In the highly competitive SaaS industry, organic search traffic can be a major driver of growth—but only if you target the right keywords. Understanding what your potential customers are searching for is the first step toward building a strong SEO strategy that attracts qualified leads and boosts conversions.
Many SaaS companies struggle with keyword selection, often focusing on broad, high-competition terms that don’t align with their audience’s search intent. Without a structured brainstorming process, it’s easy to overlook valuable long-tail keywords that could drive highly targeted traffic to your website.
If you’re new to SaaS SEO and want to understand how it differs from traditional SEO, check out What is SaaS SEO? before diving into this guide.
This guide will walk you through proven strategies to brainstorm, identify, and refine initial keyword ideas for your SaaS business, ensuring your SEO efforts are aligned with customer needs, search behavior, and industry trends.
Understanding Your Ideal Customer Profile (ICP)
Before brainstorming keyword ideas, understanding your Ideal Customer Profile (ICP) is crucial. Your ICP defines the characteristics of your most valuable customers, allowing you to align keyword selection with their search behavior, pain points, and needs.
🔹 Defining Your ICP
To build a targeted keyword strategy, answer these key questions about your ICP:
✔ Who are your ideal customers? – Identify key demographics such as industry, job titles, company size, and geographic location.
✔ What challenges do they face? – Define the specific pain points your SaaS product solves.
✔ How do they search for solutions? – Determine whether they search using technical terms, industry jargon, or problem-oriented queries.
✔ What type of content do they engage with? – Identify whether they prefer blog posts, case studies, comparison pages, or product demos.
💡 Example:
A B2B SaaS company offering project management software might target mid-sized business owners and operations managers searching for:
- “Best project management software for remote teams”
- “Trello vs Asana comparison for startups”
🔹 Aligning Keywords with Customer Needs
Once your ICP is defined, structure your keyword brainstorming around:
✔ Problem-Solution Keywords – Queries that highlight your customer’s pain points and how your product solves them.
✔ Feature-Specific Keywords – Searches related to specific SaaS product functionalities.
✔ Competitor Keywords – Keywords potential customers use when comparing solutions in your space.
💡 Example:
For a SaaS analytics platform, ICP-driven keyword themes might include:
- “How to track marketing ROI with SaaS analytics” (Problem-Solution)
- “Best real-time reporting software for eCommerce” (Feature-Specific)
- “Google Analytics vs Mixpanel for SaaS companies” (Competitor Comparison)
✅ Key Takeaway:
By defining your Ideal Customer Profile (ICP) first, you ensure that your SEO and keyword research efforts are focused on terms that attract qualified leads—not just traffic. A targeted keyword approach leads to higher engagement, lower bounce rates, and stronger conversion potential.
Leveraging Team Brainstorming Sessions
Brainstorming keyword ideas shouldn’t be a solo task—collaborating with multiple teams within your SaaS company can uncover valuable insights that may otherwise be overlooked. Sales, customer support, product development, and marketing teams all interact with customers in different ways, making them excellent resources for identifying high-intent keyword opportunities.
🔹 Collaborative Workshops: Engaging Cross-Functional Teams
Organizing cross-functional keyword brainstorming sessions can help generate a more comprehensive list of search terms that align with real customer needs.
✔ Sales & Customer Success Teams – These teams hear directly from customers about pain points, common objections, and competitor comparisons.
✔ Product & Development Teams – They understand feature-specific terminology and industry-specific jargon that potential users search for.
✔ Marketing & Content Teams – They bring insight into search trends, competitor analysis, and content opportunities.
💡 Example Brainstorming Exercise:
Hold a keyword ideation session where each team contributes common customer questions, feedback, and product-related phrases that could translate into search terms.
- Sales team shares: “Many customers ask how we compare to [Competitor X].”
- Customer support notes: “Users often struggle with API integrations and ask for setup guides.”
- Product team suggests: “We frequently get requests for a breakdown of our automation features.”
