Keyword Research for SaaS Startups

What is keyword research in SaaS?

Keyword research is the process of identifying the words and phrases your potential users search when looking for solutions like yours. For SaaS startups, it’s not just about volume — it’s about intent, relevance, and conversion. The right keywords attract the right traffic that actually signs up, books a demo, or converts into customers.

Why keyword research matters for SaaS growth

Every scalable SaaS SEO and content strategy starts with keyword research. When done right, it helps:

• Reduce CAC by attracting high-intent traffic
  
  
• Increase trial/demo conversions from organic
  
  
• Align SEO, content, paid, and product messaging
  
  
• Build topical authority in your category
  
  
• Find underserved opportunities competitors miss
  
  

Keyword research vs. topic ideation

Topic ideation is brainstorming content ideas. Keyword research is validating what people are actually searching for. Use tools like:

• Google Search Console (existing queries)
  
  
• Ahrefs, Semrush, Ubersuggest (keyword data)
  
  
• AnswerThePublic, AlsoAsked (question-based search intent)
  
  
• Google autocomplete and People Also Ask (SERP insights)
  
  

Types of keywords in SaaS

Pain-based keywords

These signal early-stage problems.

• “too many support tickets”
  
  
• “how to reduce churn in SaaS”
  
  
• “slow customer onboarding”
  
  

Solution-based keywords

These show mid-funnel interest.

• “AI ticketing system”
  
  
• “customer onboarding tools”
  
  
• “automated CRM for SaaS”
  
  

Feature keywords

These are often bottom-funnel or PLG-focused.

• “automated onboarding emails”
  
  
• “intercom integration for AI chatbot”
  
  
• “multi-user permissions SaaS”
  
  

Branded and competitor keywords

Great for BOFU content.

• “Zendesk vs Intercom”
  
  
• “Top alternatives to Drift”
  
  
• “How does Gorgias pricing work”
  
  

Use case / persona keywords

• “AI support agent for ecommerce”
  
  
• “CRM for fintech startups”
  
  
• “Automate replies for sales teams”
  
  

How to do keyword research step by step

Step 1: Define your ICPs and use cases

Keyword research starts with clarity. Who are you targeting?

• SaaS founders looking to scale
  
  
• Product managers automating workflows
  
  
• Support teams reducing tickets Map out their goals, pains, and the language they use.
  
  

Step 2: Build your keyword universe

Gather terms from:

• Internal team (sales calls, support chats)
  
  
• Customer interviews and feedback
  
  
• Search engine tools (Ahrefs, Semrush, GSC)
  
  
• Community threads, forums, and Reddit
  
  
• Google SERP features (People Also Ask, Autosuggest)
  
  

Step 3: Segment by intent

Cluster keywords by:

• TOFU (informational): “how to onboard SaaS users”
  
  
• MOFU (navigational/comparative): “best onboarding platforms”
  
  
• BOFU (transactional): “signup automation tool free trial” Intent-based segmentation helps align content to funnel stages.
  
  

Step 4: Group keywords by cluster

Create clusters to build topical authority:

• Cluster: “onboarding automation”
  
  
  
  • how to automate SaaS onboarding
    
    
  • onboarding email sequence examples
    
    
  • best onboarding tools for startups
    
    
• Cluster: “AI support agents”
  
  
  
  • what is an AI support agent
    
    
  • AI chatbot vs human
    
    
  • 24/7 AI support for SaaS
    
    

Step 5: Prioritize using ICE framework

Use ICE: Impact, Confidence, Effort

• Impact: Will this keyword convert?
  
  
• Confidence: Can we rank within 90 days?
  
  
• Effort: How hard is it to create the content? Focus first on high-intent, low-competition clusters.
  
  

Step 6: Assign formats

Each keyword needs the right format:

• Blog post
  
  
• Use case landing page
  
  
• Comparison article
  
  
• Product page
  
  
• Help doc or checklist
  
  
• SEO-optimized video or explainer
  
  

Keyword tools for SaaS research

Ahrefs

Best for competitor analysis, keyword gaps, and SERP features. Use:

• Content gap tool (find what others rank for)
  
  
• Keyword explorer (search volume, KD, CPC)
  
  
• Site explorer (top pages + anchors)
  
  

Semrush

Great for all-in-one SEO planning. Use:

• Keyword magic tool (broad to narrow intent)
  
  
• Traffic analytics (see where competitors get traffic)
  
  
• Topic research (get headlines and subtopics fast)
  
  

Google Search Console

Use for:

• Low-hanging keywords you already rank for
  
  
• Click-through rate insights
  
  
• Query > page matchups (optimize titles + metas)
  
  

AnswerThePublic / AlsoAsked

Use these for:

• Long-tail questions
  
  
• New article intros or FAQs
  
  
• Mapping PAA box content
  
  

Clearbit, Apollo, LinkedIn

Great for matching keyword strategy to actual job titles and roles in your ICP. Use for persona-aligned language and targeting.

