What Is SaaS SEO? How To Create SEO Strategy For SaaS Products?

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As a SaaS business owner or marketer, there are tens, hundreds, or possibly thousands of competitors who offer near-similar services that you also boast of.

In fact, there's a chance that you unintentionally bump into a competitor every single hour you spend on the internet.

So aside from rolling out a cutting-edge SaaS product that addresses your audience’s major pain points, you need to understand and implement a unique strategy to scale your SEO game.

And that's why we compiled 6 proven ways to create a rocket-like SEO strategy below. But first, let's see what SaaS SEO is and how you can do it.

What Is SaaS SEO?

Literally, every SaaS company owns a website and wants to build a reputable online presence for its product. But it’s not that easy to gain traction over other tons of websites providing the same information or product as you. 

What Is SaaS SEO How To Create SEO Strategy For SaaS Products

This is where SaaS SEO comes in.

SaaS SEO is a cumulative term for all the strategies you implement to increase the visibility and traffic gain of your SaaS website. These strategies include content marketing, website auditing, link building, internal linking, and many more.

To understand how SaaS SEO works, let's categorize all the strategies and factors involved: On-page optimization, Off-page optimization, and Technical SEO techniques.

On-page optimization

On-page optimization involves the changes implemented directly on your page, such as optimizing title tags and meta description, creating cluster pages with internal linking, and fixing factors affecting your page speed, like large image size.

Take a look at each of them below and see how they affect SaaS SEO:

Keyword optimization

Keyword optimization is crucial in any SEO discussion. Keywords are terms that are relevant to the product you offer. When search engines crawl your website content and find these terms, they can present it to users with related queries

For example, an article on bicycles is less likely to rank for queries like “How to do SaaS SEO” because the possibility of it containing relevant keywords is minimal.

And if you otherwise force your keywords into irrelevant posts, Google will most likely penalize or ignore it.

To see what keywords your pages are ranking for and their positions in search engine result pages, you can use Keyword Rank Checker by NinjaReports.com.

It also shows what SERP features they have. With this tool, you can keep track of your progress across different search engines, devices, and locations and adjust your SEO strategy accordingly.

Title-tags and meta description

Title tags are HTML elements that tell search engines what the title of your page – probably a blog post – is. You can easily spot these tags in your search results, snippets, and even on social media.

What happens when there is no title tag is that search engines like Google find it very difficult to interpret what your page is about correctly, and that means your pages won’t be displayed for relevant queries.

Similar to Title tags, meta description clearly describes what your page is all about.

So when users decide to click between your page or another ranking competitor, they check for the meta description and go for the one providing more valuable information.

That means the better your meta description is, the more your CTR (click-through rate) will grow.

Internal linking

Internal linking means linking relevant posts or pages within your SaaS website together. Let’s say you have an article on “A Comprehensive Guide To Content Marketing” and another on “How To Write A Value-driven Blog Post”.

You can hyperlink these two articles together through an anchor word.

This creates a kind of cluster hierarchy that shows search engines, like Google, just how much valuable content you can offer its users. In turn, you get more ranking and visibility.

Page speed and image optimization

Page speed differs from your website’s speed since the former only concerns a particular section of the whole website.

Page speed and image optimization

For example, your published blog post owns a page, and several factors can slow it down without affecting your entire website on a large scale.

A factor like an image optimization is one of the greatest focuses when fixing page speed. In most cases, it is recommended that you use a minifying tool to reduce the size of your graphics without affecting its quality

This ensures that readers are not irked off your page, a crucial concern that can increase your website’s bounce rate and seriously impact SEO.

Off-page optimization

Off-page SaaS SEO involves changes that are outside your website. A perfect example of that is backlinking and influencer marketing. Let’s explore these strategies below:

Link building

Link building means getting another website, possibly in the same or related niche, to link back to your website.

A good case study is this article. We can get top-ranking websites like Search Engine Journal to link back to our content since it addresses some of their focus keywords.

