When targeting businesses vs. customers with your SEO tactics, there are different formulas that come into play. But the answer is always the same: “Content matters.” This is especially true in the world of B2B, where conversions tend to take longer to occur, and customers typically have a deeper understanding of their specific niche. The right keywords mean people can find you when searching for products and services like yours. And, in the modern marketplace, it’s all about personalization. Choosing keywords worth targeting, meaning ones that will actually lead to conversions, means matching your research to your target audience. Gone are the days where you can simply focus on target keywords for a given industry. You need to get clear on who your ideal customer is (a customer persona is the best way), work backwards from there, and conduct your keyword research accordingly. Let’s see how you can use it to supercharge the conversions in your business. Key Takeaways Intent beats volume in B2B. Long-tail, comparison, integration, and pain-point keywords bring the highest-quality traffic because they mirror how real buyers evaluate solutions. Your best keywords come from conversations, not tools. Sales teams and customers surface language and questions that keyword tools can’t predict. B2B funnels require keyword mapping. TOFU, MOFU, and BOFU terms attract different stakeholders at different readiness levels. If you skip a stage, you break your pipeline. Clusters win in B2B SEO. Organizing keywords into pillars and supporting clusters builds authority and guides buyers naturally through research and…