Growth Focused SAAS SEO Strategy | 8 Key Points

Growth Focused SAAS SEO Strategy

SAAS SEO
Team Upthrust
Team Upthrust

Introduction:

Effective SaaS SEO almost always involves both on-page optimisation of your marketing website — home page, feature pages, use case pages, etc. — and an investment in content marketing that helps expand your reach to target customers. SaaS SEO refers to the process of increasing the organic traffic for a SaaS (Software as a Service) company’s website by earning top rankings on the SERPs for a list of relevant keywords. SaaS companies strive to achieve an edge over others through relentless SaaS marketing efforts.

To stay efficient and productive, a solid online presence is required. Also, a SaaS SEO strategy can make a huge difference in customer acquisition and retaining the SaaS website traffic.

SEO (Search Engine Optimization) enables you to present your SaaS products before others. This maximizes your customer conversion rates and ensures that your website receives organic traffic. A powerful SaaS SEO strategy can be created with the help of an SEO agency that specialises in providing services to SaaS companies.

As CAC (Customer Acquisition Costs) have been increasing consistently, SEO strategy for SaaS can be a solid partner that contributes to the success and growth of your company. Listed below are a few pointers that make SaaS SEO strategy essential for businesses.

1. SEO works till today

SaaS SEO

How to measure visitor engagment 

SEO, since its entitlement, has always been and will be helpful for online businesses. Many business owners and CEOs check the search engine results before buying any product. If your website is at a top position in the search engine results, it gets most of the clicks and impressions. Therefore, ranking in the top position can significantly increase your SaaS website traffic. 

 It is not only about infusing target keywords relevant to your marketing KPIs but also about creating a personalized user experience. To measure visitor engagement, several factors like dwell time, i.e., how long a customer stays on your site, page views (your site’s pages that get viewed frequently), number of clicks, and engagement with your content, which pages make the customers exit by hitting the back button or they make the customers leave early and contribute to the bounce rate.

An optimized website that offers a stellar experience to the users and a strong SaaS SEO strategy can work wonders for your B2B SaaS business model.

2. Factors that determine search engine rankings

The main agenda of a SaaS SEO strategy is to make the blogs, landing pages, and product pages rank high on the search engine result pages. If you rank high on search results, it will significantly increase traffic to your website and give you a competitive advantage.

This will help you achieve a competitive edge over your competitors. Here are the factors that determine the search engine rankings:

  • Customer engagement: Customer engagement tells how often customers visit your website and how much time they spend on it. The click rate also determines user engagement. Quality is essential for readers, and you should be providing them with helpful information about your product or the industry. It helps attract traffic through other channels and also improves the chances of returning visitors and shares. 
 
  • Links: Links that divert traffic to your website can affect your prospects’ perception. Also, if you provide external links through blogs and other content, you should ensure that they link to credible sites, products, and blogs. Earning the customers’ trust is essential to any business. Therefore, as you build these links, they will continue to serve as assets and compound over time to help your site.

    Not only will you begin to rank better for your target keywords, but that ranking will remain over time. A good link profile is difficult to build, and your competition will have to work hard to outpace your rankings. 

 
  • Content: The concreteness, conciseness and completeness of content play a vital role in the eyes of the consumers. It also influences the AI algorithm used by Google. Therefore, SEO content marketing and SEO form the basis of a sustainable, predictable, and scalable SaaS growth strategy. 
 
  • Authority over the domain: If the content of your SaaS website is relevant to your domain industry, it automatically helps your website to rise in search rankings. You should include a comprehensive ‘About Us’ page on your website and provide easy access to contacts and external links. 
 
The SaaS SEO strategy can work wonders for your business if you implement these things. Here are the benefits that the best SEO strategy for a SaaS website will provide:
SaaS SEO

Factors that determine Search Engine rankings for SaaS

3. Predicting growth 

An SEO agency that utilises analytical tools can easily predict the outcomes of various SEO activities. For instance, the fewer resources and time Google has to spend crawling and indexing a site, the faster it is likely to rank. The technical structure of your site includes factors such as how quickly pages load, which can also be an essential consideration when it comes to user engagement.