Each of these inputs can directly inform keyword targeting, leading to search terms like:
✔ “[Your SaaS] vs [Competitor X]: Which is Better?”
✔ “How to integrate [Your SaaS] with [Popular Tool]”
✔ “Best automation software for [specific use case]”
🔹 Documenting Customer Interactions for Keyword Insights
Another way to leverage internal teams is to track common themes from customer interactions.
✔ Review Sales & Support Calls – Look at CRM notes and support tickets for frequently asked questions and concerns.
✔ Analyze Live Chat & Email Inquiries – Identify patterns in user queries that indicate keyword opportunities.
✔ Survey Existing Customers – Ask customers how they found your software and what search terms they used.
💡 Example: A CRM SaaS company discovers that customers frequently ask about pipeline automation in support tickets. This insight leads to the creation of SEO content targeting:
✔ “How to Automate Your Sales Pipeline with CRM Software”
✔ “Best CRM for Sales Automation in 2024”
✅ Key Takeaway:
Your internal teams interact with customers daily—making them an untapped resource for keyword inspiration. By collaborating across departments and documenting customer insights, you can generate high-value, customer-focused keyword ideas that directly support search intent and business goals.
Exploring Customer Pain Points and Solutions
One of the most effective ways to generate high-intent keywords for your SaaS company is by understanding the pain points your target customers face. By identifying their challenges, frustrations, and needs, you can craft a keyword strategy that aligns with how they search for solutions online.
🔹 Identifying Common Customer Challenges
Customers don’t just search for software—they search for solutions to their specific problems. To uncover these pain points, use the following research methods:
✔ Customer Support & Sales Insights – What are the most frequently asked questions?
✔ Social Media & Industry Forums – What challenges are being discussed in LinkedIn groups, Reddit threads, or SaaS communities?
✔ Product Reviews & Competitor Comparisons – What do users love or dislike about similar software solutions?
💡 Example:
A SaaS email automation platform might find these common customer pain points:
- Too much time spent on manual email follow-ups
- Low response rates from cold outreach
- Lack of integration with their CRM
Each of these pain points can be transformed into keyword opportunities:
✔ “How to automate follow-up emails and increase response rates”
✔ “Best email outreach software for higher engagement”
✔ “Email automation that integrates with [Popular CRM]”
🔹 Mapping Solutions to Keywords
Once you’ve identified the pain points, the next step is matching them with relevant keywords that highlight how your SaaS product solves these challenges.
| Customer Pain Point | Solution | Keyword Idea |
| Struggling with sales pipeline organization | CRM software with automated workflows | “Best CRM for sales automation” |
| High churn rates from lack of customer engagement | AI-powered customer retention tools | “How to reduce SaaS churn with automation” |
| Confusion about software pricing & ROI | Free trials and cost-benefit comparison tools | “Best affordable CRM software for small teams” |
💡 Example: A SaaS company providing AI-driven analytics can create content around:
✔ “How AI-powered analytics help SaaS companies make data-driven decisions”
✔ “Top data visualization tools for SaaS businesses”
✅ Key Takeaway:
Customers search for solutions—not just software. By focusing on real-world problems and structuring keywords around solutions, your SaaS company can attract highly relevant traffic and position itself as the go-to answer for potential customers.
Utilizing Keyword Research Tools
Keyword research tools help SaaS companies move beyond guesswork and validate keyword opportunities with real search data. By leveraging these tools, you can identify high-intent search terms, analyze competition, and discover new keyword opportunities that align with your target audience’s needs.
🔹 Introduction to Keyword Research Tools
Several tools can help streamline the keyword research process by providing search volume, competition level, and related keyword insights. Here are some of the most effective ones for SaaS keyword brainstorming:
✔ Google Search Console – Identify keywords you’re already ranking for and spot opportunities to optimize existing content.
✔ SEMrush – Discover long-tail keywords, question-based queries, and competitive gaps in your industry.
✔ Ahrefs – Analyze search volume, keyword difficulty, and competitor rankings to refine your keyword strategy.
