How to Build A B2B SaaS SEO Strategy?

Written by: Elena Daskalova
Jul / 05 / 2023

The B2B SaaS market is really competitive, and you think you’ll need to climb mountains and swim through oceans to keep your business on the top? The truth is you only need to focus on the target audience and best SEO practices to ultimately drive conversion and skyrocket your online visibility. 

But what exactly do you need to do? We know that the SEO landscape is changing as AI is becoming an integral part of the industry. Still, the old but good tactics are valuable today, even though you need to put more effort into winning position one in search engine games. 

What you need to know is that B2B SaaS SEO is not about rankings only – it’s about understanding the audience, mapping the buyer’s journey, and delivering valuable content at every stage of the funnel. 

So, let’s see what it takes to compile and implement a comprehensive B2B SaaS SEO strategy to help you unlock the potential of your online presence:

Understanding the Foundations of Successful B2B SaaS SEO Strategy

When it comes to SaaS, the goal is to sell the product or solution, and every step ultimately leads to clicking the “Buy” button or at least signing up for a demo or free trial. But knowing that there are so many similar SaaS products and/or solutions, here are a few things you need to do first:

Define a Unique Selling Proposition 

It’s essential to identify and communicate your unique selling proposition and set yourself apart from the competitors. This way, you also highlight the value you offer to the customers. 

So, here’s what you have to do:

  • Determine what makes your SaaS product unique
  • Highlight the innovative features
  • Focus on scalability, productivity, and cost-effectiveness
  • Provide customer support
  • Showcase your industry knowledge and expertise

This way, you can craft an exceptional, unique selling proposition that resonates with the target audience and sets the foundation for a successful SEO strategy.

Get to Know the Target Market Better

Understanding the target market, as well as your ideal client, is essential for SEO. So, take your time to research and gain insights into what your target audience wants, prefers, and is afraid of. Identify their needs and challenges and align the SEO strategy with their interests.

This way, you use keywords and search terms that address their specific intents. As a result, you attract relevant traffic to your website, not just countless clicks that don’t even convert. 

Map the Buyer’s Journey

We have a great guide on how to map the buyer’s journey for B2B SaaS, so we’ll just remind you of some basics. The buyer’s journey goes through a few stages, like awareness, consideration, and decision. Also, it consists of three main roles like decision influencer, decision maker, and champion buyer. Surely there are stages and roles in between since every person has a unique approach to starting their research.

What you need to do is to create an ideal approximation of the buyer’s journey and tailor the content according to it. That way, you guide the potential customer through every stage until they decide to buy your product or sign up for a trial.

Keyword Research and Their B2B SaaS Integration

No SEO strategy is complete without keywords. As you probably know, keywords are specific words or phrases that match customers’ search queries. We use them to answer all the potential questions they have and even offer compelling content that matches every phase of the buyer’s journey. 

And it all starts with:

Effective Keyword Research

By using SEO tools like Ahrefs, SEMrush, or even Google Keyword Planner, you can identify the keywords specific to your SaaS niche. It’s important to find a balance between highly competitive keywords and long-tail keywords with lower competition but high conversion potential.

Even though it seems like a challenging thing to do, with the right tool by your side, you can conduct effective keyword research, cluster the keywords, and integrate it within your content marketing strategy.

Keywords as Part of Content Marketing

Incorporating keywords into your content is vital for search engine ranking. Understand every keyword and try to integrate it naturally and strategically in various content formats like blogs, case studies, landing pages, case studies, and even video descriptions and image alt texts. 

Additionally, keep the essential on-page SEO tactics and use the keywords in page titles, headings, and meta descriptions, and distribute them evenly in the content. That way, you address the target audience’s needs as they land on your website for those specific search terms.

Content Marketing for B2B SaaS Companies

Many assume that writing content is something everyone can do. You only need to find a few relevant sources, steal their ideas, put the outline through some AI tool, and there you have it! Sadly, the truth is completely the opposite, even though the mentioned tactics can be a nice content foundation. 

