10+ B2B SaaS SEO Strategies to Use By the End of 2023

Written by: Elena Daskalova
Oct / 04 / 2023

August and September were indeed tough months for every business trying to successfully execute SEO strategies and keep their website truly helpful to the users. The recent Google updates say that the old-fashioned SEO (creating content for SEO purposes only) is far behind us in the past. What we need to focus on is creating helpful content that is easy to quote, engage, and discuss. And that approach applies to niche-specific sites, as well as SaaS SEO strategies. 

So, performing B2B SaaS keyword research and mapping the queries on the pages is not enough to win the SERP rankings you’re looking for. The goal is to understand the intent behind those keywords and implement them in order to align with the buyer’s journey and target audience’s pain points and burning questions. 

The new SEO strategies for SaaS companies will include extensive market research, detecting content gaps and opportunities, and matching every piece of content with the user intent and expected content quality. 

That’s why we decided to share the most effective SEO strategies for SaaS in order to help you stay relevant while targeting a human audience. 

Here are some of the top SEO trends and strategies for SaaS companies in 2023:

1. Focus on User Experience (UX)

Even though every company should provide an easy-to-navigate and mobile-friendly website, SaaS businesses must indeed focus on prioritizing UX when working on SaaS SEO strategies. 

As you get user-centric, the website visitors are satisfied with the overall experience. They can open your website on any device and easily find what they’re looking for. When accompanied by great visuals, videos, infographics, and workflow simulations, you’re giving potential customers a great insight into what they can expect from your SaaS product. 

So, we can say that an easy-to-navigate and mobile-friendly SaaS website that loads really fast can easily win the customers’ hearts. When you add quality content to it, you stay relevant to the target audience, which is the main goal for SEO and UX together. 

2. Leverage User-Generated Content

Many websites faced significant traffic drops because they were focused on SEO only, without giving more meaning to their content. And while Google suggests we combine our expertise and experience with users’ first-hand experiences, we need to understand what user-generated content means. 

As its name says, it’s a content piece created by the SaaS users you target. Audience comments, forum threads, and Q&A sessions are also examples of user-generated content. The problem is many aren’t used to incorporating those elements in their blog posts, newsletters, videos, and podcasts. But now it’s a great time to get really creative and boost your SaaS SEO strategies with user-generated content. 

As a result, you enhance your online visibility and create evergreen content to win the content gaps and organic search traffic while offering great SaaS products. So take your time and get creative on how to use the user-generated content to your advantage.

3. Don’t be Afraid of AI Tools

When ChatGPT appeared in 2022, many were afraid AI would take over their job, especially in SEO and content marketing. But we quickly realized AI is not as frightening as it seemed initially. While there are many tools and language models, including ChatGPT and Google’s Bard, you can use that advantage to improve your overall B2B SaaS SEO approach.

AI tools can help you create an extended content calendar while keeping the ideas fresh and relevant. Additionally, you can provide a list of keywords and perform keyword mapping in less than an hour. Both free and paid AI tools will help you find competitive keywords, improving your chances of getting conversions from SEO content. 

When prompting, make sure you instruct the AI tools properly so they can respond with relevant information and industry insights, especially when it comes to B2B SaaS. 

Keep in mind that Google is slowly implementing SGE (Search Generative Experience) using generative AI, so you shouldn’t leave the new technologies behind you – especially when they can help you optimize hundreds of product pages and improve your SEO content strategy with core keywords. 

4. Optimize and Repurpose Your Old Content

Your old blog posts surely have a huge potential to improve the on-page SEO for SaaS. But somehow, people often forget about the hard work they put into those great content pieces. So, one of the ways to boost your overall SaaS SEO strategy is to find that content and see if you can optimize and/or repurpose it. 

For example, if you have a blog post on SaaS link building strategies that still attract traffic, you need to update it with the most recent SEO trends and recommendations. Furthermore, you can use it to create an engaging LinkedIn post or a newsletter with the newest off-page SEO for SaaS recommendations. 

Use Google Search Console to check on how your old content performs and also to discover more relevant queries you have the potential to rank for. Use AI tools for more inspiration and ideas on how to improve the existing content. Leverage SEO tools like Ahrefs or SemRush to discover even more queries that match the search intent. Spot the relevant questions you can answer through your SaaS SEO campaign. That way, you will attract relevant search traffic and improve the overall organic search performance, which is the main goal of all SaaS SEO strategies.

