Treat keywords like a portfolio manager treats positions: grouped by intent, weighted by expected return, reviewed on a schedule.
Three buckets cover most SaaS businesses. Category terms describe the software category and carry buying intent. Problem terms describe the pain before the buyer knows the category exists. Comparison terms include competitor names and alternatives queries, and convert best of all.
Most teams overinvest in category terms because they are obvious, and underinvest in problem terms because they require actually talking to customers. The fix is mechanical: for every category page, commission two problem-led essays that link to it. Review rankings monthly, but review the portfolio itself quarterly. Kill pages that have not moved in two quarters and reallocate the effort.
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