What's your best tip for SaaS companies looking to improve their search engine optimization (SEO)? What's one key strategy they should focus on?

Question

Discover proven SaaS SEO strategies that can significantly boost your online visibility. This comprehensive guide draws on insights from industry experts to provide actionable tips for improving your search engine rankings. Learn how to create compelling content, target high-intent keywords, and optimize your website structure to drive more qualified traffic to your SaaS offering.

Oscar Scolding · Answer

For SaaS companies, the best SEO tip I can give is to focus less on features and more on solving pain points. It's not just about what your software does, but why someone needs it.
Too many SaaS websites get caught up listing features, but users searching on Google are often trying to fix a specific problem. 
That means your content strategy should revolve around the issues your product solves. 
For example, instead of targeting broad terms like "CRM software," go after more specific, intent-driven searches like "how to reduce lead response time" or "automate sales follow-ups."
This approach drives better results in two key ways. 
First, it helps you rank for lower-competition, high-intent keywords that are easier to win. 
Second, it boosts conversion rates because you're meeting users at the problem stage and positioning your tool as the solution.
We've seen this shift in strategy significantly increase demo requests for SaaS clients just by making content more problem-first, rather than product-first.

Maria Harutyunyan · Answer

One strategy that has worked exceptionally well for SaaS companies I've worked with—especially early-stage or scaling ones—is building what I call sales-assist content. This isn't your typical "what is X" or "benefits of Y" blog content. Instead, it's content that directly answers the specific questions buyers are asking your sales team before they're ready to commit.
Here's what we noticed: there were patterns in sales calls—buyers asking things like "How hard is this to implement?", "Can we migrate our data without downtime?", or "How does this compare to what we're already using?" These are friction points that can stall or kill a deal. So instead of chasing keywords with high search volume, we created content that mirrored these exact conversations—detailed pages, decision-focused articles, integration breakdowns, and even "what to expect" guides. All of this was written with SEO in mind but designed to help someone say yes faster.
What made it effective was that we weren't guessing what people cared about. The sales team handed us the playbook—we just turned it into searchable, helpful content. This kind of content doesn't just bring in traffic; it brings in qualified leads who show up already halfway convinced.
This approach works especially well for SaaS businesses in a competitive space or those selling to a non-technical buyer. If your sales team hears the same five questions every week, that's your next five SEO pages. Forget volume—go for intent.

Arya Difa Hendrawan · Answer

Many SaaS companies overcomplicate SEO. They focus on keywords, backlinks, and technical audits but ignore the one thing that actually drives results. You need to publish a high volume of useful content that's closely tied to what your product solves.
If you're selling an HRIS tool, start by listing every question, problem, and decision your target user might have. Examples include "How to create a leave policy," "How HRIS compares to spreadsheets," or "How to onboard remote employees." Each of these should be its own article. Focus on helping, not selling. If it's useful and relevant, it builds authority.
This strategy isn't about pleasing an algorithm. It's about being the most helpful site in your niche. The more quality content you have surrounding your product's domain, the more Google starts to trust you. Over time, that trust translates into rankings and traffic.
The strategy is straightforward:
1. Define a few key themes your product addresses.2. Research and write down 50 specific questions your users are likely to ask.3. Answer each question clearly in a blog post.4. Publish every week.5. Keep going.
This is how you make SEO work for SaaS.

Shankar Subba · Answer

We increased our qualified leads last year by flipping our SEO strategy on its head. Instead of chasing traffic-heavy keywords, we listened intently to what our customers were actually searching for in support tickets, onboarding calls, and sales demos.
One customer phrased their issue in a way no SEO tool had ever suggested: "How do I stop my team from ignoring our project timelines?" That became a blog post title, a case study, and eventually a landing page. It now ranks in the top 5 in SERPs and converts like magic.
The key for SaaS brands in 2025 isn't content volume; it's content empathy and understanding user pain points. Mine your customer conversations for language that reflects real problems, not just what tools tell you people search for. Then build content around that. It sounds simple, but most skip this step, and that's the difference between ranking and resonating.

