SaaS On-Page SEO Strategy: Best Practices and Useful Tips

Written by: Elena Daskalova
Dec / 05 / 2023

Effective on-page search engine optimization is the base of creating an easily discoverable and visible online SaaS website. Following the well-known on-page practices, we can optimize the individual feature pages, the product page, knowledge resources, and any other aspect of our SaaS website.

Surely, a SaaS SEO strategy for on-page optimization is not enough to simply rank your website high in Google results. You must combine it with quality and useful content, transparently mentioned features, terms of use, pricing plans, and connected social media platforms. That way, you create a strong content marketing strategy that, combined with on-page SEO, can surely change the way Google rates your website.

As we focus today on an on-page SEO strategy for SaaS and best practices, let’s share some useful tips and ways how to do that.

Why On-Page SEO for SaaS Success?

SaaS success depends on many factors, and on-page optimization is one of them. Today’s content creation for such products is based on long-tail queries, branded searches, and answering pain questions. The goal is to track the right keywords and establish an on-page content structure that attracts organic traffic but is also highly relevant to your target audience. 

Based on that, we can start with:

Keyword Research to Successfully Detect the Relevant User Queries

As expected, the keywords play an important role in on-page SEO strategies for SaaS. The first step is to identify the popular, relevant, and rankable keywords. The most exciting part comes with keyword clustering for targeted traffic. 

Each keyword should be strategically placed on the page. If you have a list of informative keywords, separate them into topical clusters for extended blogging and knowledge-base ideas. Align the keywords with user intent and search behavior, and you’ll surely attract the right traffic to your SaaS website.

Optimize the On-Page Elements

Most SEOs know this, but it’s always nice to remind you of the foundations of SEO. Start with meta titles and descriptions, and use the target keyword to optimize them. Pay attention to the URL, too, so it reflects the page content but it’s also short and concise. 

Next, you need to create the H1 headline, which is the page heading, different from the page meta title. Remember, there is only one H1 for every page. The subheadings after are H2, H3 (which logically belongs to H2), H4 (which logically comes from H3), and so on. 

Make sure you use the main keyword in at least one H2 subheading and semantic variations in the sub-subheadings, if possible. If not possible, you aren’t obligated to use the exact keyword match. Prioritize the meaning, helpfulness, and usefulness, but make sure the content is optimized for keywords and readable for both users and search engines. 

Engaging and Informative Content Optimization

The first version of your content can be excellent, but you should still analyze it and check if it’s engaging enough and if it addresses user needs. One of the foundations of the successful on-page SEO strategy for SaaS is to always look for relevant queries and user questions to enrich the existing content or get inspired for new pieces. 

Don’t forget to optimize the image alt text. Always upload images that are named properly, with a descriptive name. When uploaded, add alt text that reflects the image, and use the chance to incorporate at least one relevant keyword. That way, you enhance the search visibility and potentially improve ranking on SERPs. 

Finally, there is a balance between long-form educational and promotional content. This is your chance to attract traffic and showcase your expertise. Offer relevant content for each buyer role in your buyer journey, no matter their awareness stage. 

Answer simple and relevant questions for the awareness stage. Explain how your SaaS product works, what it’s used for, and how it can help them. Dive deeper into the features for the consideration of potential clients, but don’t forget the decision stage ones. For them, create persuasive content that puts you as a leader in your field. 

The long-term content strategy is one of the essential aspects of on-page SEO strategies for SaaS websites, so don’t ever ignore this step. 

Responsive Design and Mobile-First Approach

We live in a mobile-first world, so you must adapt to that. Opposite the popular belief that most SaaS products are made to be used on desktops, the number of mobile-friendly solutions shows the opposite.

Not so long ago, Google announced they had completely turned to mobile-first indexing for their websites, so having a responsive website that works perfectly on all devices is very important. Most people will use their smartphones for a quick search for a problem solution, so you’re missing a lot if you ignore the mobile-first approach. 

Optimize the Homepage and Features Page

The SaaS homepage, together with feature pages, creates a strong foundation for your business or product to rank higher on search engines while meeting the user’s needs and expectations.

But why these particular pages?

The homepage is like a storefront. It contains enough information to grab your attention and navigate to the entrance. And once you’re there, you’re willing to explore more and more, discovering the unique features of the SaaS product.

The feature pages contain enough information about how your product helps with specific problems and needs a potential SaaS buyer may have. Try to explain how your product works, and if possible, add real user cases and testimonials so the site visitor can get a nicer idea of why they should use this solution. 

Don’t Forget the Internal Linking

Your website has a huge SaaS sales potential, but you have to navigate the potentially interested prospect through the whole journey until they make the right decision.

When creating blogs and knowledge content, identify the opportunities for internal links to particular features or other blog posts. Remember, strategic internal linking enhances your page authority, eases navigation, and builds a structured architecture and link network.

Alternatives and Comparisons to Strengthen Your Value Proposition

Your SaaS product may not be the most unique offer, but it surely has something different than the competition’s solutions. Take your time to research the competitors’ websites and the content they publish. Analyze the product features and discover how your offer is better than theirs. 

Additionally, you can use the Content Gaps features on Ahrefs, Semrush, or any other SEO tool of your choice. Spot the relevant queries the competitors don’t rank for, and use them to create new content for your website. 

Highlight your SaaS product’s unique selling points and competitive advantages, or position it as an ideal solution through comparisons. 

Monitor and Refine Your SaaS SEO On-Page Strategy

Once you do all the mentioned on-page optimizations and adaptations, you may think the job is done. But the truth is, you still need to monitor the performances, re-discover more opportunities and queries, and optimize the existing content better. 

Every initial on-page strategy is prone to changes. So, don’t forget to monitor and analyze your performance so you can refine the optimization and even gain more potential users and customers. 

What We Learned from This?

On-page SEO optimization is surely an essential step in establishing a strong online SaaS presence. It gives your product a competitive advantage since you know how to answer customers’ questions before they even ask. Additionally, you understand the concept of helpful content and use all the on-page knowledge to help the website’s visitors with their search for solutions. 

While there are so many other aspects to cover, the on-page SEO for SaaS will surely make a difference and rank your website better so your product is easily discoverable on search engines.

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.