In the world of Software as a Service (SaaS), search engine optimisation (SEO) plays a critical role in driving organic traffic to your platform. One of the most important aspects of SEO is keyword research, a process that involves identifying popular words and phrases people enter into search engines. This guide aims to provide a comprehensive understanding of keyword research specifically for SaaS marketers.
Keyword research is not just about finding high volume search terms, it’s about understanding the intent behind those searches to create content that meets user needs. For SaaS businesses, this could mean identifying keywords that potential customers might use when looking for a solution to a problem that your software solves. This guide will delve into the intricacies of keyword research and how it can be leveraged to improve your SaaS SEO strategy.
Understanding SEO and Its Importance in SaaS
SEO is a set of practices aimed at improving a website’s visibility in organic search engine results. It involves various aspects such as on-page optimisation, off-page optimisation, and technical SEO. For SaaS companies, SEO is particularly important as it can help drive targeted traffic to your platform, increase brand visibility, and ultimately lead to more sign-ups and conversions.
Given the subscription-based nature of SaaS, acquiring a new customer often means securing a long-term revenue stream. Therefore, investing in SEO, which can attract potential customers at different stages of the buying cycle, can be a cost-effective strategy for customer acquisition and retention.
The Role of Keywords in SEO
Keywords are the cornerstone of SEO. They are the words and phrases that users type into search engines when looking for information or solutions online. By optimising your website for relevant keywords, you can help search engines understand what your content is about, making it more likely that your pages will appear in the search results when users search for those terms.
However, it’s not just about choosing any keywords. It’s about finding the right keywords that your target audience is using, and that are relevant to your SaaS offering. This is where keyword research comes in.
What is Keyword Research?
Keyword research is the process of identifying and analysing the terms that people are using in search engines. The goal is to understand what your target audience is searching for, the language they use, and the intent behind their searches. This information can then be used to inform your content strategy and optimise your website.
For SaaS companies, keyword research can help you understand the problems your potential customers are trying to solve, the type of software they are looking for, and the features they value. This can guide your product development, marketing, and customer service strategies.
How to Conduct Keyword Research for SaaS
Conducting keyword research for SaaS involves several steps, from brainstorming initial keyword ideas to analysing the competition. The aim is not just to find high-volume keywords, but to identify those that are relevant to your business and have the potential to drive qualified traffic to your website.
While there are many tools and techniques available for keyword research, this guide will focus on a simple, step-by-step process that can be used by any SaaS marketer, regardless of their SEO experience.
Step 1: Brainstorm Initial Keyword Ideas
The first step in keyword research is to brainstorm a list of initial keyword ideas. These should be terms that are relevant to your SaaS product and that you think your target audience might use when searching for a solution like yours. Think about the problems your product solves, the features it offers, and the benefits it provides.
At this stage, it’s important to think from your customers’ perspective. What terms would they use to describe their problem? What words would they use to search for a solution? These initial ideas will form the basis of your keyword research.
Step 2: Use Keyword Research Tools
Once you have a list of initial keyword ideas, the next step is to use keyword research tools to expand on these ideas and find related terms. There are many tools available, both free and paid, that can provide valuable data on keyword volume, competition, and relevance.
Some popular keyword research tools include Google Keyword Planner, SEMrush, Ahrefs, and Moz. These tools can provide insights into the search volume for each keyword, the level of competition, and even suggest related keywords that you might not have considered.
Step 3: Analyse the Competition
After you have a list of potential keywords, it’s important to analyse the competition for these terms. This involves looking at the websites and pages that are currently ranking for these keywords to understand what you’re up against.
Look at the type of content that is ranking, the authority of the websites, and the on-page and off-page SEO factors that might be contributing to their rankings. This can give you insights into what you need to do to compete for these keywords.
Understanding Keyword Intent
Keyword intent, also known as search intent, is the reason why a user conducts a specific search. It’s what the user is hoping to find when they type a query into a search engine. Understanding keyword intent is crucial for creating content that meets users’ needs and for optimising your website for conversions.
There are four main types of keyword intent: informational, navigational, transactional, and commercial investigation. Each type of intent requires a different approach to content creation and SEO optimisation.
Informational Intent
Informational intent refers to searches where the user is looking for information. These are typically questions or queries that start with “how”, “what”, “why”, or “where”. For SaaS companies, informational keywords might include terms related to the problems your software solves or the benefits it provides.