Marcus Clarke · Answer

Build problem-aware content hubs before product pages. Most users don't start by searching for your software--they search for the problem it solves. We helped a SaaS client rank by creating a structured content hub around the question "how to reduce churn" before mentioning their tool. 
We layered in use cases, workflows, and templates that naturally led into the product, so SEO wasn't just driving traffic--it was nurturing qualified leads. The strategy is to map your buyer's pain points and create value-first content before pitching your features. That builds authority and trust, which is far more powerful in competitive SERPs than simply optimizing your homepage.

Brandon Leibowitz · Answer

The best SEO tip I've found for SaaS companies is to double down on building content around bottom-of-funnel (BOFU) keywords—the kind users search right before buying. When I was helping a SaaS platform in the HR space, we shifted from broad top-of-funnel topics like "what is performance management" to focused intent-based phrases like "best OKR software for remote teams." That pivot alone increased demo signups by 40% in two months. It wasn't about more traffic—it was about the right traffic.
One key strategy to focus on is creating high-converting landing pages optimized for specific use cases or industries. We built dedicated pages for "OKR software for nonprofits," "OKR software for agencies," and so on—each with tailored features, testimonials, and schema markup. These pages ranked faster because they filled a content gap, had lower keyword difficulty, and resonated directly with decision-makers. SaaS SEO isn't just about visibility—it's about intent alignment, and niche landing pages are how you win that game.

Randy Soderman · Answer

For SaaS companies, the best SEO tip isn't just to "optimize keywords" -- it's to build topical authority through strategic content clustering.
Instead of simply targeting individual keywords, SaaS brands should create interconnected content hubs that comprehensively cover core product topics. Start by identifying 3-5 key pain points your software addresses and build long-form pillar pages around each. Then support these with a series of interlinked blog posts, comparison pages, and how-to guides that target specific subtopics. This not only boosts your site's relevance in the eyes of search engines but also ensures you're meeting user intent across every stage of the buyer journey.
Additionally, lean into product-led SEO by weaving your software into the content itself -- through use-case examples, screenshots, and data from your platform -- to drive conversions alongside rankings. Track the performance of entire topic clusters over time, not just individual posts, and routinely update underperforming content with fresh data and internal links. In a competitive SaaS space, the companies that win in SEO are those who build smarter, better-connected content ecosystems that position them as the go-to resource in their category.

Nathan Gotch · Answer

I've led many successful SaaS SEO campaigns over the last decade, and there's one critical thing to master:
The five stages of customer awareness:
Unaware > Problem Aware > Solution Aware > Product Aware > Most Aware
It's simple:
A searcher goes through multiple stages before becoming a user--and you need to address each stage of that journey.
But do it in reverse.
Don't waste your resources on "Unaware" content in the beginning. Instead, start at the bottom of the funnel and work your way up.
Here's an example of queries for a SaaS company selling content optimization software:
Most Aware: "rankability pricing"
Product Aware: "rankability vs clearscope"
Solution Aware: "best content optimization tools"
Problem Aware: "on-page SEO checklist"
Unaware: "SEO strategy"
Many SaaS companies love targeting topics in the "Unaware" stage because high search volume is seductive.
Please don't make this mistake.
Focus on what drives revenue. Once you've dominated Google for your high-intent keywords, repeat the same process on other channels like YouTube.

Tom Norman · Answer

One of the most effective SEO strategies for SaaS companies, and one that's often underutilized, is building a strong content moat around high-intent, bottom-of-funnel keywords. While top-of-funnel blog content (such as "what is X" or general industry trends) is great for awareness, we've seen the most impact on conversions and qualified traffic when we focus on product-led content. This includes things like comparison pages (e.g., Tool A vs. Tool B), use-case landing pages, and "best tools for X" roundups.
We've also developed industry-specific landing pages optimized with niche keywords, backed by relevant case studies and social proof. Each one speaks directly to the pain points of its target audience, often offering free, actionable advice to build trust and provide immediate value.
This kind of strategy is especially effective in SaaS because buyers searching at this stage usually have strong intent. They're looking for solutions, comparisons, and reassurance that they're making the right choice—so meeting them there with tailored, high-value content gives you a clear advantage.
That said, in 2025, SEO alone isn't enough. We've found that performance improves significantly when it's supported by strong social and brand-led content. It keeps your company top of mind, builds familiarity, and helps ensure that when someone is finally ready to buy, they're already primed to trust you.

