Schedule Free Growth Strategy Meeting

Clients and results

Let's Talk About Pricing

We’ll discuss:

Our proven SEO framework

Scaling content that converts

Accelerating SEO results

Cost and investment

Marketing Research Not Keyword Research For SaaS SEO Growth

Marketing Research Not Keyword Research For SaaS SEO Growth

As a product-led SaaS company, it is crucial to understand the importance of conducting marketing research instead of solely relying on keyword research for SEO growth. While keyword research has traditionally been a staple in SEO strategies, the landscape has evolved, and marketing research has emerged as a more effective approach. In this article, we will delve into the significance of marketing research in the SaaS SEO realm and explore why it surpasses keyword research in driving growth and success.

Understanding the Importance of Marketing Research in SaaS SEO

Understanding the Importance of Marketing Research in SaaS SEO

Before diving into the reasons why marketing research is superior to keyword research, it’s essential to define what exactly marketing research is and its role in SaaS SEO. Marketing research involves the systematic collection and analysis of data to gain insights into customer behavior, preferences, and market trends. It goes beyond keyword analysis and focuses on understanding the target audience, their needs, and how to effectively reach them through SEO strategies.

Defining Marketing Research and Its Role in SaaS SEO

In SaaS SEO, marketing research enables us to identify and target the right audience segments. By tapping into customer preferences, pain points, and emerging trends, we gain valuable insights that go beyond surface-level keyword optimization. This holistic understanding allows us to create highly targeted and personalized SEO campaigns, resulting in increased brand visibility, user engagement, and ultimately, higher conversion rates.

The Limitations of Keyword Research in SaaS SEO

While keyword research remains a foundation in SEO, it does have its limitations in the context of SaaS businesses. Merely focusing on keywords may lead to a narrow perspective, as it does not provide a comprehensive understanding of user intent, behavior, or market dynamics. Keywords alone do not capture the evolving needs of potential customers, nor do they consider the changing competitive landscape.

Therefore, relying solely on keyword research for SaaS SEO growth can limit the effectiveness of our strategies and hinder our ability to reach and engage our target audience effectively.

The Shift from Keyword Research to Marketing Research

Shift from keywords to marketing research

Recognizing the limitations of keyword research, there has been a paradigm shift towards embracing marketing research as the driving force behind SEO strategies. This shift is rooted in the understanding that a deep understanding of target customers and the market as a whole is critical for sustainable growth.

Why Marketing Research Surpasses Keyword Research

Marketing research provides a broader perspective and allows us to go beyond the limitations of keyword research. By conducting thorough market analysis, including competitor analysis, industry trends, and user behavior, we gain valuable insights that inform both our content strategy and overall SEO approach.

By strategically analyzing data from various sources, including social media, customer surveys, and competitor analysis, we develop a robust understanding of user intent, pain points, and the solutions they seek. Armed with these insights, we can tailor our SEO efforts to align directly with user needs and preferences, ensuring our SaaS offerings are well-positioned to address customer demands.

The Impact of This Shift on SaaS SEO Strategies

This shift from keyword research to marketing research has amplified the impact of SaaS SEO strategies. By leveraging marketing research insights, we can develop a comprehensive and customer-centric content strategy that resonates with our target audience. This means creating content that answers their questions, provides valuable solutions, and aligns with their preferences, all of which enhances user engagement and builds trust.

Moreover, marketing research empowers us to identify emerging trends, customer pain points, and gaps in the market. Armed with this knowledge, we can fine-tune our SaaS offerings, align our SEO strategy accordingly, and seize opportunities for growth.

The Benefits of Marketing Research for SaaS SEO Growth

The Benefits of Marketing Research for SaaS SEO Growth

Now that we understand the shift from keyword research to marketing research, let’s explore the specific benefits it brings to SaaS SEO growth.

Enhancing Customer Understanding through Marketing Research

One of the biggest advantages of marketing research in SaaS SEO is the enhanced understanding of our target customers. By delving into their preferences, pain points, and motivations, we can develop a profound understanding of what drives their decision-making process. This allows us to craft targeted SEO campaigns that resonate with our audience and establish a stronger connection with potential customers.

Improving Content Strategy with Marketing Research Insights

Marketing research equips us with valuable insights to refine our content strategy. By understanding the topics, formats, and delivery methods our target audience prefers, we can create content that aligns with their preferences and increases engagement. Marketing research also enables us to identify content gaps in the market, allowing us to capitalize on those opportunities and establish ourselves as thought leaders in the SaaS industry.

Implementing Marketing Research in Your SaaS SEO Strategy

Now that we recognize the benefits of marketing research for SaaS SEO growth, it’s essential to understand how to effectively incorporate it into our SEO strategies.

Steps to Incorporate Marketing Research into SEO

  1. Start by defining your target audience segments and their key characteristics. This will guide your marketing research efforts.
  2. Utilize customer surveys, interviews, and social listening tools to gather insights into customer preferences, pain points, and aspirations.
  3. Conduct competitor analysis to identify gaps in the market and understand their SEO strategies.
  4. Combine all gathered data to generate actionable insights for your SEO campaigns, content strategy, and product development.
  5. Regularly monitor and analyze the impact of your marketing research-informed strategies, making adjustments as needed for continual improvement.

Tools and Techniques for Effective Marketing Research

In the digital era, numerous tools and techniques can aid in conducting effective marketing research. These include:

  • Google Analytics: Analyze user behavior, track conversions, and identify trends.
  • Social Listening Tools: Monitor social media conversations about your brand and industry to gain insights into customer sentiment and emerging trends.
  • Keyword Research Tools: While keyword research should not be the sole focus, these tools can still provide valuable insights into user intent and related topics.
  • Customer Surveys and Interviews: Directly engage with your target audience to gather qualitative data and uncover deeper insights.

Measuring the Success of Your Marketing Research-Driven SEO

Measuring the Success of Your Marketing Research

It is important to measure the success of your marketing research-driven SEO efforts to ensure ongoing optimization and growth.

Key Performance Indicators for Marketing Research SEO

Some key performance indicators (KPIs) to consider include:

  • Organic Traffic: Monitor the increase in organic traffic driven by your targeted SEO campaigns.
  • Keyword Ranking: Track your improvements in keyword rankings to assess your visibility and reach.
  • Conversion Rate: Measure the percentage of visitors who take the desired action on your website, such as signing up for a trial or making a purchase.

Continual Improvement through Regular Marketing Research

Keep in mind that marketing research is an ongoing process. Regularly revisit your research, update your buyer personas, and adapt your strategies based on user feedback and evolving market trends. Continual improvement ensures your SEO efforts remain aligned with customer needs and the ever-changing SaaS landscape.


In conclusion, conducting marketing research instead of solely relying on keyword research is crucial for SaaS SEO growth. By tapping into customer insights, understanding market dynamics, and aligning our strategies accordingly, we can drive higher brand visibility, user engagement, and ultimately, conversions. Marketing research allows us to establish a strong connection with our target audience, enhance our content strategy, fine-tune our SEO campaigns, and solidify our position in the competitive SaaS industry. Embrace marketing research as the backbone of your SaaS SEO strategies, and watch your growth soar.

About the Author

Nick Chasinov is the founder and CEO of Teknicks, a growth marketing agency that drives sustainable, defensible, and compounding growth for web apps and SaaS products.

Choose your next steps:

1. Get pricing

To learn more about our pricing:

2. Learn

3. Join our team (we're hiring!)

4. Contact us

Join thousands of growth marketing professionals

Receive free resources about growth and marketing.

Contact us