CMO · Framework · Intermediate · Saves 35+ hours
Keyword Research Framework
A framework for B2B keyword research that identifies high-intent terms.
What's included
- Research Process
- Seed keyword development
- Expansion methodology
- Intent classification
- Prioritization criteria
- Keyword Types
- Commercial intent keywords
- Informational keywords
- Navigational keywords
- Problem-aware keywords
- Solution-aware keywords
- Tools and Techniques
- Tool recommendations
- Competitor analysis
- Customer language mining
- Search console insights
- Organization
- Keyword grouping
- Topic cluster mapping
- Content mapping
Best used when
- Starting a new SEO program
- Expanding into new topic areas
- Refreshing keyword strategy annually
- Identifying content opportunities
Why this is Gold
B2B keyword research is different from B2C. This framework focuses on the high-intent terms that drive pipeline.
The template
The Template
RESEARCH PROCESS
Seed Keyword Development
SEED KEYWORD GENERATION
STEP 1: PRODUCT/SERVICE TERMS
List your core offerings:
• _______________
• _______________
• _______________
STEP 2: PROBLEM TERMS
What problems do you solve?
• _______________
• _______________
• _______________
STEP 3: SOLUTION CATEGORY TERMS
What category do you compete in?
• _______________
• _______________
STEP 4: CUSTOMER LANGUAGE
Terms from sales calls, support tickets, reviews:
• _______________
• _______________
• _______________
STEP 5: COMPETITOR ANALYSIS
Top keywords competitors rank for:
• _______________
• _______________
• _______________
Keyword Expansion Process
| Source | Method | Example Output |
|---|---|---|
| Google Autocomplete | Type seed + letter variations | "[seed] a", "[seed] b"... |
| People Also Ask | Extract questions from SERPs | "What is [seed]?" |
| Related Searches | Bottom of SERP | "[seed] alternatives" |
| Competitor Keywords | SEO tools (Ahrefs/SEMrush) | Top 100 competitor keywords |
| Search Console | Actual search queries | Queries you're showing for |
| Customer Research | Interviews, surveys, tickets | Customer language |
INTENT CLASSIFICATION
Search Intent Matrix
| Intent Type | Signal Words | Content Type | Funnel Stage |
|---|---|---|---|
| Informational | how to, what is, guide, tutorial | Blog, guide | Top |
| Commercial | best, top, comparison, review, vs | Comparison, listicle | Middle |
| Transactional | pricing, buy, demo, trial, free | Product, pricing page | Bottom |
| Navigational | [brand], login, [product name] | Homepage, login | All |
Intent Classification Template
KEYWORD INTENT ANALYSIS
KEYWORD: _______________
SERP ANALYSIS:
Top 3 results type: _______________
Featured snippets: Yes/No - Type: _______________
People Also Ask present: Yes/No
INTENT DETERMINATION:
☐ Informational (learning)
☐ Commercial (evaluating)
☐ Transactional (buying)
☐ Navigational (finding)
CONTENT RECOMMENDATION:
Content type: _______________
Format: _______________
Target page: New/Existing: _______________
PRIORITIZATION
Keyword Scoring Framework
| Factor | Weight | Score 1-5 | Weighted Score |
|---|---|---|---|
| Search volume | 20% | ||
| Keyword difficulty | 20% | ||
| Business relevance | 25% | ||
| Conversion potential | 25% | ||
| Competition gap | 10% | ||
| Total | 100% |
Prioritization Criteria
KEYWORD PRIORITIZATION CHECKLIST
HIGH PRIORITY (Score 4-5):
☐ Search volume >500/month
☐ Keyword difficulty <50
☐ High business relevance
☐ Clear conversion path
☐ Competitor gap exists
MEDIUM PRIORITY (Score 3):
☐ Search volume 100-500/month
☐ Keyword difficulty 50-70
☐ Moderate business relevance
☐ Indirect conversion path
LOW PRIORITY (Score 1-2):
☐ Search volume <100/month
☐ Keyword difficulty >70
☐ Tangential relevance
☐ Long-term plays
ORGANIZATION
Keyword Grouping Template
| Keyword Group | Primary Keyword | Secondary Keywords | Target Page |
|---|---|---|---|
Topic Cluster Mapping
TOPIC CLUSTER STRUCTURE
PILLAR TOPIC: _______________
Pillar page URL: _______________
CLUSTER CONTENT:
1. Subtopic: _______________
Keywords: _______________
URL: _______________
2. Subtopic: _______________
Keywords: _______________
URL: _______________
3. Subtopic: _______________
Keywords: _______________
URL: _______________
INTERNAL LINKING PLAN:
• Pillar → All cluster pages
• Cluster pages → Pillar
• Related cluster pages → Each other
Keyword Database Template
| Keyword | Volume | KD | Intent | Group | Priority | Target URL | Status |
|---|---|---|---|---|---|---|---|
| P1/P2/P3 | Planned/Live | ||||||
Frequently asked questions
What is the Keyword Research Framework?
A framework for B2B keyword research that identifies high-intent terms.
Who is the Keyword Research Framework for?
It is built for CMOs and their teams working on SEO & Organic. The AI coach adapts it to your company, stage, and goals.
How long does the Keyword Research Framework take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the framework to your situation in minutes, then hand you a step-by-step plan.
Is the Keyword Research Framework free?
Yes. You can read the full framework and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Keyword Research Framework?
The coach teaches you the framework, asks a few questions about your business, tailors the framework to you, and gives you measurable next steps to execute.