Without this vital initial step taken, you might be able to adopt a few lucky strategies here and there, but you’ll never develop a scalable or sustainable stream of new clients.
Are you still giddy?
OK, let’s get started.
What is the Purpose of Keyword Research?
The best strategies for increasing traffic to your website and merchandise are content marketing and SEO. The appropriate keywords must be used in your content creation for them to be effective.
Because of this, conducting keyword research is a crucial component of effective marketing. This is because conducting keyword research can:
- Use data to understand the needs and desires of potential customers
- Ensure that your on-page optimization strategy isn’t based on guesses
- Identify topics for your content
- Track the ROI of your SEO strategy
In the end, keyword research will support all of your internet marketing initiatives. When properly implemented, it can enhance sales, brand exposure, quality lead generation, targeted traffic, and link building opportunities.
SaaS Keyword Research Process
You must create a powerful SaaS keyword research procedure because keywords are crucial to your marketing initiatives.
You won’t succeed by picking keywords out of a hat or assuming they exist.
We wish to share with you our tried-and-true keyword research methodology because of this. We’ve created this method over the years and use it to both our advertising and client campaigns.
1. Brainstorm Seed List of Topics and Terms with Your Entire Team
Creating a seed list of subjects and phrases that you think your target audience might be interested in is the first step in a successful SaaS keyword research process. To do this, you need to involve important parties including the company’s founder, the sales and marketing divisions, the customer experience (CX) department, engineering, etc.
Think about questions that are commonly asked during the sales process, issues that are resolved during onboarding, and what contented customers frequently comment on. Find common terms, queries, and phrases that your customers use while interacting with your brand and product using all these customer touchpoints and data.
It doesn’t matter if you have never conducted keyword research before at this point; this is a brain dump. Additionally, it’s critical to hear from everyone to obtain a better understanding of what your customers want.
2. Use Your Seed Term Buckets to Find Search Competitors
Utilize your seed phrases after obtaining them to identify search rivals. These are the brands that show up for those keywords. These rivals can be divided into two categories:
Direct rivals: These companies sell products that are identical to yours and have the same business plan as you.
Direct: Although they might not market the same goods, these draw customers who fit your target market.
Examine your rivals to determine what keywords they are employing to drive traffic. Then, make a note of those phrases as well as anything else they might have on their website that you don’t. Additionally, keep an eye out for any holes in their content strategy since these are chances for you to get an advantage over them.
3. Place this Seed List Into Your Keyword Tool of Choice
You may now go on to the more exciting stage of keyword research by gathering data and metrics for your seed list of keywords. You must enter your terms into a keyword research tool to accomplish this. These programs get information on search traffic, keyword difficulty, and in certain situations, as in the case of Semrush, even keyword intent.
Examples of keyword research tools you can consider using include:
To simplify your list of keywords, use the keyword tool. Avoiding keywords with a high difficulty score is one piece of advice (over 60). For instance, you might try to target keywords with a difficulty score that is higher than this if your domain authority (DA) score is high. Other advice is:
- Remove any one-word terms: For most saas companies, especially early stage, two-worded terms will be difficult to rank for.
- Sort by cost per click over 0.25 to filter out most random terms
- Filter out terms with less than 10 searches per month
The best way to create laser-focused keywords that target your ideal consumer profile is with the use of keyword tools (ICP). Additionally, it aids in the removal of high-volume keywords that send pointless visitors to your website.
4. Assign Keyword Intent to Each Term
The following step is to assign each term to a search intent bucket after you have refined your list of seed keywords. SaaS SEO depends heavily on search intent because it allows you to focus your targeting. There are four main categories of search intent, namely:
When a user searches for information regarding their issue and its resolution, this is what happens. Intent to purchase is typically low. Use modifiers like: to group your keywords and content into this category.
The list goes on and on. But the secret is to utilize modifiers that people who are searching for information would use.
