Best keyword research tools for B2B SaaS in 2025

** Why Keyword Research is the Backbone of B2B SaaS Growth in 2025**

Let’s be honest—if your B2B SaaS content isn’t ranking, it might as well not exist. You can write the most brilliant blog post or the most persuasive landing page, but if no one finds it, what’s the point? That’s where keyword research comes in. It’s not just about picking random words with high search volume. In 2025, it’s about understanding intent, competition, and SERP features—and using the right tools to crack the code.

The B2B SaaS SEO Game Has Changed

Gone are the days when you could stuff a few high-volume keywords into your content and call it a day. Today, Google’s algorithm is smarter, buyers are more selective, and AI is reshaping how people search. For B2B SaaS, this means:

• Intent matters more than volume – A keyword with 100 searches but 50% demo requests is better than one with 10,000 searches and zero conversions.
• SERP features dominate – If your content isn’t optimized for featured snippets, “People Also Ask,” or video carousels, you’re missing out.
• AI is changing search behavior – More users are asking conversational questions (e.g., “What’s the best CRM for remote teams?”) instead of typing short phrases.

If you’re still using generic tools that only show search volume, you’re flying blind. B2B SaaS needs precision—tools that uncover high-intent keywords, analyze competitor gaps, and predict SERP opportunities.

Why Most Keyword Tools Fail for SaaS

Most SEO tools are built for e-commerce or local businesses. They don’t understand the unique challenges of B2B SaaS:

• Low-volume, high-value keywords – Terms like “enterprise sales automation software” might only get 50 searches a month, but they convert at 20%.
• Long sales cycles – You’re not just ranking for “best project management tool”—you need keywords that attract decision-makers at every stage.
• Competitor blind spots – If your rivals are ranking for “AI-powered invoicing,” but you’re not, you’re leaving money on the table.

That’s why you need a SaaS-specific toolkit—one that blends broad data (like Semrush or Ahrefs) with niche insights (like LowFruits or AnswerThePublic).

What You’ll Learn in This Guide

This isn’t just another list of “top 10 keyword tools.” We’re diving into:

• The 3 pillars of SaaS keyword research (data sources, intent analysis, competitive gaps)
• The best tools for each stage (from broad discovery to long-tail prioritization)
• How to find keywords that actually drive demos and trials (not just traffic)

By the end, you’ll know exactly which tools to use—and how to use them—to outrank competitors and attract high-intent leads. Ready? Let’s get started.

The Core Stack: Breadth Tools for Volume, Trends, and Competitive Intelligence

Let’s be honest—most B2B SaaS companies waste time chasing the wrong keywords. They pick terms with high search volume but zero commercial intent, or they ignore competitors’ gaps until it’s too late. The right tools don’t just show you what people are searching for; they tell you why and how to win.

In 2025, your core stack needs three things: breadth (to spot trends), competitive intelligence (to outmaneuver rivals), and zero-party data (to trust your own numbers). Here’s how to build it.

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Semrush vs. Ahrefs: The 2025 Showdown

If you’ve been in SEO for more than five minutes, you’ve heard the debate: Semrush or Ahrefs? Both are powerhouses, but they’re not interchangeable. Let’s break it down.

Database Size & Freshness

• Ahrefs boasts 34 billion keywords (as of 2025) and updates its index every 15 minutes. If you’re in a fast-moving niche (like AI tools or cybersecurity), this matters. Their “Content Gap” tool is also slightly better at uncovering hidden opportunities.
• Semrush has 25 billion keywords, but it shines in local and PPC data. If you’re running Google Ads alongside SEO, Semrush’s integration is smoother. Their “Keyword Magic Tool” also lets you filter by SERP features (like “People Also Ask” or “Featured Snippets”)—something Ahrefs doesn’t do as well.

Keyword Difficulty & SaaS-Specific Metrics

Both tools give you a “Keyword Difficulty” (KD) score, but they calculate it differently:

• Ahrefs focuses on backlink strength. A high KD score means you’ll need a lot of high-quality links to rank. This is great for backlink-heavy niches (like fintech or enterprise software).
• Semrush weighs domain authority and on-page SEO more heavily. If you’re a startup with a strong content strategy but weak backlinks, Semrush’s KD score might feel more realistic.

But here’s the kicker: Neither tool perfectly understands SaaS intent. That’s where custom filters come in. Both let you flag keywords with:

• “Commercial intent” (e.g., “best [software] for [use case]”)
• “Transactional intent” (e.g., “[software] pricing,” “free trial”)
• “Comparison terms” (e.g., “[your tool] vs. [competitor]”)

Pro tip: Use Ahrefs for backlink-driven niches (like enterprise SaaS) and Semrush for PPC + SEO hybrid strategies (like mid-market tools with paid funnels).

Pricing: Startups vs. Enterprises

• Ahrefs starts at $99/month (Lite plan), but you’ll quickly outgrow it. The $399/month plan is where the real power lies (unlimited keyword tracking, advanced backlink analysis).
• Semrush is pricier at $129/month (Pro plan), but it includes PPC tools and social media tracking. The $449/month plan adds API access and historical data—useful for enterprises.

Which should you pick?

• Startups: Ahrefs Lite ($99) + Google Keyword Planner (free).
• Growth-stage SaaS: Semrush Pro ($129) for PPC + SEO synergy.
• Enterprises: Ahrefs Advanced ($399) or Semrush Business ($449) + custom integrations.

