How to Build a B2B Keyword Strategy for Food and Beverage Marketing

Building a B2B keyword strategy in the food and beverage industry takes more than guessing what people might search. You’re speaking to procurement teams, R&D managers, and supply chain coordinators who use specific language to solve specific problems. If your content doesn’t reflect that, it won’t show up or convert.

We spoke with Chris Slesarchik, Director of SEO, and Brian McHugh, Paid Media Strategist at Blueprint Digital, to map out a keyword strategy that helps food and beverage brands attract the right business audience. They explained how to move from broad, general terms to targeted phrases that match buyer intent and drive action.

This guide walks through that process step by step. For brands ready to grow through smarter digital marketing, Blueprint Digital brings the strategy and support to make it happen.

Step 1 – Understand B2B vs. B2C Search Intent in Food & Beverage

One of the biggest challenges in keyword strategy for this industry is telling the difference between business and consumer intent. In B2B food and beverage, those lines often blur, especially at the top of the funnel. A single search term might be used both by a parent planning school lunches and a food buyer researching product formulations. Same keyword, two very different goals.

As Chris puts it, 

“B2B versus B2C…It’s the bane of our existence, but also one of the most important things to differentiate on.”

Here’s a quick example to show what that looks like:

Search: “almond butter recipes”

• A consumer might want a healthy snack idea for their kids
• A foodservice buyer could be looking for new menu inspiration or evaluating ingredients for a private label product

On the surface, it’s the same query. But if you’re targeting B2B, your content needs to reflect that. One audience is making a grocery choice. The other might be exploring supplier options or testing concepts for scaled production.

Chris explains that broad or mixed-intent keywords like these can still be useful, as long as your content is clearly tailored to a business audience. That means using the right tone and context clues: mention foodservice formats, include wholesale CTAs, or reference product development timelines. These signals help filter the right readers in and make your offer feel relevant to their role.

Tool Tip: To figure out how a keyword is being used, check what’s ranking on the first page. Look for patterns in the headlines and page types. Are the top results recipe blogs or supplier landing pages? Are the ads focused on retail or bulk? Tools like Google Keyword Planner and SEMrush can give you volume, but this kind of manual review adds essential context that the numbers alone can’t show.

Read more: The Importance of SEO for B2B Lead Generation & Business

Step 2 – Build Your Initial Food and Beverage Keyword List

Before diving into technical tools, start by building a keyword list that reflects how your B2B buyers talk. In the food and beverage industry, that means going beyond generic terms and capturing the language used in real procurement conversations.

Chris says that one of the most common mistakes brands make is lumping all product terms together without thinking about how specific their buyers’ needs are. For example, he explained, “There’s a distinct difference between commodity products like whole in-shell almonds and manufacturing ingredients that would go into building different products.”

That distinction matters because different types of buyers (chefs, R&D teams, procurement managers, operations leads) search using very different terminology. A broad term like “almond products” could apply to anything from snack packs in a grocery store to 50-pound bags of blanched almond flour for a manufacturing line.

To build a keyword list that reflects business search behavior, start with four buckets:

• Ingredients: chickpea flour, oat protein, almond paste, elderberry extract
• Formats: powdered, frozen IQF, dehydrated, shelf-stable, bulk packaged
• Certifications or standards: USDA organic, gluten-free, kosher, SQF certified
• Operational needs: private label snacks, co-packing services, contract manufacturing

You don’t need to guess what goes here. Pull from actual RFPs, product spec sheets, and customer inquiries. Talk to your sales team. What words do buyers use when they describe the product they need? What search terms show up in emails or call transcripts? Those are your starting points.

The goal is to speak your buyer’s language so that your page looks like a match when they scan the search results.

Step 3 – Add B2B Keyword Modifiers That Signal Purchase Intent

Once your base list is in place, the next step is sharpening your B2B keyword strategy with modifiers. These are the extra terms that help filter out general searches and signal B2B intent.

Chris shared several examples that tend to perform well in organic search for food and beverage brands, especially those selling to other businesses:

• wholesale
• bulk
• supplier
• manufacturer
• distributor
• private label
• Co-packer
• co-manufacturer
• contract manufacturing
• B2B

Even modifiers as simple as “B2B” can make a difference. Chris noted that buyers will sometimes add it to their search when they’re trying to avoid consumer-focused results. These keywords might have lower volume, but they often reflect someone actively looking for a business solution.

