Finding a Niche: A B2B Keyword Gap & Intent Strategy
Client: A new B2B SaaS in the hyper-competitive “HR tech” space.
Challenges We Faced
The client was a new startup competing against giants like Workday and BambooHR. They were burning cash on content that never ranked:
“Red Ocean” Market
Competing for “head” terms like “HR software” was impossible.
No “Demo” Leads
Their blog attracted low-level HR students (“what is HR”), not C-level decision-makers.
Missing “Problem-Aware” Keywords
A Content Gap Analysis showed they had no content for users who knew their problem (e.g., “high employee turnover”) but not the solution.
No Topical Authority
Their content was broad and shallow.
Long Sales Cycle Disconnect
There was no content designed to nurture mid-funnel buyers, causing qualified visitors to drop off before requesting a demo.
Find Your High-Value Keywords
“Tired of attracting the wrong traffic? Our SaaS & B2B Keyword Research finds the ‘problem-aware’ keywords that lead to demos.”
Our Approach – How We Solved These Challenges
Competitor Keyword Analysis
We ran a Keyword Gap Analysis (using SEMrush) against other startups in their niche, not the “giants,” to find the keywords they were using to grow.
SaaS & B2B Keyword Research
We ignored broad “informational” keywords and focused 100% on “problem-aware” (e.g., “how to reduce employee turnover”) and “solution-aware” (e.g., “best employee retention software”) keywords.
Search Intent Analysis
We mapped this new B2B funnel:
Problem-Aware -> Blog Post
Solution-Aware -> Comparison Page / Gated Asset
Transactional -> Demo Page
SEO-Optimized Content Briefs
We delivered 20 high-value briefs based on our search engine optimization keyword research for their team to write.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Qualified “Demo” Leads (MQLs) | 3/mo | 25/mo | +733% |
| Rankings for “Solution-Aware” Keywords | 2 | 30 | +1400% |
| Blog-to-Trial Conversion Rate | 0.1% | 0.9% | +800% |
Free Keyword Gap Analysis
“Don’t know what to write about? Request a Free Keyword Gap Analysis and let our keyword research service agency build your content plan!”Get Free Analysis
Advice for Marketers & Brand Owners
- Don’t compete with giants. Use Competitor Keyword Analysis to find a niche they are ignoring.
- The B2B funnel is different. SaaS & B2B Keyword Research must target “problem-aware” and “solution-aware” queries, not just informational ones.
- One “demo” lead is worth 1,000 “what is” leads. Focus your Search Intent Analysis on finding them.
Extra Factors That Made It Work
- Using AnswerThePublic to find the “problem” questions their B2B audience was asking.
- The new “comparison” (vs. competitor) pages, born from our seo keyword research services, became their highest-converting assets.
- The Keyword Gap Analysis against other startups provided a realistic, actionable content plan.
