SEO Keyword Types
Not all keywords are equal. The type of keyword determines the searcher's intent — and intent determines how likely that searcher is to become a customer.
The Three Types That Matter for SaaS
1. Problem Keywords
What people search when they have the problem your product solves, but don't yet know a product like yours exists.
Examples:
- "how to generate blog posts faster"
- "content marketing without a team"
- "reduce customer churn"
Characteristics: High search volume. Lower purchase intent. These searchers are in the awareness phase — they know they have a problem but haven't identified a solution category yet.
Why target them: Problem keywords often have the highest volume and the lowest competition. Ranking for them builds brand awareness with in-market buyers early in their research.
2. Solution Keywords
What people search when they know a category of solution exists and are evaluating options within it.
Examples:
- "AI content marketing tool"
- "automated blog writing software"
- "customer success platform"
Characteristics: Medium search volume. High purchase intent. These searchers know what type of product they want — they're deciding which one to buy.
Why target them: Solution keywords convert well. A searcher looking for "AI writing tool" is ready to evaluate and potentially buy.
3. Competitor Keywords
What people search when they're actively evaluating alternatives — including your competitors.
Examples:
- "[competitor] alternative"
- "[competitor] vs [your product]"
- "best alternative to [competitor]"
Characteristics: Lower search volume. Highest purchase intent. These searchers have a budget and are ready to make a decision — they just haven't committed yet.
Why target them: Competitor keywords convert best. Someone searching "[competitor] alternative" is unhappy with the current solution and actively looking to switch.
How to Use All Three
A balanced keyword strategy targets all three types:
| Keyword Type | Volume | Intent | Best For |
|---|---|---|---|
| Problem | High | Low-Medium | Awareness content, top-of-funnel blog posts |
| Solution | Medium | High | Category landing pages, feature pages |
| Competitor | Low | Highest | Comparison pages, alternative pages |
For early-stage products: Prioritize long-tail variations of all three types. A new domain won't rank for "content marketing" — but it can rank for "content marketing tool for solo founders."
Resources
- Google Search Central — Official SEO documentation
- Moz Keyword Research Guide — Comprehensive keyword strategy
How It's Used in VibeReference
In Day 4 of the VibeReference workflow, you'll build a keyword strategy for your SaaS. Understanding these three types helps you create a balanced content calendar that captures buyers at every stage of the decision process.