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How to Determine
Search Intent for a B2B
Audience
Adriana Stein | AS Marketing
SLIDESHARE.NET/ADRIANA_STEIN
@ADRIANAKSTEIN

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@adrianakstein | #brightonSEO
Do you consider B2B search
intent when developing your
SEO content strategy?

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@adrianakstein | #brightonSEO
What difficulties have you
had with understanding
B2B search intent?

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@adrianakstein | #brightonSEO
Why should you
optimize for search
intent in 2022?

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@adrianakstein | #brightonSEO
Psychographic marketing
and search intent

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@adrianakstein | #brightonSEO
Male, wealthy,
and famous

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@adrianakstein | #brightonSEO
2021 algorithm updates:
focus on search intent

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@adrianakstein | #brightonSEO
Google June 2021 Core
Update
Google better matching search intent
to SERP results

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@adrianakstein | #brightonSEO
Google August 2021 Page
Experience Update
Focus on UX and search intent
Less importance on brand size/
Credibility and more UX

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Aligning B2B search
intent and purchase
intent:
Challenges for SEOs

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Multiple Decision
Makers

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More Complex Funnels

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@adrianakstein | #brightonSEO
Understanding if
the search intent is
for B2B or B2C

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@adrianakstein | #brightonSEO
How to determine
your B2B audience’s
search intent

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@adrianakstein | #brightonSEO
Help customers with their
“buying jobs”
AWARENESS
CONSIDERATION
DECISION

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@adrianakstein | #brightonSEO
The Problem with B2B
Tech Companies

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@adrianakstein | #brightonSEO
Huge buying committee, multiple
buyer personas

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@adrianakstein | #brightonSEO
Complex and techy content
focused on features

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Here’s how
we did it

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Step 1:
Streamline buyer
personas

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END-USERS INFLUENCERS DECISION-MAKERS
How to organize B2B
buyer personas

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Step 2:
Keyword research
and clustering

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B2B vs B2C search intent

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@adrianakstein | #brightonSEO
B2B vs B2C search intent

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Step 3:
Keyword map

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@adrianakstein | #brightonSEO
Multiple keywords
=
1 Product?

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@adrianakstein | #brightonSEO
Seed keyword
Omnichannel customer
engagement, 140

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@adrianakstein | #brightonSEO
Related keywords
Omnichannel customer engagement software, 10
digital customer engagement solutions, 10
mobile customer engagement solution, 10
customer engagement solution, 170
digital customer engagement solutions, 140

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@adrianakstein | #brightonSEO
SEO content title
The Power of Omni Channel
Customer Engagement Solutions

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@adrianakstein | #brightonSEO
Sales funnel stage
Awareness

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Step 4:
Create content

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Opportunity:
Expand product awareness
based on its use cases

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Focus keyword: omnichannel
customer engagement

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URL: omni-channel-customer-
engagement- solutions

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H1: The Power of Omni Channel
Customer Engagement Solutions

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@adrianakstein | #brightonSEO
Seed keyword
customer support automation, 90

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@adrianakstein | #brightonSEO
Related keywords
customer service chatbot, 590
customer service and support automation, 50
automated customer support services, 20
automated customer support system, 20

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@adrianakstein | #brightonSEO
SEO content title
Unlock the Power of Customer
Support Automation with the
Leading Customer Service Chatbot

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@adrianakstein | #brightonSEO
Sales funnel stage
Consideration

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Opportunity:
Connect search intent with a
specific product use case

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@adrianakstein | #brightonSEO
Focus keyword: customer support
automation

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@adrianakstein | #brightonSEO
URL: customer-support-automation-
chatbot

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H1: Unlock the power of customer
support automation with the leading
customer service chatbot

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@adrianakstein | #brightonSEO
Body: It’s important to provide 24/7
customer support, so that people can
get answers to their questions whenever
they need them and however they need
them.

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@adrianakstein | #brightonSEO
Seed keyword
conversational chatbot, 260

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@adrianakstein | #brightonSEO
Related keywords
Conversational ai chatbot, 140
Conversational ai and chatbots, 40
Conversational chatbot platform, 40
Conversational ai chatbot platform for websites, 30
Conversational chatbot solution, 20

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@adrianakstein | #brightonSEO
SEO content title
Experience a Conversational AI Chatbot
that Automates Customer Support and
Increases Conversion Rates

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Sales funnel stage
Decision

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Opportunity:
Create SEO product landing
pages

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Focus keyword: conversational AI
chatbot

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URL: conversational-ai-chatbot

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@adrianakstein | #brightonSEO
H1: Experience a Conversational AI
Chatbot that automates customer
support and increases conversion rates

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Body: Our Conversational AI Chatbot
automates sales and customer support
on your website by using the
relationship-building tactics that happen
with in-person shopping.

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@adrianakstein | #brightonSEO
What is the
value of this
approach?

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@adrianakstein | #brightonSEO
Scale your SEO
strategy

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@adrianakstein | #brightonSEO
Educate your
audience

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Target users with
high purchase
intent

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Future Proof
Your Strategy

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