The Ultimate SaaS SEO Guide for Stellar Online Growth

Implementing a rock-solid SaaS SEO strategy is essential for improving your online visibility, driving targeted user traffic, and boosting conversions.

But let’s face it — outperforming competitors and reaching your target audience through SEO isn’t easy.

This is precisely why we’ve compiled this comprehensive guide! 

Drawing from our wealth of experience in SaaS SEO, we’re here to equip you with proven strategies to help you thrive online in 2024.

This Article Contains:

Let’s get started!

The Importance of SEO for SaaS Companies

Before we get into building the right SEO strategy, let’s delve into why SEO (Search Engine Optimization) is so pivotal for your SaaS platform:

  1. Drives Organic Traffic to Your Website
  2. Increases Brand Visibility and Awareness
  3. Enhances Credibility and Authority in the SaaS Industry
  4. Lowers Customer Acquisition Costs
  5. Boosts Long-Term ROI
  6. Helps You Outperform Competitors in Search Rankings
  7. Educates Users and Potential Customers

1. Drives Organic Traffic to Your Website    

When you address search intent and offer valuable content through SEO, you can attract a consistent flow of potential customers. Additionally, by targeting a relevant keyword, you’ll be attracting the right kind of leads.

2. Increases Brand Visibility and Awareness

The SaaS market is incredibly saturated. 

New apps and tools emerge daily, making it a challenge for brands to stand out. Through SEO, your SaaS offering can stand out online. This not only drives immediate SEO traffic but also imprints your brand in the minds of potential users.


3. Enhances Credibility and Authority in the SaaS Industry

Ranking high in search results isn’t just about visibility — it’s also an endorsement of your credibility. 

A potential customer will often perceive the top results as the most reliable and authoritative in the industry. So when you optimize your SaaS website, you’re not just attracting more visitors but also building trust and authority in your niche.

4. Lowers Customer Acquisition Costs

For many SaaS startups, especially in the microSaaS segment, profit margins can be thin initially. Also, high customer acquisition costs can strain these already tight profit margins.

Search Engine Optimization can be a cost-effective solution, especially when compared to ads. By driving organic traffic and conversions, SEO can lower the cost of acquiring each potential customer, ensuring sustainability even with lean initial budgets.

5. Boosts Long-Term ROI

While SEO might require an upfront investment, its benefits are enduring. Unlike paid strategies, where traffic stops once you pause your campaigns, SEO continues to bring in organic traffic over the long term. This ensures a sustainable and ever-increasing return on investment.


6. Helps You Outperform Competitors in Search Rankings

The SaaS landscape is dotted with giants that have deep pockets and extensive reach. For newer entrants or smaller platforms, outbidding these companies in paid strategies might be impossible. 

But with a smart SEO strategy, even smaller players can rank higher in search results. This helps small SaaS companies effectively outperform their larger counterparts and capture a significant share of the market.

7. Educates Users and Potential Customers   

SaaS products can range from simple tools to complex solutions. When it comes to intricate products, you often need to educate users on product features, benefits, and applications. 

SEO plays a pivotal role in this education process. When you craft informative content, you can answer users’ questions, alleviate concerns, and smoothen the path to conversion.

Let’s take you through the steps for building a SaaS SEO strategy.

9 Steps for Building a Successful SaaS SEO Strategy

Embark on a journey to amplify your SaaS visibility with these nine tips:

1. Set Goals and Define Your Customer Personas

Before diving into the nitty-gritty of SEO or establishing an SEO campaign, it’s important to establish a clear roadmap. 

Start by setting concrete, measurable goals for your SaaS business

Usually, you’d need to ask yourself:

Are you aiming for increased sign-ups, a higher engagement rate, or perhaps improved brand awareness? 

Having well-defined goals will guide your SEO efforts and offer a benchmark to measure your SEO success.

Also, it’s important to define your customer personas and understand your target audience. Defining your customer personas involves more than just knowing who they are — it’s about understanding their problems, needs, online behaviors, and preferences. 

To define user personas, you’d need to dive deep into demographic data, industry trends, and user feedback. This will guide you on the kind of content you produce. 

For instance, if your software caters to financial professionals, content around financial best practices, trends, and in-depth analyses will resonate better. 

Let’s look at QuickBooks — a business that offers accounting software. To help small businesses thrive, QuickBooks crafted an article titled “10 Tips for Using Cash Flow Management to Grow Your Business.”

Source: QuickBooks

Is there any other benefit of knowing your personas?

Yep! This strategy also helps in crafting tailored marketing messages, ensuring that your SEO effort reaches and resonates with the right audience.

2. Analyze Competitors

Pinpointing your direct competitors in the vast sea of SaaS offerings can be a bit difficult. So, let’s take you through the best ways to identify and analyze your competitors:

  1. Identify Main Competitors
  2. Monitor Keyword Rankings
  3. Review Backlink Profiles
  4. Assess Content Quality
  5. Identify Content Gaps
  6. Monitor Paid Advertising Efforts

A. Identify Main Competitors

Want an easy way to identify the companies that are vying for the same audience as yours?

