Software-as-a-service is arguably a core business model in the IT industry and related niches. Software solutions offered in the form of an accessible service that is continually maintained by the provider benefit both the provider and the end-user. And so, it is only natural for companies to be on the lookout for SaaS vendors that can deliver quality software solutions.
This is where your, a SaaS company’s, marketing strategies come into the picture. You need to find ways to increase interest in your products – and, in the long run, Search Engine Optimization (SEO) should be a crucial part of your marketing mix.
Below, we listed eight effective SEO strategies for SaaS companies that will help increase traffic to your website and boost brand awareness. And if you find it difficult to handle it on your own, our experts will help you with all your link-building needs.
Know Where to Start
You are probably well aware of the fact that traffic is the bread and butter of any website. The more visitors you have, the better – and you can attract them in many ways. However, SEO should always be one of your top priorities.
The reason is simple: organic traffic converts better than any other type. That is, provided you tick all the boxes in terms of SEO ranking factors such as content quality, mobile-friendliness, and security.
To start on the right foot, you need to do a thorough website audit first. This will help you identify any potential technical SEO issues that need to be fixed and other steps you should take.
Prioritize Your Efforts
The way Google’s algorithms work is constantly changing, and it can be challenging to keep up. One thing, however, remains the same – you need to create a hierarchy of your website’s pages in terms of importance.
Your landing page is, without a doubt, the key one. It is the first thing potential customers will see, so make sure it makes a good impression.
Also, don’t forget about your blog. The content here will help you both present your expertise and improve your on-site SEO – more on that later.
Your strategy should also include off-site SEO efforts, such as link building and social media promotion. In fact, our last case study shows that you can achieve an over 100% increase in traffic by building quality links and managing technical SEO – all that with an unusual break in the middle of the campaign. It’s certainly worth the effort.
Publish High-Quality Content
As we mentioned, content is one of the most important on-site SEO ranking factors. With the helpful content update, Google puts even more emphasis on delivering the best possible user experience.
This means that you should be aware of the tactics used by low-quality content creators. This includes, but is not limited to, spun articles, clickbait headlines, and keyword stuffing. Any of such practices could result in a Google penalty that will be hard to recover from.
Instead, focus on creating comprehensive, well-researched, and engaging content. Our content creation service relies on mutual understanding and collaboration for the best possible results, which involves quality content relevant to your niche that will generate natural links from high-quality blogs and authoritative sources.
Optimize for SaaS Business
In general, SEO strategies do not change that much from one industry to another – with the exception of sensitive niches such as CBD or adult entertainment. When it comes to SaaS, however, there are a few key things you need to keep in mind:
- SaaS companies rarely require local SEO efforts. Unless you are providing software relevant to a specific area, you will be targeting customers on a national or even global level;
- Software companies have a greater insight into KPIs and analytics. This means that SEO metrics, such as organic traffic, conversion rate, and ROI, will be of great importance;
- Long-tail keywords are your friend. People rarely search for a “SaaS company.” They will rather look for a “company that provides the best software for the XYZ industry.” So, your keyword research should focus on finding relevant long-tail keywords with low competition;
Build Relevant Backlinks
On the one hand, outreach blogging allows you to strengthen your brand image and share your company’s story with a wider audience. By posting on other websites (not only those relevant to your niche), you can present your expertise and reach potential customers that would not have found you otherwise.
On the other hand, having a strong network of backlinks helps you rank higher in search results. As such, backlinks published on websites with high Domain Authority (DA) will render your webpage more trustworthy in the eyes of Google.
When looking for link-building opportunities, always focus on quality over quantity. Not all links are created equal, and you should aim to have them relevant on many levels.
Consolidate Your Content
If you already have a blog and your webpage consists of numerous pages with similar content, you might want to consider consolidating them. Otherwise, you may fall victim to what is known as ‘keyword cannibalization.’
In short, keyword cannibalization happens when two or more pages on your website compete for the same keyword. This results in a lower ranking for both pages as Google will not know which one to prioritize.
To prevent this from happening, you need to analyze your website and identify any pages with similar content. Then, consider merging them or 301 redirecting the less relevant page to the more relevant one.
This, of course, requires more effort upfront. Sometimes, you may be better off reworking certain pages by adding more content or changing the focus keyword. Our dedicated SEO copywriters will be more than happy to help you with that, so don’t hesitate to reach out.
Research Your Competitors
Conducting competitive analyses allows you to gain an advantage by understanding what your competitors are doing right – and where they are failing. This applies to your SEO just as much as to any other part of your business.
Although you don’t generally have the same level of insight into your competitor’s strategies as you do into your own, you can still learn plenty of things by analyzing their websites.
For instance, our team uses specialized tools to analyze their link profiles and backlinks. We can quickly see where your competitor’s links are coming from and what keywords they are targeting.
With this knowledge, you can adjust your own SEO strategy and focus on the areas where you have a chance to outrank them.
Assess Your Audience’s Pain Points
You probably have already developed specific target personas for your marketing efforts. This should help you understand their needs and, as a result, develop an SEO strategy tailored to them.
As mentioned above, you should focus on long-tail keywords with a SaaS business. And so, an excellent way to find relevant keywords is by researching your target audience’s pain points. What are the problems they are trying to solve? What type of software solutions are they looking for?
By answering these questions, you can create content that will naturally rank high in search results. This is where your knowledge and our team’s SEO expertise can work together to create a powerful marketing mix that will help your business reach new heights.
How Can SEO Contribute to Your SaaS Company’s Success?
The SaaS industry is growing at an unprecedented rate. In 2018, the global SaaS market was worth $85 billion. In 2021 – $152 billion. With such a competitive landscape, it is getting harder for companies to break through and establish themselves as leaders in their field.
This is where SEO comes into play. By investing in a solid SEO strategy, you ensure the base for long-term success and sustainable growth. From there, you can focus on other marketing channels and build a comprehensive strategy that will help you reach your business goals.
At NoN Agency, we have helped numerous SaaS companies increase their organic traffic and improve their bottom line. Our team of experienced SEO specialists will be more than happy to do the same for you.
To Sum Up
In today’s digital world, having a strong SEO strategy is crucial for any type of business – and SaaS companies are no exception. By following the tips above and working with an experienced SEO agency, you can increase traffic to your website and improve your brand awareness.
If you need help with link building or want to curb keyword cannibalization, our team at NoN Agency is always here for you. We offer comprehensive SEO services that will help take your business to the next level. Contact us today and let’s get started!