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7 Tips For Your SaaS Keyword Research Process to Improve Your SEO

  • Ani Apitsarian
  • 7 min read
7 Tips For Your SaaS Keyword Research Process to Improve Your SEO


SaaS companies are always trying to find ways to get on the path to success. To achieve that, they should have a well-thought-out keyword research strategy. Even before creating a SaaS SEO strategy, they should prepare steps on how to do keyword research. It is a must if the goal is to turn visitors into customers and increase lead generation. If they target the wrong keywords, their website will be visited by people who won't become customers.

Another benefit of the right keyword research is that it is the core of content strategy and can help SaaS companies get high-quality content in front of their audience.

Key strategies for SaaS keyword research to boost your SEO

This journey for SaaS companies can be challenging, as search engine algorithms quickly change, and the competition can be high too. Here we will give you tips that can guide you during the process of having a solid keyword strategy that will increase website traffic and boost your SaaS SEO efforts.

1. Find your branded keywords

One of the essential steps you should take is to find your branded keywords. Having more specific keywords are preferable and will help you to target your customers better. Branded content usually includes the brand name and one of the SaaS products or services, whether it is a phone validator or another kind of solution.

There is a great chance that a potential buyer knows the name of your product or solution and also has information that they can suggest to them. Matthew Magnante, Content Strategist at FitnessVolt explains, “Having branded keywords is a great opportunity to guide them to gain new customers and bring conversion. While searching, they need additional information to buy, as they can be in the purchasing stage.”

These keywords can be used by potential customers when they want to find content or get information about your products and solutions whether it is an eCommerce chatbot or other type of SaaS product. And the key factor is keywords that are associated with your brand can boost visibility not only for search engines but for social media platforms too.

Find your branded keywords (Image source: Unsplash)

2. Analyze competitor keywords

The next important step you should take is to analyze competitor keywords. You can use necessary tools, like keyword finders, that will give you information on what keywords help your competitors that work in a similar niche rank higher.

This information can be vital for your Saas content strategy. Also, this way, you can get a competitive edge and boost lead generation. Analyzing their content will give you an idea of how they're using the keyword strategy that helps them rank. It's important to remember if your SaaS business has numerous competitors, the keyword difficulty should be high, but when competition is low, your company will have more chances of ranking high. Whether you sell custom oil paintings or have digital products in your store, make sure to dig into what keywords your competitors rank with and do it better.

The next place you should search is the Ads that bring them traffic.

And again, you can use tools to find where keywords are getting the most traffic and the quality of backlinks they have.

Analyze competitor keywords (Image source: Unsplash)

3. Understand the importance of long-tail informational keywords

In the next stage, we suggest you use long-tail informational keywords. These keywords clearly give answers about customers' search intent and help you understand their needs. How Internet users find solutions for their concerns and factors will help you decide whether to purchase or not.

Informational long-tail keywords have lower search volume compared to base keywords, but they give you the advantage of having less competition and being extremely valuable if you know how to use them correctly. If you offer a remote working tool, find long tail keywords so that your potential customers can easily find that tool.

People who are_ _searching for long-tail keywords can be in the final stage of the buying process. These visitors can be your potential customers. It will be preferable to use long-tail keywords to get more committed traffic from visitors who need your SaaS products. It can bring various benefits, and when you offer eCommerce PPC services, you will have a higher chance of increasing the number of your customers.

Kristian Longden, Content Marketing Executive at James and James Fulfilment, adds, “Suppose a company offers marketing management software designed for small businesses. In that case, there is a great possibility that your website can rank high on search engines if you target the word "software" because there's too much competition. But if you target marketing management software for small businesses, there will be a great possibility that you get to your customers.”

4. Find BOFU Keywords

After discussing the importance of long-tail keywords in purchasing decisions, the same reasoning should be applied to bottom-of-funnel keywords (BOFU). These are vital for people in the final stage of their decision-making process. Mike Owens, Digital Marketing & Growth Director at HostingRevelations says, “Bottom-of-funnel keywords are the keywords that users search for toward the end of their purchase cycle. Therefore, you should have a strategy for finding bottom-of-funnel keywords, as they are essential for SEO.”

