Best Practices for Creating Keyword Sets

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Where Does Demandbase Keyword Intent Come From?

Creating keyword sets in Demandbase enables you to use Demandbase Intent for identifying accounts interested in your products or services. Demandbase collects intent signals for keywords using our direct access to the bidstream through our B2B DSP. Our access connects us to over one million web publishers and provides us with visibility to the content in all their articles.

Using natural language processing, AI, and our proprietary techniques, Demandbase scans each of the articles for keywords in our library and returns each unique user view for only the top relevancy (quality) scored keywords. These unique user views are rolled up weekly and scored based on relative strength of activity (low, medium, high) versus companies of a similar size. We also set an indicator of trending (spiking) intent on a daily basis when a company’s view activity moves up significantly (two standard deviations) above their six week moving average. 

Initial Keyword Research

Before creating your keyword sets, it’s important to perform the necessary research to ensure you’re seeing the intent signals that are most relevant for your products or services. It is also recommended that you perform research for your competitors to create competitive keyword sets.

Website Research

Product or service landing pages are a good place to start researching keywords for both your and your competitors’ businesses. To start, make a list of the common nouns used to describe the product or services of interest. Next, look for prominent nouns used on the landing pages and keyword candidates hidden in plain sight as menus or section headers.

For example, some possible keywords taken from the Demandbase products page include go-to-market platform, account analytics, buying intent, web experiences, and account data. When putting together your list of keywords, consider dropping broad industry terms such as Digital Banking or Ad Tech. The goal is to include terms that describe products or services rather than target accounts. 

Tip: To avoid confusing the intent engine, use full terms instead of acronyms. For example, use go-to-market instead of GTM (or both!).

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You can find keyword candidates by looking at product submenus or identifying common terms that are used throughout the landing page content. Some example keyword candidates from the Demandbase website include Account Intelligence, Sales Intelligence Platform, Advertising Platform, account-based insights, and account-based automations.

Additional Research - SEO Keyword Analyzers

When creating your keyword sets, you shouldn't add SEO terms from keyword analyzers in bulk, use generic SEO keywords, or use search term phrases such as best system integrators. These types of keywords can result in too many generic hits. Since search terms such as best product and/or service rarely appear in the web publisher articles that Demandbase uses to gather intent, they can also result in very few hits.

If you’re looking for keyword candidates ideas, you can use SEO keyword analyzers such as the Moz Keyword Explorer. Moz allows you to perform ten free queries per month if you register for an account. Other tools you can use to look for keyword candidates include products from RankActive or Ubersuggest.

Additional Research - Generate AI (ChatGPT)

The popularity of ChatGPT has greatly increased awareness of generative AI tools recently. In addition to using them to access and process large amounts of information quickly, you can also enter queries that provide commonly repeated phrases on a specific website. For example, you can enter Provide a list of the most common phrases on the company.com website to get a list of the website’s most frequently occurring phrases. With a good framework and clear queries, you can use these tools to more quickly discover a good list of keyword candidates. 

If you plan to use tools such as ChatGPT to find keyword candidates, keep in mind that ChatGPT doesn’t have access to current data on long tail keywords (phrases with three to five words). It also doesn’t yet have access to specific website search data.

Tip: When using SEO keyword analyzers or generative AI tools, ensure that you select two to four word keyword phrases that are not generic or broadly used. For example, application development, artificial intelligence, CRM solutions, and IT consulting are fairly generic and can appear in content and articles very broadly. Instead, consider using custom application development or custom application development services as more specific keyword phrases that better target a company’s service offering.

Additional Research - Non-English Intent

Does your company or major competitor(s) attract attention from international markets? Demandbase intent works in 133 non-English languages (the top languages around the world). Therefore, it’s recommended that you create special non-English keyword sets for your international marketing and sales teams to utilize.

Tip: For a more comprehensive guide on non-English intent, see Best Practices for Creating Non-English Keyword Sets.

Competitor Research

Researching your competitors can help you find keywords for your competitive keyword sets and provide a better understanding of their business. Some options for performing competitor research include:

  • Google search: Enter alternatives to company name or company name competitors into Google for a list of competitors.
  • Company Online Databases: If you have access to Demandbase Sales Intelligence, you can review the Similar Companies tab. Note that similar companies are not always considered competitors. You can use other websites such as Owler, Crunchbase, or G2 to find competitors.
  • Generative AI (ChatGPT): You can use generative AI tools such as ChatGPT to help with competitor research also. For example, enter Who are the competitors for company name to get a list of competitors.

Tip: Since different sources can have different definitions of a company’s competitor, it’s important to cross-reference your findings and to use multiple sources for your final list of competitors.

Keyword Selection Tips

When you’re ready to start creating your keyword sets, refer to the following tips to find keywords that are most relevant to your products or services.

General Keyword Tips

Follow the recommendations below when creating your keyword sets.

