While search engine optimization (SEO) is an essential part of any marketing strategy for your SaaS business, it’s also a long-term investment. You can’t expect to see results overnight, but with patience and persistence (and a good dose of luck), you can get there.
One of the biggest challenges with SEO is that it’s incredibly hard to measure. You can’t expect to see a boost in traffic and sales on the first day you launch your campaign, or even after several months. The good news is that there are plenty of tools out there that can help you keep track of how well your SEO efforts are working — and when they aren’t.
The following step-by-step guide will help you develop an effective SaaS SEO strategy that will grow your organic traffic over time and help you achieve your goals quicker than ever before.
What is a Saas Company?
A SaaS company is a software as a service (SaaS) provider that offers a subscription-based model for its customers. In other words, they provide software and/or services to users over the internet without having to install any software on their own computer.
This means that SaaS companies can reach a much larger audience by selling their products online. The advantages of being a SaaS company include:
- Access to a global market without having to spend money on advertising or physical distribution costs.
- Ability to easily scale your business without hiring additional employees because everything is done online.
- Ability to focus on your core competency, as you don’t need to worry about managing a physical infrastructure or hiring technical support staff.
- Easier to manage risk and avoid potential security breaches because users access your system over the internet.
- Ability to outsource development tasks and reduce costs.
Why Do You Need an SEO Strategy for Your SaaS Company?
SEO is critical for any business, but it’s especially important for SaaS companies because of the nature of their product. SaaS companies are in the business of providing value and solving a problem, so they need to be able to attract potential customers and retain them over time.
SEO is the best way to do this. It’s also the most cost-effective marketing option available to you, which means it can help reduce your expenses and increase profits. SEO allows you to generate leads and convert them into customers without spending money on advertising or marketing campaigns.
SEO is also a good option because it can be scaled. Once you have an SEO strategy in place, you can continue to generate leads and increase sales without spending more money on marketing. The only thing that might change is your budget for content creation.
Developing an Effective SaaS SEO Strategy in 2022: A Step By Step Guide
1. Make a list of your goals
The first step in your SEO strategy is to write down everything you want to achieve. This can be a simple list of keywords and pages you want to rank for, or it could be more in-depth. You should also consider what your overall goals are, and how you can achieve them through SEO.
For example, if one of your goals is to increase revenue by $100K per month within 12 months, then you need to have a clear idea of the keywords that will help drive people to your site so they can convert into paying customers.
For example, you might want to:
- Rank for a certain set of keywords in Google’s organic search results
- Increase social media engagement with content about your product or service (e.g., Facebook fans)
- Build an audience that’s interested in what you have to offer by writing blog posts related to SEO.
2. Know your audience
This might seem like an obvious tip, but it’s still worth stressing – know your audience. You need to know who you’re trying to reach, what they’re interested in, and how they like to consume information. If you can nail down these details, then it will be much easier for you to figure out what content would resonate with them and drive engagement.
For example: If you want people who are new parents, then write blog posts about what products are most helpful during this stage of life. If you want entrepreneurs who run their own businesses, then share tips on how they can use SEO as a tool for growth.
Knowing who will be using your product is critical to creating a marketing strategy that will resonate with them and help you reach your goals. If you don’t understand the people who use your product, there’s no way for you to create content that resonates with them or identify keywords that would be relevant and useful for them.
Use analytics to find out who your current audience is and how they use your product. You can do this by looking at the demographics of your customers or trying to segment them based on their interests and behaviors.
3. Know your competitors
In order to develop an effective SEO strategy for your SaaS business, it’s important that you understand your competitors’ marketing strategies. You should also have a good understanding of their content marketing strategies, SEO strategies, paid marketing strategies, and social media strategies. Finally, it helps to have some information about their organic traffic strategies.
When researching the competition in order to develop an effective SEO strategy for your SaaS business, look at how they are reaching out and what content they are creating. You should also be able to see what kind of content is performing well for them and how they are promoting their content. You may even want to reach out to some of your competitors and ask them about their strategies.
You should also take a look at the keywords that they are ranking for and see if there is an opportunity to rank for those same keywords. If you are able to do this, then you will be able to steal some of their traffic by optimizing your content.
