Keyword Research for Partnership Success: 7 Tips from Experts

• Create a Super SaaS Solution
• Partner for Ethical Link-Building
• Collaborate on Healthcare PPC Campaigns
• Co-Brand with Trello
• Cross-Promote with Content Creators
• Optimize for E-Commerce Chatbot Solutions
• Develop a Workshop Series

Keyword Research for Partnership Success: 7 Tips from Experts

Create a Super SaaS Solution

While doing keyword research for a legal SaaS client, I noticed that users were searching for ways to combine features from multiple tools into one seamless solution. That gave me an idea: what if we partnered with a complementary SaaS to create an integration that delivered exactly what users wanted? We pitched the idea to another company, and together we built a “Super SaaS” solution – basically just an integration between our software that together created a much more powerful piece of software. We created pages that focused on the bigger picture: the unique value of the combined software, not just the integration itself.

Those pages became magnets for high-intent search traffic, and the partnership opened up opportunities for co-marketing campaigns. What started as a simple keyword insight turned into a game-changer. It really drove home how much potential is hidden in the right search terms.

Chris Burdick
Senior SEO Consultant & Strategist, Chris Burdick

Partner for Ethical Link-Building

Keyword research played a crucial role in identifying and connecting with potential partners for my link-building business. By analyzing search trends and identifying high-volume, relevant keywords, I discovered that many businesses were actively seeking “white hat link-building services.” This insight led me to reach out to digital marketing agencies that offered complementary services.

Through targeted outreach, I connected with an agency owner who shared my vision for ethical, high-quality link-building. We realized that by combining our expertise – their comprehensive SEO strategy and my specialized link-building tactics – we could provide immense value to our clients. This partnership allowed us to offer a holistic SEO solution, leading to increased client satisfaction, higher retention rates, and a significant boost in revenue for both our businesses. The collaboration also opened doors to new opportunities, as satisfied clients referred us to their networks.

Maurizio Petrone
Founder & CEO, PressHERO

Collaborate on Healthcare PPC Campaigns

Keyword research revealed “healthcare PPC campaigns” was a rapidly growing query across multiple regions. We reached out to a healthcare analytics company also exploring digital outreach solutions. This led to a partnership where we provided PPC expertise, and they shared niche insights. The collaboration improved our healthcare portfolio and opened doors for them in digital advertising. It showcased how shared data and goals could unlock new business opportunities.

Partnering with the healthcare analytics company allowed us to enter an untapped vertical seamlessly. Their industry knowledge combined with our PPC expertise created highly effective, data-driven campaigns. Our partnership resulted in an impressive client acquisition rate for both companies. It positioned us as a trusted name in healthcare marketing, attracting more inquiries. The collaboration proved how aligning complementary strengths could accelerate business growth in niche areas.

Jason Hennessey
CEO, Hennessey Digital

Co-Brand with Trello

Oh, absolutely—keyword research isn’t just about customers; it’s a matchmaking tool for partnerships too. One time, while working with a SaaS client specializing in project management tools, we uncovered a surprising insight: a significant chunk of traffic was coming from searches like “best tools for agile development with Trello integrations.” This was a lightbulb moment. People weren’t just looking for our product; they wanted tools that complemented their existing tech stack—specifically Trello.

So, instead of focusing solely on customer acquisition, we zoomed out and asked, “Who’s already thriving in this ecosystem, and how can we collaborate?” We reached out to Trello with a pitch to create co-branded content: a blog series, webinars, and even a dedicated landing page showcasing how our tool worked seamlessly with theirs. The partnership wasn’t just a traffic booster; it added credibility to our client’s brand and opened doors to Trello’s massive user base.

The benefits were huge:

• Audience Cross-Pollination: Trello shared the content with their users, which funneled highly relevant traffic to our client.
• SEO Goldmine: The co-branded resources earned backlinks from Trello and other authoritative sites.
• Sales Alignment: It simplified conversations with leads already using Trello—they could see the value right away.

Lesson learned: keyword research isn’t just for finding buyers—it’s for finding allies. By aligning with complementary brands, you can amplify your reach and create a win-win ecosystem. It’s like building a team in a heist movie: everyone brings their specialty, and together, you clean up.

Arthur VALVERDE
CEO, Padzup Agency

Cross-Promote with Content Creators

I once identified content creators who were actively discussing topics related to our services but weren’t competitors through keyword analysis. Reaching out to these individuals for a cross-promotion opportunity turned into an ongoing partnership. This partnership involved sponsored content and joint webinars, both of which helped us gain followers and convert them into long-term customers which resulted in a 40% increase in revenue within the first year.

I noticed this collaboration helped increase brand awareness and boosted our credibility and authority in the market. We were able to expand our reach and attract potential customers who were interested in both our services by cross-promoting each other’s content. This strategic collaboration also opened up opportunities for future joint projects and referrals, further contributing to our business growth.

I would point out that the partnership led to a co-branded campaign that showcased our expertise in the industry and strengthened our reputation as a reliable and knowledgeable resource. Keyword research played a crucial role in identifying this potential partnership and its success, reaffirming the value of thorough research in business decision-making.

Max Avery
Chief Business Development Officer, Digital Family Office

Optimize for E-Commerce Chatbot Solutions

As an SEO agency owner, keyword research has been instrumental in identifying potential collaborators. One example was when we conducted research around “e-commerce chatbot solutions” to understand search demand and audience needs. During this process, we discovered a niche software provider specializing in AI chatbots tailored for Shopify stores. The keywords they ranked for, like “AI for Shopify stores” and “Shopify chatbot integration,” aligned perfectly with our SEO services for e-commerce clients.

Reaching out to this company led to a collaboration where we optimized their website for additional high-volume keywords while they referred their clients to us for broader SEO strategies. This partnership not only increased their organic traffic by 30% within three months but also brought us a 20% boost in new client leads. This example highlights how keyword research can go beyond content strategy and serve as a foundation for building valuable business relationships.

Greg Walters
Co-Founder, SEO Modify

Develop a Workshop Series

Through keyword research, I discovered an interesting pattern where business owners searching for “marketing automation systems” were also frequently looking for “business process optimization.” This insight led me to connect with a business systems expert who was creating complementary content around operational efficiency.

After noticing our audiences had overlapping needs, I reached out for a collaboration opportunity. We discovered that while I helped clients streamline their marketing, they were often struggling with implementing broader business systems – exactly what my now-partner specialized in. Together, we developed a workshop series called “Streamline & Scale” that addressed both marketing and operational efficiency.

The collaboration proved incredibly valuable. Our joint workshop attracted twice the attendance of our solo events because it solved a more complete problem for our audience. The partnership also opened up new referral channels – I could confidently refer clients needing deeper systems work, while receiving referrals for marketing strategy. This expanded both our reach and the comprehensive value we could offer our clients.

This experience taught me that keyword research isn’t just about finding content topics – it’s about understanding the broader ecosystem of solutions your ideal clients are seeking, which can lead to powerful strategic partnerships.

Lisa Benson
Marketing Strategist, DeBella DeBall Designs