Low-volume, high-intent targeting
Terms selected on deal value rather than search volume.
B2B keyword research looks discouraging at first: the terms that matter have tiny volumes. But a query like a specific part number, a technical standard or 'X versus Y for [use case]' is searched almost exclusively by people with a live requirement. One of those can be worth more than an entire month of consumer traffic.
We target the bottom of the funnel first (comparison pages, alternatives pages, specification and standards content, integration and compatibility pages), then build the research-stage content that feeds it.
Thirty searches a month can outrank thirty thousand
B2B keyword research is discouraging at first glance. The terms that matter have tiny volumes, and a consumer-trained marketer will dismiss them.
But a search for a specific standard, a part number, a material grade or 'X versus Y for [use case]' comes almost exclusively from someone with a live requirement. One of those can be worth more than a month of consumer traffic, and there is often no serious competition for it because everyone else made the same dismissal.
Build the bottom of the funnel first
Comparison pages, alternatives pages, integration and compatibility pages, pricing explanation, and specification detail. These are the pages a shortlisting buyer actually reads, and they convert at rates that top-of-funnel content never approaches.
They are also uncomfortable to write, because they require you to state clearly where you are not the right choice. That honesty is precisely what makes them credible to a technical buyer.
Write comparisons against competitors, fairly
Your buyers search 'your brand versus their brand' regardless of whether you publish anything. The only question is whether they find your version of that comparison or only the competitor's.
Written fairly, acknowledging where the other option genuinely fits better, these pages build trust and rank well. Written as a hatchet job they do neither.
Attribution, with the uncertainty stated
A deal that closed in November may have started with an organic visit in March, from a person who has since left the company. Perfect attribution is not available in B2B.
We track first-touch and assisted paths into the CRM, report what can be evidenced, and label the rest as directional. Overclaiming precision here is how agencies lose the trust of a finance team permanently.