Jordan Brannon · Answer

In working with a variety of clients, including both traditional and hybrid SaaS businesses, I've consistently seen the value that comparison and alternative pages bring to performance and conversion.
These pages are particularly effective because they tap into the search intent of bottom-of-the-funnel users - those actively comparing solutions and nearing a decision. By referencing competitor brands, you can capture qualified traffic that is already solution-aware and evaluating options.
What makes these pages even more strategic is that they're not limited to a simple "us vs. them" narrative. They can be structured to include competitor A vs. competitor B, allowing you to insert your product as a compelling alternative in the mix. This structure opens the door to target competitor-branded keywords, which is especially advantageous for newer or startup SaaS companies looking to build visibility and credibility.
The "Alternatives to [Product X]" format serves a similar purpose. It positions your product as a viable (or better) substitute while ranking for high-intent competitor queries. These types of searches are common when users are dissatisfied with their current solution or are vetting multiple options before committing.
Another key benefit: many of these keywords have low or even zero search volume, but they are incredibly high-intent. These are the exact terms users type in right before converting, so they often outperform broader, high-volume keywords in actual revenue impact.
In terms of keyword structure, patterns like:[Product A] vs [Product B]Best [use case or industry] toolHow to choose [category][Competitor] tech stack
...all tend to drive higher conversion rates due to their relevance to real decision-making processes.
Lastly, Reddit is emerging as a powerful channel. With Google increasingly surfacing Reddit threads for long-tail and highly specific queries, there's growing trust among users in authentic, unsponsored peer opinions. For early-stage SaaS brands, engaging on Reddit or optimizing for these types of queries can build credibility and attract niche audiences that are difficult to reach through traditional channels.

Kylie Lau · Answer

One of the best strategies SaaS companies can focus on for SEO is creating a robust content marketing funnel tailored to each stage of the buyer's journey. This not only attracts organic traffic but also builds trust and authority over time.
I implemented a content strategy for a B2B SaaS company targeting enterprise clients. We developed blog content, comparison pages (e.g., "Tool A vs. Tool B"), product-led SEO landing pages, and detailed help center articles optimized around long-tail keywords. This multi-layered approach drove a 78% increase in organic traffic in under six months, significantly reducing our cost-per-lead from paid ads.
If you're building a content funnel for your SaaS brand, start with keyword research focused on pain points and intent. Use tools like Ahrefs, SEMrush, or even customer support tickets to find what users are actually searching for. Then map those keywords to TOFU, MOFU, and BOFU stages and create valuable content that answers their questions.
Content creation at scale can be challenging, so consider hiring niche writers or using AI-assisted writing tools to maintain quality and consistency across your content library.

Quentin Aisbett · Answer

For B2B SaaS companies, especially those with long sales cycles and high entry points, my best SEO tip is to stop thinking in terms of single search sessions. Enterprise buyers don't make decisions after one Google search—they go through multiple touchpoints over time, across different stages of the journey.
That's why your SEO strategy needs to support a multi-session, multi-stakeholder buying process. A solid content strategy is critical, but not just any content—great bottom-of-funnel content is essential to help users justify the final decision, whether they're the end user or the team member charged with creating a shortlist of providers.
Also, don't rely solely on keyword research to drive your content plan. In this space, search volumes are often too low to be meaningful. You'll get far more valuable insights by talking to your business development team and your customers directly. That's how you uncover the real questions being asked in late-stage sales conversations.

