How can B2B businesses research keywords, create content, and build links?

B2B keyword research should start with customers’ purchasing needs and industry terminology. Choose keywords based on search intent, difficulty, and search volume, then plan content that answers questions rather than simply chasing popular terms. It is also important to distinguish between types of links: internal links connect topics and related articles within a site, while backlinks lead from other websites to a company’s website. Backlinks should be pursued for their relevance and quality, not their quantity.

Choose keywords based on needs: low search volume does not mean low value

Start by listing products, services, and the different terms customers might use, then use keyword tools to find variations. Semrush’s 2025 guide recommends checking search intent, keyword difficulty, and search volume together. More specific long-tail queries typically have lower search volume but may attract visitors with more clearly defined needs.

• Intent: Is the searcher learning about a technology, looking for a service, or comparing offerings from suppliers? The content needs to address that purpose.
• Difficulty: Compare the level of competition for potential keywords rather than choosing only those with the highest search volume.
• Validation: When an industry term shows zero search volume, first check whether it has actually brought visitors to the site rather than discarding it outright.

In a 2020 B2B article, awoo observed that some terms driving traffic according to Search Console showed zero search volume in Keyword Planner. This was a practical observation at the time, not evidence that every zero-volume keyword has demand. The article also noted that third-party tools use different estimation methods, which can lead to discrepancies.

Turn keywords into content that solves problems

Content does not have to be limited to product introductions. In 2021, Da Vinci Digital Technology suggested developing topics from frequently asked questions, technologies and services, and customer use cases. When planning articles, provide specific answers and examples, incorporating keywords naturally into titles and body text rather than repeatedly stuffing them into the copy.

For businesses facing international competition, awoo’s 2020 article recommended topic clusters: for example, using “molds” as a central topic, developing several articles on related subtopics, and linking to them from an overview page. These are internal links, not endorsements from other websites.

B2B software businesses can also draw on Semrush’s 2020 SaaS guide by creating comparison content for people who are close to buying and evaluating options. Such content can be included in the plan even when search volume is low. However, it should fairly present both products’ features and the facts, explain which needs each suits, and offer a next step such as a trial or demo rather than disparaging competitors.

Start building backlinks through relevant content and industry websites

Semrush’s 2025 guide recommends creating content worth sharing, finding unlinked brand mentions and requesting links, or contributing guest articles to respected industry websites. Businesses can also compare their backlink profiles with those of competitors to identify suitable websites to approach.

Industry publications and partner websites were among the outreach options awoo suggested for B2B businesses in 2020. The key remains whether the content containing the link is relevant and valuable. The article also cautioned that contributing an article could result in a major publication’s page ranking above the company’s own website. Acquiring backlinks therefore cannot be directly equated with higher rankings for the company’s site, and article contributions should not be promised to deliver ranking improvements.