The SaaS SEO team can also help you build a strong SEO strategy within a given budget by using analytics. The analytics allow them to predict the ROI based on SEO actions. 

4. Leads & Conversions 

Organic traffic does not generate results overnight, but it ensures that your business remains relevant for a long time. It eventually helps you get more qualified leads, and the conversion rate also improves steadily. 

5. Edge over competitors 

If you want to outshine your competitors without taking too many steps, implementing an SEO strategy for SaaS will be best. It helps rank your website higher in the search engine results for many relevant keywords. A strong SEO strategy for SaaS also means optimizing website design, redefining user experience, and creating content that helps build a robust online presence.

Therefore, if you think SEO only means inserting keywords into text, you are missing the whole point! The combination of data analytics, keyword research, engaging web content, and user-friendly UI will help you gain a competitive advantage.

Henceforth, a SaaS business model charges customers for access to a software product, tool or suite of tools for a specific purpose. SaaS companies are unique from other business models because they are based on a product that is not tangible or has limited use. It can be modified, updated, improved, and pivoted for a variety of cases and industries.

Features can be included to target new markets and categories. It allows SaaS companies to compete in the organic search space with SEO. Overall, this is a robust marketing methodology for scalable, exponential growth. 

6. Maintaining customer relationships 

 
It might sound absurd to link customer relationships with SEO. However, investing in content, keywords, and links will significantly increase targeted, organic traffic over time. It will help you earn your customers’ trust, and they will be returning to check the tips on how to use your SaaS products. Therefore, the best SEO strategy for SaaS companies should also focus on these metrics. 

7. Sustainable strategy 

You might think that putting so much effort and money into improving organic reach and traffic isn’t worthwhile. However, the best thing about SEO is that you aren’t paying for a single deal like buying ads for a high search volume through PPC (Paid Search).

You are creating enough opportunities through organic traffic to keep your business relevant even with the same budget. To make competitive ads, you need to spend a lot of money. Also, the results aren’t always predictable with paid advertisements. If you are interested in building a sustainable strategy for growing your business, a SaaS SEO strategy should be your first option. 

8. SaaS SEO funnel 

The SaaS marketing funnel gives the highest importance to customer retention. The brands create enough awareness about their products and make the customers believe that their products can resolve all their problems. However, it is not the case with the SaaS SEO funnel.

Here, the customers finding answers to their solutions approach your website. Therefore, providing straightforward answers to their questions or queries should be your priority. 

 
Once the customers start engaging with your products, they will check for more information and solutions. By promoting your products to such customers, you influence their decisions and make them buy your products.
 
Customers of this type will always be retained because they have always turned up to your expertise whenever they require anything. Therefore, customer retention is not your top priority for the SaaS SEO funnel. 
 
To fine-tune your overall SEO strategy, your content goals must include:
  • Attract targeted traffic comprising problem-aware leads
  • Help the reader understand solutions that can solve their issues
  • Help the readers learn specific product categories and solutions
  • Tap these prospects via an email newsletter, content upgrade, or retargeting pixel
 
A long-term goal and patient execution of plans are the keys to implementing an SEO strategy for SaaS. In a nutshell:
 
  • Keep your keywords segmented by funnel stage.
  • Within each funnel stage, parse out your list of keywords into groups or individual keywords that can be reasonably targeted with a single page (1-3 very similar keywords/variations per page).
  • Create a plan or content map that shows all of the keyword groups you are planning to target and some basic details about what content should be included.
  • If applicable, compare your content map with your existing website/content and update or optimise pages that align with the content map.
  • Where there are gaps, plan to create new pages or write new content to target these keywords across the buyer’s journey.
You must develop content to enhance your engagement and visibility, but you also need people to appreciate the stuff you provide, or they won’t return. Defining your brand is essential before you start publishing content. Consider your brand to be a person; what type of personality do they have? How would they behave in a group? List characteristics that characterize this personality and weave that tone of voice, manner, and attitude in all your content. 
 
Yes, all of them. It should be clear in every Instagram caption, blog headline, and website piece. Then take surveys, and gather feedback. Take client testimonials or case studies and intriguingly display them. Examine what other firms are doing and then design what you would like to see but don’t.

 

Vaibhav Mohan

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