✔ Also Asked – Generate question-based keyword opportunities by pulling related search queries from Google’s People Also Ask data.
💡 Example: If you’re a SaaS project management tool, a search for “best project management software” in Also Asked might reveal related questions like:
- “How does project management software improve team collaboration?”
- “What are the best free project management tools for small teams?”
These insights can inform content ideas, blog topics, and FAQ sections that attract high-intent users.
🔹 Generating Keyword Ideas with Research Tools
To maximize your keyword list, use these strategies within each tool:
✔ Use Competitor Analysis – Tools like Ahrefs and SEMrush allow you to see which keywords competitors rank for and identify gaps in your strategy.
✔ Look at People Also Ask Data – Also Asked helps you uncover question-based search terms that indicate strong user intent.
✔ Expand with Related Searches – Analyze Google’s related search suggestions to find variations of core keywords.
💡 Example: A SaaS time-tracking platform can use Ahrefs to analyze a competitor’s top-ranking pages and find high-performing keywords like:
- “Best time-tracking software for freelancers”
- “Time management tools for remote teams”
These insights help prioritize keywords that align with user intent and conversion potential.
✅ Key Takeaway:
Keyword research tools help SaaS companies identify, validate, and expand their keyword lists based on real search data. By leveraging tools like Ahrefs, SEMrush, Google Search Console, and Also Asked, you can build a data-driven SEO strategy that attracts qualified leads and improves organic visibility.
Analyzing Competitor Strategies
Understanding how your competitors approach SEO can provide valuable insights into what’s working in your industry. By analyzing their top-ranking keywords, content strategy, and backlink profile, you can identify gaps and opportunities to refine your own SaaS keyword strategy.
🔹 Identifying Your Competitors
Before diving into competitor analysis, first identify who you’re competing with in organic search results. These may include:
✔ Direct Competitors – SaaS companies offering a similar product (e.g., Trello vs Asana for project management software).
✔ SEO Competitors – Websites ranking for your target keywords, even if they don’t sell the same product (e.g., blog aggregators, review sites).
✔ Alternative Solutions – Tools that solve the same problem differently (e.g., spreadsheets as an alternative to budgeting SaaS).
💡 Example: A SaaS automation tool might find Zapier, Make, and Microsoft Power Automate as direct competitors, but blog sites like HubSpot ranking for relevant keywords could also be SEO competitors.
🔹 Evaluating Competitor Keywords
Using tools like Ahrefs or SEMrush, you can analyze which keywords drive the most traffic to your competitors.
✔ Find their top-ranking pages – Identify high-performing content and see which keywords are generating traffic.
✔ Look for keyword gaps – Find keywords your competitors rank for that you don’t, and identify opportunities to target them.
✔ Assess search intent – Determine if their keywords align with transactional, informational, or navigational intent.
💡 Example: If a SaaS customer support platform sees that a competitor ranks for “best AI chatbots for customer service”, it might create comparison content like “Top 10 AI Chatbots for Customer Support (2024)” to compete for the same audience.
🔹 Reverse-Engineering Competitor Content Strategy
Once you’ve identified high-performing competitor keywords, analyze how they’re ranking:
✔ Content Types – Are they using blog posts, product pages, landing pages, or comparison guides?
✔ Content Length & Structure – Are their guides in-depth? Do they use FAQs, videos, or case studies?
✔ Keyword Placement – How do they structure their titles, subheadings, and metadata?
💡 Example: A B2B SaaS analytics tool might notice that a competitor ranks well for “How to Track SaaS Churn Rate” with a long-form blog post. To compete, it could create a more in-depth guide, incorporating original research and case studies.
🔹 Analyzing Competitor Backlinks
Backlinks remain a major ranking factor. Analyzing where competitors are earning high-authority links can provide link-building opportunities for your SaaS business.
✔ Use Ahrefs or SEMrush to find competitor backlinks from guest posts, SaaS directories, and industry blogs.
✔ Identify unlinked mentions – If a blog references your competitor but not your brand, reach out and request a mention.