Brian echoed that insight from the paid media side. While terms like “bulk” and “wholesale” tend to bring in higher traffic, the strongest lead quality usually comes from keywords that include “supplier” or “manufacturer.”

So while high-volume terms can be helpful, they don’t always signal intent. Keywords with clear B2B modifiers may generate fewer clicks, but they’re more likely to attract serious buyers, the kind that drive long-term value in B2B food and beverage.

Step 4 – Evaluate Keyword Value: Volume, Intent, and Business Fit

With your keyword list in place, the next step is figuring out which terms are actually worth pursuing. In B2B food and beverage, not every search term has equal value, even if it looks promising at first glance.

Chris explains that volume is often overemphasized.

“I’ll never say that it’s not important, but especially in B2B and the CPG space, it’s a directional signal—not a decision-making metric.”

That means high-volume keywords can be misleading. They may draw more clicks, but if the searchers aren’t B2B buyers or if the keyword doesn’t align with what you sell, it won’t move the needle.

Instead, look at each keyword through three filters:

1. Search Volume
   Use volume to understand relative interest. Low numbers aren’t a problem if the term is tightly aligned with a business need. Chris shared that keywords like “SQF certified snack manufacturer” may only get 10 or 20 searches a month, but those searches often come from high-value prospects. In B2B, it’s common for niche terms to outperform broader ones in actual lead quality.
2. Buyer Intent
   Consider what the person behind the search is trying to solve. Are they looking for inspiration—or a vendor? Keywords that include terms like certified, supplier, contract manufacturing, or private label suggest someone closer to a purchase decision. These signals matter more than raw volume because they connect you with people who are actively sourcing.
3. Business Fit
   Finally, assess how closely each keyword matches your product or service. If it describes something you don’t offer (even if the intent is good) it won’t drive results. Prioritize terms that naturally lead into your solution set and reflect problems you’re positioned to solve. 

Step 5 – Analyze the SERP Landscape for B2B Food and Beverage Searches

Before you target a keyword, take a close look at what already shows up on the search engine results page (SERP). This step helps you understand how Google interprets the query and whether your content has a place in that mix.

Ask:

• Are the top results B2B or B2C?
• Are there paid ads? What’s the messaging?
• Do you see suppliers, aggregators, recipe sites, or ecommerce listings?
• Who’s ranking on Page 1 and what can you learn from them?

This step ensures you’re not wasting energy on keywords dominated by recipe blogs or big-box retailers. Here’s a useful breakdown from Chris: 

“This is where competitive research becomes essential. If we’re getting results comparable to companies that are similar to the one we’re trying to optimize, then that’s a good signal that we’re on target. But if it’s a whole bunch of B2C stuff—Amazon, e-commerce—it’s less of an intent match.”

On the paid side, Brian advises focusing on organic search results. If the SERP is full of recipes or local grocers, that’s a red flag for B2B intent. But, he cautions, 

“Sometimes people pay for keywords they probably shouldn’t be. And that can be misleading for us. So, that’s why we focus on the organic results more, and then we also look at the types of ads that are showing up.” 

If a keyword triggers local service ads, shopping carousels, or map results, it usually indicates B2C or local retail intent. That’s a signal to deprioritize the keyword for B2B campaigns.

Step 6 – Decide Between SEO and PPC (or Use Both Together)

In B2B food and beverage marketing, both SEO and paid search have a place. But deciding how to use them (and when) depends on what you’re trying to achieve.

If your goal is to get leads quickly or test specific messaging, paid ads are the faster route. Brian explains that PPC is often the best starting point for new brands or companies launching a new product.

“Paid ads can be a lot faster, depending on how quickly you want to ramp up and how much budget you have. If you’re newer in the space, then paid ads can offer a fast, effective launchpad.”

SEO works differently. It takes more time to build, but the payoff grows over time. Unlike ads, you’re not paying for every click, and the content you create can continue to bring in qualified traffic long after it’s published. Chris describes SEO as a long-term asset, not just a short-term tactic.