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Google Keyword Planner: The Underrated Zero-Party Data Goldmine

Most SaaS marketers ignore Google Keyword Planner because they assume it’s only for paid ads. Big mistake. This tool gives you direct access to Google’s search data—no third-party estimates, no guesswork.

How to Extract High-Intent B2B Keywords (Even Without Running Ads)

1. Go to “Discover new keywords” and enter a seed term (e.g., “project management software”).
2. Filter by “Commercial intent” (Google labels these as “High” or “Medium” in the “Competition” column).
3. Sort by “Top of page bid (high range)“—this shows keywords advertisers are willing to pay more for, meaning they convert well.
4. Export the list and cross-reference with Google Search Console (GSC) to see which terms you’re already ranking for (but not converting).

Example: A SaaS client of mine found that “best project management software for agencies” had a $25 top-of-page bid—way higher than generic terms like “project management tools.” They optimized a landing page for it and saw a 30% increase in demo requests in three months.

Limitations & Workarounds

• Problem: Google Keyword Planner hides exact search volumes (shows ranges like “1K–10K”).
• Workaround: Use Keywords Everywhere (a Chrome extension) to get exact numbers. Or, combine with GSC data to see your actual impressions.
• Problem: No “Keyword Difficulty” score.
• Workaround: Use Ahrefs or Semrush to check KD for your shortlisted terms.

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Google Search Console (GSC): Your First-Party Data Advantage

If you’re not using GSC for keyword research, you’re leaving money on the table. This tool shows you exactly what people are searching for before they land on your site—and where you’re losing them.

Mining GSC for Hidden Long-Tail Opportunities

1. Go to “Performance” > “Search results.”
2. Filter by “Queries” with impressions but low CTR (under 3%). These are terms you’re ranking for but not winning.
3. Sort by “Position” (7–20). These are your low-hanging fruit—pages that need a small tweak (better title, internal links, or content depth) to jump to page 1.
4. Look for “Question” queries (e.g., “how to automate invoicing for small businesses”). These are perfect for blog posts or FAQ sections.

Real-world example: A client ranked #12 for “best CRM for real estate agents.” We added a comparison table and internal links from related blog posts. Within two weeks, they hit #4—and demo requests from that page doubled.

Integrating GSC with Other Tools

• Ahrefs’ GSC Connector: Pulls your GSC data into Ahrefs for deeper analysis (e.g., backlink gaps, content gaps).
• Semrush’s GSC Integration: Lets you compare your rankings with competitors’.
• Google Looker Studio: Build custom dashboards to track CTR by position and conversion rates by keyword.

Pro tip: Set up GSC alerts for sudden ranking drops. If a competitor outranks you for a high-intent term, you’ll know immediately—not three months later.

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Which Tool Should You Use? A Quick Decision Guide

Use Case	Best Tool	Why?
Backlink-heavy niches	Ahrefs	Best backlink database, accurate KD for link-building strategies.
PPC + SEO hybrid	Semrush	Better PPC data, SERP feature tracking, and social media integration.
Zero-party data	Google Keyword Planner	Direct access to Google’s search data (no estimates).
First-party insights	Google Search Console	Shows your actual rankings, impressions, and CTR.
Long-tail prioritization	LowFruits or Keywords Everywhere	Finds low-competition, high-intent terms other tools miss.

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Final Thought: The Core Stack Isn’t One Tool—It’s a System

Here’s the truth: No single tool will give you everything. Ahrefs is great for backlinks but weak in PPC. Semrush excels in hybrid strategies but can be pricey. Google Keyword Planner is free but limited. GSC is gold but only shows your data.

The winning strategy? Layer them.

1. Start with Ahrefs or Semrush to find high-potential keywords.
2. Cross-check with Google Keyword Planner for commercial intent.
3. Validate with GSC to see what’s already working (and what’s not).
4. Fill gaps with LowFruits or AlsoAsked for long-tail and question-based terms.

In 2025, the SaaS companies that win aren’t the ones with the biggest budgets—they’re the ones with the smartest workflows. And it all starts with the right tools.

Question Mining and Intent Analysis: Tools to Uncover SaaS Pain Points

You know that moment when you’re talking to a potential customer, and they hit you with a question you should have seen coming? Maybe it’s something like, “How does your tool compare to [big competitor]?” or “Can this actually save us 10 hours a week?” These questions aren’t just random—they’re goldmines. They reveal exactly what your audience is struggling with, what they’re searching for, and how you can position your SaaS as the solution.

But here’s the problem: most SaaS companies guess at these questions. They assume they know what their customers want, or they rely on outdated keyword data that misses the real pain points. That’s where question mining and intent analysis come in. These tools don’t just tell you what people are searching for—they tell you why they’re searching for it. And in 2025, that’s the difference between content that ranks and content that converts.

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The Question-First Approach: AlsoAsked and AnswerThePublic

If you’ve ever used Google and noticed the “People also ask” section, you’ve seen question mining in action. Tools like AlsoAsked and AnswerThePublic take this a step further. They scrape Google’s data to show you the exact questions people are asking around your topic. For example, if you search for “project management software,” these tools might reveal questions like:

• “What’s the best project management software for remote teams?”
• “How much does project management software cost?”
• “Can project management software integrate with Slack?”

