To stand out from the crowd, companies need to have a winning SEO strategy that can help them rank higher on search engines, drive more traffic to their website, and ultimately convert more leads into customers.
In 2023, SaaS SEO has evolved and requires new approaches to stay ahead of the curve. In this article, we will explore the latest tips and tricks for a winning SaaS SEO strategy in 2023.
What is SaaS SEO?
To comprehend the combination of terms in SaaS SEO, it’s essential to understand their meanings. SaaS, or Software as a Service, is a model that delivers cloud-based applications to users through subscriptions over the internet.
For instance, a cloud-based project management tool. On the other hand, SEO, or Search Engine Optimization, refers to the process of improving a business’s visibility by enhancing its website’s rankings, traffic, and conversions.
For example, achieving top rankings for pertinent keywords on SERPs. When these terms are combined, SaaS SEO denotes the process of increasing organic traffic for a SaaS company’s website by securing top rankings for a specific list of pertinent keywords, such as appearing on the first page of Google search results for the keyword “micro saas ideas.”
SaaS SEO is a strategy aimed at enhancing a SaaS website’s search engine visibility and driving more traffic to the site. To achieve this, various techniques such as keyword research, on-page optimization, and link building are utilized.
Ultimately, the objective of SaaS SEO is to boost the SaaS website’s ranking on search engine results pages (SERPs) so that potential customers can easily discover and access the site and its offerings.
Why is SEO crucial for SaaS businesses?
SEO is essential if you want to stay competitive in the current digital landscape. Since so many SaaS businesses are already investing in SEO, you’ll need to join the movement to stay updated.
You can differentiate yourself from the competition when you devote enough time and energy to your SaaS SEO approach. By concentrating on SEO, you may reach a wider range of prospective clients and develop a powerful online presence.
Furthermore, SEO enables you to connect with people who are already interested in your products and services or who share similar interests with your customer interaction. This increases conversion rates by establishing your reputation and trust with potential customers.
Standing out from the competition in the SaaS industry is more crucial than ever. By concentrating your SEO efforts, you can distinguish your brand and attract more clients. The $157 billion SaaS business shows no signs of slowing down.
This will just increase the number of options available to customers. To ensure continued success and development, you must invest in your SaaS SEO activities. By focusing on speed, navigation, and readability, SEO for SaaS may also assist you in boosting website traffic and enhancing user experience.
This makes it more likely that visitors will stay on your website longer and make a purchase. What else may SEO accomplish for your SaaS company? Let’s analyze it!
A. SEO accelerates user growth
The knowledge that your firm is fixing a problem no longer suffices buyers. They are more focused on “how” you plan to address their issue.
A justification for why consumers increasingly prefer reading blogs to marketing for companies. To further grasp this, let’s use an illustration. A customer is searching for a website design tool. He then uses Google to do a website design search and discovers your company’s articles among the top results.
Being at the top of the search engine rankings increases your credibility with clients since they trust Google. This then affects the decision they make to buy. This is how SEO accelerates the sales process for the prospect and scales user growth.
B. SEO lowers your cost per acquisition (CPA)
Cost per Acquisition (CPA) quantifies the whole expense incurred to bring on a single paying client.
By using sponsored advertisements, you typically pay each time the ad is clicked. You pay more as you receive more clicks. If you pick competitive search phrases, each click may cost you a lot, and your monthly budget will progressively deplete.
Not to mention the fact that when you stop paying, results stop coming in. SEO is a far better substitute. Long after that, the initial investment you made continues to drive traffic, awareness, and money. Due to all of this, SEO is one of the finest marketing strategies for lowering CPA.
C. SEO boosts your domain authority
A website’s domain authority score reveals how probable it is for it to appear in search engine results. Sites having a lot of backlinks, or links from other websites to your site, are generally considered to have high domain authority.
An Ahrefs analysis discovered that there’s a correlation between DA and SERP ranking which is why you should consider developing a great backlink strategy.
This is a case study that will make you reconsider if backlinks and domain authority are important if you’re still not convinced.
What must be addressed before implementing a SaaS SEO strategy?
Before developing a SaaS SEO strategy, it is crucial to determine your brand’s mission, the range of products or services you provide, and the specific high-value keywords you aim to rank for.
This can be accomplished by conducting a thorough internal and competitive analysis and taking into account user behavior.
An effective SaaS SEO strategy heavily depends on the implementation of a content funnel approach, which involves developing a series of content pieces to guide prospective customers from the initial stage to the final stage of the purchasing journey.
The first step in developing a content funnel is to identify the various stages of the customer journey, which usually encompass:
- Awareness – where potential customers first become familiar with your SaaS offering.
- Consideration – where potential customers evaluate if your product or service is a good fit for their needs.
- Decision – where potential customers are ready to make a purchase.
