When it comes to SaaS marketing campaigns, keyword research plays a crucial role. It involves identifying and analyzing the search terms people use to find information. This step is vital in developing a content strategy, optimizing landing pages, and making informed decisions about advertising expenditure. In this blog post, we will present an approach to conducting keyword research for SaaS companies.
1. Establish Your Objectives
Before diving into keyword research, it's essential to define your objectives. Are you aiming to increase website traffic, generate leads, or boost sales? Understanding your goals will enable you to focus on the metrics while analyzing keywords. For instance, if your objective is keyword generation, you must target keywords with purchasing intent. Similarly, to enhance your brand recognition, you should focus on implementing SaaS marketing SEO techniques to your website.
2. Generate Keyword Ideas
To initiate your keyword research process, brainstorm a list of keywords. These should be terms that potential customers might use when searching for your product or service. You can take the assistance of keyword generation tools that are available online. For example, to generate keywords for SaaS SEO, you can utilize tools like Google Keyword Planner, SEMrush, or Ahrefs to help you create a keyword list. These tools provide insights into search volume, competition levels, and related keywords.
3. Analyze Competitors’ Strategies
To gain insights into the market landscape and discover gaps in your keyword strategy, it's valuable to analyze the keywords used by your competitors. Tools like SEMrush or Ahrefs can assist you in examining the paid keywords employed by your competitors. When analyzing paid keywords, you can gain insights into the keywords that effectively drive conversions for your competitors. Studying the content that ranks for those keywords can inspire the creation of your content.
4. Identify Longtail Keywords
Another aspect to consider is targeting long-tail keywords. These are search terms that consist of words rather than simple keywords. While they may have search volumes, long-tail keywords often yield conversion rates. For instance, of focusing on a keyword like "project management software," you could opt for a more targeted long tail keyword such as "free project management software for small teams." Utilizing tools such as Google Keyword Planner and Ahrefs can aid in identifying long-tail keywords.
5. Analyze Keyword Intent
Understanding keyword intent is crucial when developing content that fulfills user needs. Keyword intent refers to the motivation behind a user's search query. You can tailor your content by comprehending keyword intent to align with users' needs. It falls into three categories:
These are searches for information, like "how to utilize project management software."
They involve searching for a website or brand such as "Asana project management."
They are related to business activities and intentions like "pricing options for project management software."
By examining the intent behind keywords, you can customize your content to fulfill the user's requirements.
6. Analyze Search Volume and Competition
Search volume refers to how a keyword is searched every month. Competition is determined by the number of advertisers bidding on a keyword. Understanding search volume and competition is important as they help assess the difficulty of ranking for a keyword. You should target keywords with high search volume and low competition. However, it's also essential to consider the challenges associated with ranking for those keywords.
7. Utilize Keyword Planning Tools
Keyword planning tools streamline the keyword research process. Google Keyword Planner is a tool that provides insights into search volume and competition levels. For advanced features such as competitor analysis and content evaluation, premium tools like SEMrush and Ahrefs are available. By utilizing these tools, you can save time while making informed decisions about your keyword strategy.
8. Remember to update your keywords.
Keyword research is a continuous process. As the market evolves and new search terms emerge, adjusting your keyword strategy is important. Regularly analyze your analytics and make adjustments. This may include retiring keywords, adding ones, and aligning your content with your chosen keywords.
Keyword research plays a role in any SaaS marketing strategy. It helps attract traffic, generates leads, and boosts sales. Following the steps outlined in this blog post, you can create a keyword strategy that aligns with your goals. Remember to focus on your objectives, brainstorm keywords, analyze competitors' strategies, identify long-tail keywords, and analyze intent, search volume, and competition data. Additionally, utilize keyword planning tools and ensure updates to keep up with market changes.