Keyword Research for SaaS: Finding Terms That Convert

TL;DR

SaaS keyword research is not about volume. It is about finding terms that map to your buyer journey and drive measurable pipeline. This guide covers the SaaS-specific keyword categories, how to prioritize by conversion potential, and how to build keyword clusters that support both SEO and AI discoverability.

Why SaaS Keyword Research Is Different

Explain the unique characteristics of SaaS buyer journeys – long cycles, multiple stakeholders, research-heavy evaluation – and why this changes which keywords matter.

The 5 SaaS Keyword Categories

Category 1: Problem-Aware Keywords

Keywords where the searcher knows they have a problem but not the solution. These are top-of-funnel but highly valuable for building awareness. Example: “how to reduce customer churn.” See content funnel for SaaS for how these fit into your overall funnel strategy.

Category 2: Solution-Aware Keywords

Keywords where the searcher knows the solution category exists. Example: “best customer success software.” These drive comparison shopping and evaluation.

Category 3: Product-Aware Keywords

Keywords where the searcher knows your product or competitors by name. Example: “Gainsight vs Totango.” These have the highest conversion intent.

Category 4: Integration and Use-Case Keywords

Keywords that combine a tool category with a specific use case or integration. Example: “CRM with Slack integration.” Often overlooked and lower competition.

Category 5: Workflow Keywords

Keywords about processes that your software improves. Example: “how to run quarterly business reviews.” These build authority and capture upstream demand.

Mapping Keywords to the SaaS Funnel

How to assign keywords to funnel stages (awareness, consideration, decision) and create content that moves readers toward conversion at each stage.

Finding SaaS Keywords That Competitors Miss

Mine Customer Support Tickets

How to extract keyword ideas from the exact language your customers use when describing problems.

Analyze Reddit and Community Discussions

How real user discussions reveal keyword opportunities that tools miss. Delulu9 pulls keyword data from Reddit alongside Google and Bing, which is particularly useful for SaaS where community discussions drive discovery. Related: how LLMs recommend software.

Study G2 and Review Site Queries

How to reverse-engineer keywords from review sites where SaaS buyers actively research.

Prioritizing Keywords by Revenue Impact

Framework for scoring SaaS keywords based on conversion potential rather than just volume. Cover how to estimate pipeline value from organic traffic.

Building Keyword Clusters for SaaS

How to group keywords into topic clusters that build topical authority and support pillar content strategies. Link to the broader keyword research guide for general clustering principles.

AI Search and SaaS Keywords

Why SaaS companies need to think about how LLMs surface software recommendations, not just traditional rankings. Link to creating AI-friendly content and LLM recommendations for SaaS.

What keyword volume is worth targeting for SaaS?

In SaaS, a keyword with 50 monthly searches can be more valuable than one with 5,000 if the intent signals buying readiness. A single enterprise deal from an organic lead can be worth $50K+ ARR. Focus on intent quality over volume.

Should SaaS companies target competitor brand keywords?

Yes, selectively. Comparison keywords like “X vs Y” and alternative keywords like “X alternatives” have strong commercial intent. Create honest comparison content that positions your product fairly. Avoid misleading claims.

How do I know if a keyword will convert for my SaaS product?

Look at the search intent. Keywords with modifiers like “best,” “pricing,” “vs,” “alternative to,” and “for [specific use case]” signal commercial or transactional intent. Validate by checking if the top-ranking pages have conversion elements like demos, trials, or pricing pages.