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For example, if a company identifies and creates original content on its website based on broader, research oriented terms, and starts to acquire inbound links embedded against those terms as anchor text on other websites, their website is more likely to get found through search when a potential customer starts getting educated to make a purchase and that’s how they’d SEO their website to get found at the beginning of the buying cycle.
And, of course, each of those blog posts that’s about a niche topic would link back over to the product page so that people who discover that topic or that content through search can click-through and arrive over on a sales page to interact with a call to action like download a whitepaper, sign up for a webinar or contact us for a consultation,” says Lee.
If a company’s marketing strategy is to undercut a premium brand on price, we might try adding modifiers like “cheap” or “discount” to the search phrase to see if people are actually searching those phrases and if they are, optimize the website content for those terms, get links and try to rank for those affordability-related versions of the more general, broader keywords.
11:07 – When you’re doing keyword research for search engine optimization, you use tools that quantify the search demand for and competitiveness of a certain phrase.
19:16 – Ultimately -- and particularly in B2B SEO -- keyword relevance is more important than popularity, because relevant terms and phrases have a greater probability of conversion.