How to do keyword research as a SaaS founder with no SEO background

Most founders approach keyword research backwards — they start with tools, not customers. The result is a spreadsheet full of keywords that nobody who would actually pay for their product ever searches. Here's how to do it right, starting from nothing.

You don't need Ahrefs or Semrush to begin. Google Search Console, a free Ahrefs account, and one afternoon are enough.

Quick answer: Start with competitor alternatives queries ("Canny alternatives", "[competitor] vs") — they convert 3–5x better than generic category keywords and are often winnable without domain authority. Use Ahrefs free tier (Webmaster Tools) to find competitor keywords, then filter for KD under 20 and 100–2,000 monthly searches.

What are you actually trying to find?

The goal is to identify search queries where your ideal customer is expressing a problem, comparing options, or looking for a solution — and where you can realistically rank. There are three buckets:

Problem-aware queries: "how to reduce churn saas", "why are customers cancelling". These searchers know they have a problem but may not know your category exists yet. High funnel, harder to convert, but enormous volume.

Solution-aware queries: "best churn reduction software", "saas retention tools". These searchers know what category of product they want. High intent, significant volume in most niches.

Brand comparison queries: "[competitor] alternatives", "[competitor] vs [your product]". These are the highest-converting keywords in SaaS. Someone typing "[competitor] alternatives" is actively shopping. Volume is lower but conversion is 3–5x higher than head terms.

Start with bucket three. Map every competitor you know of, then search "[competitor] alternatives" and "[competitor] vs" in both Google and Ahrefs free tier. These queries are winnable because most competitors ignore them on their own sites, and you can write better comparison content than they will.

How do you find keywords your competitors rank for?

Go to Ahrefs Webmaster Tools (free, requires verifying ownership of your domain) and run a competitor domain through Site Explorer. Filter for keywords in positions 1–20, sort by traffic, and look for patterns. Which categories of content drive their traffic? Which problem-framing articles rank well? This surfaces real demand without any guesswork.

If you can't access competitor data, use Google Autocomplete systematically. Type your core category followed by every letter of the alphabet. "Saas onboarding a...", "saas onboarding b..." and so on. Copy every suggestion. This gives you a raw list of real queries people type.

Google's "People Also Ask" boxes are underused. Search your main category term, screenshot the PAA box, and treat every question as a potential article. These questions come directly from aggregate search behaviour — Google has already clustered them for you.

How do you evaluate whether a keyword is worth targeting?

Three filters: search volume, keyword difficulty, and business relevance.

Search volume: Use Google Keyword Planner (free) or Ahrefs free tier to check monthly searches. For early-stage SaaS with low domain authority, target keywords with 100–2,000 monthly searches. High-volume head terms are dominated by established sites. You will not rank for "project management software" in your first year.

Keyword difficulty (KD): In Ahrefs, this is a 0–100 score. Target KD under 20 for new sites, under 40 for sites with some authority. A KD of 15 with 500 monthly searches is far more valuable to you right now than a KD of 70 with 5,000 searches.

Business relevance: Ask honestly — if this keyword sends me 100 visitors, how many would be plausible customers? A keyword like "free invoice template" might be high volume, but if you're a billing SaaS, the conversion path is long. "Best invoice software for freelancers" is lower volume but far more relevant.

How do you organise what you find?

Build a simple spreadsheet with columns: keyword, monthly volume, KD, intent (problem/solution/comparison), and a notes column. Assign each keyword to one of three content types: blog post, landing page, or comparison page.

Landing pages target high-intent, solution-aware queries. Blog posts target problem-aware queries. Comparison pages (your own standalone "/alternatives/[competitor]" pages) target shopping-stage queries.

Don't try to target ten keywords with one article. Pick one primary keyword per piece of content and two to three related secondary keywords to include naturally. Google is better at clustering related terms than most founders assume — you don't need separate articles for every variant.

How do you prioritise what to write first?

Write comparison pages first. They take one to two hours to write, require no domain authority to rank for low-competition alternatives queries, and convert the best. Then write solution-aware content. Problem-aware content (top-of-funnel) is a longer-term investment that pays off once your domain has some history.

Most founders do the opposite — they write problem-aware think pieces because they're easier and feel authoritative. Then they wonder why traffic doesn't convert. Reverse the order.

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Frequently Asked Questions

Do I need to pay for Ahrefs or Semrush to do keyword research?

Not to start. Ahrefs Webmaster Tools is free and lets you see what your own site ranks for. Google Search Console shows real query data once you have some traffic. Google Keyword Planner is free with a Google Ads account. Paid tools accelerate the process but aren't required for your first 50 articles.

How many keywords should I target per month?

Quality beats quantity. Two well-researched articles targeting achievable keywords will outperform ten generic posts. For a solo founder, two to four pieces of content per month is sustainable. Consistency over 12 months beats a burst of 30 posts in month one followed by nothing.

Should I target keywords with zero monthly search volume?

Sometimes yes. Keywords that show zero volume in tools often get real searches — the tools just don't have enough data to register them. If the keyword matches a real problem your customers express, write the article. It costs you one afternoon and can rank for dozens of related terms you didn't explicitly target.

What's the biggest keyword research mistake founders make?

Targeting head terms too early. "CRM software" has 50,000 monthly searches and is owned by sites with DR 80+. "CRM software for real estate agents" has 400 monthly searches and is winnable in six months. Go narrow and specific. Win in your niche before expanding.