyword performance to see if we’re going in the right direction, or if any adjustments need to be made. 

Let Us Solve Your Biggest Problem On A Strategy Call

Don't just take our word for it...

"A few months down the line we are up in every metric available"


Ken and his team are fantastic! After being burned by over-priced and under performing companies promising to bring the sun itself right to my door I knew I needed an individual approach that I could afford to build upon over time. Doorbell Marketing has been exactly that. We made a clear plan that included optimizing our web site, developing new content and link building for growing organic SEO presence along with paid search optimization to bridge the gaps. A few months down the line we are up in every metric available and Ken is someone I truly enjoy working with. Very happy with our results!

Jon Y.