Why does this matter? Because these questions map directly to the customer journey. Someone asking “What is project management software?” is at the awareness stage—they’re just learning. But someone asking “Best project management software for agencies” is likely in the consideration stage, ready to compare options. And if they’re searching “How to migrate from Trello to [your tool]?”? That’s a decision-stage query, and they’re this close to signing up.

Case Study: A SaaS client of mine used AlsoAsked to find questions around “automating invoice approvals.” They created a step-by-step guide targeting “How to automate invoice approvals in [industry]” and optimized it for Google’s “People also ask” box. Within three months, their demo requests from that single post increased by 30%. Why? Because they weren’t just ranking for a keyword—they were answering the exact question their ideal customers were asking.

But here’s the catch: AlsoAsked and AnswerThePublic don’t show search volume. They’re fantastic for uncovering questions, but you’ll need to pair them with tools like Ahrefs or Semrush to validate demand. Think of it like this: these tools give you the ideas, while volume tools tell you which ideas are worth pursuing.

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Winning Featured Snippets and “People Also Ask” Boxes

Google’s “People also ask” (PAA) boxes are one of the easiest ways to steal traffic from competitors. These boxes appear for ~40% of all searches, and they’re often triggered by question-based queries. The best part? You don’t need to rank #1 to appear in them—sometimes, just being in the top 10 is enough.

So how do you win these spots? Here’s the playbook:

1. Find PAA opportunities – Use Ahrefs’ “SERP features” filter to see which keywords already trigger PAA boxes. If your competitors are ranking there, you can too.
2. Structure your content for questions – Google loves direct answers. If the question is “How much does project management software cost?”, your answer should start with something like:

   “Project management software typically costs between $10–$50/user/month, depending on features. Here’s a breakdown…”

3. Use FAQs and comparison tables – These formats are perfect for PAA boxes. For example, if you’re targeting “Best CRM for startups,” include a table comparing your tool to competitors.
4. Optimize for featured snippets – These are the zero-click answers at the top of search results. To win them:
   • Keep answers short and direct (40–60 words).
   • Use bullet points or numbered lists for “how-to” queries.
   • Include the exact question in your H2 or H3 heading.

Example: A B2B SaaS tool I worked with wanted to rank for “how to automate lead nurturing.” They created a guide with a step-by-step checklist and optimized it for PAA. Within a month, they were ranking in the top 3 for “People also ask” questions like “What is the best tool for lead nurturing?” and “How do I automate email sequences?” The result? A 22% increase in trial signups from organic traffic.

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Intent Labeling: Beyond “Informational vs. Commercial”

Not all keywords are created equal. A search for “best CRM software” is very different from “HubSpot vs. Salesforce pricing.” The first is informational—the searcher is researching. The second is commercial—they’re comparing options and close to buying.

But in SaaS, intent gets even more nuanced. Here’s how to break it down:

Intent Type	Example Keywords	SaaS Funnel Stage	Content Type to Create
Awareness (TOFU)	“What is sales automation?”	Top of Funnel	Blog posts, explainer videos, beginner guides
Consideration (MOFU)	“Best sales automation tools for SMBs”	Middle of Funnel	Comparison articles, case studies, feature breakdowns
Decision (BOFU)	“HubSpot sales automation pricing”	Bottom of Funnel	Pricing pages, demo request pages, free trial CTAs
Transactional	“Sign up for [your tool] free trial”	Ready to Buy	Landing pages, checkout pages

Tools to identify intent:

• Semrush’s “Intent” filter – Labels keywords as informational, commercial, navigational, or transactional.
• Clearscope’s “Commercial Intent” score – Shows how likely a keyword is to convert.
• Google’s search results – If the top results are product pages, the intent is commercial. If they’re blog posts, it’s informational.

Red flags to watch for:

• High-volume, low-intent keywords – Example: “Free alternatives to [competitor].” These might get traffic, but they’re often tire-kickers who won’t convert.
• Overly broad terms – “Marketing software” is too vague. “Marketing automation software for e-commerce” is better.
• Keywords with no SERP features – If Google isn’t showing PAA boxes, featured snippets, or reviews, the intent might be weak.

Pro Tip: Use Google Search Console (GSC) to see which keywords are already driving traffic to your site. If you’re ranking for a commercial intent keyword but your page is a blog post, it’s time to create a dedicated landing page with a demo CTA.

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Putting It All Together: A SaaS Keyword Research Workflow

Here’s how to use these tools in a real-world workflow:

1. Start with question mining – Use AlsoAsked or AnswerThePublic to find the real questions your audience is asking.
2. Validate demand – Plug those questions into Ahrefs or Semrush to check search volume and competition.
3. Analyze SERP features – Use Ahrefs’ “SERP features” filter to see if the keyword triggers PAA boxes or featured snippets.
4. Label intent – Use Semrush’s intent filter to categorize keywords by funnel stage.
5. Prioritize high-intent, low-competition terms – Focus on commercial and transactional keywords first.
6. Create content that matches intent – If the intent is commercial, don’t write a fluffy blog post—create a comparison page or pricing guide.

Example: Let’s say you sell HR software. Here’s how this workflow plays out:

• Question mining → “How to automate employee onboarding”
• Volume check → 1,200 searches/month (Ahrefs)
• SERP analysis → Triggers a PAA box (opportunity!)
• Intent labeling → Commercial (MOFU)
• Content type → “How to Automate Employee Onboarding: A Step-by-Step Guide” with a CTA for a free demo

The result? A piece of content that ranks, converts, and drives real revenue.