You can find BOFU keywords on the SaaS product review sites where people share their opinions and, in some cases, need suggestions for choosing another company's Saas product. Also, you can check social media communities because they are great places for find bottom of funnel content ideas and keywords. Online users also want to hear recommendations and suggestions to find New York movers or the nearest moving company. More than that, they share their concerns that have before deciding whether to purchase or not. You can focus on creating BoFU content that will be a vital component for SaaS marketing and will convince people to buy in the meantime and will provide value.

5. Analyze customer reviews

Understanding your customers' pain points is vital for every marketing funnel stage. And for the keyword research process, you should fully learn your customer's needs and intentions too. And customers give huge amounts of data and analyze customer reviews that they share on social media platforms. This way will have a clear picture of how they use your solutions and product and what thoughts they have about it. Moreover, when it comes to improving your customer experience, you can use a time-tracking solution to understand whether employees need any training that will boost team collaboration and help them give customers an outstanding experience. In this case, you can use the Microsoft Teams calendar to schedule such training meetings and roundups.

Another way is creating surveys online or just calling them to collect the necessary information. After finding and collecting these phrases, you can also turn to tools and find data about existing content and other metrics.

Kelley Van Boxmeer, CEO of Motion Invest, a platform for buying and selling websites easily, says “One of the main sources that you gain important insights is your SaaS company's customer support and sales team. As they closely work with your customers, they know firsthand about customer_ _pain points and problems. You can organize brainstorming with them, write e down, or use a keyword tool to look up these phrases to see the related search terms and search volume.”

Analyze customer reviews (Image source: Unsplash)

6. Make a shortlist of keyword Ideas

Until this stage, you collected a huge amount of keywords, and now it's time to organize a big list of keyword ideas. As it is impossible to use all these keywords, you should start shortlisting process because some of them should be your priority. And start analyzing to determine which keywords are the most important for your SEO strategies. Your job is to determine if these keywords will help bring traffic to your website. These keywords will also be used for future strategy when you’re building a referral program, running a social media campaign, or an email newsletter campaign.

There are things you should consider during this process:

  • ✓ Search Volume

During the keyword searching process, one of the essential parts to realizing is search volume; as high as searches, and then there is a great chance to drive traffic to your website.

  • ✓ Keyword difficulty

It is a vital aspect that there are keywords that have high search volume, and are extremely competitive to rank for, then you should probably target them.

  • ✓ Profitability

In this stage, focus on whether or not the users searching for keywords can become your customers.

According to Leo Ye, Co-founder and CEO of CUBO, “It's challenging to find a keyword that has a high volume but at the same time, low competition too. But keeping the balance with you helps develop an SEO content strategy. And it's important to remember that depending on the type of your SaaS business, you should decide which factors are important for you. These keywords will help you rank higher if you organize your content strategy around them.”

7. Build a content strategy

There is hard to imagine having a content strategy without having a clear understanding of search intents, and therefore that shortlisting for your keywords should be used for developing your content. Basically, your job is to create high-quality content based on your keywords. You can hire content creators who find opportunities for working in the Netherlands or can work remotely and help you build a content strategy.

After analyzing the keywords and finding which one you want to target, you should make a content plan according to that. Although we focused on purchasing stage as following the search intent, you can create informational content like blog posts, educational video content, and guides. Targeted transactional keywords will guide your customers to your product pages, where they will complete the purchase.

You should have a plan that will inform everything from your site structure to landing pages, blog content, and product features, solutions, or integrations content. Optimizing your SaaS website by having keywords will increase your website traffic.

Final words

Content strategy is crucial to get a competitive edge, as it ensures that you know your customer's intentions and needs. Not having the right keyword research will slow down your business development. Here we suggested tips, and following them, you can have a keyword research process that will boost your SEO efforts and will be the core of your SaaS business growth.

Ani Apitsarian

Ani Apitsarian

Ani is a result-oriented SEO specialist and Link Builder at SayNine. She’s currently involved in off-page SEO and has been working on several SEO projects. Ani’s works are focused on topics such as customer success, SaaS growth, digitalization, and similar. All her creativity and inspiration comes from her love for travelling and photography.

Link: SayNine

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