A focus keyword is the primary search term a piece of content is optimised for. It signals to search engines the main topic of a page, guiding on-page SEO elements such as titles, headings, and metadata.
In B2B content marketing, focus keywords help ensure alignment between audience intent and messaging, particularly for thought leadership and educational content. The best keyword strategies balance relevance with opportunity, prioritising the terms your audience actually searches for over those that simply rank well.