B2B SaaS SEO focuses on optimizing websites and online platforms, and the key objectives are attracting relevant traffic, increasing sign-ups and purchases, and driving customer engagement. It’s different from the general optimization practices applied to various industry websites and business models. That’s why we must create a unique approach for every SaaS client and leverage long-tail keywords to emphasize the features their solution offers.
In general, SaaS products resolve specific pain points and increase productivity and efficiency, so most of the SaaS SEO efforts are focused there in the first place. The goal is to lead the website visitor through the awareness phases and eventually motivate them to subscribe, sign up for a demo, or start a free trial, and finally help them decide to buy the software.
So, how does SEO help your SaaS brand exactly?
Let’s get there:
Table of Contents
Increasing Online Visibility
An effective SEO strategy, when implemented properly, can do magic for your SaaS brand. By optimizing the website for relevant keywords and phrases, you can surely improve your search engine rankings and attract organic traffic.
Usually, increased online visibility means greater brand exposure and a wider reach among potential customers.
Why is Online Brand Visibility Essential for B2B SaaS?
Depending on the industry your product covers, you need to know what your chances are to overrank the competitors or at least get on the same level with them. Sometimes you’ll need to target specific industry jargon to recognize the ranking potential for the long-tail keywords.
As a result, you can identify the direct and indirect competitors, improve the Ideal Customer Profile, and make a compelling list of the questions your potential clients may have. Remember, B2B SaaS is a pretty competitive landscape, but a great SEO strategy will help you fill up the keyword and content gaps and get a nice advantage.
Driving Targeted Organic Traffic
Organic traffic is great, but it’s more meaningful when you drive targeted traffic to your website. SEO allows you to optimize your website content and attract users who are actively searching for a solution in your niche.
So, as you create blog posts, feature pages, and landing pages around the right keywords, you can expect qualified traffic that is more likely to convert into customers.
Why Targeted Traffic is Better than General Traffic?
When it comes to B2B SaaS SEO, it’s essential to attract those who are in Consideration and Decision stage. Surely informative content is great for visibility and brand awareness, but losing precious visitors just because you don’t give them enough value is something you shouldn’t allow to happen.
Let’s explain it better with a practical example. Imagine you have 1.000 daily visits on the website but only one or two conversions for the whole month. That means thousands of people left your website without even exploring the content deeply or looking up the solution you offer. On the other hand, if you have 1.000 targeted monthly visits, chances are many of them are already in the consideration phase, close to decision-making.
According to that, it’s better to target meaningful keywords that directly answer the pain points and burning questions your potential customers have.
Establishing Credibility and Trust
A well-executed SEO strategy helps your SaaS brand position as a credible and trustworthy authority online. As you produce quality content, you enhance the website’s user experience and even increase your chances of obtaining natural backlinks.
Additionally, you can showcase the social proof and testimonials, as well as case studies that prove you’re great as a SaaS provider. Surely, search engine rankings highly contribute to the visibility and reliability of your brand, increasing your chances of becoming a market leader.
Boosting Conversions and Revenue
A strategic keyword optimization increases the website’s relevance and surely drives more qualified leads. When you place the keywords properly, the searcher with the matching intent can get to the relevant content and see that you’re really helping them make a decision. Align the keywords with the search intent and awareness stage, and you’ll surely boost your SaaS brand’s revenue.
That way, you improve the overall user experience, especially if you fix the technical issues with your website before even executing the SEO strategy. Help the visitors explore different offers and pricing plans by navigating them through the website, leading them to the preferred call to action.
Gaining a Competitive Edge
As part of every SEO strategy, you need to analyze what your competition is doing to rank on Google or other search engines. This way, you can identify the gaps they don’t cover and get a competitive advantage with that.
Sometimes, analyzing competitors’ SEO tactics can inspire you to improve your strategy and give the value they’re missing to your audience.
Should I “Steal” Competition’s SEO Strategy
“Steal” is not the right term to use here. As we explained above, you can find the gaps they’re missing on their website and fill them up if they match your SaaS product. Also, you can do reverse research and make a list of relevant keywords they don’t rank for.
It’s surely a laborious task to complete but very valuable for the SaaS SEO strategy. After that, you only have to map those keywords in the B2B SaaS buyer journey, following these general tips:
- Broad keywords with higher search volume in the Awareness stage
- Problem-specific keywords for the Consideration stage
- Keywords with buying intent i.e., solution-specific ones, for the Decision stage
And now, it’s time to implement them within your content marketing strategy, be patient, and trust the process.
Up to Date With the B2B SaaS Industry Trends
SEO, together with content marketing and digital marketing in general, is an ever-evolving industry with so many new trends to embrace. Lately, people have been obsessing over generative search results and AI implementation, and even search engines are adapting their algorithms according to that.
By staying informed and adapting your SEO strategy accordingly, you can maintain your brand’s visibility, ensure optimal performance, and capitalize on emerging opportunities.
Conclusion on SaaS SEO for Brand Visibility
A robust SEO strategy is a must when building your SaaS brand. From online visibility and relevance to targeted organic traffic, SEO offers numerous advantages for your business. Embrace its power and enhance your online presence, attract quality leads, and thrive in the competitive SaaS market.