4. Identify your customers’ problems, then find a way to solve them
Identify the problems your customers have and find a solution. Your customers are the most important part of your business, so you need to understand what they want. Listen to their feedback, look at their comments on social media or in forums, and get to know them better.
Find out which keywords they use when searching for solutions online and which questions they ask about the products or services you provide. Then use that information to create content that solves their problems and answers those questions—not just once but often!
You can also use tools like Google Trends and Google Keyword Planner to find out which keywords your customers are searching for. Just make sure you’re not just copying what other businesses are doing, or else you won’t stand out from the crowd.
5. Create better content
Your content is the foundation of your SaaS SEO strategy. Content is king and it’s the key to ranking higher on Google, getting more traffic, converting leads into customers, retaining them, and building brand awareness.
You have to create better content if you want people to click on it and stay engaged with your site for longer periods of time. If your readers enjoy reading what you write about, they will share it with their friends which helps increase your organic reach further.
The best way to create better content is by understanding your audience, as we’ve mentioned above. You need to know what they are looking for, what their pain points are, and how you can solve them with your product or service. Once you identify these needs, write about them in a way that is engaging and helpful.
6. Create pillar content
Pillar content is a type of content that is used to enhance your website and generate more leads. It’s meant to provide value to your audience, so they will continue coming back again and again. These are things like blog posts and infographics.
These pieces of content can be distributed through social media channels to help drive traffic back to your website. If a user clicks on the link, they will be taken to your page where they can learn more about your product or service and hopefully convert into a lead.
A good example is an article that explains how to use SaaS software or one that teaches people how they can get the most out of it. In 2022, it’s important for you to create pillar content as part of your SaaS SEO strategy because this will help you grow your business by:
- Increasing conversion rates
- Improving customer satisfaction scores
- Increasing brand awareness
- Getting more traffic to your website
- Increasing your organic search rankings
7. Pay attention to the technical and on-page aspects of SEO
It’s time to take care of the technical and on-page SEO. On-page SEO is a process where you optimize your website so that Google can understand what your page is about. This will help you get more traffic from search engines and ultimately increase the number of leads that convert into sales.
If your website doesn’t meet the following criteria, you’re going to have a hard time getting users to find it:
- Your site should be mobile-friendly. This means that it not only looks good on a mobile device but also performs well and loads quickly (if you want more details about this, check out this guide).
- Make sure your pages load fast. Google has confirmed that one of the factors they use in their algorithm is how fast pages load.
- Make sure your navigation is clear and easy to follow. Users shouldn’t have trouble finding their way around your website or figuring out what each part of it does—you want them to be able to complete tasks as efficiently as possible so they’ll come back again!
8. Invest in link-building strategies to improve your search engine ranking
One of the best ways to get your site ranking well in search engines is to build links from other websites. Google uses links as a way to tell how popular your site is within the context of the web at large. The more links you have pointing back to your site, the higher up it will rank. There are many different types of link-building strategies—some take time and effort while others can be done quickly and easily.
For starters, guest posts are an excellent way to build relationships with high-authority sites in your industry. You can find opportunities by monitoring Linkedin or other social media sites and forums as well as by reaching out directly to people who are already active in the community.
Make sure that you have something new to offer readers on their blog (e.g., tips on how to make their life easier) so that they’ll be interested in working with you and not just using it as an excuse for advertising their own site.
9. Find both linked and unlinked mentions of your brand
You should also find mentions of your brand that are not linked to the website so that you can begin to build a list of potential influencers and people to contact.
For example, if you’re a clothing brand and someone mentions your brand in a blog post without linking to your site, then this person is still an influencer. Find out what they like about your brand and how you can work together (e.g., send them free clothes or offer them a discount on their next purchase).
The more people you can contact, the better. However, it’s important to create a list of influencers who will be most likely to respond and work with you. If someone has a large following but doesn’t have time for any new collaborations (because they’re too busy or they’re already working with many brands), then they’re not going to be as helpful as someone who is smaller in size but open to new opportunities.