It is off-page because you don’t have to make any changes to your website. Just reach out to a fitting target website and ask if they could link back to you. Of course, the process includes some dialoguing, and your request could be rejected.

Reviews

Talk about review websites like Capterra and G2. These two platforms are online directories and well-known review websites where your existing or previous users can leave a review about your product.

Other businesses can visit these review sites and check out valuable ratings about your product. If they find it to their liking, they can link back or mention your product in their post while taking the chance to build a link.

Besides that, review sites serve as an additional source of valuable traffic to your website. All these factors improve your SEO ranking and page reputation.

Social media and influencer marketing

SaaS companies always have a social media presence, and if you don’t have one yet, it’s best to start now.

Social media and influencer marketing

Social media generally acts as a valuable traffic farm where you can redirect fans, community followers, and advocates to your landing pages for sales

What social media and influencer marketing does is that they expose your website to huge amounts of valuable traffic. More visits and viewing of your content signal to Google and other search engines that your website is valuable. 

While this does not directly influence SEO, it still gives your website the benefit of visibility such that one or more of your viewers might decide to link back to your website if your content is relevant.

Technical optimization

Technical optimization is as technical as it sounds. This time around, you want to explore the code-related problems affecting your SEO. And that means you need a basic knowledge of HTML, CSS – maybe Javascript. 

See some of the things to address when carrying out technical optimization below:

Crawling and indexing

Crawling and indexing is a crucial aspect of SaaS SEO. If search engine bots can’t crawl your website and its pages, they won’t be indexed. If not indexed, your pages won’t be visible unless you share links directly with your audience.

To enable your website for crawling and proper indexing, you need to check out your robot tags manually and see if there is any bug or issue

A no-index tag will shoo Google bots away from your page. You can also remove irrelevant pages that increase your website’s crawling load.

HTTP redirects

HTTP redirects lead search engines to another URL when the previous one is broken or no longer exists. This often happens when you redesign your website and perform some structural changes.

When auditing your website, you need to check for broken URLs with no functional redirect. 

Otherwise, when search engines try to access your pages, and they see no content or are redirected to an incorrect page, it can negatively impact your SEO and previous rankings

Check for redirect chains – having more than two redirects – and reduce them to one in order to avoid confusing search engines and increasing loading speed.

Hosting speed

Hosting speed is particularly important if your SaaS website is going to host a large amount of content.

If your hosting company has slow servers, it will directly affect your uptime and the website’s loading speed. This, in turn, leads to a bad user experience and directly affects your SEO ranking.

Code minification

Code minification means reducing the clusters of irrelevant codes on your website. For example, some Javascript codes can be reconstructed from several dozens of lines to just two or more without affecting the output.

You also need to check for dummy HTML codes, tags, and alphabets like “”, which have no existential function. All these things affect your website’s loading speed and negatively impact the SEO of your SaaS website.

6 ways to create a SEO strategy that works for SaaS products

First off, let's break the ice with a few facts:

  • A report by Brightedge shows that proper SEO strategy contributes more than 1000% of traffic to a SaaS website compared to other organic sources.
  • Approximately 93% of a website's global traffic is from Google search.
  • Moreover, nearly 50% of B2B businesses invest heavily - more than $20,000 - in SEO monthly.

These three stats show how crucial SEO is to driving more leads and generating sales. On the one hand, we know that Google is our primary source of organic internet traffic compared to other search engines like Bing.

On the other hand, 50% of B2B businesses focusing their budget on SEO makes the competition much more difficult for new SaaS startups. 

So if you want to maintain your edge against other top SaaS brands, you should follow these steps and create a productive SEO strategy:

1. Checklist your SEO goals

Every B2B SaaS company has an SEO goal.

1. Checklist your SEO goals

For example, a SaaS company specializing in CRM services like Hubspot might aim to drive at least 70% of the total SaaS traffic on search engines. Another B2B company might be interested in increasing its CTR. Of course, you can do both.