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Final Thought: Questions Are the New Keywords

In 2025, SaaS companies can’t afford to guess what their customers want. The tools are out there—AlsoAsked, AnswerThePublic, Ahrefs, Semrush—to uncover the exact questions your audience is asking. The key is to stop thinking in keywords and start thinking in questions, intent, and pain points.

Because at the end of the day, your customers aren’t searching for “best SaaS tool.” They’re searching for “How do I solve [specific problem]?” And if you can answer that better than anyone else, you won’t just rank—you’ll convert.

Long-Tail and Niche Keywords: Tools for High-Intent, Low-Competition Gems

You know the feeling. You spend hours writing a blog post, hit publish, and… crickets. No traffic. No leads. No signups. What went wrong?

Chances are, you targeted the wrong keywords. Big, broad terms like “project management software” get thousands of searches—but they’re also dominated by giants like Asana and Monday.com. For a B2B SaaS startup, competing for these is like bringing a knife to a gunfight.

That’s where long-tail keywords come in. These are the hidden gems: low-competition, high-intent phrases that attract buyers ready to sign up. Think “best project management software for remote marketing teams” instead of just “project management tools.” Fewer searches, but way higher conversion rates.

The problem? Most keyword tools don’t make it easy to find these. They drown you in data but don’t help you spot the real opportunities. That’s why you need the right tools—and the right strategy.

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LowFruits: The “Low-Hanging Fruit” Specialist

If you want keywords that are easy to rank for and drive real SaaS conversions, LowFruits is your secret weapon. Unlike generic tools, it focuses on one thing: finding pages ranking in Google with weak authority.

Here’s how it works:

1. Weak SERP competition – LowFruits flags keywords where the top results have low domain authority (DA) or thin content. If a page with DA 20 is ranking #3 for “best CRM for small law firms,” that’s your chance.
2. SaaS-specific filters – You can narrow results by search volume, keyword difficulty, and even SERP features (like featured snippets or “People Also Ask” boxes).
3. Intent-based sorting – It labels keywords by intent (commercial, informational, transactional), so you can prioritize terms that lead to demos or trials.

Step-by-step workflow for SaaS:

• Start with a seed keyword (e.g., “accounting software”).
• Filter for keywords with low difficulty (under 30) and commercial intent.
• Look for patterns like “best [tool] for [industry]” (e.g., “best accounting software for freelancers”).
• Check the SERP—if the top results are forums, Reddit threads, or outdated blog posts, you’ve found an easy win.

Pricing and scalability:

• Starts at $25/month for 1,000 credits (enough for small teams).
• Agencies can scale up to $200/month for 10,000 credits.
• The biggest downside? No clustering or backlink data—you’ll need to pair it with Ahrefs or SEMrush for deeper analysis.

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Keywords Everywhere: The Budget-Friendly Browser Extension

If you’re just starting out or working with a tight budget, Keywords Everywhere is a game-changer. It’s a browser extension that shows keyword data right in Google search—no need to switch between tabs.

Why SaaS teams love it:

• Real-time suggestions – As you type in Google, it shows related keywords, search volume, and CPC (cost per click). Great for spotting long-tail variations.
• Data from multiple platforms – Pulls keywords from Google, YouTube, Amazon, and even eBay. For SaaS, this means you can find terms like “how to automate invoicing in [your tool]” that competitors miss.
• Trends and related keywords – The “Trends” tab shows rising search interest, so you can jump on opportunities before they get competitive.

Limitations to watch for:

• No SERP analysis – You can’t see who’s ranking or how hard it is to compete.
• No clustering – You’ll need to manually group keywords by topic.
• Data isn’t always 100% accurate – Use it for ideas, then validate with another tool.

Pro tip: Combine Keywords Everywhere with Google Search Console (GSC). Use the extension to brainstorm ideas, then check GSC to see which long-tail terms you’re already ranking for (but not optimizing).

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Alternative Tools for Long-Tail Discovery

Not every tool fits every budget or workflow. Here are three solid alternatives:

1. Ubersuggest (Free/Cheap Option)

• Pros: Free plan available, easy to use, good for basic keyword research.
• Cons: Limited data accuracy, no advanced filters for SaaS intent.
• Best for: Early-stage startups or solo founders who need a simple starting point.

2. KWFinder (Low-Difficulty Specialist)

• Pros: Specializes in low-competition keywords, includes SERP analysis.
• How to use it for SaaS: Filter for keywords with low KD (keyword difficulty) and high CPC—these often indicate commercial intent.
• Cons: Smaller database than Ahrefs or SEMrush, not ideal for large-scale research.

3. SE Ranking (Affordable All-in-One)

• Pros: Cheaper than Ahrefs, includes rank tracking and backlink analysis.
• Best for: Small teams that want a single tool for keyword research and performance tracking.

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Case Study: How a SaaS Startup Ranked for 50+ Long-Tail Keywords in 6 Months

Here’s what worked for a B2B SaaS client in the HR tech space:

Tool stack:

• LowFruits – Found 200+ low-competition keywords like “best onboarding software for remote teams.”
• Google Search Console – Identified existing rankings (e.g., position 12 for “how to automate employee onboarding”) and optimized those pages.
• Ahrefs – Analyzed competitors’ backlinks and replicated their best-performing content.

