Understanding Search Intent & Funnel Stages

Search intent describes why a user is searching for something.
Funnel stages describe where that user is in their journey — from learning about a problem to choosing a solution.

• Top of Funnel (TOFU): Users are learning and exploring.
• Middle of Funnel (MOFU): Users are comparing options and evaluating solutions.
• Bottom of Funnel (BOFU): Users are ready to decide or purchase.

Below are key SaaS keyword categories, organized by intent and funnel stage, with practical examples you can adapt to your own product.

Solution / Product Keywords (Bottom of Funnel)

These users are in the decision stage. They already understand their problem and are close to choosing a tool.
Traffic from these keywords often converts the best.

• [Product Name] pricing
• Buy [SaaS product]
• [Product Name] review
• [Product A] vs [Product B]
• [Product Name] alternatives
• Sign up for [SaaS product] free trial
• [Specific feature] software
• [Specific problem] solution

These keywords are ideal for pricing pages, comparison pages, feature landing pages, and high-intent blog posts designed to drive conversions.

Problem-Aware Keywords (Middle of Funnel)

Users in this stage know they have a problem, but they are still researching which type of software or which vendor is right for them.

• Best [software category] for [specific audience/need](Example: “best email marketing platforms for small businesses”)
• How to choose [software category]
• [Software category] comparison
• What to consider when choosing [software category]
• Top [number] [software category] softwares
• CRM platforms examples

These keywords work well for long-form guides, comparison articles, and educational content that positions your SaaS as a strong contender.

Problem & Solution Unaware Keywords (Top of Funnel)

At the top of the funnel, users may not even realize that a SaaS product is the solution.
They are looking for general knowledge, explanations, or best practices.

• What is [industry term/problem](Example: “what is saas”, “what is crm software”)
• [Industry term] guide
• [Problem] best practices(Example: “landing page best practices”)
• How to [achieve a specific outcome related to the problem]
• SaaS explained
• Cloud computing saas

These keywords are excellent for building brand awareness, growing organic traffic, and educating future customers early in their journey.

General SaaS & Company Keywords

These keywords relate to the SaaS industry as a whole, including business models, metrics, trends, and company-level topics.

• SaaS management
• Leading SaaS companies
• SaaS business metrics (Examples: customer churn rate, monthly recurring revenue)
• AI SaaS ideas
• SaaS cloud services

This type of content is especially useful for founders, operators, investors, and professionals working within the SaaS ecosystem.

Instead of chasing a generic list of “top SaaS keywords,” focus on intent-driven keyword mapping. When your content matches the user’s funnel stage, it becomes more relevant, ranks better, and converts more effectively.

Start by identifying your ideal customer, map their journey, and then create content that supports them at every step – from curiosity to conversion.