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How to Find High-Intent Keywords for Software Companies

Elliot Bolland

Introduction


For software companies, capturing the right audience at the right stage of their buyer’s journey is essential for driving leads and conversions. High-intent keywords play a crucial role in this process, as they indicate that a user is closer to making a purchase or taking a specific action. Unlike broad informational searches, high-intent keywords signal commercial or transactional intent, making them highly valuable for organic and paid search campaigns.


This article explores how software companies can identify high-intent keywords using the best keyword research tools, leverage them for better search engine rankings, and ultimately, drive revenue.


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Understanding Keyword Research


Keyword research is the process of identifying and selecting the most relevant and high-traffic keywords related to a business, product, or service. It is a crucial step in search engine optimization (SEO) and pay-per-click (PPC) advertising.


What is Keyword Research?


Keyword research involves analysing and identifying the keywords and phrases that potential customers use to search for products or services online. This process helps businesses understand their target audience’s search behaviour, preferences, and needs.


By conducting thorough keyword research, businesses can create content that resonates with their audience, improve their website’s visibility in search engine results pages (SERPs), and drive more qualified leads and sales.


Effective keyword research ensures that the content aligns with what users are actively searching for, thereby increasing the chances of attracting and converting potential customers.


Benefits of Keyword Research


Keyword research offers numerous benefits for businesses, including:


  • Improved Website Visibility and Ranking in SERPs: By targeting the right keywords, businesses can enhance their search engine rankings, making it easier for potential customers to find them.

  • Increased Qualified Leads and Sales: High-intent keywords attract users who are more likely to convert, leading to higher sales and revenue.

  • Enhanced Content Relevance and Engagement: Understanding what your audience is searching for allows you to create content that meets their needs and interests, resulting in higher engagement.

  • Better Understanding of Target Audience’s Search Behavior and Preferences: Keyword research provides insights into the language and terms your audience uses, helping you tailor your marketing messages more effectively.

  • Competitive Advantage in the Market: By identifying and targeting keywords that competitors may have overlooked, businesses can gain a competitive edge.

  • Improved Return on Investment (ROI) for SEO and PPC Campaigns: Targeting the right keywords ensures that marketing efforts are focused on attracting high-quality traffic, leading to better ROI.


By leveraging the benefits of keyword research, businesses can create effective SEO and PPC strategies that drive more qualified leads and sales.


Understanding High-Intent Keywords for Software Companies


High-intent keywords are search queries that indicate a user’s readiness to take action, such as purchasing software, subscribing to a service, or requesting a demo. These keywords typically fall into two main categories: commercial intent and transactional intent.


Commercial intent keywords suggest that a user is evaluating options but has not yet made a decision (e.g., “best project management software”). Transactional intent keywords indicate that the user is ready to take action (e.g., “buy CRM software online”).


For software companies, high-intent keywords are vital because they bring in potential customers who are closer to converting. By understanding the different types of intent behind search queries, businesses can tailor their SEO strategies to attract the most relevant audience. Using a keyword research tool can help identify high-intent keywords, making it easier to target the right audience effectively.


Researching High-Intent Keywords


To find high-intent keywords, software companies need to conduct comprehensive keyword research using various tools and methodologies. Free keyword research tools are available that can aid in this process, offering features like keyword suggestions and competitive analysis without incurring costs.


A combination of competitor analysis, search engine data, and user behavior insights can help uncover the best keywords for targeting. The keyword magic tool within SEMrush is an example of a powerful feature for comprehensive keyword research, allowing users to generate related keywords and important metrics like search volume and difficulty.


Using Google's Keyword Planner


Google Keyword Planner is a free tool that provides valuable insights into keyword volume, competition, and estimated cost-per-click (CPC). Another free keyword research tool to consider is Moz Keyword Explorer, which is simple to use and generates suggestions and insights that aid in content strategy and keyword targeting.


By filtering keywords based on commercial and transactional intent, software companies can identify terms that are more likely to drive conversions. For example, searching for “CRM software” might return various suggestions, but filtering for keywords with “buy,” “pricing,” or “reviews” can reveal higher-intent queries.


Leveraging Ahrefs and SEMrush for Competitive Analysis


Competitive research is an effective way to discover high-intent keywords that other successful software companies are targeting. Using the best keyword research tool is crucial for competitive analysis as it provides comprehensive data and user-friendly optimisation guidance.


Tools like Ahrefs and SEMrush provide data on the keywords driving traffic to competitors’ websites. By analyzing the organic and paid keywords competitors rank for, businesses can identify valuable opportunities and refine their keyword strategy accordingly. Looking at Keyword Difficulty (KD) and CPC metrics can also help determine which keywords offer the best balance of search volume and ranking potential.


Examining Search Intent in Google SERPs


Understanding search intent is crucial when selecting high-intent keywords. A simple Google search for a target keyword can provide insight into what users expect to find. If the top-ranking results are product pages, pricing comparisons, or demo request forms, it indicates a high level of commercial intent.


Software companies should prioritise these types of keywords to align with user expectations and improve their chances of ranking. Tools like Google Keyword Planner can generate keyword ideas based on search intent, helping to refine and enhance your SEO strategy.


Utilising Google Search Console for Existing Opportunities


Google Search Console provides data on keywords that already drive traffic to a website. By analysing this data, software companies can identify search queries that show strong engagement and conversions.


