Software-as-a-Service (SaaS) companies interested in SEO are competing in an uphill battle. The customer journey is extensive, the competition fierce, and the initial investment soaring.

Today, we’re offering five strategies SaaS companies can leverage to make SEO inroads with their content even in the most competitive spaces.

Let’s dive in.

Understand your customer’s pain points & write content for it

Many SaaS companies focus their primary content on the software’s features and benefits.

For example, an accounts receivable SaaS company may write blog content titled Organize Invoices With Ease Using Our Software.

At a glance, nothing is wrong with the title or direction of this content. After all, it clearly outlines enhanced invoice organization is a benefit of the product.

While nothing is wrong with this content, it doesn’t connect the benefit with the potential customer’s pain points. Unfortunately, this makes it unlikely to ‘stick’, and by extension, unlikely to convert.

Exceptional SEO-driven content for SaaS companies often understands a target audience’s pain points (ex. frequently lost or missed invoices) and connects the software’s benefit to said pain points. Content written from this angle helps the reader understand how the software will benefit them and/or solve their unique issue(s), ultimately making a conversion more likely.

Circling back to our accounts receivable example, a better title and direction could be Never Miss An Invoice Again With Our Proprietary Software.

Focus content on specific verticals

It’s always tempting in marketing to cast a wide net. The wider the net, the more fish you’ll bring in—right? Unfortunately, that’s rarely the case in SEO.

When it comes to SEO strategies for SaaS companies, especially startups, it’s best to pursue very specific verticals or industries. Even if the net is exponentially narrower.

With a single vertical in mind, brand awareness content can be catered to very specific needs, issues, and most importantly, longtail keywords.

Let’s use an example.

Say you worked for a new SaaS startup selling subscriptions to a new customer relationship management (CRM) platform.

Now, let’s say you wanted to create brand awareness content for your startup’s blog focused on the primary keyword CRM.

According to SEMRush, at the time of writing, this keyword has a monthly search volume of approximately 160K in the US alone. Which sounds great on the surface.

Unfortunately, CRM also has a keyword difficulty score of 100%. In other words, you would have a near-impossible task of getting your content to rank in SERPs organically against industry behemoths like Salesforce.

With a specific vertical or industry in mind, you have the ability to sidestep larger competitors like Salesforce by creating content focused on more niche keywords.

For example, you could focus your content exclusively on the manufacturing industry with longtail keywords like CRM for Manufacturing which only has a keyword difficulty score of 42%.

While search volumes may be smaller, you’ll stand a greater chance of ranking in SERPs when you focus on industry-specific keywords.

Enrich written content with multimedia content

How we consume information on the web is significantly different than how we consume it through other channels like books.

First, the majority of internet users ‘skim’ content rather than reading it in-depth.

Second, users tend to engage with content that’s more visual in nature.

Enter SEO-driven multimedia content.

Multimedia content can include pictures, videos, podcasts, illustrations, graphics, and GIFs that engage users in ways written content can’t.

The primary benefits of enriching written content with multimedia content include higher engagement, increased backlinks, and more conversions.

In fact, by increasing engagement, you are lowering bounce rates and increasing your average session duration; two metrics Google prioritizes when deciding whether users consider your content of high-quality or not.

If you’re interested in incorporating more multimedia content into your written content, we highly recommend focusing on one or two mediums. For example, either creating a podcast or vlog, but probably not both.

When it comes to SEO, it’s far better to do one thing extremely well than to do a number of things poorly.

Think about your authors

You may already know that Google prioritizes content produced by authoritative websites. But did you know Google now factors in the authority of individual authors as well?

In an effort to stop the spread of misinformation, the Google algorithm now considers the author of content when ranking pages in SERPs.

Specifically, the algorithm attempts to understand the author’s personal EAT—Experience, Authority, and Trustworthiness—as it relates to the subject matter.

For example, having a reputable dermatologist write content for a skincare blog will stand a far greater chance of ranking well in SERPs than an article with either no by-line or one attributed to a general content writer.

If hiring highly specialized authors is of interest to you, there are some important technical bullets you should pay attention to:

  1. Does the specialist have a significant web presence? For example, have they written other articles on the subject, are they listed on directories, do they have a LinkedIn profile, etc.? Without a significant web presence, Google can’t confirm the author’s personal EAT.
  2. Ensure Schema markup is correctly configured to highlight the author’s name and bio. And yes, a short bio highlighting their experience is a best practice.
  3. Link to the author’s social media profiles and if possible other content they’ve written. This ensures crawlers can find the author’s other content and gives readers the chance to reach out should they have questions.

While you may not have the financial resources to hire specialists to write your entire website, having them produce pillar content may be a good comprise.

These important web pages will likely drive the most organic traffic to your website. And by having an industry expert author them will only increase their chance of ranking higher, and inevitably drive even more organic traffic.

Create content hubs

The last strategy you may want to consider to improve your SaaS SEO-driven content is content hubs.

While there are numerous ways to organize content hubs, there are really just two things to keep in mind: the content must be related to a central topic or theme, and all of the content should be linked.

Primary benefits of content hubs can include improved organization, increased backlinks, more search traffic, and, hopefully, stronger domain authority on the hub’s subject matter.

Here are three ways to organize content hubs:

Hub & Spoke

In this setup, a pillar page introduces the Hub & Spoke’s central topic or theme. It may provide high-level information on the subject as well as provide context on each subtopic.

The pillar page then links out to each ‘spoke’, which is a unique web page handling a subtopic in greater detail. Spokes always link back to the pillar page as well as often link to other related spokes.

Content Library

Content Libraries are often organized like filing cabinets or indexes.

At the top of the library is a complete index, listing each subtopic page. Below each subtopic may be a set of sub-sub topics.

Topic Gateway

Finally, Topic Gateways are ideal if you have a significant amount of content on one topic.

If you’re using this model, set up a topic page for each topic, and organize it with an overview, resources, and links to subtopics—just like a Wikipedia entry.

Leverage an SEO agency to execute a fully-realized content strategy

To recap, SaaS companies interested in SEO have an uphill battle. But that doesn’t mean you can’t win.

By utilizing an experienced SEO agency to manage your content, you can rest assured that a detailed strategy is in place and all content follows SEO best practices. While results are never guaranteed, partnering with an SEO agency is your best bet to ensure your content is indexed in the right way and seen by the right people.

Learn more about SEO marketing on the Pedestal Search blog. Or contact us today for a free 30-minute SEO marketing assessment of your business’s website.