✔ Target similar publications – If competitors earn links from SaaS review sites, guest blogs, or research papers, consider submitting your own content.
💡 Example: A marketing automation SaaS sees that competitors have backlinks from G2, Capterra, and SaaS blogs. It can build partnerships and submit guest content to similar sources.
✅ Key Takeaway:
Analyzing competitor SEO strategies helps you identify keyword gaps, content opportunities, and link-building prospects. By studying their keyword rankings, content formats, and backlinks, you can refine your own SaaS SEO approach and gain a competitive edge in search rankings.
Prioritizing and Refining Your Keyword List
Once you’ve brainstormed an initial list of keyword ideas, the next step is prioritizing and refining them to ensure they align with your SEO goals, search intent, and ranking potential. Not all keywords are created equal—some will drive high-converting traffic, while others may be too competitive or too broad to be effective for a SaaS company.
🔹 Assessing Search Volume and Competition
Before finalizing your keyword list, evaluate search volume and keyword difficulty to determine which keywords offer the best opportunities.
✔ Search Volume – Higher search volume means more traffic potential, but may also indicate high competition.
✔ Keyword Difficulty (KD) – Tools like Ahrefs and SEMrush assign a difficulty score that estimates how hard it is to rank for a given keyword.
✔ Organic vs. Paid Competition – If a keyword has too many ads (Google Ads, LinkedIn Ads), it might be harder to drive organic clicks.
💡 Example: A CRM SaaS company may find that “best CRM software” has extremely high difficulty, but “best CRM for startups” is less competitive and still highly relevant.
🔹 Focusing on Long-Tail Keywords for Targeted Traffic
Long-tail keywords—phrases with lower search volume but high intent—are often easier to rank for and attract highly qualified leads.
✔ More Specific = More Targeted Users – Instead of “email marketing software”, target “best email marketing software for SaaS startups”.
✔ Lower Competition = Faster Rankings – Ranking for “AI-powered sales automation for small businesses” is easier than “sales automation”.
✔ Higher Intent = Better Conversions – Users searching for “Trello vs Asana for project management” are closer to making a decision than those searching for “project management software”.
💡 Example: A SaaS data analytics platform may prioritize keywords like:
✔ “Best data visualization software for SaaS companies”
✔ “Affordable business intelligence tools for startups”
These terms attract highly relevant users who are actively looking for solutions.
🔹 Categorizing Keywords by Search Intent
Every keyword serves a different purpose in the buyer’s journey. To maximize impact, organize keywords into three categories:
| Search Intent | Keyword Type | Example |
| Informational (TOFU) | “What is…” “How to…” “Best practices” | “What is SaaS lead scoring?” |
| Commercial (MOFU) | “Best…” “Comparison…” “Guide” | “Best CRM software for freelancers” |
| Transactional (BOFU) | “Pricing…” “Buy…” “Sign up for…” | “HubSpot CRM pricing plans” |
💡 Example: A SaaS accounting platform might create:
✔ TOFU content: “What is cloud-based accounting software?”
✔ MOFU content: “Best accounting software for SaaS startups”
✔ BOFU content: “QuickBooks vs FreshBooks: Which is Better?”
By balancing keyword intent, your SaaS company can guide users from awareness to conversion effectively.
✅ Key Takeaway:
Prioritizing your keyword list is about balancing search volume, competition, and intent to focus on high-impact opportunities. By targeting long-tail, high-intent keywords and aligning them with the buyer’s journey, your SaaS business can attract qualified leads and drive more conversions through SEO.
Next Steps: Building a Comprehensive Keyword Strategy
Once you have a refined list of high-intent, well-researched keywords, the next step is integrating them into a structured SaaS SEO strategy. A successful keyword strategy ensures that your content, site architecture, and ongoing optimization efforts are aligned with both search intent and business goals.
🔹 Integrating Keywords into Content Planning
To maximize the impact of your keywords, they must be strategically implemented across various types of content.