After determining the different stages of the customer journey, the next step is to craft content that addresses the specific requirements and challenges of potential customers at each stage.For instance:
- Developing blog articles that offer helpful information and recommendations to those in the awareness stage.
- Creating case studies that demonstrate how your SaaS product or service has assisted other businesses in the consideration phase.
- Providing comprehensive product descriptions and pricing information for those in the decision stage.
Lastly, it is vital to continue producing content to retain your existing customers.
Here are a few tactics you may employ to enhance your SaaS SEO and propel business growth:
A. Keyword research
To begin, undertake keyword research to learn the words and phrases that consumers use to search for goods and services similar to your own. This will assist you in determining the terms and phrases you should use to optimize your content. To do keyword research, you might make use of programs like Ahrefs. Moreover, it aids in identifying SERP feature areas where your SaaS company might excel.
B. Focus on long-tail keywords
With your article, use long-tail keywords. Long-tail keywords may be a wonderful approach to target a particular audience and increase your chances of appearing well in search results since they are more precise and less competitive than short-tail keywords.
C. Provide excellent content
Provide useful, high-quality material that benefits your target audience. Blog entries, ebooks, infographics, and videos are a few examples of them. The secret is to provide content that speaks to and tackles the problems or issues that your target audience is facing.
D. Put distribution of content first
Promote your material on social media, through email marketing, and through other methods to broaden its reach and improve website traffic. Demonstrating to search engines that your material is quality and deserving of being ranked, will not only help you increase the number of visits to your website but also help you boost your search engine ranking.
E. Be search engine friendly
Make sure your website is quick, mobile-friendly, and simple to use to optimize it for search engines. User experience is highly valued by search engines like Google, so if your website is sluggish or challenging to use, it will affect your rating.
1. User problems and personas
To devise an effective SaaS SEO and content marketing strategy, it is crucial to understand the user problems and personas that your target customers encounter. This approach is part of the customer awareness framework that every digital marketing strategy should follow.
By identifying the specific issues that your target audience faces, you can develop a strategy to position your service prominently when they seek solutions. It is worth noting that user personas and their problems may vary depending on the level of awareness.
To achieve the desired outcome, which is to lead the user to the service that solves their problem, you can create content that addresses their issues and guides them toward the solution.
For example, User Persona A could come across your content that highlights their problem and directs them to your service as the solution.
2. Research competitors
Rather than relying on guesswork to determine which keywords to target, what content marketing strategy to adopt, and where to build links, it is advisable to research your competitors. This research should not be limited to your direct competitors only.
For instance, if your business is in the time-tracking niche, it would be beneficial to examine your direct competitor, such as Clockify, as well as your indirect competitors, such as project management tools that have built-in time-tracking features.
By examining each website in detail, you can gain insights into its content marketing strategies and identify target keywords that can inform your content ideas and strategy.
Various SEO tools are available that can help you gain a deeper understanding of your competitors’ top organic traffic driving pages, top-performing keywords, split between branded and non-branded traffic, backlinks they have acquired, the type of content that attracts the most backlinks, and more.
This research can provide valuable direction for your strategy. However, it is essential to avoid replicating your competitors’ strategies. Instead, try to identify gaps in their strategies and leverage them to your advantage.
3. Specific goals and KPIs
The strategies for SEO in SaaS and SEO in creative agencies share similarities. In both cases, it is necessary to choose a preferred go-to-market approach, such as self-serve, small business, or enterprise, which will determine the relevant SEO metrics and KPIs to emphasize.
To illustrate, if the objective is to raise the number of qualified signups and activations, distinct metrics will require more attention than if the objective is to increase the number of qualified pipelines and closed deals.
The distinctiveness of scaling and content marketing in SaaS is contingent upon being precise. The more specific the objectives, the simpler it becomes to scale and customize the approach.
4. Pay attention to the Technical and On-Page SEO!
Technical SEO involves optimizing technical aspects of your website, such as its mobile-friendliness, speed, and structure. It’s a critical starting point for SaaS SEO since search engines cannot rank your site if it’s not crawlable and indexable. Without a solid website structure, other SEO efforts are futile.
In contrast, On-page SEO refers to the improvements made to enhance the overall quality of your website. This includes enhancing domain authority, optimizing images, refining URL structure, and more.
5. Keep internal linking in mind
An internal link refers to a link that connects one page of your website to another. By placing internal links thoughtfully, you can aid Google in discovering, categorizing, and comprehending the various pages on your site.
Moreover, when you utilize internal links that contain anchor text with rich keywords, it can assist visitors in remaining on your website for an extended duration, and enhance the movement of traffic between pages, which can improve your Google ranking.
It is also critical to keep in mind that using identical anchor text for multiple pages can cause Google to believe that the pages are related to the same subject matter.
6. Product-led content
The primary strategy for most SaaS platforms is to generate content that centers on their product, which is commonly known as product-led content. This type of content deliberately highlights the SaaS platform and its capabilities in various scenarios.