Note that the goals will also determine your objectives – measurable steps taken to achieve a goal. Let’s say you plan to grow the online traffic you receive from Asia yearly, then your SEO objectives might look like this:

  • Optimizing your website and online listings for local search queries by including location-specific keywords within the next five months.
  • Introducing the well-received type of content in Asia. For example, Asian people might prefer watching short product videos to reading a block of text.

When you have a smart goal and measurable objectives such as those listed above, it becomes very easy to properly invest your resources into the right marketing channels and achieve your SEO targets.

2. Create a buyer’s persona

A buyer persona is an ideal profile of your preferred customer based on several market data, including demographic information, psychographic details, and possible challenges being faced. 

Demographic information highlights age, income, location, gender, and education, while psychographic details are much more personal and usually involve the interests, values, behavioral patterns, and motivations of your profile.

Other useful details include the challenges and pain points faced by your persona.

While you might think that personas have no impact on SEO, they actually do. These ideal profiles are generally helpful for creating personalized pieces when you start out with content marketing, a very important component of all SEO strategies.

The more personalized content you push out on your website, the more search engines can present your pieces to the right audience.

Follow these steps to create one:

Find out your target audience and carry out in-depth research

A target audience is different from buyer personas because the former is broader. For example, your target audience could be a group of tech companies that have existed for about 10 - 20 years, having a sizable ROI of $500,000 monthly.

Once you have your target audience, you need to carry out in-depth research with analytical tools, surveys, and interviews to know more about their behaviors, challenges, and interests

Segment your audience based on patterns

Let’s say a major segment of your target audience has difficulty generating new leads while the minor faces problems managing new prospects.

You should create different profiles for each to deliver personalized content that will address their concerns.

Create your persona

Now that you have all the necessary info create a single profile per segment. This profile converges the concerns of an entire segment into one ideal customer.

Give your personas a name, title, and even features that make them feel more realistic. Don’t forget to add other details like challenges and goals since they influence your SEO strategy on a large scale.

Your persona becomes very important when it’s time to do keyword research.

3. Introduce content marketing

Content marketing is a strategy that involves crafting and sharing valuable content to create awareness, attract more traffic, or drive sales and other actions. Talking about content, we mean blog posts, infographics, podcasts, and social media posts. 

3. Introduce content marketing

But for the context of this article, we will only focus on blog posts. 

Most SaaS websites incorporate a blog section into their website, and if you open one, you’ll find dozens or more of how-tos and informational articles there.

The benefit of this is that properly-optimized blog posts can drive more traffic to your website, possibly triple what your homepage is capable of.

To create a value and traffic-driven blog-post type of content for your SaaS website, follow these steps:

Build your topic list

A topic list contains the major areas of interest you want to focus on. And it could range from how-tos to comprehensive guides on valuable queries.

From your buyer’s persona, you can easily figure out your potential clients' concerns, interests, pain points, and needs. When you have this data in place, it becomes a breeze to brainstorm relevant topics that will make it to Google’s frontpage. 

Research keywords

Keyword research is needed to identify what keywords are relevant to your business and target audience. You can also use the result of your analysis to collate tons of potential topics.

When carrying out keyword research, the best person to check out is your competitor. Use a keyword rank tracker to see what terms they rank for and how to do it better on your website. 

Optimize post for better ranking

Once you have a list of what to write, based on priority and relevance, create a content brief containing the keywords that should be inserted.

Before publishing, you need to optimize your post by adding images, infographics, if possible, and brief video clips. Formatting is also an essential optimization factor.

Ensure your posts have hierarchy and structure so that readers can easily scan through them.

Check for quality

Content quality is a critical determinant of whether your post will rank well or not. For example, most search engines do not go well with plagiarized or AI-generated articles.

Also, Google’s E-A-T algorithm update prioritizes expertise and experience. You should ensure your content is highly educational, relevant, authoritative, and original.

Internal and backlinking

How these two ranking factors affect SaaS SEO has been explained in the preceding section.

