High converting keywords are the perfect foundation for a winning B2B SaaS content strategy.

But too many content marketers overlook them in favour of high-volume informational keywords.

That’s a mistake. Why? Because high volume, broad informational searches typically attract users who want to learn about something. They probably aren’t ready to buy your product right now.

So how can you narrow down high converting keywords and incorporate them in your content strategy? Let’s find out.

I’ve been delivering content and SEO for B2B SaaS and professional services brands for the last eight years. My content has driven customer purchase decisions worth over half a million dollars each.

What are High Converting Keywords?

High converting keywords are searches with commercial intent, made by users researching their options for a potential purchase.

For example:

  • convertkit review
  • convertkit vs mailchimp
  • best email marketing software for small businesses
  • alternatives to convertkit

In the first case, the user is already strongly considering ConvertKit. But they want reinforcement for their choice from others. That’s why they’re seeking reviews.

In the second case, the user has already narrowed down their choice to two options. Now they’re seeking a comparison so they can make the final decision.

And in the third case, the user knows what category of item they want to purchase, but they’re still in the research phase. Your job would be to convince them that your product is better than the others in your category.

In the final case, the user already knows about ConvertKit, but they’re researching potential alternatives. There’s usually some reason why ConvertKit’s product doesn’t completely meet their needs.

Or perhaps they’re already using it but want to switch to a new email marketing provider.

Either way, if you’re an email marketing software company, this keyword offers a prime opportunity to convert new signups.

Substitute ‘ConvertKit’ for your own brand (or a competitor’s), and it’s easy to understand how these keywords lead directly to conversions.


I talk about conversions from a revenue standpoint in this article. But successful conversions can also include email list signups, e-book or template downloads, booking demo calls, and so on.

How to Find High Converting ‘BOFU’ Keywords

Let’s take a look at some specific tactics for finding high converting business-relevant keywords.

It’s important to define your conversion goal for each article. Here, our goal is to encourage the reader to either sign up for a trial or book a demo.

Tactic 1: Mine Your Competitors

Your competitors’ keywords are typically the best starting point for finding great high potential opportunities.

Make sure you choose direct competitors and preferably those with a strong organic search presence – meaning they’ll have lots of juicy keywords to choose from!

For this example, we’ll focus on the email marketing software category and we’ll pretend to be a new SaaS in this space. Let’s reverse engineer one of our main competitors: MailChimp. We’ll use Semrush for this.

First, open the Organic Research tab and type in the competitor domain. Filter by top three positions for the best results (you could also filter by top 10).

Next, I like to sort the keywords by high CPC (cost per click), as this shows the most valuable keywords at the top of the list. Below you can see a list of the top three position, high CPC keywords that MailChimp is currently ranking for.

Two keywords that immediately jump out to me are “klaviyo vs mailchimp” and “email campaign service“. Both have strong commercial intent and would likely convert well to product signups.

If I was creating content for an email marketing client, then I’d tackle the “klaviyo vs mailchimp” keyword first by writing a detailed comparison of the two tools. Then, I’d segue into exactly how the client’s email marketing tool is better than both competitors. Of course, doing that requires a clear understanding of the tool’s unique selling points!

Another approach is to filter the competitor’s keywords by common terms that point to commercial intent.

We’ll use ‘vs’ as our filter, because that will show us a list of keywords where the user is looking to compare two options. Here’s how I’d do that.

Go back to the Organic Research screen in Semrush, where you can see all the keywords for your competitor (in this case, MailChimp).

In the “Filter by keyword” box, type ‘vs’ and hit enter.

This will show you all the keywords that MailChimp ranks for that include the word ‘vs’. In this case, you can see they’ve created content to target a range of competitor comparisons.

Armed with this info, you can start building out high-converting content that compares your competitors with each other, then showcases how your own product is better.

You can easily repeat this process using high-converting commercial intent terms, such as “best”, “alternatives” or “top”.

Once you’ve chosen the keywords you want to focus on, the next step would be to analyze the top 10 search results to see exactly what sort of content formats other sites are using to target those keywords.

Are most of them producing blog posts? Or are they targeting the keywords with a product page? You should use a similar format, as that’s what Google wants.

Tactic 2: Hunt Down Competitor Name Keywords

You can also find high-converting keywords by filtering Semrush with a competitor name + various commercial search modifiers, such as ‘alternatives’ or ‘vs’.

Let’s use the Keyword Magic Tool in Semrush to do this. First search for the competitor name, then use the ‘Include keywords’ filter to add a list of modifiers. Make sure to select the ‘Any keywords’ button, then click Apply.

You’ll get a nice list of all keywords including the competitor name alongside the commercial intent modifier. Perfect for including in your foundational content strategy.

Tactic 3: Use a Category Search

Another way to find high-converting keywords is using a category search.

For example, if you’re an email marketing tool, then start by searching for the broad keyword ’email marketing’, then filter down by modifiers indicating commercial intent (using the same process as before).

I’d use the following list:

  • tool
  • tools
  • software
  • product
  • products
  • solution
  • solutions
  • platform
  • platforms
  • service
  • services
  • app
  • apps

Plug this list into the ‘Include keywords’ filter and be sure to select the ‘Any keywords’ button. Here’s what I got. Lots of these terms are highly competitive (as shown by the high KD score), but you can always use more filters to narrow them down to lower KDs.

Tactic 4: Use a Category Plus Persona Combined Search

The final tactic leverages the category terms again, but this time adds a persona to further narrow down the search while also calling out your target audience. Let’s see what this looks like.


  • email marketing tool for small businesses
  • email marketing tool for enterprise
  • email marketing service for freelancers
  • email marketing consultant for B2B

And so on. You can use various combinations of category plus persona to really narrow down your keyword search to find the highest-converting keywords.

Below, I used one of the category keywords (email marketing tool), then added ‘for’ as a modifier in the ‘Include keyword’ filter.

Need help building high-converting Content Foundations for your SaaS business? Book a free strategy call here.

How to Convert Informational Keywords

I recommend always building your content foundations with bottom of the funnel keywords first. That way, you give them time to start ranking and driving business-critical leads sooner.

Although bottom of the funnel keywords are important, they’re not the only kind of high-converting keywords. Once you’ve covered the foundations, you can extend your strategy with relevant informational keywords that tie into your main topical clusters.

Informational keywords don’t always lead directly to revenue. But they can be valuable in other ways, such as converting readers to your email newsletter, downloading your free lead magnet or ebook.

These are still conversions; they’re just not ready to buy yet. Your job is to nurture them until they are. One of the most useful types of informational keyword is the ‘how to’ keyword.

People searching for ‘how to’ keywords have a problem to solve. If your SaaS product solves that problem, then you can drive conversions even from informational content.

I recommend including several calls to action throughout the body of a ‘how to’ post, at any key trigger points where the user is likely to decide they need further help.

Actionable Next Steps

Hopefully, this article has provided a clear walkthrough of how to find high converting keywords to use in your SaaS content strategy.

Building a strong base of BOFU content pieces is one of the best ways to see ROI from your content marketing budget.

And the best part is, if you craft them properly, these content pieces can generate high-quality leads for your sales team, for months and even years into the future.

Need help building high-converting Content Foundations for your SaaS business? Book a free strategy call here.