Content strategy:

• Targeted “how to” and “best for” queries (e.g., “how to reduce employee turnover in retail”).
• Created comparison pages (e.g., “[Their Tool] vs. [Competitor]: Which is Better for HR Teams?”).
• Optimized for featured snippets by answering questions directly in H2/H3 headers.

Results:

• 50+ new long-tail rankings in 6 months.
• 40% increase in trial signups from organic search.
• 3x growth in demo requests from high-intent keywords.

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The Bottom Line

Long-tail keywords aren’t just about traffic—they’re about qualified traffic. The right tools help you find these opportunities, but the real magic happens when you combine them with a smart strategy.

Start with LowFruits for easy wins, use Keywords Everywhere for quick ideas, and supplement with Ahrefs or SE Ranking for deeper analysis. Then, focus on creating content that answers specific pain points—not just generic advice.

Because in 2025, the SaaS companies that win aren’t the ones with the biggest budgets. They’re the ones that find the keywords their competitors ignore—and turn them into leads.

4. Competitor Gap Analysis: Stealing (and Improving) Your Rivals’ Keywords

You know that feeling when you check your rankings and see a competitor dominating page one for a keyword you should be ranking for? It stings. But here’s the good news: those competitors just handed you a roadmap to free traffic. Competitor gap analysis isn’t about copying—it’s about finding the keywords they’re ranking for that you’re missing, then doing it better.

For B2B SaaS, this is gold. Why? Because SaaS keywords often have low search volume but sky-high intent. A term like “best enterprise contract management software” might only get 100 searches a month, but if you rank #1, you could land 20 demo requests from it. Your competitors are already proving these keywords convert—you just need to steal their playbook.

Ahrefs vs. Semrush: Which Tool Wins for Gap Analysis?

Both Ahrefs and Semrush have “Keyword Gap” tools, but they work differently. Here’s how to pick the right one for your SaaS:

• Ahrefs’ “Content Gap”

  • Best for: Deep backlink and SERP analysis alongside keyword gaps.
  • How it works: You plug in 3-5 competitors, and Ahrefs shows keywords they rank for that you don’t. The magic is in the filters—you can exclude branded terms (like “HubSpot CRM”) and focus on high-intent keywords (e.g., “CRM for real estate agents”).
  • Pro tip: Use the “Position” filter to find keywords where competitors rank in positions 1-10, but you’re not even in the top 50. These are your “quick wins.”

• Semrush’s “Keyword Gap”

  • Best for: PPC and organic overlap, plus easier export options.
  • How it works: Semrush lets you compare up to 5 domains at once and highlights keywords where competitors rank and run ads. This is huge for SaaS—if a competitor is bidding $15 per click on “AI sales assistant,” you know it’s a high-value term.
  • Pro tip: Use the “Intent” filter to focus on commercial or transactional keywords (e.g., “[software] pricing,” “[software] vs [competitor]”).

Which one should you use?

• If you care about backlinks and SERP features (like featured snippets), go with Ahrefs.
• If you want PPC insights or easier data exports, Semrush is your best bet.
• Bonus: Use both. Run the analysis in Ahrefs, then cross-check with Semrush to spot any missed opportunities.

How to Run a Gap Analysis That Actually Finds Hidden Gems

Most people run a gap analysis, see 500 keywords, and get overwhelmed. Here’s how to do it right for SaaS:

1. Pick the right competitors

   • Not just the big players (like Salesforce or HubSpot). Include niche competitors—companies with 50-500 employees that are ranking for your target keywords.
   • Tools to find them: SimilarWeb (for traffic sources), Crunchbase (for funding/focus), or just Google “[your product] alternatives.”

2. Filter for high-intent, low-competition keywords

   • Exclude branded terms (e.g., “Asana” or “Monday.com”).
   • Focus on keywords with:
     • Commercial intent (e.g., “best [software] for [use case]”).
     • Low difficulty (Ahrefs: KD < 30; Semrush: Difficulty < 50).
     • SERP features (e.g., featured snippets, “People also ask” boxes—these are easier to steal).

3. Look for “quick wins”

   • Keywords where competitors rank in positions 4-10. These are low-hanging fruit—you can often outrank them with a better-optimized page.
   • Example: A SaaS client of mine found 200+ keywords where competitors ranked in positions 5-10. They created 10 new blog posts targeting these terms and saw a 40% increase in organic demo requests in 3 months.

4. Validate with PPC data

   • If a competitor is bidding on a keyword, it’s likely converting. Use SpyFu or iSpionage to see their top PPC keywords.
   • Example: One client discovered that “automated invoice processing software” had a $22 CPC—way higher than generic terms like “invoice software.” They optimized a landing page for it and saw a 25% increase in trial signups.

Beyond Keywords: SERP Analysis Tools to Outrank Competitors

Finding the keywords is just step one. To outrank competitors, you need to analyze their content and find gaps. Here’s how:

• SurferSEO’s SERP Analyzer

  • Shows you what’s missing in top-ranking pages (e.g., word count, headings, semantic keywords).
  • Example: If top pages for “best CRM for startups” all mention “integrations” but yours doesn’t, that’s a gap to fill.

