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8 Steps to a Winning Basic SEO Strategy for Your SaaS Product

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt CEO & Founder

August 16, 2022 | 5 Min Read

Article updated on October 4, 2022

The Software as a Service (SaaS) industry is projected to grow to a global value of USD$720Billion by 2026 which makes it one of the fastest growing industries in tech today – which is probably leaving you wondering how to improve SEO for SaaS companies so you can take advantage of this growth market.

SaaS companies provide businesses subscription access to software that they keep resident on their own servers. Companies like Adobe, which historically shipped their software, are now offering SaaS. In fact, Adobe, having leveraged its customer base and reputation, has become the top player in the industry followed by Salesforce, the leader in customer relationship management SaaS.

But dozens of players in each sector are vying for explosive growth over the next four years. As a SaaS provider, you’ll need the best SEO strategy for an SaaS to help build your business as quickly as possible and grab your market share in a deeply competitive marketplace.

How SEO strategies for SaaS help you generate more leads

SaaS products are sold almost exclusively online, meaning that search engine results pages (SERPs) are a critical part of a SaaS marketing strategy.

SaaS businesses also face a very slow sales cycle, partially because businesses need to try out the software to understand if it’ll work for them. These cycles vary depending on the annual contract value (ACV). On the low end, a sales cycle can be about 40 days all the way up to 169 days for software investments of over USD$150K.

SEO can convince your customer

Another significant factor in the slow sales cycle is client businesses have so many choices. After the initial contact, your prospect may continue to research or try out a couple of other competitors before they settle on yours.

Transferring critical business processes online may make clients nervous, which could be a factor in customers ‘shopping around.’ If we put ourselves in our customers’ shoes, they generally want 1) to trust their service provider, 2) to completely understand how the services work and 3) to feel like they are choosing the best provider for their needs.

SEO strategies for SaaS companies can help get your customer to a yes. High-quality content can answer all questions about your service. Increased online visibility will create a trust bond, and ranking at the top of a search engine result page will attract more customers with whom you can build a strong relationship. These techniques will go a long way to convincing your prospective customer that your service is their best choice.

SEO offers a lower cost per acquisition over time

SEO for B2B SaaS, though not cheap, is less expensive compared to other methods like paid social advertising, PPC advertising, cold calling, and other outreach.

The initial investment for SEO will be significant. Your company will have to rework its website, create content, build backlinks, and review and tweak SEO, monitoring and adjusting as necessary. After the initial costs, however, your cost per acquisition will drop steadily to a comparatively low amount. Other costs, like PPC advertising, will continue to rise, especially in an extremely competitive market.

Traffic for organic clicks costs nothing, but SaaS companies are reporting as much as USD$100 per click for competitive keywords, and these rates will only continue to climb.

 

SEO creates synergy with other channels

Using SEO in combination with PPC ads results in higher clicks in both. Ranking organically on SERPS and targeting PPC with the same keywords means that your prospect sees your company multiple times as they SERP displays. The result is more clicks. SEO is a key element of a multi-channel marketing campaign, resulting in more leads for your SaaS business.

How to create a basic SEO strategy for a saas product

  1. It starts with the client

The closer you get to understanding your client, the closer you get to knowing how to reach and connect with them. Ask yourself what your client wants and needs so you can clearly identify their pain and pleasure points—allowing you to understand how to connect with this audience. This process is called creating the persona SaaS or buyer persona for SaaS.

  1. Learn how your competition is doing

SaaS competitor analysis offers major insights into your market. What is your competition doing in your niche in their marketing and advertising efforts? What is working for them and what is not? What have they missed? These may become your best opportunities.

  1. Perform keyword research

Based on your market analysis, execute a SaaS keyword research project to understand how people find services like yours. You’ll learn what keywords are in use, how many times these words are searched, and how much those keywords are in competition in PPC advertising.

 
  • B2B SaaS Competitor Analysis

How can you convince traffic to switch directions towards your business and away from competitors? Competitors could be leveraging lead-converting strategies unbeknownst to others, due to a lack of B2B SaaS Competitor Analysis.

The competitive analysis draws data from other businesses to outline strategies, marketing efforts, products, and main competitors. This strategy presents weaknesses that can be built on, strengths that can be mimicked, and mistakes that can be avoided.

Conducting a competitive analysis outlines the unique value proposition of another product so that yours can be improved to stand alone. This analysis also tracks customer reviews of competitor products so that your product can be improved based on what another is lacking.

Ultimately, a competitive analysis can lead to more satisfied customers who are more likely to purchase or upsell because your business stands apart from others and offer top-tier services.

  1. Build the content plan

During your keyword analysis, you will identify keywords that you feel strategically are your best bet for attracting the most potential customers. Armed with this knowledge, your company can build a focused and effective content marketing plan for SaaS around these discovered words and phrases.

  1. Audit your website

Run a technical audit on your website, identify, and prioritize errors. Create a project plan to execute your SaaS technical SEO to ensure that Google and other search engines assess your site favorably and rank it well.

  1. Review your page performance

Use Google Search Console to assess your website pages. In general, click-through rates (CTR) are key. Average CTR for SaaS is healthy–at a median rate of 10.1% (reflecting the growing public interest in the services) – but needs to be because on-page conversions can be low, suggesting potential clients are shopping and researching. If your CTR is low, build a plan for tweaking your value proposition to encourage visitors to your site.

  1. Let the link-building begin

After two months of tweaking your site and building your content, start link building. Once your site is well optimized, you’ll find SaaS link building much easier because your site’s purpose will be clear, and your content will be strong.

How does a B2B SaaS SEO agency help you?

A B2B SaaS SEO service will help you most by saving you time on analysis and knowledge gathering and saving you money on internal hiring. But an SEO agency will always be on top of the best way to do SEO for SaaS (including the latest Google updates and SEO trends), and their SEO expertise will generate more leads than you would on your own. They’ll have stronger methods for keeping track of your progress and insight into growth opportunities. As a side bonus, your SEO agency will have a team that can help with website design and social media skills.

If you’re looking to maximize the impact of your SaaS SEO strategies and grow your business, contact us, today.

Basic SEO Strategy for SaaS Product FAQ

How to improve SEO for SaaS companies?

  • Know your target market and use keywords that they would be searching for to solve their problems.
  • Keep up-to-date with competitors. Learn from their successes and address any blind spots.
  • Analyze keywords and use the ones with high search volume, lower difficulty, and longer phrases.
  • Embed SEO strategies on every landing page (metadata, meta descriptions, image alt tags, and HTML coding).

How important is SEO in SaaS business?

SEO for SaaS businesses can increase organic traffic. The first result on a search engine gets 31.7% of all clicks, so the higher the SERP rank, the more traffic a link gets. Organic searches influenced by SEO are also highly preferred over paid searches by 80% of decision-makers. Enhancing SEO strategies for SaaS businesses has a huge impact on raising website traffic and leading to sales.

Categories:

SEO, SEO Strategies

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt

CEO & Founder

Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.