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How to nail keyword research for a SaaS

SaaS keyword research is a critical component of any successful SEO strategy for software-as-a-service companies. Unlike traditional keyword research, SaaS-specific strategies require a deep understanding of complex B2B sales cycles, technical product features, and the unique customer journey associated with cloud-based software solutions.

The SaaS keyword difference

SaaS keywords typically fall into three main categories, each aligning with different stages of the buyer’s journey:

  1. Problem-awareness keywords (top of funnel)
  2. Solution-comparison keywords (middle of funnel)
  3. Product-specific keywords (bottom of funnel)

What sets SaaS keywords apart from B2C or traditional business terms is their tendency to have lower search volume but significantly higher commercial intent. This characteristic makes traditional keyword metrics less reliable for prioritization in the SaaS space.

For example, a term like “enterprise resource planning software” might have relatively low search volume compared to consumer products, but the users searching for this term are likely decision-makers with substantial purchasing power. This nuance is crucial for SaaS companies to understand and leverage in their keyword strategy.

Essential research methods

1. Map the customer journey

The first step in effective SaaS keyword research is to thoroughly document every stage of your customer’s journey:

  • Problem realization
  • Solution research
  • Vendor comparison
  • Technical evaluation
  • Purchase decision

For each of these stages, it’s crucial to identify:

  • Common questions potential customers ask
  • Pain points they experience
  • Evaluation criteria they use
  • Technical requirements they need to meet

This comprehensive mapping allows you to align your keyword strategy with the actual thought process and decision-making journey of your potential customers. Use our free keyword clustering tool to efficiently group related terms by journey stage, enabling you to create targeted content for each phase of the buying process.

2. Analyze competitor keywords

In the highly competitive SaaS market, understanding your competitors’ keyword strategies is crucial:

  • Study the ranking keywords of your direct competitors
  • Identify content gaps and opportunities in the market
  • Track keyword difficulty trends over time
  • Monitor SERP feature ownership (featured snippets, knowledge panels, etc.)

Pro tip: Don’t limit your analysis to direct competitors. Examine adjacent solutions that solve similar problems, as they might be targeting valuable keywords you haven’t considered. This broader perspective can uncover new opportunities and help you stay ahead in the SaaS SEO game.

3. Technical feature mapping

SaaS products often have complex feature sets that require detailed keyword mapping. Create comprehensive keyword lists around:

  • Core product features
  • Integration capabilities
  • API documentation
  • Technical specifications
  • Implementation requirements

This technical feature mapping is essential for capturing highly specific, long-tail keywords that potential customers use when they’re in the later stages of the buying process. These terms often have lower competition and higher conversion potential.

4. Intent classification

Classifying keywords by search intent is crucial for creating targeted content that meets user needs:

  • Informational (how-to guides, educational content)
  • Commercial (comparison, reviews)
  • Transactional (pricing, trials)
  • Technical (documentation, API)

Understanding the intent behind each keyword allows you to create content that precisely matches what users are looking for at each stage of their journey. Use our advanced keyword research methodology to identify high-intent terms that are most likely to drive qualified traffic and conversions.

5. Long-tail opportunity analysis

In the SaaS space, long-tail keywords often represent the most valuable opportunities. Focus on specific long-tail variations that indicate purchase intent:

  • Integration-specific terms (e.g., “CRM integration with Salesforce”)
  • Use case scenarios (e.g., “project management software for remote teams”)
  • Industry applications (e.g., “healthcare data analytics platform”)
  • Technical requirements (e.g., “HIPAA-compliant cloud storage solution”)

These long-tail keywords may have lower search volume, but they often indicate a user who is further along in the buying process and more likely to convert. Our long tail keyword research tools can help you uncover these valuable opportunities and incorporate them into your content strategy.

Measurement and optimization

To ensure the effectiveness of your SaaS keyword strategy, it’s essential to track key metrics that go beyond simple rankings:

  • Organic traffic quality (bounce rate, time on site, pages per session)
  • Conversion rates by keyword type
  • Time to conversion (how long it takes from initial visit to signup or purchase)
  • Customer acquisition cost (CAC) for organic traffic

These metrics provide a more holistic view of your keyword performance, allowing you to optimize your strategy for actual business impact rather than just search rankings. Use our SEO ROI calculator to measure the financial impact of your keyword targeting efforts and justify your SEO investments to stakeholders.

TL;DR

Effective SaaS keyword research requires a multifaceted approach that goes beyond traditional SEO tactics. By mapping the full customer journey, analyzing competitor strategies, focusing on technical and high-intent terms, and leveraging long-tail opportunities, SaaS companies can develop a keyword strategy that drives qualified traffic and supports the complex B2B sales cycle. Success in SaaS SEO comes from understanding the unique aspects of SaaS search behavior and aligning your keyword strategy with the specific needs and intents of your target audience at each stage of their buying journey.