Mini-actions to Take Today to Have a Successful SaaS SEO Strategy
A good SaaS SEO strategy can do a lot for your brand, but there are a few things you want to focus on to guarantee success – let’s go over them and boost your SEO!
If you take a look at the statistics of the SaaS market from 2010 to 2020, it has expanded from $13.4 billion to $157 billion. While 2020 was last year, would you care to guess about where SaaS is going to go in the future? If you guessed that it would expand even further, you’re right. But that also means that the competition is a lot more fierce, and having a successful SaaS SEO strategy is more valuable than ever.
SEO is essentially the battleground for SaaS companies, and you would be surprised at how massive of an impact it can have over your brand as a whole. Your goal is to match your pages to the users’ search intent and attribute potential leads to SEO. And when you achieve that goal, you’ll stand out as a leader in your SaaS industry, which is exactly where you want to be.
With that in mind, let’s discuss the key elements of a successful SaaS SEO strategy – these are areas where you can do better than your competition and boost your brand’s success.
Keyword Research Should be Based on Intent for a Successful SEO Strategy
If you’re aiming for the perfect scenario, here it is – each piece of content, each blog post, and each landing page should be optimized for a single keyword. It gives the searcher an answer to the question they’re implicitly asking with the keyword, and the answer is provided on exactly the right page – as the searcher has imagined it.
With that in mind, it’s a good idea to kick strategies off with a few broad searchable categories for your keywords. For example, for SaaS companies offering a CMS platform that competes with WordPress, “CMS platform” is a good broad category which you can then use “CMS platform for online store”, “CMS platform for a web design service” or “CMS platform for a personal portfolio”, as more precisely targeted keywords.
Here, you should keep in mind that longer search queries with more keywords mean that the searcher is more serious and precise in what they want.
Content is a Critical Strategy SEO Element
You’ve probably heard it – content is crucial to all SEO strategies. But it’s not just about having content, it’s about the content being valuable and optimized with keywords you’re targeting, and about convincing your visitors that you offer the solution to their needs. For successful SaaS strategies, you need high-quality content, so here are three things to avoid with your content.
- Using searchable information that’s already out there. This is a common mistake and you won’t get anywhere with it. Instead, serve your visitors something unique that genuinely helps.
- Overusing marketing-speak and buzzwords. While you might think you’re being catchy and trendy, what you’re actually doing is confusing many of your visitors as not everyone can understand those terms.
- Making the content bulky rather than easily skimmable. Not everyone has the time to go over that wall of text you just posted – instead, use plenty of subheadings and small paragraphs to make the content easier to consume.
When you’re posting content, an additional benefit of it being genuinely valuable is that other high-quality websites will link to it, which goes a long way in Google’s eyes. When you’ve got the answers to customer’s searches, websites will point towards you, and every time your content is linked, that boosts your rankings and gives you more opportunities to convert leads.
While we’re at it, here’s a bonus thing to keep in mind – a solid SaaS SEO strategy will make use of content that can be easily repurposed. If you’ve created graphics to post on your blog, why not have them linked and shared on your social media accounts? Got a paragraph you’re proud of in one of your articles? Use it in an email campaign! Repurposing is key, and you can use your content to bait out potential clients’ email addresses – this is known as content gating, and it can help SaaS companies get more leads.
““I’ve worked with WLDM for over two years for SEO, PPC, and Conversion Rate Optimization. The team has been great at meeting the needs of our direct to consumer e-commerce brand by helping us leverage a multi- channel marketing approach. The output, communication and value are excellent. ” Elizabeth Grojean
Your Strategy for SEO – Must-Cover Technical SEO
Some will suggest that you kick things off by covering all aspects of technical SEO, and to some extent, we can agree on that. A technical audit is a great way of figuring out where your website is lacking, and why you might be facing potentially lower conversion rates. For SEO, you shouldn’t skimp on it because it has a huge impact. Here are a few key points to consider:
- Simple and consistent UX – All the important pages should be searchable and easily accessible from the top-level menu. Not only does this make things easy to navigate, but it also tells Google’s algorithm that you find those pages important. In addition, implement a clear way to navigate from one page to another, using CTAs that take the visitors where you need them to be. Important pages should be linked to each other.
- Quick loading times – Google seems to have an obsession with speed, which is why they invest staggering amounts of money into data centers which increase the speed at which you get search results delivered to you. If your pages slow the search engine down, you’re going to get demoted in terms of rankings. Here’s a hint – use the Pagespeed Insights to improve on both desktop and mobile.
- Schema markups – The search engine should know what kind of content your page has, and a schema markup offers structured data that gives it exactly that. Google will use it to display useful, searchable pieces of content in the search results, which is very valuable.
Some of these things are simpler and less time-consuming than others, but if you want to make the most of it in terms of SEO when it comes to SaaS companies, you do want to pay attention to all of them.
How Important is a Solid SaaS SEO Strategy?
Extremely. It’s a thing you don’t want to underestimate, and even though SEO can sometimes be more difficult or time-consuming than you want it to be, solid strategies can be the difference between your brand being left in the dust by the competition, and your brand being the one that leaves the competition in the dust.