Search engine optimization (SEO) is indispensable to marketing a SaaS business.
Even if you have a paid advertising strategy in place, you can’t neglect the organic traffic that SEO can generate. The point is to improve your search engine rankings, which will, in turn, boost your visibility in search results.
However, it’s worth mentioning that this strategy takes time, so it’s crucial not to give up after just a few months.
Here are some tips for creating an effective SaaS SEO strategy in 2022.
1. Identify Your Target Audience
This will allow you to build so-called buyer personas, that is, detailed, semi-idealized descriptions of your ideal customers. These might be based on different segments of your audience.
When creating buyer personas, focus on their pain points rather than the demographics, as this will allow you to address these problems and offer solutions.
Also, SaaS companies offering subscription-based services with comparatively affordable prices have shorter sales cycles. Therefore, they can target their audience with high-intent keywords that will generate sales immediately.
On the other hand, if you sell more complex B2B platforms or services, your selling cycle is longer. And in this case, you can significantly benefit from educating your audience with specialized content, brand-building efforts, and establishing trust.
All this is possible only if you know the needs and interests of your audience and tailor your B2B marketing and SEO strategy accordingly.
2. Do Keyword Research
The next step is finding relevant keywords your potential customers use when searching for a solution to their pain points. Start by coming up with words and phrases you would type into the Google search box if you were looking for a product or service similar to what your SaaS offers.
Then check the suggestions google will list and determine their search volume and competitive data.
Bear in mind that the more competitive a keyword is, the harder it will be for you to cut through the noise. That’s why it’s best to opt for more specific, long-tail keywords with a lower volume, as they’re easier to rank for and will bring you high-quality leads.
It’s also a good idea to distinguish between commercial and informational search intent.
People use commercial search intent when they’re ready to purchase something and are exploring their options.
On the other hand, informational search intent means that they still don’t know much about the topic and want to learn more about it. By targeting prospects at this stage of the buyer’s journey, you can establish yourself as an authority and educate them.
As a result, you can assert yourself as the best choice when the time comes for your prospects to make a purchasing decision.
3. Invest in High-Quality Content
Well-optimized content that adds value to your potential customers by answering their questions and solving pressing issues is essential for ranking. Remember you’re not writing to please Google only – you need content your audience will find helpful and worth reading.
Start by identifying the right keywords and relevant topics.
When it comes to optimizing your content, using topic clusters is the way to go. This means creating a pillar page dealing with the central topic, with a number of other related content pages linking back from and to that pillar page.
The pillar page should target main keywords, while those shorter, more specific content pieces should focus on related keywords.
Another important detail is including your keywords naturally, so make sure to add so-called semantically related or LSI keywords. They provide additional context and help your readers and search engines better understand what your content is all about.
4. Earn Backlinks
Getting backlinks for your SaaS website is a tactic that will help you boost your rankings and show search engines that your content is valuable.
To achieve this, you need some reputable and authoritative sources to vouch for the quality of your content by linking back to your website. Google perceives this as a sign that your content should rank higher as it’s useful for its intended audience.
So, it’s not enough just to craft amazing content – you have to promote it.
Use social media, reach out to influencers from your niche and offer to create a piece of content for them for free, and join relevant groups on social media where people from your industry and your potential prospects hang out.
All these tactics can help you get noticed and earn some quality backlinks.
The quality of your content and relevant topics are among the most important factors for a successful SaaS SEO. Follow these simple tips and expand on them, but don’t forget that it takes at least a couple of weeks before you start seeing the results of your SEO efforts.