> You can also read our original explanation of our Point Point SEO strategy here.

Apart from that, overall I’d like to thank you for a fresh perspective on how to write content for SaaS businesses 🙂 We’re in the middle of an overhaul on keywords we’re targeting and this is an interesting approach to try!

Lovely, that makes ton of sense. Thanks Benji!

Yes, on the first one. But for the pain point phrase, since the CRM software doesn’t typically help generate more leads, it wouldn’t be as relevant.

Better examples would be:
How do you effectively follow up leads?
How do you keep track of leads?
Follow up strategies for sales?

So they’re one step removed from the product and often more long-tailed questions.

Interesting.

So, let’s say that I sell a CRM for sales. Would it be fair to think about them as such?

– Use case keywords -> Established workflow that you’re looking to improve where your product would definitely help (eg: lead qualification process). Will often have the the words: optimise, improve, best practices and/or process, workflow.

– Pain point phrase: Looking for a new way to solve a problem where your product could help, but there might be other ways than your product to solve the problem in theory (eg: how to generate more leads)

As you said, the difference is probably not important, but it really helps for building a mental framework.

I’ll let Cam answer this separately — yeah the distinction is not too important. They’re very similar. The former would be a key use case of the product ie. “test automation coverage” for a testing tool that directly solves that problem. The latter would be a pain point where the query isn’t product related, ie. how to do a poll in slack, where the keyword isn’t directly tied to what a product does (it’s not one of the core use case but it could be used to do this and in the blog post you show how). The searcher is trying to solve a problem first, and then through typing that and coming across the blog post, finds a solution to the problem.

Maybe this distinction is not important, but how do you think about the difference between a “use case keyword” and a “pain point phase”?

They seem very similar to me and I’m wondering why you think about them in different buckets.