10. Use interviews
Interviews are important for your SaaS SEO strategy because they allow you to show off your expertise and authority. A good interview can help build a relationship between you and the influencer, as well as increase their trust in your company. When they see how knowledgeable you are on the topic of your product or service, they’ll be more likely to recommend it to their followers.
You can interview influencers to get the word out about your product, and you can use these interviews to build relationships with the influencer. This will ultimately help you build your brand, authority, credibility, and knowledge base.
As an example, you can ask influencers to share their thoughts on the product, how it can be used in different ways, and what they like or dislike about it. You can also ask them to give their opinion on other products in your niche or related niches. This will help you get feedback from someone who is knowledgeable about your industry and who has experience working with similar products.
11. Use guest posts to establish relationships with high-authority sites
Guest blogging is one of the best ways to build relationships with high-authority sites. And if you’ve done your research and selected the right niche, it can also be an effective way to get organic traffic from Google.
This can also be a great way to build relationships with people in your niche. But it’s important to know that this form of content marketing isn’t just about getting backlinks – it’s also about building relationships and driving awareness for your brand.
Guest blogs are usually written by outside writers who want to promote their content on another site, but for some reason can’t (or don’t want to) write their own blog post about it. This might be because they’re busy, or because they’re not interested in having a blog—but either way it’s something you need to keep in mind when pitching guest posts for your own content marketing strategy.
12. Take advantage of broken links
Broken links are a commonly overlooked opportunity to earn more backlinks and improve your SEO. Broken link building is not only a great way to help you build links, but it can also be used to help the search engines understand how your site is used. This is because when you find a broken link and submit it to the search engines, they will usually index it as a new page.
This gives you more content to rank for your target keywords—and helps the search engines understand how people use your site. The best way to find broken links is through site crawls.
This can be done by using a tool like Screaming Frog or DeepCrawl, which will spider your site and show you all of the broken links they find. You can then go through these links and submit them to Google, Bing, and Yahoo to get backlinks from their search results.
13. Create quality industry reports and infographics
Creating quality industry reports and infographics are essential for your Saas SEO strategy because they build authority and trust in your brand. By creating these types of content, you’re showing the search engines that you know what you’re talking about when it comes to a specific industry. This helps your site rank higher on search results pages (SERPs) for relevant keywords and phrases.
There are plenty of ways to create a report or infographic that your audience will find useful and interesting. To begin with, you should look for data that’s relevant to your niche. Then make sure the information in your report is original, well-designed, well-written, and well researched. Write a series of blog posts dedicated to researching the relevant topics on which you want to base your report or infographic (e.g., “25 best SaaS examples”).
If possible, use some data from third-party sources such as Gartner or Forrester – this will help give credibility to the topic of your report or infographic so readers don’t doubt its accuracy when reading it later on!
14. Ask for photo credits
Ask credit for all photos that you use in your report or infographic. And if possible, make sure to include a photo credit at the bottom of each page where you’ve used one of these images. This will help give credibility to your report or infographic, as well as build trust with readers who know that you’re giving credit where it’s due!
This is a great way to build a relationship with the company. Let them know that you want their photo, and ask for permission to use it in your blog posts and social media. If they agree, put their name as the source of the photo so that people can see who created it. This will help build credibility and trust around your content, which will also lead to more traffic!
15. Give testimonials
Testimonials are a form of social proof. They’re also a way to show credibility, trustworthiness, and expertise. When you can get real testimonials from customers who have used your software in the past, it shows potential customers that they can trust you — because other people already have! Testimonials are particularly effective in B2B SaaS because they’re not as common as consumer reviews.
Testimonials can be a powerful tool for your SaaS business. They show potential customers that other people have already used your software and liked it enough to recommend it to others — and that’s exactly what they want to see before buying.
In fact, 84% of consumers say that seeing positive customer reviews makes them more likely to buy products or services online. Testimonials can be used on your website in a few different ways. You can include them on your homepage, in a pop-up modal, or as part of your email marketing campaigns.
We hope that this guide has provided you with enough information to develop your own SaaS SEO strategy. It’s important to remember that the best way to figure out how to create a successful strategy for your business is through research and iteration. You should always be testing new ideas, learning from mistakes, and adapting as necessary!