SEO for B2B works differently from SEO for B2C. The aim is attracting the right traffic — people actively looking for solutions, often with a clear problem to solve.
A client once asked me, “What’s the best way to do SEO for our B2B site?” To answer this, I walked them through what we call The Golden Keyword Strategy, a method we’ve refined over years of helping B2B companies across Southeast Asia.
Let’s break it down.
Why B2B SEO Is a Different Beast
In B2B, success comes from being relevant, matching search intent, and helping drive deals.
Here’s why it works differently:
- Buyers carry out in-depth research before speaking to a vendor.
- Searches are often very specific and long-tail.
- Volumes are smaller, but deal values are higher.
- Sales cycles are longer and involve multiple decision-makers.
Gartner reports that 75% of the B2B buying process (researching, comparing, and evaluating) happens before a buyer speaks to a sales rep.
This means your SEO must meet buyers at the right stage: awareness, consideration, or decision.
The Golden Keyword Strategy
Here’s where most B2B companies go wrong: they chase big, broad keywords like “CRM software” or “cloud security solution.”
The problem? Those terms are too wide. You’re competing with everyone, and the traffic isn’t always relevant.
Instead, we focus on golden keywords that are highly specific, high-intent search terms that match exactly what a potential customer is looking for.
They’re:
- Laser-focused
- Decision-ready
- Low to medium in competition
- Often long-tail and niche
Examples:
- “Practice management software for dental clinics in Singapore”
- “Compliance automation for fintech startups”
- “B2B lead scoring SaaS for manufacturing companies”
These searches are gold because they come from buyers who already know what they need. You just have to be the one they find.
How to Build Your Golden Keyword Strategy
Step 1: Know Your Buyer Inside Out
Who are they? What industries are they in?
What roles do they hold — CIO, marketing manager, operations lead?
Most importantly — what keeps them up at night?
Pro tip: Review your past client conversations, sales call transcripts, and CRM notes. You’ll often find exact phrases and pain points that can become high-value keyword opportunities.
Step 2: Find Their Search Intent
Look for terms that signal action:
- Commercial intent (“buy”, “vendor”, “software”)
- Comparison intent (“top”, “best”, “vs”, “review”)
- Problem-solving intent (“how to automate…”, “solution for…”)
Tools like Ahrefs, SEMrush, and Google Search Console can help uncover these.
Step 3: Create Pages That Speak Directly to Them
For each golden keyword, make a page that:
- Uses their exact language
- Shows how you solve the problem
- Includes proof — case studies, testimonials, stats
Even one low-volume keyword can pay off if it attracts the right prospect.
Step 4: Organise and Connect Everything
Group pages by industry, use case, or company size. Link them so visitors (and Google) see the full picture.
SEO Needs More Than Technical Tweaks
Meta tags, load speed, and backlinks matter. But B2B SEO is won by understanding your buyers and creating content that fits their research habits.
According to Demand Gen, around half (47%) of B2B buyers read 3–5 pieces of content before contacting sales. If you’re not part of that set, you’re invisible to them.
Think of Each Page as a Sales Rep
Every landing page should work like a salesperson who never sleeps. Their job is to speak to a specific buyer, at a specific moment, about a specific need.
That’s what the Golden Keyword Strategy delivers: the ability to be relevant in the exact moments that matter.
About the Author
Donald Chan is the Founder of IMPACT! Brand Communications, a digital and content marketing agency headquartered in Singapore. With over 12 years of agency leadership and 20 years of marketing experience, he helps brands in B2B, technology, and emerging industries achieve real marketing impact.