If you've ever stared at a blank doc, wondering which keywords will actually help your B2B content rank (and not just fill a spreadsheet), you're not alone. Keyword research for B2B is messy—search volume is low, the audience is picky, and most tools are built for B2C. But you need to show up where your buyers are looking, or you're invisible. This guide is for B2B marketers, content writers, and anyone tasked with finding keywords that actually drive results—not just tick SEO boxes.
Let's cut through the fluff and get right into how to use Clearscope for keyword research that works in the real world.
1. Understand What Clearscope Actually Does (and Doesn’t)
Before you start, know what you're working with. Clearscope isn't a classic keyword research tool like SEMrush or Ahrefs. Its main job is content optimization: it scans the top-ranking pages for a keyword and tells you what related terms, topics, and phrases are common among them. This helps you create content that's more likely to rank.
What Clearscope is good for: - Finding related terms and subtopics you might miss - Making sure your content matches search intent (what people are actually looking for) - Checking how your draft stacks up against top results
What it's not so great for: - Finding new, untapped keyword ideas from scratch - Deep competitor analysis - Tracking rankings over time
Pro tip: Use Clearscope after you have a list of keywords you want to target, not as your only source for building that list.
2. Gather Your Starting Keyword List
You can't optimize what you haven't researched. For B2B, this step takes more thought than just plugging in generic terms.
How to build a solid starter list: - Talk to sales and support: What words do customers use? What problems are they trying to solve? - Check your analytics: Which pages get search traffic? What queries are people using to find you? - Use Google autocomplete and “People also ask” for idea mining. - Look at competitors’ blogs and resource centers. Don’t just copy, but see what topics they focus on.
Aim for a mix of: - Core topics (e.g., "cloud ERP for manufacturing") - Pain points (e.g., "reduce supply chain costs") - Questions (e.g., "how to choose enterprise project management software")
Skip: Chasing big-volume, broad keywords like “SaaS” or “business software.” In B2B, specificity wins.
3. Plug Your Keywords into Clearscope
Once you have your list, it's time to see how Clearscope can sharpen your focus.
How to use Clearscope for research:
- Enter your keyword in Clearscope to create a new report.
- Review the report summary: You’ll see the top-ranking URLs, a list of recommended terms, content grade, and word count ranges.
- Dig into the “Relevant Terms” section: This is your gold mine. These aren't just synonyms—they're topics Google expects you to cover.
For example: If your keyword is “B2B payment automation,” Clearscope will show related terms like “accounts payable,” “invoice processing,” and “ERP integration.” These are the building blocks for a comprehensive article.
Reality check: If you enter a super-niche keyword and the report looks thin or weird, it's probably because there isn’t much content for Google to analyze. In that case, broaden your keyword or try a close variant.
4. Analyze the SERP (Don’t Skip This Step)
Clearscope makes it easy to see the top-ranking pages for your keyword. Don’t just glance at the list—click through and look at:
- Who’s ranking? Vendors, review sites, publishers, or something else?
- What’s the angle? Is it guides, product comparisons, “best of” lists, case studies?
- How detailed are the top results? Are they 500-word overviews or 3,000-word deep dives?
Why this matters: If everyone in the top 10 is writing how-to guides and you’re planning a product page, you might be barking up the wrong tree. Align your content type and depth with what’s working.
Ignore: Content grades as a “score to beat.” Clearscope grades can be useful, but don’t obsess over hitting a perfect A++ if it means stuffing in awkward terms.
5. Find Content Gaps & Subtopics to Cover
Here’s where Clearscope can actually help you outrank competitors: by making sure you cover the subtopics your audience (and Google) expects.
How to spot gaps: - Compare the “Relevant Terms” list to your draft outline. Are there big concepts you’re missing? - Look for industry jargon or specific features that come up often among top results. - Notice any customer pain points or use cases that are mentioned repeatedly.
Write to fill the gaps, not just to hit a word count.
Pro tip: For B2B, don’t just list technical specs—explain why they matter. If Clearscope suggests “workflow automation,” talk about how it saves time and cuts errors, not just that your product does it.
6. Build Your Outline Using Clearscope Data
Take what you learned and use it to sketch out your article or landing page.
A good outline includes: - Intro that matches search intent (answer the main question fast) - Sections for each major subtopic or related term from Clearscope - Real-world examples, case studies, or data (especially important in B2B) - FAQs or common objections (pulled from “People also ask,” competitor content, and your own sales calls)
Reality check: Don’t force every Clearscope term into your outline. If a term doesn’t fit, skip it. Google cares about relevance, not keyword stuffing.
7. Write (or Rewrite) Your Content
Now you’re ready to draft (or update) your content. Write for humans first, then use Clearscope as a checklist—not a rulebook.
How to use Clearscope while writing: - Keep the “Relevant Terms” list handy as you draft. - After your first draft, run the content through Clearscope’s editor to see if you’ve missed key terms. - Edit to add missing concepts naturally—never wedge them in if it feels forced.
What to ignore: Chasing Clearscope’s suggested word count just for the sake of it. If your article is complete at 1,200 words and covers everything important, don’t pad it to 2,000.
8. Check and Polish Before You Publish
Use Clearscope’s content grading as a final gut check, not gospel.
- Aim for a solid grade (usually a B+ or above means you’re on the right track).
- Read your content aloud—does it sound like a person, or an SEO robot?
- Double-check that you’ve addressed the main intent behind the keyword.
Pro tip: If you’re stuck on a term that doesn’t fit, check how competitors use it. Sometimes, it’s just not relevant to your angle, and that’s fine.
9. What to Watch Out For (Common Traps)
Let’s be honest, no tool is perfect—including Clearscope. Here’s what to keep in mind:
- Clearscope doesn’t “know” your business or audience. Its suggestions are based on what’s already ranking, not what will make you stand out.
- You still need to do actual research. Talk to customers, read industry forums, and use your brain.
- Don’t chase grades over substance. It’s easy to get obsessed with the score. Remember, search engines want helpful content, not SEO theater.
Keep It Simple, Iterate, and Don’t Overthink It
Clearscope can make keyword research and content optimization less painful, but it won’t do your job for you. Use it to inform your work, not dictate it. In B2B, the best content answers real questions, uses the language your buyers use, and leaves them trusting you know your stuff. Start simple, publish, see what lands, and tweak as you go. That’s how you actually get results—and stay sane.