Content that targets informational keywords should aim to educate the user and provide valuable information. This can help build trust with your audience and position your brand as a thought leader in your industry.
Transactional Intent
Transactional intent refers to searches where the user is ready to make a purchase or perform a specific action. For SaaS companies, transactional keywords might include terms like “buy”, “sign up”, or “free trial”.
Content that targets transactional keywords should aim to convert the user. This might involve providing information about your product’s features and benefits, offering a free trial, or showcasing customer testimonials.
Implementing Your Keyword Research
Once you have conducted your keyword research and have a list of targeted keywords, the next step is to implement these keywords into your website and content. This involves optimising your website’s meta tags, content, and structure to make it more likely that your pages will rank for these keywords.
It’s important to remember that SEO is not just about ranking for keywords. It’s about providing valuable content that meets users’ needs and encourages them to engage with your brand. Therefore, while keywords are important, they should not be the sole focus of your content.
On-Page SEO Optimisation
On-page SEO refers to the optimisation of individual web pages to make them more search engine friendly. This involves optimising elements such as the title tag, meta description, headers, and content to include your targeted keywords.
However, it’s important to avoid keyword stuffing, which is the practice of overusing keywords in an attempt to manipulate search engine rankings. This can lead to a poor user experience and can even result in penalties from search engines. Instead, aim to use keywords naturally and in a way that adds value to your content.
Content Creation
Content creation is a crucial part of SEO and keyword implementation. The content you create should be based on your keyword research and should aim to provide valuable information that meets the intent of the user’s search.
For SaaS companies, this might involve creating blog posts that answer common questions, guides that explain how to use your software, or case studies that showcase the benefits of your product. Remember, the goal is not just to rank for keywords, but to provide content that engages your audience and encourages them to take action.
Tracking Your SEO Success
After implementing your keyword research and SEO strategies, it’s important to track your success. This involves monitoring your website’s rankings for your targeted keywords, analysing your website traffic, and measuring conversions. This data can provide valuable insights into the effectiveness of your SEO efforts and can help you make informed decisions about future strategies.
There are many tools available that can help you track your SEO success, including Google Analytics, Google Search Console, and various SEO software. These tools can provide data on your website’s organic traffic, the keywords that are driving traffic, the pages that are ranking, and the conversions that are resulting from your SEO efforts.
Monitoring Keyword Rankings
Monitoring your keyword rankings involves tracking how your website ranks in the search results for your targeted keywords. This can provide insights into the effectiveness of your SEO efforts and can help you identify opportunities for improvement.
There are many tools available that can help you monitor your keyword rankings, including Google Search Console and various SEO software. These tools can provide data on your website’s position in the search results for each keyword, the changes in your rankings over time, and the search volume for each keyword.
Analysing Website Traffic
Analysing your website traffic involves tracking the number of visitors to your website, the pages they visit, and the actions they take. This can provide insights into the effectiveness of your content and can help you understand how users are engaging with your website.
Google Analytics is a popular tool for analysing website traffic. It can provide data on the number of visitors to your website, the pages they visit, the time they spend on your website, and the actions they take. This data can help you understand what content is resonating with your audience and what areas might need improvement.
Measuring Conversions
Measuring conversions involves tracking the actions that users take on your website that are valuable to your business. This might include signing up for a free trial, making a purchase, or filling out a contact form.
Conversion tracking can provide insights into the effectiveness of your SEO efforts and can help you understand what keywords and content are driving conversions. This can guide your future SEO strategies and can help you focus your efforts on what’s working.
Conclusion
Keyword research is a crucial part of SEO for SaaS companies. It involves identifying the words and phrases that your target audience is using in search engines, understanding the intent behind these searches, and creating content that meets these needs. By conducting thorough keyword research and implementing these keywords into your website and content, you can improve your visibility in search engine results, drive targeted traffic to your platform, and ultimately increase conversions.
Remember, SEO is a long-term strategy that requires ongoing effort and monitoring. By continually analysing your keyword rankings, website traffic, and conversions, you can gain valuable insights into the effectiveness of your SEO efforts and make informed decisions about future strategies. With the right approach to keyword research and SEO, you can position your SaaS company for success in the digital marketplace.