“With SEO, you’re investing in a long-term, appreciating asset. Paid search offers an opportunity to get results right away.”

The strongest strategies often combine both. Paid campaigns give you immediate visibility and allow you to experiment with calls to action, keywords, and landing page content. At the same time, SEO builds a foundation of authority and relevance that supports sustainable growth.

Here’s how each channel supports your larger strategy:

When to prioritize SEO

• You want to build long-term visibility around your products and capabilities
• Your audience uses very specific, niche search terms
• You’re aiming to reduce reliance on paid ads over time

When to prioritize PPC

• You need leads or traffic quickly
• You’re launching something new and want to test audience response
• You have a focused message or offer for a specific group of buyers

Chris and Brian both agree that the most effective approach is usually a hybrid. SEO and PPC can reinforce each other when planned together. Paid search gives you fast data. SEO gives you staying power. Used side by side, they help you reach the right audience with the right message at every stage of the buying process.

Read more: Guide to B2B Lead Generation

Step 7 – Align Content With the B2B Buying Journey

In B2B, people don’t buy immediately. They typically move through a structured decision-making process where they research, compare, and then decide. This is often referred to as the marketing ‘funnel.’ Your content and keywords should reflect this journey.

awareness → consideration → decision.

Here are some examples of keywords that buyers might be using, depending on what stage of the funnel they’re in:

Top of Funnel (Awareness)

• “food trends 2025”
• “how to scale snack production”

Mid Funnel (Consideration)

• “private label vs co-packing”
• “ingredient sourcing checklist”

Bottom of Funnel (Decision)

• “beverage contract manufacturer near me”
• “co-packer for keto snacks in California”

Knowing where your customer is in the buying process helps you shape messaging that meets them where they are. Brian explains that the type of keyword often guides how direct the call to action should be: “Depending on the keyword… we’ll use softer calls to action like ‘learn more’ for top of funnel, versus ‘get a quote’ or ‘call now’ for bottom.”

If someone is still exploring options, a lighter approach focused on education or product benefits tends to work best. As they move closer to a decision, messaging can become more specific, highlighting pricing, logistics, or how to take the next step. Matching your tone and CTA to their level of intent builds trust and encourages action at the right time.

Read more: 10 Tips for SEO Lead Generation Success in 2025

Step 8 – Measure & Refine Your B2B Keyword Strategy Over Time

Keyword strategy isn’t a one-and-done deal. It requires iteration, testing, and collaboration. Even the strongest keyword list will need to evolve as your market, audience, and offerings change. 

Both Chris and Brian emphasized the importance of treating keyword strategy as a living process. Client feedback, lead quality, and campaign performance all play a role in shaping what gets optimized next. Here’s what to track as you adjust:

• B2B Conversion Rates (vs. B2C)
  Track how often business users (as opposed to consumers) take meaningful actions like booking a demo or starting a free trial. This helps ensure your keywords are attracting the right audience.
• Keyword Performance by Funnel Stage
  Some keywords are better suited for early research, while others convert closer to purchase. Categorize them by stage (awareness, consideration, decision) to see where you’re strong or falling short.
• Cost-Per-Lead and ROAS (for Paid)
  Cost-per-lead shows how much you’re spending to acquire each potential customer. ROAS (Return on Ad Spend) tells you how much revenue you’re generating for every dollar spent, a key metric for justifying paid campaigns.
• Organic Rankings and Click-Through Rate (for SEO)
  Monitor where your pages rank on Google for target keywords, and how often users actually click when they see your listing. High rankings don’t matter if no one clicks or if they bounce right away.

Want More B2B Leads in Food & Beverage? Let’s Talk Strategy

If you’re looking for a marketing partner who understands the unique challenges of food and beverage B2B, from ingredient sourcing to co-manufacturing and everything in between, Blueprint Digital is here to help.

We create B2B keyword strategies and paid media campaigns that speak directly to decision-makers. Our focus is on lead quality, conversion rates, and long-term return on investment.

Beyond SEO and paid search, we offer a full range of services including email marketing, paid social, creative production, and content strategy. Everything is built to work together, so your marketing stays focused and effective across every channel.

Let’s make your marketing work harder. Schedule a discovery call or request a free audit to get started.

By: Blueprint