Ensure there is a clean family tree between your website posts to properly redirect link juice to important posts. Don’t forget to actively build backlinks with top-ranking websites with high domain authority and credibility.

4. Create clusters and pillar pages

Topic Cluster is one of the trending content marketing techniques.

Interestingly, search engines believe your website has more to offer in terms of expertise and authoritativeness when you use this strategy instead of randomly posting different articles. 

What happens is that you build streamlined chains of topics surrounding a comprehensive query – which is going to be your pillar page.

Let’s say you offer CRM software and your target audience is primarily finding it difficult to manage their leads. Then your pillar page, which is the main hub that links to the remaining topics, and cluster ideas might look like this:

Pillar page: A complete guide to leads management for SaaS companies

  • Cluster idea 1: X Reasons Why You Need An Effective Lead Management Strategy
  • Cluster idea 2: How To Choose The Right Lead Management Software For Your SaaS Business
  • Cluster idea 3: Best Practices For Generating And Managing Your Leads

You can create more cluster ideas depending on the versatility of the query you’re writing on. Once these articles are live, ensure you internally link them back to the pillar page in order to redirect traffic juice. 

5. Build and optimize your landing pages

Most SaaS companies use their homepage as a landing page, while others prefer creating one from scratch.

Either way, what matters is proper optimization. If your landing page is not your homepage, you might not necessarily need to worry about organic traffic since paid advertisement usually gets the job done.

But if you’re using your homepage, you should do everything possible to ensure it ranks properly on search engines.

For example, proper implementation of relevant tags and keywords on your homepage can make it pop up for certain, specific queries. 

And when that happens, you are bound to receive free traffic, which can then be converted into potential prospects.

To optimize your landing page for SEO, you need to do these:

Use product videos

A single video is worth 1.8 million texts, says Dr. James of Forrester Research. The impact of using videos over blocks of text on your landing page is that it reduces the bounce rate and accelerates the conversion journey of your leads.

On the good side, a lower bounce rate signals Google that your landing page contains content relevant to your visitors. And that positively can influence your SEO ranking.

Reduce touchpoints

A landing page, especially if it is your homepage, should contain a few touch points so that visitors or prospects can reach the end of your sales funnel faster.

Remember that you’re interacting with an entire company and top decision-makers, not just an individual customer like in B2C businesses.

Too many touchpoints to and from your landing page can provide a bad user experience, which negatively impacts your SEO.

Use a big and bold CTA

Since user experience on your landing page is a crucial component of SEO, then you must ensure everyone who visits your landing page has easy access to your CTA and other essential resources. 

Use a big and bold CTA

Make use of clear-cut click-to-action buttons and place them in strategic locations for more visibility

6. Audit the website for factors affecting SEO and track valuable metrics

Website auditing means analyzing your website for bugs and factors that directly or indirectly affect your SEO.

This could include technical aspects such as page speed, server configuration, backend structure, and code relevance. Others, like content audit, are crucial to learn if your website offers valuable and informative pieces that can rank.

Don’t forget to audit the security status of your website. Check for things like SSL certificates, vulnerability status, and firewalls

Hacked websites are often plagued by frequent downtimes and even malicious codes which send negative signals to search engines. As a result, your ranking might be affected.

Finally, track valuable metrics such as traffic count, bounce rate, dwell time, conversion rate, churn rate, customer lifetime value, and customer satisfaction score.

These metrics are necessary for measuring progress, making new SEO-focused decisions, and understanding how visitors interact with your website.

Conclusion

The SaaS industry is a playground of intense competition, and it's very easy for your product to lose its relevance if you're not doing SEO the right way.

In order to gain traction, you need to establish smart SEO goals and top it off by understanding who your ideal customer is. Afterward, kickstart your campaign with content marketing and incorporate a blog section into your website.

Don't forget to optimize your posts with relevant keywords, visual elements, and infographics. Finally, audit your website and measure valuable metrics for future improvement.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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