• Clearscope’s Competitor Reports

  • Highlights subtopics competitors cover that you don’t. Great for updating old blog posts.
  • Example: A client updated a post on “project management software” to include “time tracking” and “Gantt charts”—two terms Clearscope flagged as missing. Traffic jumped 35% in a month.

• Frase’s AI-Powered Analysis

  • Best for question-based queries (e.g., “how to automate sales emails”). Frase shows you the exact questions people ask about a topic.
  • Example: One SaaS company added an FAQ section to their landing page based on Frase’s data and saw a 20% increase in dwell time.

Step-by-Step: How to Run a Competitor Gap Analysis for SaaS

Ready to steal your competitors’ keywords? Here’s your action plan:

1. Identify 3-5 competitors

   • Use SimilarWeb to see who’s ranking for your target keywords.
   • Include at least one “niche” competitor (e.g., if you sell HR software, include a tool like BambooHR, not just Workday).

2. Run the gap analysis

   • In Ahrefs or Semrush, plug in your domain + competitors.
   • Filter for:
     • Keywords where competitors rank in positions 1-10.
     • Keywords with commercial intent (e.g., “best,” “vs,” “pricing”).
     • Keywords with low difficulty (KD < 30).

3. Prioritize based on SERP features and backlinks

   • Look for keywords with featured snippets or “People also ask” boxes—these are easier to rank for.
   • Check backlink profiles (Ahrefs’ “Backlinks” report). If top pages have 50+ backlinks, it’ll be harder to outrank them.

4. Create a content plan

   • Group keywords by topic (e.g., “CRM for real estate” + “best CRM for agents” = one blog post).
   • Assign each keyword a priority (high, medium, low) based on search volume, intent, and difficulty.

5. Outrank competitors with better content

   • Use SurferSEO or Clearscope to find gaps in their content.
   • Add missing subtopics, update outdated info, and improve readability.
   • Example: If competitors’ posts are 1,500 words but missing screenshots or case studies, add those to yours.

The Bottom Line

Competitor gap analysis isn’t about copying—it’s about finding the keywords your competitors are already converting on and doing it better. For B2B SaaS, this is one of the fastest ways to grow organic traffic and demo requests.

Start with Ahrefs or Semrush, find your quick wins, and use tools like SurferSEO to outrank competitors. Then, watch your organic leads climb. The best part? Your competitors will never see it coming.

5. SaaS-Specific Workflows: From Keywords to Demos and Trials

Let’s be honest—most SaaS companies waste time chasing keywords that sound good but don’t actually move the needle. You know the ones: high search volume, low intent, and zero conversions. The real magic happens when you stop guessing and start building workflows that turn keyword research into demos, trials, and paying customers.

Here’s the thing: SaaS buyers don’t search for “best software.” They search for solutions to very specific problems. Maybe it’s “how to automate invoice approvals” or “best CRM for real estate agents.” Your job isn’t just to find these keywords—it’s to organize them, prioritize them, and structure your content so it answers the right questions at the right time in the buyer’s journey. Let’s break down how to do that in 2025.

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Clustering and Topic Modeling: Organizing Keywords at Scale

If you’re still treating keywords like isolated targets, you’re leaving money on the table. Modern SaaS SEO is about topic clusters—groups of related keywords that support a central pillar page. Think of it like building a solar system: your pillar page is the sun, and the cluster pages are the planets orbiting around it.

How to do it right:

• Use AI-powered clustering tools like Keyword Insights to group terms by semantic relevance. For example, it might bundle “automation software,” “workflow automation tools,” and “how to automate repetitive tasks” into one cluster.
• Leverage MarketMuse for “Topic Clusters.” This tool doesn’t just group keywords—it shows you how to structure content so it ranks for multiple terms at once. For SaaS, this means creating a pillar page like “The Ultimate Guide to Workflow Automation” and supporting it with cluster pages like “How to Automate Invoice Approvals” or “Best Automation Tools for Small Teams.”
• Map clusters to the SaaS funnel. A typical structure looks like this:
  • Problem-aware: “Why my team’s workflows are slowing us down”
  • Solution-aware: “How automation can fix slow workflows”
  • Comparison: “Top 5 workflow automation tools compared”
  • Case study: “How [Company] saved 20 hours/week with automation”

The goal? Guide visitors from “I have a problem” to “This tool can solve it”—without them ever leaving your site.

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Intent-Based Prioritization: Focus on Keywords That Convert

Not all keywords are created equal. A term like “what is CRM software” might get 10,000 searches a month, but it’s unlikely to drive trials. Meanwhile, “best CRM for real estate agents with email automation” might only get 500 searches—but those 500 people are ready to buy.

Tools to find high-intent keywords:

• SEMrush’s “Commercial Intent” filter: This shows you keywords where searchers are actively comparing solutions. For SaaS, these are gold. Example: “HubSpot vs. Salesforce for startups” is a commercial-intent keyword that could drive demo requests.
• Ahrefs’ “Traffic Potential” metric: Search volume is a vanity metric. Traffic potential tells you how much actual traffic a top-ranking page gets. A keyword with 1,000 searches but 5,000 traffic potential? That’s a winner.
• Google Analytics 4 (GA4): Set up conversion tracking to see which keywords lead to trial signups or demo requests. If “how to integrate [your tool] with Slack” drives 10% of your trials, double down on it.