Bhavjot Singh Bhasin · Answer

I would suggest that SaaS companies should focus more on middle-of-the-funnel (MoFu) and bottom-of-the-funnel (BoFu) keywords, not just top-of-the-funnel (ToFu) informational content. ToFu keywords can generate traffic, but that traffic often doesn't convert because the searcher is still in research mode.
SaaS companies tend to chase high-volume keywords, but MoFu and BoFu keywords are where the real buying intent is. These are users looking for comparisons, specific features, or solutions to problems they already understand. These terms have lower search volume but also lower competition, and they tend to convert better.
Another advantage is that content targeting MoFu and BoFu keywords doesn't have to be super long. While ToFu articles often need 2,000+ words to be competitive, you can often rank MoFu and BoFu content with 600-800 words of focused, valuable writing. That means less time and effort for better results.
It's also worth noting that with the rise of AI-generated answers and zero-click search results, ranking for broad informational queries is getting harder. Search engines are now answering a lot of ToFu questions directly in the SERPs, leaving fewer clicks for actual websites. This makes it even more important to capture users who are further down the decision-making process, where search engines are less likely to fully satisfy the user's intent with a quick answer.
If you want to go deeper into this strategy, I highly recommend checking out "Compact Keywords" by Edward Sturm. It's a great resource for finding low-competition, high-intent keywords that align perfectly with MoFu and BoFu targeting.

Aubrey Yung · Answer

One of the most underrated SEO strategies I recommend to SaaS companies is using structured data. Schema markup helps search engines understand what your content is about more easily.
When I work on SaaS websites, one of the first things I look at is whether they're using schema markup properly. Adding Organization structured data is a great starting point—it tells Google and Bing who the company is, what you do, and links everything together to create an entity home: your logo, website, social media profiles, and even contact info. It's a simple way to build trust and reinforce your brand's presence in the search results. If you have enough online presence and authority, you can also capture the knowledge panel on Google to give you a competitive advantage.
Then there's SoftwareApplication schema, which is especially useful for product pages. You can mark up things like your software category, pricing, features, operating systems, and rating. Not only does this help search engines understand what your product does, but it also opens the door to rich results—like review stars, price info, and platform details—that can make your listing stand out in a crowded SERP.
Structured data won't directly boost your rankings, but it improves visibility and how your brand is perceived in search. For SaaS companies, it's a low-effort, high-impact move that's easy to overlook—but totally worth doing.

Ali Khan · Answer

For SaaS companies, a highly effective yet underused SEO strategy is creating feature-specific and use-case landing pages optimized for long-tail, high-intent keywords.
Think beyond generic terms like "CRM software" and target phrases like "CRM for remote sales teams" or "automated billing for freelancers." These pages match real search intent and are far more likely to convert visitors into users.
To maximize impact, structure these pages around a clear problem-solution framework, integrate testimonials or case studies, and link to them from relevant blog posts and your main product pages. This not only boosts rankings but also strengthens your internal linking strategy and user journey.

Nina Gaspar Weise · Answer

If you're a SaaS company (hello fellow B2B folks!) looking to improve SEO, one of the smartest moves you can make is to diversify your content mix—and that means thinking beyond just blog posts.
Blogs are great (and still lead the pack), but they're not the only format driving consistent organic traffic. In a recent analysis I did on B2B SaaS content, blog posts accounted for about 23% of top-performing pages. However, they were closely followed by client success stories (19%), press releases (19%), and partner pages (16%—think AWS or Microsoft partnerships). Other formats, like event listings and learning resources, also pulled their weight.
The takeaway? If your SEO strategy is blog-only or blog-heavy, you're probably leaving traffic and long-term value on the table. Explore content formats that align with what your audience is actually searching for. And yes, give those client success stories the spotlight they deserve. They take a lot of coordination and time to produce (I know that firsthand), but they pay off in credibility and search performance.

Alex Martkovich · Answer

Improving SEO can significantly boost visibility, organic traffic, and conversions for SaaS companies. One highly effective yet often underused strategy is optimizing for featured snippets. These short answers appear at the top of Google search results and can show up as paragraphs, lists, or tables, giving brands a chance to grab attention before anyone clicks a link. To earn a featured snippet, your content needs to deliver clear, direct answers near the top of the page, supported by well-structured headings and strategically placed keywords.
For example, if you're promoting a project management tool, a featured snippet could answer a query like "What are the benefits of using project management software?". However, being featured doesn't always guarantee clicks. Sometimes users get the information they need directly from the snippet and move on.
That's why our approach goes further. We make sure the content surrounding the snippet adds extra value that can't be extracted in a single glance. This could be in the form of deeper insights, visuals, comparison charts, or short explainer videos, anything that encourages users to click through and engage more meaningfully.
In many cases, we've seen up to 20% of target keywords reach Position Zero within 30 to 60 days. That kind of momentum is rare in SEO, which makes featured snippet optimization one of the fastest-return strategies.
That said, targeting snippets should never be a standalone tactic. It needs to be part of a broader SEO strategy that includes regularly updating content, answering real user questions, and keeping your site aligned with what your audience is actively searching for. SaaS brands that are able to master both visibility and engagement are the ones that consistently outperform their competitors in search.

