Keyword Research

The Psychology of SaaS Keywords: Understanding User Behavior

Shivam Kumar
Oct 18, 2023
9 mins read
The Psychology of SaaS Keywords: Understanding User Behavior

The world of marketing is changing every day. Competition is getting fierce, and user attention spans are fleeting. This is why understanding your user’s behavior patterns is highly critical. 

To some degree, that translates to understanding users’ intent behind inputting particular keywords and what they expect in the results for that specific query in SEO. These linchpins guide users toward discovering, engaging with, and ultimately adopting your software.

Why does this matter, you ask? Well, it’s more than just search engine optimization. It’s about unraveling the intricacies of what drives users, how they search, and what indeed resonates with them. These keywords aren’t just words but gateways to your virtual world.

Unlocking the potential of SaaS marketing lies in syncing your message with your audience’s underlying desires and needs. It’s about aligning with the subconscious motivations that influence their decisions. Understanding these psychological triggers embedded within keywords empowers you to craft messages that capture attention and prompt action. It’s the difference between a passive viewer and an engaged user.

After all, conversion is the heartbeat of any marketing strategy. Whether it’s a trial sign-up, a subscription, or a purchase, conversions are the lifeblood of success. So, understanding how users interact with keywords provides invaluable insights into their decision-making process. With this knowledge, businesses can fine-tune their messaging, streamline user experiences, and boost conversion rates.

So, in this blog, we’re diving headfirst into the captivating world of marketing psychology. We’ll uncover the subconscious drivers that steer user behavior and equip you with practical strategies to leverage this knowledge for a more compelling SaaS marketing approach.

Understanding the Different Types of Keywords

When it comes to keywords, they aren’t all created equal. Each type serves a unique purpose in the user’s journey, reflecting their intent and level of engagement. Let’s break down the four primary categories:

Commercial Keywords

Commercial keywords are akin to a customer who’s already in window-shopping mode. These are the terms users employ when they’re actively considering a purchase or a subscription. For instance, suppose someone is searching for “best project management tool for remote teams.” Here, the user is looking for specific solutions, possibly comparing features, pricing, and user reviews.

Examples of Commercial Keywords:

  • “Top CRM software for small businesses”
  • “Affordable email marketing services”
  • “SaaS accounting software pricing”

Informational Keywords

Informational keywords cater to users in the early stages of their buyer’s journey. They’re seeking knowledge, insights, or answers to specific questions. 

These terms are essential for building brand authority and nurturing trust. For instance, someone searching for “how to streamline workflow with SaaS tools” is seeking guidance and expertise.

Example Informational Keywords:

  • “Benefits of cloud-based software”
  • “SaaS vs. on-premise solutions”
  • “How to choose the right marketing automation tool”

Navigational Keywords

Navigational keywords are akin to users who know exactly where they want to go but aren’t quite sure of the address. They use these terms to find specific brands, products, or services. For example, a user searching for “Salesforce login page” is trying to navigate directly to the platform.

Example Navigational Keywords:

  • “Dropbox download”
  • “HubSpot pricing”
  • “Microsoft Office 365 login”

Transactional Keywords

Transactional keywords signal a user’s intent to take action. Whether signing up for a trial, demo scheduling, or purchasing, they’re ready to convert. These keywords often include action-oriented terms like “buy,” “sign up,” or “subscribe.” For instance, someone searching for “start free trial Adobe Creative Cloud” is poised to take that crucial next step.

Example Transactional Keywords:

  • “Free trial of Trello”
  • “Sign up for Zoom webinar”
  • “Subscribe to Spotify Premium”

By understanding these distinct categories of SaaS keywords, you gain a clearer insight into the intent and mindset of your audience. This knowledge empowers you to tailor your content and messaging to meet users where they are in their journey, ultimately leading to more meaningful engagements and conversions.

How do Users Search for Keywords?

Understanding how users navigate the digital landscape in search of SaaS solutions is fundamental in tailoring your marketing efforts effectively. Let’s delve into the intricacies of their search behavior.

Search Intent: What is the user’s goal?

Understanding the intent behind a user’s search is akin to deciphering their digital body language. Some users arrive at a search query with a clear purpose – ready to decide. They’re comparing options, weighing features, and assessing pricing. These users seek a SaaS solution that fits like a glove and will streamline their operations or solve a specific pain point.

On the other end of the spectrum are the knowledge seekers. They’re not quite ready to commit but hungry for information. They want to understand the benefits of SaaS, learn about different software categories, or wrap their heads around a particular industry trend. For them, the journey is about gathering insights and building a foundation of knowledge.

Then, there are the navigators. They know exactly where they want to go; they just need the right keywords to take them there. These users are looking for a specific brand, product, or service and trust that a precise search query will lead them directly to it.

Understanding user intent allows you to customize content and offerings to meet their needs, whether they’re ready to buy, seeking information, or navigating to a specific destination, forming the foundation for successful SaaS marketing.

