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

Apple

Spotify

“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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