But what else can you do at this point?

Create High-Quality and Valuable Content for SaaS

SaaS is a very specific field, and the content marketing for SaaS must align with the product and customers’ needs. That way, you have a powerful and highly informative tool for SaaS SEO that engages, attracts, and retains the target audience. 

Keep in mind that content creation is not the same as content writing. Surely writing takes a large part of every content strategy, but also social media posts, videos, case studies, and webinars are an essential part of your efforts. If it’s better to explain something with a video guide instead of two paragraphs, then do that. Create infographics if they summarize the data effectively than trying to analyze it using words and sentences. 

Never forget that it’s the value that sells, not meeting the number of keywords used or the word count. Also, stay updated on industry trends and create new content or update the old ones to set you apart from the competitors. 

SEO Best Practices in Content Marketing

There is no particular SEO formula you need to use in B2B SaaS content marketing. The goal is to incorporate the keywords into valuable pieces of content, leverage the “People Also Ask” section on Google, and even see what featured snippets appear in results for a particular search query.

Remember, you write for both search engines and users, but users are your primary target. The search engines almost perfectly process the natural language, giving you an option not to rely on exact keyword matches. You can do the same with social media posts, image descriptions, video scripts and descriptions, case studies, and every content format appropriate for your strategy.

Building Your Off-Page Presence

Link building and backlinks are popular methods to build off-page authority and become a reputable source of value online. To acquire quality and authoritative backlinks, you can consider:

  • Guest posting on relevant websites
  • Influencer outreach
  • Industry partnership
  • Social media publishing
  • SaaS forums 
  • Natural backlinks as you provide exceptional quality

The natural backlinks come as a reward for your effort to be an authority in your industry and provide valuable resources to the community. 

It’s essential to prioritize ethical link-building practices and avoid outdated and spammy techniques that can result in penalties. Depending on what industry you target with your SaaS product, you can become part of online directories, social media platforms, and industry-relevant forums to improve your brand visibility.

User Experience and Technical Considerations

Imagine you implement all the SEO efforts above on a slow and not mobile-friendly website with a poor user experience. We can say that your B2B SaaS SEO strategies make sense only if your website meets several technical details, such as:

Optimizing Website Speed and Mobile Responsiveness

Website speed and mobile compatibility are primary factors that directly affect the user experience and SEO. Slow-loading sites lead to high bounce rates and lower search engine rankings. 

You can compress the images, minimize the code, or leverage practical caching techniques. Also, make sure your B2B SaaS website works well on popular mobile devices, and it’s compatible with several operating systems and browsers. That way, you provide a seamless experience across the pages. 

Technical SEO

Consider technical aspects like XML sitemaps, robots.txt, and schema markup to improve your website’s search engine visibility. XML sitemaps help search engine crawlers understand your site structure, while robots.txt lets you control page indexing. Implementing schema markup enhances your chances of appearing in rich search results. Pay attention to crawlability, indexation, and structured data implementation for a well-optimized website.

Tracking and Measuring SEO Success

While the ultimate proof you’re doing everything right is conversions and sales, you can still track the performance for better insights. 

By using Google Analytics, you can track organic traffic and user behavior, so you can see if the SEO strategy was effective or not. By utilizing Google Search Console, you can check on the organic keywords your website appears on Google and re-optimize the content accordingly. 

Also, SEO tools like Ahrefs or SEMrush can help you follow the current ranking for specific keywords, but also how your competitors rank for it. Keep refining your keyword targeting, content optimization, and link-building efforts based on performance metrics and industry changes.

Final Thoughts on B2B SaaS SEO Strategies

Your SEO efforts must be strategic and holistic to give the SaaS business the wanted results. By optimizing user experience and technical aspects, you can easily drive traffic, but the relevant content is what keeps the target audience on your website. 

Embrace SEO as a long-term investment that can yield significant benefits for your B2B SaaS business’s online presence and growth.

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.