Choosing the right keyword can make a major difference to the performance of a SaaS landing page. Instead of trying to attract everyone searching for a broad software topic, SaaS companies can focus on searches made by people who already need a specific solution.
The goal is simple: find keywords that connect search demand, customer problems, and purchasing intent.
Start With the SaaS Product
Before researching keywords, understand exactly what the software provides.
Ask:
What problem does the product solve?
Who uses it?
What task does it automate?
What alternatives do customers currently use?
What makes the product different?
Which features are most valuable?
For example, a SaaS platform that automates invoices could target searches related to invoice automation, billing software, payment reminders, and accounting workflows.
Identify the Main Software Category
Start with the category your product belongs to.
Examples include:
CRM software
Project management software
Accounting software
AI writing software
Email marketing software
Customer support software
Business automation software
The category becomes the foundation for discovering more specific keyword opportunities.
Add Commercial Modifiers
Commercial keywords often contain words that indicate the user is researching products.
Useful modifiers include:
Best
Software
Tool
Platform
Service
Pricing
Alternative
Comparison
Review
For business
For example:
CRM software for startups
Best AI writing software
Customer support platform pricing
These searches can be more valuable than broad informational searches.
Research Problem-Based Keywords
Customers do not always search for the name of a software category.
Sometimes they search for the problem.
For example, instead of searching for "invoice automation software," a business owner might search:
How to automate invoices
How to send automatic payment reminders
How to reduce manual invoicing
These searches can be excellent opportunities for educational content that naturally introduces the SaaS solution.
Find Industry-Specific Keywords
Adding an industry can make a keyword much more targeted.
Examples include:
CRM software for real estate
Accounting software for freelancers
AI marketing tools for ecommerce
Project management software for agencies
Customer support software for SaaS companies
Industry-specific searches can attract visitors with very specific requirements.
Explore Audience Keywords
The same SaaS product may serve different customer groups.
Potential audiences include:
Startups
Small businesses
Freelancers
Agencies
Ecommerce companies
Sales teams
Marketing teams
Enterprise organizations
Instead of creating generic content for everyone, research the searches used by each important audience.
Use Feature-Based Keywords
Features can produce additional keyword opportunities.
For a CRM, examples might include:
Lead management software
Sales pipeline automation
Email tracking software
Customer analytics
Automated follow-up software
These searches can lead users directly to pages explaining the relevant functionality.
Research Alternative Keywords
People frequently search for alternatives after becoming dissatisfied with an existing product.
Useful patterns include:
[Software] alternatives
Best [Software] alternatives
Affordable [Software] alternatives
[Software] competitors
[Software] alternatives for small businesses
Alternative pages can attract visitors who are already familiar with the software category and may be ready to switch.
Analyze Search Intent
Before selecting a keyword, determine what type of page Google users expect.
For example:
"What is CRM software?"
Informational article.
"Best CRM software"
Comparison guide.
"CRM software pricing"
Pricing page.
"CRM software for real estate"
Industry landing page.
"CRM lead automation"
Feature page.
The keyword should be matched with the correct content format.
Look for Long-Tail Opportunities
Long-tail keywords contain more specific information.
Compare:
Project management software
with:
Project management software for small marketing agencies
The second phrase may have lower search volume, but it provides much more information about the visitor's needs.
For newer SaaS websites, these specific searches can offer realistic opportunities to attract qualified traffic.
Build Keyword Clusters
Do not create a completely separate page for every variation of a keyword.
Group closely related searches together.
For example:
Main topic: Email marketing software
Related keywords:
Email marketing platform
Email automation software
Email campaign software
Marketing email tools
Automated email marketing
A comprehensive page may naturally address many of these related terms.
Research Competitor Gaps
Competitors can help reveal topics that deserve attention.
Analyze the pages ranking for important SaaS searches and look for missing information.
Potential gaps include:
Specific industries
Advanced features
Pricing details
Integration guides
Tutorials
Use cases
Comparisons
Creating genuinely better content around these gaps can provide new opportunities.
Prioritize Keywords by Business Value
Search volume should never be the only deciding factor.
Evaluate each keyword based on:
Relevance: Does it match your SaaS product?
Intent: Is the user looking for a solution?
Competition: Can your website realistically compete?
Conversion potential: Could the visitor become a customer?
Customer value: How valuable could that customer be?
A keyword with 300 highly qualified searches can be more valuable than one with 20,000 irrelevant searches.
Track Keywords After Publishing
Keyword research continues after the page is published.
Monitor the searches generating:
Impressions
Clicks
Rankings
Product-page visits
Trial registrations
Demo requests
Paid subscriptions
A page may begin ranking for unexpected keywords, revealing new opportunities for content expansion.
Turn Keyword Data Into a Content Plan
Once you have researched your keywords, organize them into a logical content strategy.
For example:
Commercial keywords → Landing pages
Feature keywords → Feature pages
Problem keywords → Educational articles
Comparison keywords → Comparison guides
Alternative keywords → Alternative pages
Industry keywords → Industry landing pages
This creates a website that covers different stages of the customer journey.
Final Thoughts
Effective SaaS keyword research is not about collecting the largest possible list of search terms.
It is about discovering searches that represent real customer needs and connecting those searches with useful pages.
By combining commercial keywords, problem-based searches, long-tail opportunities, industry terms, feature keywords, competitor research, and search-intent analysis, SaaS companies can build a focused organic strategy.
The most valuable keyword is ultimately not the one with the highest search volume. It is the one that brings the right potential customer to a page capable of solving their problem and leading them toward your SaaS product.
0 Comments