‍

SEO keyword strategy for AI Agents & AAAS

Challenges in keyword research

• Low existing search volume for emerging categories
  
  
• High competition for generic terms like “AI support”
  
  
• Ambiguity in user language (“AI chatbot” vs. “agent” vs. “bot”)
  
  

Tactics to overcome

• Focus on use-case driven keywords (“respond to support emails automatically”)
  
  
• Create + define category language (own the term “AI agent”)
  
  
• Blend technical and benefit-first terms
  
  
• Use AI tools to speed up research and draft content — but human-optimize for clarity
  
  

Tracking and measuring keyword success

Core keyword KPIs

• Organic traffic per keyword: Measured via GSC or GA4
  
  
• Ranking position: Track weekly with Ahrefs, Semrush, or SERanking
  
  
• Click-through rate (CTR): Based on SERP visibility and metadata optimization
  
  
• Conversions per keyword: Tie keyword to landing page performance in GA4 or HubSpot
  
  
• Top pages by cluster: Understand which clusters generate the most value
  
  

Tagging and URL structure tips

• Use clean, keyword-rich URLs (e.g., /ai-support-agent)
  
  
• Avoid overuse of folders (e.g., /blog/2024/04/article-name)
  
  
• Group related pages under logical structures (/use-cases/, /industries/, /alternatives/)
  
  

Using heatmaps and user behavior data

• Hotjar or FullStory: see where users drop off
  
  
• Scroll depth analysis: improve above-the-fold copy
  
  
• Button clicks: test CTAs linked to high-ranking pages
  
  

Updating underperforming content

• Identify pages with impressions but low CTR → rewrite titles/meta
  
  
• Find blog posts with traffic but low time-on-page → improve structure and visuals
  
  
• Refresh old content quarterly with new data or links
  
  

Team workflow for keyword execution

Roles in the workflow

• SEO strategist: research and prioritize clusters
  
  
• Content lead: translate clusters into briefs
  
  
• Writer: create content with SEO structure + voice
  
  
• Editor: polish and optimize for clarity + flow
  
  
• Developer: implement schema, speed updates, structure
  
  

Content pipeline cadence

• Weekly: new keyword-driven blog
  
  
• Monthly: new SEO landing page or use case page
  
  
• Quarterly: content refresh and keyword report
  
  

Final thoughts on keyword research for SaaS

Keyword research is ongoing

Don’t treat research as a one-off task. As your product evolves, new features, use cases, and pain points emerge. Your keyword universe should grow in parallel with your roadmap.

Focus on revenue, not just rankings

High-ranking blogs that don’t convert waste time. Prioritize keywords that:

• Solve real problems for your ICP
  
  
• Align with use cases and JTBD
  
  
• Lead to trial/demo/signup actions
  
  

Build content from keywords, not the other way around

Too many SaaS teams write content first, then try to retrofit SEO. Flip the model: start with intent-based keywords, then build content that satisfies that intent with:

• Clear answers
  
  
• Product alignment
  
  
• Visuals and CTAs
  
  

Keyword research for AI Agent startups

In fast-moving categories, keyword data lags behind product innovation. So:

• Own your category language early (e.g., “GPT-4 support agent”)
  
  
• Educate your audience with content that creates search demand
  
  
• Treat SERP gaps as opportunities to rank fast
  
  

Final checklist

• ICPs and jobs mapped to keyword clusters
  
  
• Keywords grouped by intent and funnel stage
  
  
• Keyword briefs tied to SEO + product priorities
  
  
• Tracking set up for rankings, traffic, and conversions
  
  
• Weekly or biweekly publishing rhythm
  
  
• Quarterly refresh of content and keywords
  
  

If you're doing this, your SEO and content will compound — and your SaaS site will scale.

‍