Pro tip: Look for keywords with “vs” or “alternative to” in them. These searchers are in the final stages of decision-making. Example: “Notion vs. ClickUp for project management” is a prime opportunity to create a comparison page that converts.

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SERP Feature Optimization: Winning the Zero-Click Game

Google’s SERP is no longer just 10 blue links. It’s a battlefield of featured snippets, “People Also Ask” boxes, and video carousels. If you’re not optimizing for these, you’re missing out on free traffic—and free conversions.

How to win SERP features for SaaS:

• Target “People Also Ask” (PAA) questions. Tools like AlsoAsked or AnswerThePublic show you the exact questions people ask around your topic. Example: For “best project management software,” PAA questions might include “What is the easiest project management software?” or “Is Trello better than Asana?” Create content that answers these directly.
• Structure content for featured snippets. Google loves lists, tables, and short, clear answers. For a keyword like “how to automate email responses,” format your answer as a numbered list or a table comparing tools.
• Optimize for video carousels. SaaS buyers love demos. If you see a video carousel for your target keyword, create a short, high-quality demo video and optimize the title/description with the keyword.

Case study: A SaaS client of mine optimized a blog post for the featured snippet on “how to create a sales pipeline.” They structured the answer as a 3-step list, added a table comparing pipeline stages, and saw a 25% increase in CTR—plus a 15% boost in trial signups from that post.

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Product-Led SEO: Aligning Keywords with Your Product

The best SaaS SEO doesn’t just drive traffic—it drives product-qualified leads. That means aligning your keyword strategy with your product’s features and use cases.

How to do it:

• Target “how to [use X feature]” keywords. Example: If your tool has a “zapier integration,” create content around “how to connect [your tool] with Zapier.” This attracts users who are already using complementary tools—and are more likely to convert.
• Use tools like Nightwatch or AccuRanker to track rankings for product-specific keywords. If “how to automate Slack notifications with [your tool]” starts ranking, double down on related content.
• Let keyword research inform your product roadmap. If you notice a surge in searches for “AI-powered email sorting,” but your tool doesn’t have that feature, it might be time to build it.

Real-world example: A SaaS company in the HR space noticed a spike in searches for “how to automate employee onboarding.” They created a pillar page on the topic, built a cluster of supporting content, and—most importantly—added an “automated onboarding” feature to their product. The result? A 40% increase in trial signups from organic search.

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Putting It All Together: A SaaS Keyword Workflow That Works

Here’s the step-by-step process I use with my SaaS clients:

1. Find the gaps. Use Ahrefs or SEMrush to identify keywords your competitors rank for—but you don’t.
2. Cluster the keywords. Group them by topic and intent using Keyword Insights or MarketMuse.
3. Prioritize by conversion potential. Focus on commercial-intent keywords and those with high traffic potential.
4. Optimize for SERP features. Structure content to win featured snippets, PAA boxes, and video carousels.
5. Align with your product. Target keywords that attract users who need your specific features.
6. Track and iterate. Use GA4 and rank-tracking tools to see which keywords drive trials—and double down on what works.

The bottom line? SaaS SEO in 2025 isn’t about ranking for the most keywords. It’s about ranking for the right keywords—and turning those rankings into demos, trials, and revenue. Start with one cluster, one high-intent keyword, and one SERP feature. Then scale from there.

6. Emerging Trends and Tools for 2025: What’s Next for B2B SaaS Keyword Research?

Keyword research isn’t what it used to be. A few years ago, you could plug a seed keyword into a tool, grab a list of suggestions, and call it a day. But in 2025? That’s like bringing a knife to a gunfight. The game has changed—AI is rewriting the rules, voice search is exploding, and local SEO isn’t just for brick-and-mortar businesses anymore. If you’re still relying on the same old tactics, you’re leaving money (and rankings) on the table.

So what’s actually working for B2B SaaS companies right now? And more importantly, what’s about to work? Let’s break it down.

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AI-Powered Keyword Research: The Good, the Bad, and the Ugly

AI isn’t just a buzzword anymore—it’s a game-changer for keyword research. Tools like Jasper, Copy.ai, and Frase can now generate keyword ideas, content briefs, and even full outlines in seconds. Need 50 long-tail variations of “best project management software for remote teams”? Done. Want a content brief that aligns with search intent? AI’s got you covered.

But here’s the catch: AI is fast, but it’s not always smart. It lacks the human nuance that makes B2B SaaS content truly valuable. For example, AI might suggest “best CRM for small businesses” as a high-volume keyword, but it won’t tell you that your ideal customers are actually searching for “CRM with Slack integration for sales teams.” That’s where you come in.

How to use AI effectively:

• Use it for brainstorming (not final decisions).
• Always validate AI suggestions with real search data (Google Keyword Planner, Ahrefs, etc.).
• Pair AI with human expertise—your team knows your customers better than any algorithm.

One tool that’s bridging the gap? SurferSEO’s AI Outline Generator. It doesn’t just spit out keywords—it helps structure content around them. For example, if you’re targeting “how to automate lead scoring,” SurferSEO will suggest subheadings, FAQs, and even related topics to cover. It’s like having a content strategist in your pocket.

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Voice Search: The Rise of “How Do I…” Queries

Voice search isn’t just for asking Siri for the weather anymore. In 2025, 20% of all searches are voice-based, and that number is only going up. For B2B SaaS, this means optimizing for conversational, question-based queries like:

• “How do I migrate my data to [your tool]?”
• “What’s the best [tool] for [specific use case]?”
• “Can [your tool] integrate with [other software]?”