While developing topic clusters can increase your search engine rankings for numerous keywords, the extent to which you can mention your product in diverse articles and topics may vary. It is best to refrain from being overly aggressive in promoting your product if it appears to be too pushy.
Keyword analysis tools use a metric known as “business potential” to evaluate each keyword and assign it a score indicating the likelihood of naturally promoting your SaaS product.
Additionally, you can manually evaluate this metric by examining data on keyword search volume, monthly traffic, ranking difficulty, and relevance to your service.
7. Make a content calendar and writers’ briefs
Creating a content calendar and briefs for writers can be a very effective strategy for SaaS SEO for a few reasons:
Consistency: By having a content calendar, you can ensure that your blog or website is consistently updated with fresh, relevant content. This can help to improve your search engine rankings by showing search engines that your site is active and regularly updated.
Relevance: A content calendar can help you to plan your content around specific keywords or topics that are relevant to your SaaS business. This can help to improve your SEO by targeting specific keywords and topics that your audience is searching for.
Planning: By planning your content, you can ensure that your content is aligned with your overall marketing strategy and goals. This can help you to create content that supports your SaaS business objectives, whether that’s lead generation, brand awareness, or customer retention.
Quality: By providing writers with a detailed brief that outlines your content goals, target audience, and desired outcomes, you can ensure that the content they produce is of high quality and aligned with your overall marketing strategy. This can help to improve your SEO by creating content that is engaging and valuable to your audience.
Overall, a content calendar and briefs for writers can be an effective strategy for SaaS SEO by helping to ensure consistency, relevance, planning, and quality in your content creation process.
8. The relevant keywords for the right stage
The SaaS marketing funnel comprises three stages:
The Top of the Funnel (ToFu), Mid of the Funnel (MoFu), and Bottom of the Funnel (BoFu).
Top-of-the-funnel keywords are focused on increasing awareness of potential solutions for users. At this stage, the SEO strategy should center around informational keywords and content, such as explaining what a particular software does or how email marketing works.
The Mid-funnel stage occurs when users have become aware of potential solutions and need more details before making a decision. At this point, the keywords become more specific, such as searching for “schedule management software” or “best email marketing platforms.”
Bottom-of-the-funnel keywords are the most specific and transactional/sales-oriented, with users searching for a particular brand or comparing prices. These terms are commonly used in comparison articles or product landing pages for SaaS services that pit one company against another.
9. Link building
You’re making great progress in gaining recognition and producing valuable content for your users. However, if you want your web pages to rank higher than the competition, you’ll need to implement an off-page link-building strategy.
To achieve successful SaaS SEO, link acquisition and PR are essential. These final steps will help to position your brand as an industry expert, reach your target audience, and generate referral traffic from other websites.
Some common link-building tactics for SaaS include broken link building, email outreach, resource content such as eBooks, studies, statistics, brand mentions, and guest posting.
A recent trend in acquiring backlinks is creating free tools for landing pages related to your main SaaS platform. This approach has proven successful for many businesses as it drives traffic, attracts backlinks, familiarizes people with your product, generates leads, and even converts some visitors to sales. For example, Ahref’s free basic SEO tools have been effective in achieving these goals.
10. Create a keyword comparison approach
To execute a comparison keywords strategy for SaaS businesses, you can incorporate phrases such as “alternatives to,” “best X tools,” or “X versus Y” into your marketing materials and content.
For instance, if your SaaS company provides a customer relationship management (CRM) tool, you could use “alternatives to Salesforce” as a phrase to target potential customers who are seeking options beyond the widely known CRM platform.
Moreover, the phrase “best CRM tools” can be used to appeal to potential customers searching for a top-quality CRM solution. Additionally, adopting the “X versus Y” format, such as “Salesforce versus [your product],” allows you to compare your offering directly with a particular competitor’s product and emphasize its superiority.
By implementing a comparison keywords SEO strategy for SaaS businesses, you can draw the attention of potential customers who are searching for the best solution for their needs.
SaaS SEO in 2023 requires a well-planned and executed strategy to stand out in an increasingly competitive landscape.
To achieve success, businesses must focus on producing high-quality content, optimizing on-page elements, and building a strong backlink profile through various tactics such as broken link building, email outreach, resource content, brand mentions and guest posting.
Furthermore, incorporating a comparison keywords strategy can help attract potential customers who are seeking the best solution for their pain points. By staying up to date with the latest trends and best practices, SaaS businesses can develop a winning SEO strategy that drives traffic, generates leads, and ultimately increases sales.
Shahid Shahmiri is a digital marketer who helps online businesses grow with smart marketing tactics to improve sales and leads. He is passionate and driven to grow businesses online and is responsible for analyzing marketing, SEO, growth and managing promotional and media channels.