If you’re trying to get serious B2B leads in 2024, tired keyword lists and random blog posts won’t cut it. You need a system—a way to build content that actually ranks, drives the right traffic, and gives your sales team something to work with. If you’re considering using Frase for keyword research and content planning, this guide is for you. I’ll walk you through a straightforward, hype-free process to build a real keyword cluster strategy, avoid the common traps, and focus on what actually moves the needle for B2B.
Step 1: Get Clear on Your B2B Audience and Goals
Before you do anything inside a tool, step back. Who are you trying to reach? “IT managers” is not enough. Get specific:
- What job titles or roles are you targeting?
- What pain points do they actually Google?
- Is your goal to get demo requests, downloads, newsletter signups, or something else?
Pro tip: If you’re not sure, ask your sales team what questions prospects ask most. Their pain is your keyword goldmine.
Step 2: Build a Seed Keyword List (Don’t Overthink It)
You don’t need a 500-keyword list to start. Shoot for 10–20 keywords and phrases that your audience might actually use. Mix in:
- Problems (“sales pipeline visibility”)
- Solutions (“CRM automation for B2B”)
- Industry terms (“B2B sales enablement tools”)
- Questions (“how to improve B2B lead quality”)
Skip vanity terms like “digital transformation.” Unless you’re a giant, you won’t rank, and even if you did, those searches rarely turn into leads.
Step 3: Use Frase to Expand and Group Keywords
Now the fun part. Log in to Frase and use its keyword research features—not just for ideas, but for some sanity checks.
How to do it:
-
Plug in your seed keywords
Use Frase’s keyword research tool to pull related queries, questions, and variations. -
Export the list
Don’t get sucked into “keyword difficulty” scores too much. Export what looks relevant, even if it’s low volume—B2B is niche. -
Group similar keywords
Frase can help you spot clusters by topic. Group by search intent, not just similarity. For example: - “B2B CRM comparison” and “best CRM for B2B sales” belong together.
- “Lead qualification frameworks” and “how to qualify B2B leads” are another cluster.
What works:
Frase is great for surfacing long-tail, intent-rich queries. Those drive the best leads anyway.
Skip this:
Don’t obsess over every single suggestion or chase keywords just because they have “high volume.” Relevancy beats volume every time in B2B.
Step 4: Build Out Your Keyword Clusters
You’ve got your groups. Now, map them to actual content you’d want to create.
How to structure a cluster: - Pillar page: The big, comprehensive guide (e.g., “The Complete Guide to B2B CRM Platforms”) - Cluster pages: Narrower posts that link to the pillar (e.g., “How to Choose a B2B CRM,” “B2B CRM Implementation Checklist,” “B2B CRM Pricing Comparison”)
Each cluster should answer a different angle or question your audience has, but all should tie back to your core offer.
Pro tip:
Use Frase’s SERP analysis to see what’s already ranking and what’s missing. If every top result is 3 years old and thin, that’s a signal you can win.
Step 5: Outline and Create Content (with Frase’s Help, but Don’t Let It Write For You)
Frase’s content brief and outline features are useful. They’ll show you what topics and questions should be covered for each keyword cluster. Here’s how to make the most of it:
-
Generate a content brief
Let Frase pull in the top SERP data, common questions, and related topics. -
Outline your content
Use the tool to structure your piece, but add your own perspective. Don’t just copy what’s already out there. -
Write for humans, not just Google
Frase’s AI writing tools are fine for filler, but don’t let them do the heavy lifting. Your prospects can spot generic content a mile away.
What to ignore:
Don’t chase every “topic gap” the tool suggests. If it’s not relevant to your offer or audience, skip it.
Step 6: Internal Linking and On-Page Optimization
A “cluster” is only as strong as its connections. Make sure every cluster page links back to the pillar, and vice versa. Use clear, natural anchor text (“B2B CRM comparison,” not “click here”).
On-page basics that matter: - Use your main keyword in the title, intro, and naturally throughout - Answer the main question in the first few paragraphs - Add a clear next step (CTA) for leads—don’t just end with “hope this helps”
Don’t waste time:
You don’t need to obsess over every alt tag or meta description. Do them, sure, but they won’t make or break your rankings in B2B.
Step 7: Publish, Promote, and Iterate
Hit publish, but don’t set it and forget it. Here’s what actually works:
- Share with sales: Give your team links and quick summaries so they can send to prospects.
- Promote on LinkedIn: B2B people hang out here. Don’t just drop links—add commentary, tag relevant folks, and spark conversation.
- Check performance: After a month, see what’s ranking. If something’s not moving, check if you’re missing search intent or if your content is too thin.
What doesn’t work:
Don’t expect to rank overnight. B2B keywords take time. Also, don’t bother with “spray and pray” social sharing. One or two well-placed posts beat 10 on autopilot.
Pitfalls and Reality Checks
- Don’t let Frase (or any tool) set your strategy.
Tools help, but you still need to use your brain. If a keyword is irrelevant, skip it—even if it has “potential.” - Beware of “cluster bloat.”
More pages aren’t always better. Focus on quality and intent, not sheer quantity. - Keep your clusters tight.
If you start mixing topics (“CRM software” and “email marketing tips” on the same cluster), you confuse Google and your readers.
The Bottom Line
Building a keyword cluster strategy using Frase isn’t magic; it’s a system. Focus on what your real buyers care about, keep your clusters focused, and don’t let shiny features distract you. Start with a few clusters, see what works, and tweak as you go. The simpler your approach, the more likely you’ll actually do it—and see results.