Search Journey: What steps do users follow when searching?

The user’s journey in seeking SaaS solutions is akin to embarking on a quest. They often start with broad, exploratory searches to understand the landscape. As they refine their understanding, their queries become more specific, honing in on particular features, pricing, or reviews. Ultimately, they narrow their options, perhaps even seeking direct access to a particular SaaS platform or product.

This journey is punctuated by moments of discovery, comparison, and validation. Users traverse a path of exploration, seeking to align their needs with the ideal solution. Understanding these stages allows you to intercept them at critical junctures, providing the required information and assurance.

By dissecting these elements of user behavior, you can forge a deeper connection between your SaaS offerings and your audience’s genuine needs. This insight becomes the cornerstone of crafting content and experiences that resonate profoundly, ultimately guiding users toward a confident decision.

How to Understand User Behavior in Keywords

To truly understand how users behave when searching for keywords, it’s essential to take an approach that combines keyword research, effective SEO tools, and insightful website analytics.

Keyword Research

The foundation of understanding user behavior lies in conducting keyword research. This involves exploring users’ terms and phrases when looking for SaaS solutions. 

Valuable insights can be gained from tools like Google’s Keyword Planner or other keyword tools of Moz, SEMrush, or Ahrefs. These tools can provide information on search volume, competition levels, and related terms. 

By identifying performing keywords, you can align your content with your audience’s language, ensuring visibility and relevance.

Utilizing SEO tools is crucial for deciphering user behavior patterns. Platforms like Ahrefs, Moz, and SEMrush offer features that uncover the landscape, identify performing keywords, and provide valuable data on user trends. With these tools, you can track rankings, analyze backlinks, and even conduct competitor research. With this data-driven knowledge, you can refine your keyword strategy while optimizing content to meet evolving user preferences.

Website Analytics

Platforms like Google Analytics offer a wealth of information about user behavior through website analytics. These platforms serve as resources for understanding how users engage with your site. 

You gain insights into which pages attract attention or need improvement by analyzing metrics such as page views, bounce rates, conversion rates, etc. This information allows you to decide about enhancing your website’s user experience.

You can understand how users engage with your website by analyzing bounce rate, session duration, and conversion rates. Moreover, it allows you to discover which keywords drive the traffic, which pages resonate the most with users, and where they tend to drop off. This valuable data empowers you to refine your content, enhance user experience, and optimize conversion paths.

Integrating keyword research, SEO tools, and website analytics establishes a framework for understanding user behavior related to keywords. This multifaceted approach reveals insights and equips you with the tools to adapt and optimize your SaaS marketing strategies for ongoing success.

Implementing Your Understanding of Keywords Psychology

Here’s how you can utilize your understanding of keywords and user behavior to enhance your SEO and marketing strategies:

  1. Choose the Right Keywords: With your knowledge, you can target keywords that align perfectly with users’ intentions. Of targeting an audience, focus on those actively seeking your SaaS solution. Select keywords that resonate with their needs and witness an increase in visibility.
  2. Develop High-Quality Content: Now that you have identified the keywords, creating content that genuinely connects with your audience is time. Avoid stuffing keywords; provide value by addressing their pain points, offering solutions, and guiding them through their journey. You will capture their attention and establish authority in your niche.
  3. Optimize Your Website for SEO: Remember that your website serves as a storefront. It should be inviting, easy to navigate, and optimized for search engines. Pay attention to on-page SEO elements like tags, headers, and image alt text. It’s crucial that your website loads quickly and is mobile-friendly. You have a winning formula when you combine a user experience with content rich in relevant keywords.
  4. Promote Your Content: Don’t just sit back and wait for users to stumble upon your content; take steps to promote it. Utilize social media platforms and email marketing campaigns. You can even use paid advertising to amplify your message. Engage with your audience. Encourage them to share your content. The more people see your content, the greater the potential for attracting leads.

By incorporating your understanding of keyword user behavior into these strategies, you’re not optimizing for search engines. Also, catering directly to your target audience. You’re providing high-quality content that resonates with them and compels them to take action.


Understanding the types of keywords and grasping how users search and track their actions enables you to create targeted content strategies that resonate with your target customers. With this knowledge, you can strategically focus on meeting the needs and preferences of your audience, ensuring that your message hits home.

Take a step towards optimizing your SaaS strategy now! Dive deeper into the psychology behind SaaS keywords with expert guidance. Schedule a session today. Elevate your SaaS marketing to new heights! This is your chance to unlock the potential of your SaaS business and establish a connection with your audience.

About Shivam Kumar

Shivam Kumar Shivam Kumar

Shivam Kumar, the Senior SEO Analyst at FirstPrinciples Growth Advisory, brings 6+ years of expertise in SEO and Digital Marketing. With a solid foundation in Internet Marketing, Website Optimization, SEO, SEM, and Social Media Marketing, Shivam is known for his commitment and versatile skill set, including proficiency in Video Editing. ...

About Shivam Kumar

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