Keyword Research & Site Architecture

The Key to Unlocking More Leads

More often than not, we find that the words—the industry lexicon—clients use to reference and market their B2B products, services, and solutions are a small subset of the queries searchers actually use to search for them. Understanding the potential queries searchers use when looking for your B2B products and services is the first step to dramatic increases organic search visits and new business leads.

B2B Organic Keyword Research

Sound keyword research is vital to maximizing online visibility and increasing organic traffic from prospects. Through research and analysis, we help our clients identify and understand a much broader range of organic queries likely to be used by prospects. Invariably an eye-opening experience, this process identifies numerous opportunities, shows where competitors are winning, and creates the impetus for change and further content development.

 

Site Architecture

Done right, sound keyword research should drive site architecture. One of the mistakes B2B marketers continue to make with organic search is insufficient site content to respond to desired organic queries. We help clients understand how site architecture can be designed or modified to appropriately accommodate content necessary to respond to the identified keyword strategy.

The typical scope or work for a Keyword Research and Site Architecture engagement includes:

  • Developing an understanding of B2B prospect profiles and the nature of the B2B buying cycle
  • Reviewing list of queries for which the client would like to be found
  • Reviewing existing site and those of stated and discovered B2B competitors
  • Using multiple sources to research and identify additional popular queries and variants actually used by searchers
  • Identifying lower volume, high-conversion keywords
  • Identifying important words in the tail of organic search queries
  • Identifying the queries for which the site and its content should be optimized
  • Designing the appropriate site architecture to support the keyword strategy
  • Mapping queries to identified URLs
  • (Optional) Creating design composites that reflect the proposed site architecture

The investment for the B2B Keyword Research and Site Architecture varies. Individual scopes of work and investment estimates are provided prior to keyword research and architecture engagements.

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Proteus B2B Marketing

Specializing in B2B SEO since 2006
3615 29th Street SE • Grand Rapids, MI 49512 • 616.235.1122

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