If you ask five SaaS marketers what a “good keyword” looks like, you’ll get five different answers. And that’s because SaaS keywords aren’t one thing.
For instance, a buyer comparing two tools searches differently from a buyer who doesn’t know a solution exists yet. Likewise, a security team vetting your product for procurement searches in a different way than a developer checking whether you integrate with their stack.
The point is that each of these is a distinct type of keyword. And thus, each one deserves its own page, not a shared paragraph buried inside a longer post.
| In short, this is your keyword map. It shows all the keyword types a SaaS company should target. It also groups them by what the searcher wants and where they are in the buying journey. Below, you’ll see the 13 keyword types to target and the best page to create for each one. |
The 13 Types of SaaS Keywords
1. TOFU & MOFU Keywords
TOFU and MOFU keywords help you reach people before they know your product exists. To start with, TOFU keywords come from people searching for a problem, like “Why is our churn rate increasing?”
On the other hand, MOFU keywords come from people looking for a solution, like “Best way to reduce customer churn.” These keywords often bring in future customers long before they ask for a demo. To learn how to find and target these keywords, you can read our guide on TOFU and MOFU Keywords for SaaS Funnels.
2. Zero-Search-Volume Keywords
Zero-search-volume keywords are keywords that SEO tools show as having 0 searches. But that does not mean nobody searches for them. It usually means the topic is too small or too specific for tools like Ahrefs or Semrush to track.
Many competitors ignore these keywords, so they are often easier to rank for. Read our guide on How to Find Zero-Volume SaaS Keywords That Convert to learn how to find and use these hidden opportunities.
3. Jobs-to-Be-Done Keywords
Buyers do not search for a product just because they want the product. Instead, they search to solve a problem or complete a task.
For example, instead of searching for “CRM software,” a B2B team may search for what software can do. Here’s a typical example of such a search: “how to stop losing deals when a sales rep leaves.”
The bottom line is that Jobs-to-Be-Done (JTBD) keywords focus on the goal behind the search, not just the product. They often have less competition and attract buyers who are more likely to become customers. That said, you can read our guide on Jobs-to-Be-Done Keyword Research for SaaS to learn how to find and target these keywords.
4. Use-Case & Persona Keywords
The same product can help different people in different ways. For example, “project management tool for engineering teams” and “project management tool for marketing teams” are different searches because they come from different buyers.
Those are examples of use-case and persona keywords that help you create content for the right person and their specific needs. With that in mind, you can read our guide on Use-Case and Persona Keyword Research for SaaS to learn how to find and target these keywords.
5. Feature Page Keywords
Feature page keywords combine a specific feature with a product type or need. For example, “project management software with time tracking” is more specific than “project management software.”
And the truth is that people who search these keywords already know what type of product they want. The case is that they often just want to know if the preconceived product has the feature they need.
Now here is the interesting: finding and using these keywords isn’t as difficult as some folks paint it. You can read our guide on How to Target Feature Page Keywords in SaaS to learn how to do that.
6. Integration Keywords
Integration keywords help you reach people who want to know if your product works with another tool they already use. For example, a prospective SaaS buyer may search for “[Your Product] Salesforce integration” or “Does [Your Product] work with Slack?”
People who make this type of search already know what type of product they want. But the distinct thing about them is that they only need an answer to one technical question before they decide.
Note: You can read our guide on Integration Keyword Research for SaaS Products to learn how to find and target these keywords.
7. Multi-Product & Platform Keywords
If your SaaS business has more than one product or offers a platform with many features, people often search for each product or feature before they search for your whole platform. Realizing this is the step toward ensuring your keyword strategy matches the way they search.
More importantly, this helps each page target the right keyword and stops your own pages from competing with each other.
If you want to learn how to organize keywords across multiple products and platform features, read our guide on Multi-Product SaaS Keyword Research.
8. Enterprise Keywords
Enterprise buyers search differently from small business buyers. They often search for things like security, compliance, single sign-on (SSO), procurement, or RFP requirements before they look at pricing.
Their searches depend on their industry, company size, and business needs. You can read our guide on Enterprise Keyword Research for B2B SaaS Teams to learn how to find and target these high-value keywords.
9. Competitive-Market Keywords
Some keywords are very hard to rank for because big brands already dominate them. So writing a regular blog post is usually not enough to beat them. That’s why it’s critical to look for keywords and topics where those big competitors have weak or missing content.
You can read our guide on SaaS SEO Strategies for Competitive Keywords to learn how to find these opportunities and compete more effectively.
10. Alternative Page Keywords
People who search for “[Competitor] alternatives” are often ready to switch to a new product. Chances are that they are not happy with their current tool or are still deciding which one to choose. Often, these searches come from buyers who are close to making a decision.
That said, if you want to learn how to target these high-intent searches and attract people who are ready to switch, you can read our guide on Alternative Page keywords.
11. Comparison Page Keywords
People who search for “[Product A] vs. [Product B]” have already narrowed their choices to two tools. They just need help deciding which one is better.
The point is that these keywords attract buyers who are very close to making a purchase.
But that’s all about comparison keywords. You can read our guide on SaaS Comparison Page Keywords to learn how to create comparison pages that help buyers choose your product.
12. BOFU Keywords
BOFU (bottom-of-funnel) keywords come from people who are ready to make a decision. These searches include pricing, demo, comparison, and alternative keywords.
People searching for them are choosing a product, not just looking around. And that’s why, if you can create pages for only one type of keyword first, you should start with these.
Read our guide on SaaS BOFU Keywords to learn how to find and target these high-converting keywords.
13. PLG (Product-Led Growth) Keywords
People who prefer self-serve SaaS products want to try the product before talking to a salesperson. As a result, they often search for terms like “free trial,” “free plan,” or “no credit card required.”
With PLG keywords, you can reach these buyers while they look for a product they can test on their own. But researching them can be overwhelming. But with our guide on Product-Led Growth Keyword Research for SaaS, you can learn how to find and target these keywords.
Which Type Should You Target First?
Not all 13 types deserve equal attention on day one. Assuming you’re just getting started, you can prioritize in this order: BOFU and comparison keywords first, since they’re the fastest path to pipeline. Then followed by feature and integration keywords, since those buyers already know your category.
Afterward, you double down on TOFU/MOFU and JTBD keywords for longer-term compounding growth. As for enterprise, multi-product, and competitive-market keywords, note that they matter most once you have an established content base to build from.
Final Note:
This page gives you an overview of the 13 keyword types. But it does not explain the full keyword research process. With this in mind, you can read our B2B Guide to SaaS Keyword Research to learn how to map keywords to your sales funnel. Also, the guide teaches you how to handpick the best opportunities and build a complete keyword strategy.