Optimizing content around these existing high-intent keywords can lead to improved rankings and increased conversions. Additionally, identifying related keywords can further optimize content by enhancing blog topics, refining ad targeting, and potentially improving overall SEO performance.


Understanding Keywords and Their Search Volumes


Keywords are the foundation of any SEO or PPC campaign. Understanding keywords and their search volumes is crucial for creating effective content and advertising strategies.


Determining Ideal Search Volumes for Keywords


Determining the ideal search volume for keywords depends on various factors, including the business’s goals, target audience, and industry. Here are some general guidelines for determining ideal search volumes:


  • High Search Volume Keywords (1,000+ searches per month): These keywords are highly competitive and may require significant resources to rank for. They are ideal for businesses with a large target audience and a strong brand presence. While they can drive substantial traffic, the competition can be fierce, necessitating a robust SEO strategy.

  • Medium Search Volume Keywords (100-1,000 searches per month): These keywords are moderately competitive and may require some resources to rank for. They are ideal for businesses with a medium-sized target audience and a growing brand presence. These keywords strike a balance between competition and search volume, making them a strategic choice for many businesses.

  • Low Search Volume Keywords (10-100 searches per month): These keywords are less competitive and may require minimal resources to rank for. They are ideal for businesses with a small target audience and a niche market presence. Although they attract less traffic, the users searching for these terms often have high intent, leading to higher conversion rates.


By understanding keyword research and its benefits, businesses can create effective SEO and PPC strategies that drive more qualified leads and sales. By determining the ideal search volume for keywords, businesses can optimize their content and advertising efforts to reach their target audience and achieve their marketing goals.


Optimising Content for High-Intent Keywords


Once software companies have identified high-intent keywords, the next step is to integrate them into their website content strategically. Effective keyword placement can significantly impact search rankings and user engagement. Additionally, creating a comprehensive keyword list is crucial for effective content optimisation, as it helps identify relevant keywords for both PPC campaigns and organic search optimisation.


Optimising Landing Pages


High-intent keywords should be prominently featured in landing page titles, meta descriptions, and headers. A well-optimised landing page should include clear calls-to-action (CTAs) and persuasive content that guides users toward making a purchase or signing up for a demo. Additionally, using search volume data to prioritize high-intent keywords can significantly enhance the effectiveness of your landing pages.


Creating Comparison and Review Pages


Many potential customers search for software comparisons before making a purchase. Creating pages that compare different software solutions (e.g., “HubSpot vs Salesforce CRM: Which One is Best?”) can attract high-intent traffic. These pages should provide in-depth comparisons, feature lists, pricing details, and user reviews to help prospects make informed decisions. Additionally, using comprehensive keyword lists can ensure that all relevant comparison and review topics are thoroughly covered.


Targeting Long-Tail Keywords


Long-tail keywords are longer and more specific search phrases that typically indicate strong intent. For example, instead of targeting “CRM software,” a company could optimize for “best CRM software for small businesses with automation.” These keywords have lower competition and higher conversion rates, making them ideal for software companies looking to attract ready-to-buy customers.


Using a free keyword tool can help identify long-tail keywords by providing extensive keyword suggestions, analysing search volume, and filtering results by industry.


Incorporating Keywords in Blog Content


While blog content is often used for informational queries, it can also be optimised for high-intent searches. Writing articles around transactional or commercial keywords such as “How to Choose the Best Accounting Software for Your Business” can capture users who are actively evaluating their options.


Including internal links to product pages and adding strong CTAs can increase conversions from blog traffic. Additionally, using Google's Keyword Planner to find high-intent keywords for blog content can further enhance your strategy.


Using PPC to Supplement High-Intent Keyword Strategy


Organic SEO efforts should be complemented by paid search campaigns targeting high-intent keywords. Google Ads and LinkedIn Ads can help software companies reach decision-makers who are actively searching for solutions.


Bidding on high-intent keywords ensures that a brand appears at the top of search results, increasing visibility and clicks from potential customers. Additionally, free keyword research tools like Moz Keyword Explorer and Google Keyword Planner can help identify high-intent keywords for PPC campaigns.


To maximize PPC effectiveness, companies should:


  • Use exact match and phrase match targeting to reach the most relevant audience.

  • Write compelling ad copy that aligns with user intent.

  • Optimise landing pages for conversions with clear CTAs and persuasive messaging.


Tracking and Refining Keyword Strategy

Keyword performance should be regularly monitored using analytics tools such as Google Search Console, Ahrefs, and SEMrush. Tracking metrics like click-through rates (CTR), conversion rates, and bounce rates can help software companies refine their keyword strategy over time.


If certain high-intent keywords are not performing well, adjustments can be made to content, landing pages, or PPC campaigns to improve results. Search engines analyse these keywords to understand webpage content and relevance, making it crucial to optimise content for effective search engine visibility and user intent.


Conclusion


Finding high-intent keywords for software companies requires a strategic approach that combines keyword research, competitor analysis, and content optimization. By focusing on commercial and transactional intent keywords, businesses can attract prospects who are closer to making a purchase.


Leveraging SEO tools, optimising landing pages, and supplementing efforts with PPC campaigns can help software companies drive more qualified traffic and increase conversions.


By continuously refining their keyword strategy and aligning content with search intent, software businesses can stay ahead of competitors and achieve long-term success.


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