This occurs when a user is trying to find a particular page. Modifiers that you can use with this intent bucket include the following:
- Customer service
A smart strategy to encourage users to visit your product and features pages is to create content that fulfills navigational intent. If done correctly, this can speed up the buying process for individuals who are prepared to buy your solution.
displayed when a user searches for a good or service they intend to purchase soon. You can modify the following keywords in this category:
Commercial intent keywords target users that are further along in the buying cycle, which results in relatively lower search traffic but better conversion rates.
People who are prepared to transact are in the market. They are prepared to make a buy and are actively looking for a supplier or item. You can modify the following keywords with transactional intent:
The majority of searches are focused on closing sales because users at this point are prepared to carry out a
5. Give Each a Search Priority Score
The following step in your research is to assign each search term a priority score after you have organized your keywords into intent buckets. Asking the following questions concerning each keyword can assist you in doing this:
- Is this topic gaining in popularity? Keywords with a downward trend are to be given a low priority score.
- Is there too much or too little search volume?
- How commercially viable is this term? (You can use CPC data to help determine this)
- Is it a top-of-the-funnel (Tofu) or bottom-of-the-funnel (Boru) keyword?
- Does your site already rank for this term?
- How many back links do the top results have? How many would you need to get to compete?
Knowing which keywords to prioritize for traffic creation and brand exposure will be made easier by this. Furthermore, it will help you understand what it takes to rank for those keywords.
6. Give Each a Business Priority Score
It’s crucial to give each keyword a score based on its importance to your business once you’ve decided which ones you’ll be focusing on. You can use this relative score internally to determine which keywords are more profitable for your company. By ranking them in accordance with the responses to the following questions, you may determine the company score for each keyword:
- How profitable is this service or product feature?
- Is this arm of your business going away soon?
- Which customer personas have the shortest sales cycle?
- Is this something you want your brand to be absolutely known for in the market?
After giving each term a score, give the most priority to those that will enable you to produce sales quickly. These are typically keywords with a commercial or transactional intent. Use them to produce BoFu content because it will hasten the buyer’s journey.
7. Map Target Keywords to Existing Content Assets for Optimization or New Content Creation
Now that you know which keywords should be your top priorities, it’s time to start using them.
In order to do this, map them to your:
- Existing content: If you have some content assets that are not performing well, you can update and optimize them by adding the keywords from your research.
- New content: Create a content calendar based on the keywords you’ve discovered. Optimize your content to rank for the keywords.
Keep an eye out for term cannibalization if your SaaS content strategy calls for content upgrades and the creation of new content. When two pieces of content on the same website compete to rank for the same keyword, this is known as keyword cannibalization. Your ranks will be diluted as a result, decreasing search performance.
Best SaaS Keyword Research Tools
With so many moving parts and the required research, you may be asking how to control the entire keyword process.
The good news is that once you have the correct tools, it’s actually quite simple. Here is a collection of SaaS keyword research tools we think you should try. Both paid and unpaid tools are in the list.
Search Console by Google
Google Search Console is a tool that every marketer and SEO should have in their toolbox (GSC).
GSC is a free Google service made to assist you in monitoring the SEO performance of your website. You may diagnose technical SEO concerns, look for chances to raise your ranks, and much more with its assistance.
Google Search Console is a great resource for finding the best keywords to optimize already-existing content when it comes to keyword research. To do this, go to Performance >> Search Results in your GSC account. Your search performance results will then be displayed. A list of the keywords that your website is ranking for is exportable and downloadable. The critical terms you need to optimize for can then be removed.
Ahrefs is a another SaaS keyword research tool you may want to add to your collection.
Ahrefs is a potent marketing tool that may assist you with the majority of SEO-related tasks. The Keywords Explorer is one of its most cherished features. You may find crucial information and analytics about your seed keywords with this effective tool. You can use it to identify related and comparable terms.
Ahrefs is a paid tool, in contrast to GSC.
Google Keyword Tool
Google Keyword Planner is a terrific free SaaS keyword research tool that you may use if you don’t want to pay for a product just yet.
This is yet another Google tool that aids with keyword research. Similar to Ahrefs and other keyword research tools, it offers insights into metrics that can help you gauge how simple or challenging a keyword is to find.