Successfully Leveraging Organic Search (SEO) During the Purchase Phase

Keyword research and SEO: As before, you will have identified the top keywords and keyphrases that each persona is using to search in this phase. You can read more about this in the How-To Guide: Know Your Customers.


In the Purchase phase, search queries typically get very specific. You should ensure that product resources and technical manuals are indexing. Prospects typically want to know:

  • Detailed info on your product:

    • Example search query: “heat tolerance of acme lcd lights”

  • That they’re making the right choice:

    • Example search query: “reviews of acme lcd lights”

  • How to connect with you in person

    • Example search query: “acme lights sales rep in peoria”

Common keywords indicating purchase intent include: buy, purchase, price, discount, distributor, sales, contact, etc.

  • Example search query: “acme lcd lights price”

Search queries reflect customer intent and indicate where the customer is in their buying journey. You can read more about this in the How-To Guide: Know Your Customers.
Co-optimization: Your SEO team should huddle with your Paid Search team to find out which keywords or phrases convert well but are expensive to buy clicks for. Your SEO team can then focus on improving organic search ranking for these keywords and ultimately reduce your Paid Search budget.
BE FOUND: Optimize your resources to help your prospects find them in search results.* We’ve listed some great guides on our Resources page.

Purchase phase keyphrases are typically branded keywords with a mix of head and longtail

  • Example of head terms: acme sales

  • Example of longtail: acme sales rep in peoria

*NOTE: BtoBeacon highlights things that change per phase or are unique to a given phase. We also highlight recent major high-level developments that all marketers need to know. This site does not try be a comprehensive practitioner’s guide to executing robust programs. But many best practices don’t vary phase and are not included here. So, here are the best guides that we’ve found for optimizing each activity.

Seth Dotterer BtoB SEO and Organic Search Expert

Expert Advisor:  Seth Dotterer

Vice President, Marketing and Product at Conductor, Inc. / Conductor
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Seth Dotterer BtoB SEO and Organic Search Expert

Seth Dotterer

Vice President, Marketing and Product at Conductor, Inc. / Conductor

Seth Dotterer leads the marketing and product teams at Conductor, responsible for branding and communications, marketing strategy, demand generation and strategic product positioning of Conductor’s SaaS SEO platform, Searchlight. Dotterer guides the highly talented Conductor team to establish product roadmap and manage its successful execution. With over 15 years of online marketing experience, Dotterer has worked with both startups and the Fortune 100 to develop effective marketing strategies and to utilize technology and metrics to increase sales and profitability.

Prior to joining Conductor, Dotterer worked for consumer electronics manufacturer, Turtle Beach, in a variety of product and marketing roles. As head of Marketing, Dotterer managed the successful market placement and deployment for over 80 products in 11 product segments.

Dotterer is the co-organizer of the 1,400+ member SEMPO NY (Search Engine Marketing Professional Organization) Meetup group. He graduated from Franklin and Marshall College with a degree in political science