Beyond Search Volume: SaaS Keyword Strategy That Fuels Real Business Results
Keyword research isn’t just about rankings; it can fuel product strategy, uncover new revenue, and spotlight audiences your team never considered. In this episode of Performance SEO Unpacked, host Ruchi Pardal is joined by Jennifer Long, Lead SEO Manager at SolarWinds, to unpack her “off-label SEO” approach. They dive into how search insights influence product roadmaps, reveal feature gaps, and adapt to a world of AI-driven prompts.
Timestamps
| Time | Topic |
|---|---|
| 00:00 | Introduction to Performance SEO Unpacked |
| 00:40 | Guest introduction: Jennifer Long from SolarWinds |
| 01:04 | Off-Label SEO: taking SEO beyond the website |
| 02:27 | Using feature and audience gaps to guide SEO |
| 03:43 | Balancing low search volume with business relevance |
| 04:58 | Real-world impact: driving growth through SEO insights |
| 06:22 | SEO influencing product strategy |
| 08:22 | Framework for prioritizing opportunities |
| 10:22 | Adapting SEO to AI and prompt-driven search |
| 13:19 | Favorite tools for keyword research |
| 14:48 | Final advice for SaaS marketers |
“Keyword research isn’t just about rankings, it’s about revealing unmet needs. Sometimes the real growth opportunity is hiding in those low-volume searches.” — Jennifer Long, Lead SEO Manager, SolarWinds
What You’ll Learn
In this episode, you’ll hear how Jennifer Long uses “off-label SEO” to turn keyword research into product insights, from spotting feature gaps to uncovering new audiences. She explains why low-volume searches can unlock big opportunities, how SEO data earns executive buy-in, and where AI-driven search is reshaping the future of strategy.
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