Keyword research is one of the most powerful tenets of SEO for SaaS companies because it shines a light on the customer’s journey.
Insight on the search terms used by your target audience will give you a valuable perspective on their needs, which will help you decide exactly how to optimize your content. This task is incredibly important and shouldn’t be taken lightly.
You can start by gathering all of your existing keywords from Google Search Console
and putting them on a spreadsheet. You can improve your keyword list by finding more relevant, valuable keywords to target with helpful tools like KWfinder.com
Some examples of keyword categories that are common for SaaS SEO strategy include:Product Type (general)
This involves broad descriptions of your product. Find keywords like software, platform, tool, solution, service
Consider terms that describe the solutions that you provide. Examples include content management, cybersecurity, web development,
and graphic design
People often search for product features to find what they are looking for. Terms like scalability, client portal, export data,
and cloud integration
You may want to target specific industries or clients that are likely to adopt your product. Some examples include Marketing, Engineering, Software Development, E-Commerce, Shipping
, etc.Competitor Alternatives
Most of the time, there is a competitor who has already cornered the market. In this case, it is useful to target people looking for alternatives. Examples include Dropbox alternative
or Salesforce alternative
.Long-tail Search Terms
These are semantic strings that are close to the verbatim of phrases entered into the search bar. Examples include project management for web development
, marketing automation for insurance companies, CRM for small businesses
Enterprise SaaS SEO should focus on the long game as well as the short game. Long-term goals include ranking for keywords that are competitive and valuable. It’s also important to capitalize on low-hanging fruit search terms that give you quick wins.
Low-hanging fruit refers to keywords that are already doing well on your site. You can use Google Search Console to create a filter to find the ranking position of your keywords. For example, if you have a keyword with an average position of 14, just shy of the first page where the bulk of visitors can be found, then it would be a great search term to target.Check Search Volume
This metric measures how many people are searching for a query. It’s a handy SaaS SEO tool used to gauge the value and popularity of a keyword. Just because a keyword has a high volume doesn’t always mean it’s worth targeting. Other factors need to be considered.Search Term Difficulty
Not every keyword is worth the effort when it comes to SEO for SaaS startups. The higher the value of difficulty, the harder it is to rank for that search term. The difficulty will help you determine if and how you want to optimize your site for a given keyword. How quickly you will be able to rank depends on your competitors’ hold on the search term and the effort you put into your site.SERP Overview
Doing your keyword homework pays off. This is the process of scouting the terrain and scoping out the competition. By looking at the SERP for a given keyword, you can see how likely it is to outrank the competition.
If your competitors are well-established, you may have a harder time making it to the top of the list. Still, there is always room for improvement and opportunity to beat higher authority competition.