Buyers describe their problems in their own words on calls, in demos and in support tickets. Those phrases are often missing from keyword tools but match how people search, and they come already tied to real buying situations.
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How to do it
Review call recordings or notes, collect repeated phrases, objections and comparisons, then check each in a keyword tool and on the results page.
- How prospects name their problem
- Tools and workarounds they mention
- Competitors they compare you with
- Questions they ask before buying
Respect privacy
Use phrases and patterns, not names or confidential details, and follow your recording and consent rules.
Common mistakes
Adopting internal jargon
Use the buyer's wording, not your product team's labels.
Frequently Asked Questions
Zero-volume tools are often incomplete. If it matches a real buying question, it may still be worth a page.
Keep reading
- Zero-Volume Keywords: Zero-volume keywords show no search volume in keyword tools, yet often get real searches. In B2B SaaS many valuable, specific queries fall into this group.
- Problem-Aware Searches: Problem-aware searches come from people who know their problem but not the solution, like “why do customers cancel subscriptions”. They sit early in the funnel.
- Jobs-to-Be-Done Keywords: Jobs-to-be-done keywords describe the task a buyer is trying to get done, like “automate invoice reminders”, rather than the product category that does it.
- Subject Matter Expert Interviews: SME interviews are structured conversations with experts, inside or outside a company, used to gather the experience and detail that make content credible.
- Average Position: Average position is Search Console's average of your highest ranking in search results, weighted by impressions. It is easy to misread when aggregated.
- Business Potential Score: A business potential score rates how naturally a keyword's topic lets you present your product, often 0 to 3, so research favors searches that lead to sales.
- Competitor Keyword Research: Competitor keyword research studies which searches competitors rank for and which pages drive their traffic, to find gaps and openings in your coverage.
- CPC as a demand signal: Cost per click can hint at commercial value, since advertisers pay more for searches that lead to sales.