5. Fix the Technical SEO for SaaS Issues

A technical SEO audit will help you spot the issues that prevent your website from performing the best. Technical SEO strategies for SaaS require an in-depth analysis of your website, from loading speed to redirects, in order to fix every issue before it becomes a problem for your company. 

So, the SaaS technical SEO will help you detect and resolve issues with: 

  • Website speed and performance to load your SaaS website quickly
  • Mobile optimization, as Google uses mobile-first indexing
  • Crawlability and indexability to ensure there are no errors
  • Canonicalization, so you can show Google what version of your website should be indexed
  • Schema markup for structured data to your content
  • Improving the existing URL structure
  • Organizing your website to improve site structure and navigation
  • Showing the relationships between paginated content
  • Handling 404 Error pages and 301 redirects
  • Improving the internal linking strategies
  • Image optimization with alt tags and descriptive filenames

And even more technical SEO issues you aren’t even aware of right now. 

Technical SEO is one of the most anticipated B2B SaaS SEO tactics, so it’s a trend itself, no matter the year and current search engine updates. 

6. Extensive Keyword Research for Relevant Queries

Keyword research doesn’t mean buying the most expensive SEO tool on the market and waiting for a miracle to happen. The truth is you can perform SaaS keyword research using free tools, too, while maintaining a list of keywords that match the user intent and search queries. 

Every individual keyword brings value, but the real SaaS SEO art is to match it with the intent and audience expectations. The keyword research process requires brainstorming for seed keywords, i.e., trying to understand what your ideal clients will search for on Google and find your website in the results. 

Winning the search algorithm is not only stuffing the keywords in blog posts and SaaS page copies but also establishing an effective strategy for SEO content writing. For example, informational keywords go with the informational intent in the awareness buyer stage. Commercial keywords are great for commercial intent during the consideration and decision stage. But the ultimate goal is to make it completely helpful for your target audience. 

So, combine competitive keywords with long-tail queries, but don’t ignore the low search volume ones. Use the ideas to optimize on-page, but always stay focused on the content’s helpfulness and usefulness. The SaaS SEO strategies aim to help the users while fighting for higher rankings, so do your best with keyword research and optimization – and you’ll win the 2023 SEO game (and beyond). 

7. Content Marketing as Core of SaaS SEO Strategies

Content marketing is more than just creating content for the SaaS website. It’s more like a strategic approach to creating and distributing valuable and relevant content to the target audience. 

Content lies at the core of every SEO strategy, including SaaS SEO, but you need to plan these things first:

  • Define your SaaS goals and decide what you want to achieve with content marketing
  • Research your audience to understand your ideal customers and their pain points and challenges
  • Create a content calendar so you can stay consistent in publishing 
  • Promote the content because it deserves to be seen by the audience
  • Measure the results so you can know what to improve in the future

A great content marketing strategy surely starts with blog posts for awareness and consideration stages in the buyer journey. But it also includes ebooks and whitepapers that cover particular topics while generating leads and positioning the company as a thought leader. 

Case studies showcase your successful collaborations and how your SaaS product helped other businesses handle complex tasks or ease the workflow. Webinars are often used as a direct interaction with potential customers and people who can easily become part of your target audience. Infographics are a great way to represent complex data in a visually appealing way. So, choose your fighter and build your SEO for SaaS strategy accordingly. 

Content marketing requires a clear understanding of your target audience but also a will to invest time and resources in promoting through various distribution channels. 

8. Even More Value on EEAT

EEAT stands for Experience, Expertise, Authority, and Trustworthiness, and we all know that. With the recent Google updates, these signals are becoming an even more valuable element of advanced SaaS SEO strategies. 

To start, you need to showcase the real people behind your product or service. That way, you show you and your team are experts in the specific SaaS field, which makes you more trustworthy to the target audience. 

We explained every EEAT for SaaS element in this blog post, so make sure you read through it and implement what you find relevant for your website.

9. The Power of Links

If you’re in SEO, you often meet terms like internal links, external links, and backlinks. Many think that AI and new helpful content updates make the links irrelevant for SEO, but we are here to prove all those people wrong. 


