What Are the Best SEO for SaaS Tips?
To help you boost your SaaS SEO and increase leads, we’ve gathered twelve invaluable tips from top industry professionals, including Heads of Growth and CEOs. From creating high-quality, relevant content to monitoring, analyzing, and improving SEO strategies, these experts share their best advice for success in the competitive SaaS landscape.
- Create High-Quality, Relevant Content
- Focus on Product-Led Content
- Build Topic Clusters and Long-Tail Keywords
- Generate Leads with Comparison Content
- Perform a SERP Analysis
- Optimize Landing Pages
- Target Long-Tail Keywords for Specialized Content
- Use Video Testimonials as Lead Magnets
- Post Regular, Helpful Content
- Employ Listicle Outreach for Backlinks
- Utilize Audience Personas for Content Identification
- Monitor, Analyze, and Improve SEO Strategies
Create High-Quality, Relevant Content
Creating high-quality content that applies to your target audience is the most fundamental and effective way to generate leads organically. This approach has been used at Kommunicate for the last few years, and it has been very successful. A 3x increase in monthly leads has been observed.
Keep in mind to know your audience, be consistent, and focus on distribution. Distributing the content to the right channels will make it more accessible.
Focus on Product-Led Content
The best SEO tip that works for any SaaS business is to focus on product-led content.
You do that by conducting proper keyword research and prioritizing topics where your product helps solve one or more problems surrounding that topic. For example, if you sell a CRM, you can naturally pitch your product in many sales and customer experience topics.
Important note: Have a real subject matter expert who’s familiar with your product write the content. This makes or breaks this tactic. It can be expensive in more technical niches, but both your SEO and lead pipeline will prosper in the long term.
Build Topic Clusters and Long-Tail Keywords
Building topic clusters and focusing more on long-tail keywords have been absolute game-changers for us, especially targeting long-tail keywords. Sure, we drive a lot of traffic from top-of-the-funnel content, but specific query-based keywords help us build authority in the cold emailing space and generate higher conversions.
These topics have low competition, so creating content around them helped us rank higher faster on SERP and generate more qualified leads. We’ve also implemented solution-focused content that offers real value to our potential customers in our SEO strategy to build authority and trust.
Generate Leads with Comparison Content
Many people window-shop organic results when looking at software and services. I think that’s only natural. But if you’re looking to get in front of people further along the path to conversion, comparison content is a great place to generate leads.
For SEO, brand vs. brand terms often have a good amount of search volume. For this reason, they are highly competitive. Netflix vs. Amazon Prime. Mercedes vs. BMW, etc.
With SEO, to rank for any head terms like the above, you need a huge amount of topical authority. So, by starting at a granular comparison level, you build your authority AND target people who have a high purchase intent.
For SaaS, think about comparisons at the level of features, pricing, limits, user seats, integrations, etc.
SaaS #1 API integrations vs. SaaS #2 API integrations is much easier to rank for than SaaS #1 vs. SaaS #2. And despite lower search volume, users searching at that deeper level are more likely to become leads.
Perform a SERP Analysis
Perform a SERP analysis to figure out what your content needs in order to rank. A SERP analysis will give you an understanding of what specific keywords and phrases your competitors are targeting to rank.
This type of analysis can help shed light on which topics have the most search volume and what kind of content performs best in a particular area. In addition, it provides an excellent opportunity to learn from what’s already working for your competitors. When choosing keywords, always target the most relevant and specific phrases possible.
However, make sure you incorporate general terms and long-tail keywords relevant to your SaaS product so your content becomes more natural. Once you rank for certain keywords on Google, leads will flow organically.
Optimize Landing Pages
One practical SaaS SEO tip for increasing leads is to optimize your website’s landing pages with targeted keywords and compelling content. Conduct thorough keyword research to identify relevant search terms your target audience uses. Incorporate these keywords in your landing page titles, meta descriptions, headings, and content to improve search engine visibility.
Ensure your landing pages offer valuable and informative content that addresses your potential customer’s pain points and showcases your SaaS product’s benefits. Use clear and compelling calls-to-action (CTAs) to encourage visitors to take the desired action, such as signing up for a free trial or requesting more information.
Last, focus on building quality backlinks from authoritative websites in the SaaS industry to boost your website’s domain authority and search engine rankings, attracting more relevant organic traffic and potential leads.
Target Long-Tail Keywords for Specialized Content
Optimizing your website for long-tail keywords and creating highly relevant and engaging content around them is one of the best ways to generate leads for your SaaS, as well as any B2B business. Long-tail keywords are more specialized, lengthier keyword phrases with lower search volume but higher intent. By focusing on these keywords, you may reach a more qualified audience that is actively seeking a solution like yours.
Let’s say you have a SaaS product that provides reputation management for doctors. Instead of solely targeting generic keywords like “Reputation management tool,” you could identify long-tail keywords like “Online reputation management tool for doctors” or “best online reputation management tools for digital marketers.” These keywords may have lower search volume, but they reflect the specific needs and pain points of your target audience.
Use Video Testimonials as Lead Magnets
In the dynamic world of SaaS, SEO is a game-changer. One potent strategy to increase leads is the use of video testimonials. Video testimonials provide real-life evidence of your product’s effectiveness, enhancing your brand’s credibility.
They also capture attention more effectively than text, keeping potential leads engaged and on your site longer, and have a proven track record of boosting conversion rates.
In essence, video testimonials are not just a marketing tool but a powerful lead magnet. They humanize your brand, build trust, and, most importantly, convert inbound traffic into valuable leads. Embrace video testimonials and watch your SaaS business thrive.
Post Regular, Helpful Content
Be consistent. The Google algorithm rewards those who have a plan and post helpful, useful content regularly. You can have the most robust editorial calendar on the planet, but if you don’t post, it won’t matter. Getting content up weekly should be a primary goal for your marketing team.
Employ Listicle Outreach for Backlinks
One of my favorite SEO tactics, specific for a SaaS company, is to do listicle outreach.
I first do a search on Google for the phrase “best [your software category] tools,” which will generate a full page of listicles that all rank the best tools in your category. You then reach out to the blog post author of each list and ask them what it will take to get your SaaS company added to the list. You should also offer to write up the description for your SaaS company that matches the style of the write-ups for the other tools.
Generally, they will respond and ask you to pay them to add your app. If they do, then you should be able to negotiate higher placement in the list. You will end up getting an awesome backlink from this, and also you’ll get access to the traffic they are already getting from ranking well for that term.
Utilize Audience Personas for Content Identification
We use audience personas—a semi-fictional and well-researched description of your ideal customer—to understand customers’ pain points, where they go for information, how they express their needs, and what jobs or tasks they are trying to do, etc. The better you understand your customers, the easier it is to identify keywords, search intent, and attractive content for them.
Monitor, Analyze, and Improve SEO Strategies
In the dynamic landscape of SaaS SEO, monitoring, analytics, and continuous improvement form a crucial cycle for sustained success. This phase involves setting up robust monitoring tools like Google Analytics to track key performance indicators (KPIs) such as traffic, conversions, bounce rates, and more. Regularly analyzing these metrics provides insights into the effectiveness of your SEO strategies.
By meticulously studying the data, you can identify areas of strength and weakness in your SEO approach. This allows you to make informed decisions on what’s working and what needs adjustment. Continuous improvement is at the heart of this phase. You can refine your keyword targeting, optimize underperforming pages, and tweak your content strategy based on the data-driven insights. This iterative process helps you stay ahead of algorithm changes and evolving user behaviors.
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