  • Align keyword sets to products or services and key initiatives. The keyword sets should include topics of interest that indicate accounts are in-market or showing intent for one of your products or services.
  • Use a standardized naming convention for your keyword sets. This allows for easy reference. This is especially important if you create a non-English version of your English keyword sets (e.g., Product A - English; Product A - French).
  • Use terms and phrases that are descriptive of your offerings or initiatives.
  • Use keywords that are specific, but not too specific. Only use one word keywords if they are unique to your offering or initiative. Generic one word keywords can result in too much content. Two or three word keyword phrases tend to be the most effective.
  • Add additional words to one word keywords that pertain to your offerings or initiatives. For example, you would want to add Inc to keywords like Apple, Alphabet, or Marcus to make them more specific.
  • Add between 15 to 50 keywords for each keyword set for your offerings or initiatives. Keyword sets that include over 200 keywords are usually not effective for measuring intent.
  • Use competitor keyword sets along with keyword sets for your offerings or initiatives. Competitor keyword sets can have fewer keywords and can include less than 25 keywords that describe the competitor’s company and their product or services.
  • Update your keyword sets on a regular basis. Keyword set creation is an iterative process. As you learn which keywords work best, add or remove keywords to fine tune them.

Keyword Practices to Avoid

Avoid the following when creating your keyword sets. 

Tip: These practices usually result from following SEO best practices.

  • Avoid using terms from paid searches as keywords. Terms such as top 10 laptops, alternatives to product name, the best data centers in the world, and office space in London do not make good keywords because they are uncommon in published articles. 
  • Avoid using capitalized and lowercase versions of the same keyword such as keyword, Keyword, and KeyWord because Demandbase keyword matching is not case sensitive. 
  • It's not recommended to have plural and singular versions of the same keyword such as keyword and keywords. Even though Demandbase keyword matching differentiates between the different versions, the benefit of duplicating the keyword is minor. Additionally, the same article often includes both the plural and singular versions of a keyword. It's recommended that you use the singular version of a keyword since it is the most common.
  • It's not recommended to use keyword phrases that are close duplicates such as that repeat the same phrase, repeat the same phrase, and the same phrase. Instead, select the keyword phrase that is specific enough to cover most of the articles related to your offerings or initiatives. For example, use traffic data to represent keyword phrases such as metro traffic data, traffic data, traffic data set, and real-time traffic data.
  • Avoid using misspelling of keywords since published articles don't include misspelling of those keywords. Demandbase is also likely to assign a status of Ineligible to misspelled keywords.
  • Avoid using special characters such as ampersand (&) unless it is part of a branded name. Instead use the word and because it would appear in a published article instead of &.

Demandbase Keyword Features

Demandbase provides features to help with intent keyword research and to scan our growing library of 375,000 keywords. The keywords in our library have sufficient signal and history for you to start tracking intent.

Important: These features help you find keywords that match our existing keyword library. They do not provide new keywords that are not currently in our library.

For a full walkthrough of how to set up keyword sets in Demandbase, see Set Up Demandbase Intent: Create Keyword Sets.

Suggest from List

Once you add more than five keywords to a keyword set, you can use the Suggest from List feature to find additional keywords. This feature uses the keywords you added and provides others from our library that have a common natural language context score using AI.

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Suggest from URL 

The Suggest from URL feature scans the page content of the URLs you enter and compares them with the keywords in our library. The scanned URL can be from any website or page with crawlable content. 

The recommendation is to use URLs of pages that present the offerings or initiatives in depth. The more text content on the pages, the better. For example, you can add URLs for services, blogs, products, news, and about pages to provide the most content.

Add Keywords from URL.png

Tip: When using the Suggest from List or Suggest from URL features, select only the keywords that best match the content found on the websites you researched. Do not simply select as many keywords as you can from the suggestions provided.

Final Keyword Intent Review

After you create keyword sets for your products and services, and possibly your competitors, you’ll want to review the results. To do so, return to the keyword sets one day after you save them and check the validation status for the keywords. Validated keywords have a green check mark next to them. Keywords that could not be validated have a red exclamation mark next to them.Keyword Status.png

If a keyword set includes between 25 and 50 validated keywords, you can either delete the keywords that could not be validated or edit them to try and have Demandbase validate them. If a keyword set includes fewer than 25 validated keywords, you should find additional keywords similar to the validated ones to reach the target of 25 keywords.

For validation status definitions and recommendations to update keywords that could not be validated, see the following table.

Status Definition Recommended Action
Validated The keyword is in our Vocabulary and is eligible for collecting content. None
Pending validation The keyword needs to be validated to determine if it can be added to our Vocabulary. Save the keyword set to start the validation process. The process takes up to 24 hours.
Validating The keyword is being validated to determine if it can be added to our Vocabulary. Wait for the validation process to finish. The process takes up to 24 hours.
Too much content The keyword cannot be added to our Vocabulary because it is too broad.

Add to the keyword to make it more specific or remove it.

Tip: Consider making the keyword plural or adding words to the keyword phrase to return a smaller set of account results

Not enough content The keyword cannot be added to our Vocabulary because it is too specific.

Wait 30 days for the keyword to be revalidated or revise it.

Tip: Consider shortening the keyword phrase to make it less specific or remove and replace it

Too long The keyword cannot be added to our Vocabulary because it exceeds the recommended phrase length of eight words. Shorten the keyword phrase to less than eight words.
Excluded The keyword cannot be added to our Vocabulary because it is too broad and has been added to the Exclusion List. Revise the keyword.
Ineligible The keyword cannot be added to our Vocabulary for a reason other than the above statuses. Double check the spelling and contact Support if there are any more issues.

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