To stay ahead of the competition, SaaS leaders, owners and marketers know that they need to dig deep when it comes to marketing tactics. And SEO is one of the most powerful techniques any SaaS business can use.
It’s not about one-off SEO work or occasional on-page SEO. If you really want to succeed with your digital SaaS marketing, you need to make sure that you’re continuously integrating SEO tactics into your wider digital strategy.
That’s why it’s really important to remember that SEO has the capacity to help grow your business when executed effectively. By harnessing SaaS marketing techniques, you open yourself to new opportunities, traffic and leads, which has the power to boost that all-important bottom line.
So if you’re keen to grow your SaaS business with SEO, let’s pin down some of the basics you need to be incorporating into your marketing strategy.
What is SaaS SEO?
Before we get started, let’s first get up to speed on what we mean when we talk about SaaS SEO.
SaaS SEO, or SaaS search engine optimisation, is the process of improving organic performance and rankings for SaaS websites. It helps people find your company when they’re searching for branded terms and gets you right in front of the individuals who are searching for information that your site can provide. SaaS SEO allows you to deliver relevant solutions to searcher’s key problems. In turn, this will make them more likely to engage with your brand.
Bear in mind that SEO is just one factor within marketing- there are other equally important areas such as PPC and demand generation. Using these three strategies together will enhance the performance of your SaaS marketing strategy.
Your marketing efforts also need to take into consideration the various stages of the customer journey and marketing funnel if you’re to maximise the rewards for your business.
Why is SEO important for SaaS?
SaaS businesses need to invest in SEO if they’re serious about growing their company.
A high-performing SEO strategy – whether it’s created in-house or with the support of an experienced SEO agency – helps you increase reach and visibility in a saturated market. Focusing on SEO can also provide targeted, high-quality leads and customers for your SaaS tool. Let’s not forget that increasing your organic visibility will also reduce your cost per acquisition when compared to the likes of other marketing activities such as PPC.
Google places a lot of emphasis on on-page ranking, including technical aspects such as site and page speed. SEO accounts for these factors. By accounting for these on-page factors, SEO has the power to boost your online performance by helping your site meet the sought-after criteria that Google is looking for.
1. SEO can drive business growth
Creating an SEO-focused content strategy can increase organic visibility and traffic for your SaaS site helping you drive business growth.
Your ultimate SEO goal is to make it easier for buyers to find you. So if you want a steady supply of customers, you’ll need an appropriate SaaS SEO strategy that targets the right audience with the right message.
If you want to speed this process up, build yourself an aggressive approach. For example, publishing a high volume of high-quality blog posts that feature framing keywords can accentuate your content strategy, and produce faster organic results for your business.
One thing to note is, whether you need immediate results or are happy to play the long game, your content strategy needs to be careful and considered. This means throwing everything at the wall and seeing what sticks just won’t cut it!
Think about internal linking, thorough keyword research, blog structure, link building campaigns, cluster topics and hub and spoke content marketing strategies to get results from this process.
You can also take a look at our handy SaaS marketing guide if you’re ready to take your SEO to the next level.
2. SEO supports other marketing channels
It’s important to bear in mind that SEO shouldn’t sit in its own silo.
SaaS companies need an integrated marketing strategy that considers all channels including SEO, PPC, email marketing, and social media marketing.
SEO has the capacity to support and enhance the rest of your marketing and sales activity. For instance, you could optimise your newsletter landing page to To give an example – on-site content written for SEO could be repurposed for organic social media.
Landing pages that have been optimised for organic search performance may also be better optimised for conversion rate optimisation (CRO) and could be used for PPC campaigns.
When developing an SEO strategy for your SaaS tool, be sure to consider how this activity will fit with your wider marketing activities and customer acquisition plans.
3. SEO can help you stand out against competitors
If you’re going to stay ahead of the pack, you’ll need SaaS SEO to stand out against your competitors.
Quality content creation is one of the main components of search engine optimisation. The reality is that any successful SEO strategy tends to include content creation; so the better the content, the more competitive edge you’ll gain.
It’s important to remember that when we talk about quality content, we don’t just mean blog posts. Every page on your website gives you an opportunity to create better content than your competitors. This content creation and optimisation could also include making technical changes to your on-page structure.
Investing in the optimisation of on-site content can result in increased search visibility and improve your positioning for higher search intent keywords to help customers along their buying journey. High-quality, relevant content also has the capacity to inform and educate potential buyers within the early stages of your marketing funnel, which can be used as part of your social media strategy too.
It’s a win-win situation.
4. SEO nurtures leads at all stages of the marketing funnel
To really accelerate growth, you’ll want to make sure that your chosen SEO techniques nurture leads at all stages of the marketing funnel.
B2B industries tend to experience long, complex buyer journeys, which means you’ll need to develop a conversion-driving content strategy that acknowledges each stage of the customer’s journey to purchasing. You can then tailor your content according to each stage at the top, middle and bottom of the marketing funnel.
For example, the Awareness Stage (ToFu) benefits from SEO-focused blog posts and content that is informative and educational and can solve problems for your target audience.
At the Consideration Stage (MoFu) it can be helpful to implement SEO-focused case studies, comparison blog posts, and testimonials on Google. All of these content types will help customers with their purchase decision.
And as for the BoFu or Purchase Stage of the customer journey? Up the ante with SEO-friendly landing and sales pages to encourage visitors to finally make that purchase they’ve been building up for.
Wrapping up SaaS SEO
Succeeding in SEO doesn’t need to be rocket science – you just need to be strategic.
If you want to unlock the full power of SaaS SEO, remember that search engine optimisation shouldn’t work in silos. Instead, your SEO activity should complement other marketing frameworks to amplify long-term growth and reduce costs per acquisition.
By leveraging SEO best practices and strategies, the more you’ll be able to reap the rewards of SaaS marketing. This in turn will allow you to grow your business and take it exactly where it’s capable of going.
Here at Common Ground, our expert SEO team has the experience and knowledge to get the online results businesses need to grow and thrive. If you’re looking to maximise your ROI and take your SaaS company to the next level, we’re on hand to help you get there.