Christophe Deneulin · Answer

SaaS companies should focus on their niche and create topical authority to improve their search engine optimization.
In the past, we've seen some SaaS companies trying to go too broad and creating content about topics that are irrelevant to their niche or blogs that don't serve any purpose.
Instead, with several of our clients, we used the hub and spoke strategy to increase their visibility, using knowledgeable and high-quality content writers. This takes several months to get results, but over time, combined with a branding campaign, Google will reward your efforts if you show your expertise in a particular domain and provide quality content that helps users.
This is even more the case since the latest Google algorithm update, where Google decided to give back visibility to small players and experts, instead of big websites with higher authority that publish content about everything and anything.

Kashish Batta · Answer

Answer real questions your users are Googling. Don't just focus on generic blog posts. If people are searching "how to connect our CRM with your SaaS," write a clear, helpful page on that. Focus on being genuinely useful, and make your site easy to navigate. Also, internal links matter more than people realize. They help both users and search engines understand your site better.

Lora Bovie · Answer

Go for Top of Funnel content and keywords to start building your authority and expertise. This will help to build the E-E-A-T of your site and help Google recognize what niche you are in and how you provide help to their searchers. You want to build out and cover any topic that is related to your service or product. Depending on your company, this could look like a category in your blog or a glossary for your visitors. There are so many fun and different approaches to move the needle on your site's organic traffic.

Nick Malekos · Answer

Product, solutions, and features pages are being prioritized by Google right now. Having a product-market fit is also helping you rank.
Writing pages around product usage and doing more product-led SEO is the way to win in Google right now.

Mahmoud Dayriyeh · Answer

For SaaS companies, incorporating long-tail keywords and aligning content with search intent should be a key part of their SEO strategy. Long-tail keywords may have lower search volume, but they often signal higher intent, meaning the users behind them are actively searching for specific solutions. When your content directly addresses those needs, it not only attracts the right audience but also increases the likelihood of conversion. It's not just about driving traffic, but ensuring that traffic is qualified, engaged, and more likely to become paying users. This approach also helps build topical authority and improves organic performance across the board.

Patricia Bardin · Answer

SaaS brands need to produce content with the goal of ranking first for as many competing brand comparison "vs" queries as possible. "[SaaS brand] vs ______". When correctly optimized with an exceptional 'About' page and content that best answers the most likely 'vs' searches, the brand's owned .com is positioned to start outranking off-site software review and comparison aggregators.

SaaS SEO: 23 Tips & Strategies

Table of Contents

SaaS SEO: 23 Tips & Strategies

Focus on Solving Pain Points

Create Sales-Assist Content for Buyers

Publish High-Volume Useful Product-Related Content

Mine Customer Conversations for SEO Insights

Build Problem-Aware Content Hubs

Target Bottom-of-Funnel Keywords for Conversions

Build Topical Authority Through Content Clustering

Master Customer Awareness Stages for SEO

Develop Strong Content Moat for High-Intent Keywords

Leverage Comparison and Alternative Pages

Create Content Funnel for Buyer’s Journey

Support Multi-Session Enterprise Buying Process

Target Middle and Bottom-Funnel Keywords

Implement Structured Data for SaaS Websites

Create Feature-Specific and Use-Case Landing Pages

Diversify Content Mix Beyond Blog Posts

Optimize for Featured Snippets in Search Results

Build Topical Authority in Your Niche

Answer Real User Questions with Helpful Content

Focus on Top-of-Funnel Content for Authority

Prioritize Product-Led SEO Strategies

Incorporate Long-Tail Keywords for Higher Intent

Align Content with Search Intent

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