In this case study, we are going to share every action we took while executing a keyword research campaign for a B2B client from the fulfillment industry. Our strategy not only helped them generate inbound leads from Google but also ranked their site in AI tools for relevant queries.
An overview of what you’ll get to know today –
- The keyword strategy we developed for our client (including exact BoFu and informational keywords)
- Outstanding results we achieved for our client (sharing real screenshots)
- 3 important factors we always consider before finalizing keywords
- Premium tools we used to conduct in-depth research
- Step-by-step keyword research process we followed
Let’s get started!
Here’s the Keyword Strategy We’ve Designed for Our Fulfillment Client After an In-Depth Research
Before you dig into the strategy, we would like to share a brief description of our client’s core services – their offerings include warehousing and order fulfillment, data-driven technology solutions, digital printing and mailing.
This client of ours had also received SEO services from a different agency in the past, so they had the keyword research document with them. We analyzed that as well as the complete site and based on all insights, created an updated keyword research strategy.
Let’s take a closer look- Keyword Research Strategy prepared for a client from fulfillment industry
(As you can see in the above spreadsheet, we’ve filled all the columns like identified target keywords, average monthly searches for that term, metrics like keyword difficulty, user intent, except for one- ‘selection’. Actually, this is the column that our client fills and tells us their preference like whether they want to keep the identified keyword in their strategy or not)
This is How Our Work Contributed to the Fulfillment Client’s Business Growth (Sharing Original Screenshots)
First, we would like to show how often AI platforms like ChatGPT, Perplexity, Gemini, Copilot and even Google’s AI overview referenced our client’s website. This is the exact data we fetched from the Ahrefs tool.
Here it is:
As you can see, our client’s site got mentioned in Google’s AI overview 61 times while ChatGPT referenced it 34 times and we feel glad that these results are after the new keyword strategy implementation.
Further, we recorded a good response for their site on Google’s official tool – Google Analytics as well, that clearly shows how our client experienced an increase in organic traffic after we updated their keyword research strategy.
Here’s the snapshot we captured using Google Analytics tool:
Also, we want to give credit to the use of informational intent keywords, as this helped our client build topical authority. It made their content more relevant and easier to find in search results.
These are the 3 Factors We Always Focus on Before Finalizing Keywords
Now, let’s explore each one of these factors help us deliver real results for our clients:
1. Search Intent
For every identified keyword, we first check what the end users ultimately want to know using it. Like are they researching a topic, making a comparison or looking to hire a service provider. This helps us attract genuine customers to the clients’ site and not random passers by.
2. Client Business Relevance
We build a client’s keyword list entirely around their primary services and customers’ expectations. This helps us make their site appear not everywhere on Google but only when ideal buyers are looking for the exact services.
3. Ranking Difficulty
Alongside keyword popularity, we evaluate the client’s site authority. This helps us determine how well their site can compete for the given term. The moment we feel confident that the keyword aligns with the site’s authority, we then proceed to group similar keywords based on the topic and search intent.
Premium Keyword Research Tools We Rely on for Accuracy & Relevance
Since we started using the following tools, we’ve never been disappointed because every time we use them, these tools help us deliver reliable data only. That is the reason, we never regret investing in them.
Let’s show you how each tool contributes to the tasks at hand:
1. Ahrefs
We use Ahrefs specifically during the competitor keyword analysis phase. Here’s how it helps us:
- Identify keywords driving traffic to leading fulfillment competitors
- Detect content gaps where our client can rank faster
- Inform us about the identified keywords’ difficulty and search volume accuracy
2. SEMrush
The tool SEMrush is particularly used by our team during the keyword expansion phase. It helps us:
- Expand seed keywords into a comprehensive list of high-potential variations (here we mean long-tail keywords and related keywords)
- Measure keyword difficulty and search volume like metrics
3. Answer the Public
The tool Answer the Public helps us:
- Generate real-world, conversational queries buyers use when searching for fulfillment solutions
- Uncover question-based keywords ideal for blogs and awareness content
- Provide visual keyword groupings to understand user intent structure
Here’s the Keyword Research Process We Follow for Fulfillment Companies
Before going into the specifics of how we work, just want to let you know that our objective for every keyword research campaign is bringing the client more brand-direct customers and high-value long term contracts.
Let’s show you the steps that help us achieve our objective:
Step 1. Client Business Overview & Their Buyer Persona Understanding
To begin with, we make sure to check the following details on the internet:
- The client’s exact service focus (whether they are from eCommerce fulfillment, warehousing or logistics)
- Their target customers
- and target region
In addition to it, we interview our client personally as well to confirm if we are heading in the right direction.
This step is as important for us as the keywords are for you, because it lays the foundation of our research just like the identified keywords do for your website success.
Step 2. Identify Core Topics and Seed Keywords
Based on the understanding built from the first step, here we identify the core topics (we call them as the primary keywords) like “ecommerce fulfillment” and seed keywords (that we treat as supporting topics) like “fulfillment company for Shopify”, “subscription box fulfillment” and outline them an a MS-Excel or Google Sheet.
Identifying these topics and seed keywords help us inform our client:
- What pages to optimize
- What new pages to build
- What blogs to write
Step 3. Conduct Competitor Keyword Analysis
In this step, we focus on developing more understanding of the opportunities that already exist in the market. In more clear words, here’s what we do:
- Identify keywords for which client’s competitors are ranking for
- Analyze what type of content ranks for those keywords
- Spot gaps, like the areas our client has not covered yet
Step 4. Expand Keyword List Using Tools
This stage is about capturing all the possible search opportunities related to the keywords we’ve identified so far and the best part is here we make sure to do it using reliable and premium keyword research tools.
The following method helps us expand keyword list:
- Plug seed keywords into tools like Ahrefs, SEMrush, Keyword Planner
- Then, outline the identified related keywords like long-tail queries, People Also Ask and autocomplete terms in the same sheet where we’ve kept earlier record as well
Step 5. Group and Map the Identified Keywords
Here we organize the identified keywords into groups according to the search intent and business relevance to use them following for:
- New page creation (services or landing pages)
- Creating blog and content calendar
- Internal linking and navigation
FAQs
1. How long does our keyword research take?
Ans. Usually, our keyword research process takes 3-5 working days to complete, during which we thoroughly analyze and prepare a strategy tailored to the client’s needs. The overall duration may also vary depending on the complexity of the industry and the number of services the client offers
2. How do we handle similar keywords targeting?
Ans. We group similar keywords into clusters and then identify primary and secondary keywords within them. The primary one becomes the focus keyword for our client’s service or any preferred page and the secondary terms (related keywords) help us support the main content.
3. How often do we suggest refreshing keyword strategy to fulfillment companies?
Ans. Usually, we recommend every client from the fulfillment industry to get their keyword strategy refreshed once in 3-6 months. This way, we add new, trending keywords to their website and also delete outdated keywords that no longer drive traffic to their site.
Conclusion
And that’s how we did it all. If you want to get our assistance for your business or want to know how much it all costs, we are just one message away. Contact our team and get the personalized keyword research strategy for your website today!