✔ Blog Content: Target informational and educational queries with blog posts, guides, and tutorials.
✔ Feature & Product Pages: Optimize high-intent pages for transactional keywords, making it easy for users to convert.
✔ Comparison & Alternative Pages: Address mid-funnel and bottom-of-funnel searches, such as “[Your SaaS] vs [Competitor]”.
✔ Support & Documentation Pages: Optimize for problem-solving searches, ensuring users can easily find solutions through search engines.
💡 Example: A SaaS HR platform might organize keywords like this:
- Blog Post: “How to Automate Employee Onboarding with HR Software”
- Feature Page: “Best HR Software for Remote Teams”
- Comparison Page: “BambooHR vs Workday: Which HR Software is Better?”
Each page serves a different search intent, ensuring your site ranks for users at every stage of the funnel.
🔹 Continuously Monitoring & Adapting Your Keyword Strategy
SEO is not a one-time task—keyword trends evolve, search behavior shifts, and competitors adjust their strategies. Regular monitoring allows you to adapt and refine your keyword strategy over time.
✔ Track Keyword Performance: Use Google Search Console, Ahrefs, or SEMrush to monitor ranking changes and organic traffic trends.
✔ Optimize Underperforming Pages: Identify high-potential pages that aren’t ranking well and refine content, metadata, or internal linking.
✔ Identify New Keyword Opportunities: Regularly conduct competitor analysis and audience research to uncover emerging industry trends.
💡 Example: A SaaS cybersecurity platform notices that “AI-powered cybersecurity solutions” is gaining traction. They quickly create optimized content around this topic to capture new search demand.
🔹 Aligning SEO with Paid & Organic Growth Strategies
A well-executed keyword strategy should be integrated with your broader marketing efforts, including:
✔ PPC & SEO Alignment: Use keyword insights from Google Ads & LinkedIn Ads to refine organic targeting strategies.
✔ Content & Email Marketing: Optimize high-performing content for lead generation and nurture SEO-driven visitors into customers.
✔ Product-Led SEO: Ensure your SaaS product features are optimized for high-converting, bottom-of-funnel keywords.
💡 Example: A B2B SaaS analytics tool runs Google Ads on high-competition keywords (“Best marketing analytics software”) while ranking organically for long-tail variations (“How to track ROI with marketing analytics software”).
✅ Key Takeaway:
Building a comprehensive SaaS keyword strategy means more than just picking search terms—it’s about aligning SEO with your content, product positioning, and growth marketing efforts. By integrating keywords into every stage of your content funnel, continuously tracking performance, and adapting to new trends, you’ll create a sustainable organic growth engine for your SaaS business.
Final Thoughts: Laying the Foundation for SaaS SEO Success
Keyword research is the backbone of any successful SaaS SEO strategy. By identifying the right keywords that align with customer needs, pain points, and search intent, you create a sustainable foundation for long-term organic growth.
✅ Key Takeaways from This Guide:
✔ Understand Your Ideal Customer Profile (ICP) – Define your target audience’s pain points and tailor keywords to their needs.
✔ Leverage Cross-Team Brainstorming – Collaborate with sales, support, and product teams to uncover keyword opportunities.
✔ Use Keyword Research Tools – Platforms like Ahrefs, SEMrush, Google Search Console, and Also Asked provide valuable keyword insights.
✔ Analyze Competitor Strategies – Identify ranking gaps and content opportunities to improve your positioning.
✔ Prioritize & Refine Your Keyword List – Focus on high-intent, long-tail, and BOFU keywords for better conversions.
✔ Build a Comprehensive Keyword Strategy – Integrate your keywords across blog content, product pages, and paid strategies while continuously tracking performance.
🚀 Take the Next Step in Your SaaS SEO Strategy
Effective keyword brainstorming is just the beginning. To truly scale organic traffic and drive conversions, your SaaS company needs a data-driven approach to SEO.
🔹 Want expert guidance on building a winning SaaS SEO strategy? Let’s craft a keyword plan tailored to your business.