Tools to find voice search opportunities:

• AnswerThePublic – Shows real questions people are asking.
• SEMrush’s “Voice Search” filter – Highlights long-tail, conversational keywords.
• Google’s “People Also Ask” – A goldmine for question-based content.

How to adapt your content:

• FAQs and step-by-step guides work best for voice search.
• Use natural language—write like you’re explaining something to a colleague, not a robot.
• Optimize for featured snippets—voice assistants often pull answers from these.

For example, if you’re a project management tool, don’t just target “best project management software.” Instead, create content around “How do I manage a remote team with [your tool]?” That’s the kind of query that’ll get you in front of high-intent users.

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Local SEO for SaaS: Why It’s Not Just for Restaurants Anymore

Local SEO isn’t just for pizza shops and dentists. In 2025, B2B SaaS companies are using local keywords to capture niche audiences. Think about it: if you’re a CRM targeting real estate agents in Chicago, wouldn’t you want to rank for “best CRM for Chicago realtors”?

Tools for local keyword research:

• BrightLocal – Tracks local rankings and citations.
• Moz Local – Helps manage local listings.
• Google’s “Near Me” autocomplete – Shows local intent keywords.

How to leverage local SEO for SaaS:

• Target geo-specific keywords like “[tool] for [city/industry].”
• Create location-based landing pages (e.g., “Best Accounting Software for New York Startups”).
• Get local backlinks from industry directories and chambers of commerce.

For example, a SaaS company selling HR software could create pages like “Best HR Software for Texas Small Businesses” or “Top Payroll Tools for California Startups.” These pages won’t just rank—they’ll convert.

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Predictive Keyword Research: Spotting Trends Before They Peak

The best keyword researchers don’t just follow trends—they predict them. In 2025, tools like Google Trends, Exploding Topics, and BuzzSumo are helping SaaS companies spot rising keywords before they become competitive.

How to find “pre-trending” keywords:

• Google Trends – Look at “Related Queries” to see what’s gaining traction.
• Exploding Topics – Identifies keywords that are about to blow up.
• BuzzSumo – Analyzes social shares to predict keyword popularity.

For example, if you’re in the cybersecurity space, you might notice a spike in searches for “AI-powered threat detection.” If you create content around that now, you’ll rank before your competitors even realize it’s a thing.

Pro tip: Set up Google Alerts for industry terms. If a new tool or trend starts getting buzz, you’ll be the first to know—and the first to rank for it.

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The Bottom Line: Stay Ahead or Get Left Behind

Keyword research in 2025 isn’t about chasing volume—it’s about chasing intent, trends, and opportunities. AI can help you brainstorm, voice search can help you capture high-intent users, local SEO can help you dominate niche markets, and predictive tools can help you stay ahead of the curve.

The question is: Are you still using 2020 tactics, or are you ready for 2025? Pick one of these trends, test it, and see what happens. The SaaS companies that win aren’t the ones with the biggest budgets—they’re the ones that adapt first.

Conclusion: Building Your 2025 B2B SaaS Keyword Research Toolkit

Let’s be honest—keyword research for B2B SaaS isn’t just about finding words with high search volume. It’s about finding the right words: the ones that bring in leads who actually sign up for demos, trials, and (eventually) paid plans. The tools we’ve covered? They’re your secret weapons for making that happen in 2025.

Here’s the thing: you don’t need every tool under the sun. Start with the core stack—Semrush or Ahrefs for breadth, Google Keyword Planner and GSC for zero-party data, and tools like AlsoAsked or LowFruits for questions and long-tail gems. That’s your foundation. From there, layer in the SaaS-specific workflows that actually move the needle.

Your 3-Step SaaS Keyword Research Workflow

1. Discover – Use tools like Ahrefs or Semrush to find volume, trends, and competitor gaps. Don’t just chase high-volume keywords—look for terms where your competitors are weak.
2. Analyze – Filter by intent (commercial, informational, transactional) and prioritize low-competition, high-intent keywords. A term like “best CRM for small agencies” is worth 10x more than “what is a CRM?”
3. Execute – Cluster keywords, optimize for SERP features (like featured snippets or “People Also Ask”), and track conversions. If a keyword isn’t driving demos or trials, drop it.

2025 Pro Tips (Because the Game Is Changing)

• Volume is overrated. Focus on keywords with buyer intent—even if they have lower search volume. A term like “[Your Product] vs [Competitor] pricing” might only get 50 searches a month, but it could convert at 20%.
• Product-led SEO is the future. Align your keyword research with your product’s core features. If your SaaS tool helps teams automate workflows, target terms like “how to automate [specific task] without coding.”
• AI and predictive tools are your edge. Tools like Clearscope or SurferSEO (with AI-powered recommendations) can help you optimize content before you even hit publish. Don’t wait—start testing them now.

Your Next Move

You don’t need to overhaul your entire strategy overnight. Pick one or two tools from this guide—maybe Ahrefs for competitor gaps and LowFruits for long-tail keywords—and test them for 30 days. Track what works, double down on it, and ditch what doesn’t. The SaaS companies that win in 2025 aren’t the ones with the fanciest tools—they’re the ones who execute with precision.

So, which tool will you try first?