First, internal links help you create connections between the website’s content in order to cluster the topics and establish topical authority. Additionally, internal links make the website navigation easier and intuitive, which is great for the user experience. 

External links, on the other hand, show that you create valuable connections on the same topic outside your website. As part of the SaaS SEO strategies, external links help you cite and support what you’re saying, especially when you mention specific information or data from outside sources. 

Backlinks are the links that target your website, i.e., a website uses an external link from yours, showing that you’re a valuable resource of knowledge in a specific topic or industry. Try to include your product in listings, or let the team members guest post on other blogs and online resources. By creating quality content, you increase your chances of gaining organic backlinks, too. 

As you can see, linking is one of the SaaS SEO best practices you can use in your strategy, together with all the other approaches we mentioned in this article. 

10. Competitor Analysis in SaaS SEO

Competitor analysis in SaaS SEO includes analyzing the competition’s SEO strategies so you can identify what you can improve. Remember, the goal is not to steal their strategy but to use it as a benchmark on what you need to do better than them. 

But first, you need to identify your top competitors and check on how they perform on SERPs. Analyze their keywords and backlinks using tools like Ahrefs or SemRush to detect eventual opportunities for you. 

And surely, check on their content. What topics they cover, and how it’s written, but also how it performs on Google. 

Once you have analyzed your competitors’ SEO strategies, you can use this information to develop your own SEO strategy. You can also use this information to identify areas where you can improve your SEO, such as by targeting new keywords or building backlinks from high-quality websites.

But be careful about one thing! Don’t simply copy your competitors’ SEO strategies. Use the knowledge to come up with a unique SEO approach tailored to your business goals.

11. Chart Your Progress

Decide what are the SaaS SEO analytics and metrics you need to track. Make sure you measure the right metrics and set valuable KPIs so you can know how your SEO strategy is going. 

Incorporating the best SaaS SEO methods is not enough if you don’t know what you’re looking at. For example, you need to decide if you measure relevant traffic, lead generation, conversion rates, click-through rates, customer acquisition rates, etc. 

That way, you can find ways to improve SaaS SEO strategies and focus on what’s really important for your product or service. 

12. Consider Hiring an SEO Agency

Saas SEO strategies are challenging, and sometimes, you may need some help executing them properly. Some SaaS companies have in-house teams, and others rely on SEO agencies

When working with an in-house team, you need to provide all the needed tools for them but also plan the budget for salaries and other employment benefits. The advantage is that the team works for your product only, and they know all the specific things about it. 

On the other hand, when hiring an SEO agency for SaaS, whether it is for white label local SEO or international SEO, you’re getting advanced consulting, experienced people, and all their resources available for you. 

By comparing the advantages and disadvantages, you can easily decide if an agency is a better solution for your SaaS company or if you want to stick to the in-house team.

13. Keep Up With the Industry Trends

Both SEO and SaaS are pretty dynamic, and new trends appear almost daily. It’s important to stay up-to-date on the latest trends so that you can adjust your strategy accordingly.

But how to do that?

We suggest reading industry blogs and articles to get valuable insights and even get inspired on how to run your strategy too. Attend industry events when possible, as you increase your chances to network with relevant roles in your field.

Use social media to follow industry experts who share their insights and predictions. You can sign up for their newsletters or follow them on LinkedIn and X (Twitter).

To begin, stay aware of the rise of AI, the importance of user experience, and the growth of voice search. After that, you can easily grasp the news and trends and ensure your SEO strategy is always on point. 

Final Thoughts on Trending B2B SaaS SEO Strategies

Creating content for SEO purposes is an outdated technique to win great rankings. It may work, but it rarely attracts the relevant audience that finds your content helpful for them. As part of the SaaS industry, you need to adjust your SEO efforts according to the trends and new Google updates. 

Make sure you don’t miss any of the applicable strategies we mentioned in this article. That way, you can win the SaaS SEO game and overpass your competition, improving your industry authority and trustworthiness. 

So, what are the SEO strategies you don’t want to miss in the following months?

About the Author

Picture of Elena Daskalova

Elena Daskalova

Experienced content writer with a focus on SaaS content marketing and copywriting. With a passion for crafting compelling stories, paired with expertise, delivers narratives that drive customer engagement and growth.