SEO: Content first, keywords second

This Guide explains practical ways to optimise your content for semantic search and looks at inspiring B2B brands that are leading the way in producing search-optimised, quality content


It can be difficult to get SEO right – how do you produce content that will engage your audience without obviously stuffing it with keywords so they will find it? The key is to focus on the quality of your content first, and worry about keywords second. This is more true than ever now that Google has developed its algorithms to recognise good content and penalise anything that is visibly keyword heavy.

This guide explains how keywords have evolved following recent updates to Google’s algorithms, as well as the way in which user habits have changed as a result. It also takes a look at some of the best types of content for B2B audiences, by looking at some of the brands that are creating great B2B content. 

This guide will help you:

  • Understand algorithms – so that you’re up to date with Google’s latest updates and know what this means for your use of SEO.
  • Create high-quality content ­– that will engage your audience and feature at the top of search results.
  • Be inspired – to create the right type of content for your audience. 

"Write good content for your users first and foremost, because the gap between what the user wants and what search engines want is growing ever-slimmer"

A look inside

1 – Introduction

2 – The evolution of the keyword

3 – Semantic search: What does the user really mean?

4 – What sort of content should I write?

5 – Conclusion