Search for key terms related to your product or service on search engines or platforms like G2 or Capterra.

Let’s say you own project management software. Type in “project management software” in Google to get a broad sense of the competitive landscape.

Here’s what the search result looks like:


Based on these results, you can tell that some of your main competitors are Zoho, ProjectManager, and Monday.com.

And if you search for a term like “project management software” on G2, you should see a list of all your competitors.

Here’s the search result:

Source: G2

Based on these results, you’ll find about 440 competitors in the project management niche that you can inspect.

B. Monitor Keyword Rankings

Understanding where you and your competitors rank for specific keywords offers a lens into your SEO visibility.

The easiest way to monitor keyword rankings is by using Ahrefs — an SEO tool that offers keyword research, competitor analysis, backlink checking, and SEO audit functionalities.

Ahrefs can help you delve deeper into competitor research, pinpointing other SaaS companies that rank for similar keywords or serve similar audiences. 

Here’s how to use this SEO tool:

  1. Log in to Ahrefs.
  2. Go to the Site Explorer section.
  3. Enter your competitor’s domain in the search box and then click the search button.

Source: Ahrefs

Next, 

1. Expand the Organic search section

2. Click the Organic keywords option. 

From there, you can check out:

  • Their rank for a specific term in Google (Position)
  • The traffic acquired from ranking for this term (Traffic)
  • Global monthly searches for this term (Volume)
  • Keyword Difficulty, or how hard it is to rank for this term (KD)

Source: Ahrefs

We’ll explain all these keyword parameters later when we explore tips on how to use Ahrefs for keyword research.

With Ahrefs, you can track where both you and your competitors rank for essential keywords. Observing these rankings over time can highlight trends, show progress, and reveal areas where your SEO strategy might need tweaking.

C. Review Backlink Profiles

Backlinks, or the external sites linking back to your site, are crucial for SEO. 

Why?

Because they act as endorsements from other sites to yours. A strong backlink from a reputable site can significantly boost your search engine rankings.

Tools like Ahrefs can shed light on which sites are linking to your competitors, revealing potential opportunities for your own backlink strategy. For instance, you can identify potential sites to target for backlinks and understand the kind of content that attracts links.

Here’s how to review backlink profiles on Ahrefs:

  1. Log in to Ahrefs and go to the Site Explorer section.
  2. Enter your competitor’s domain in the search box and then click the search button.
  3. Expand the Backlink profile category on the left and then select Backlinks.


On the right-hand side, you should see all the sites that link to your competitor.

But here’s the thing:

The importance of backlinks is decreasing.

Why?

Search engines now prioritize content quality, relevance, and user experience. If your site provides valuable content and a seamless user experience, it can rank well even without a massive number of high-quality backlinks.

We’re speaking from experience because we’ve ranked thousands of times without backlinks!

D. Assess Content Quality

While keywords and backlinks are vital, the quality of content matters the most. So it’s important to regularly review your competitors’ SaaS blogs, whitepapers, and other content pieces. 

Look for depth, relevance, and originality. If competitors are producing high-quality, in-depth content that resonates with audiences, you’ll need to exceed that standard.

For example, let’s look at Monday.com’s blog titled “100+ best project management software for 2023”:

Source: Monday.com

In this particular blog, Monday.com covers various sections in detail. This includes tips on how to choose project management software and the top 3 solutions. 

It also categorized the tools into three different segments. That way, businesses of different sizes will be able to explore all the various solutions that suit their needs.

Source: Monday.com

So, this is clearly a go-to guide for everyone looking for the best project management software. If Monday.com was your competitor, you’d have to follow the same approach but ensure that your content stands out.

E. Identify Content Gaps

Your competitors might not cover every topic or answer every question in the SaaS industry. So while reviewing their content, make note of topics they haven’t covered or areas where their content might be lacking.

For example, we explored Monday.com’s “100+ best project management software for 2023” blog earlier. To identify content gaps in that article, you must research and check if there are additional sections you can cover.

For instance, Hive (a project management tool) also wrote a blog covering the best project management software.

Source: Hive

But in its article, Hive also covered the benefits of using project management software. This section wasn’t included in the Monday.com post!

Source: Hive

The key takeaway?

Hive addressed a content gap and managed to offer unique value to its audience, helping them rank.

F. Monitor Paid Advertising Efforts

While SEO is largely organic, understanding a competitor’s paid advertising strategy (like a Google ad) can offer additional insights. Tools like Ahrefs offer data on competitors’ paid search efforts, allowing you to see their ad copies, keywords they’re bidding on, and estimated traffic from ads. 

How can this information help you?

It can inform your organic strategy, reveal additional keyword opportunities for organic efforts, and also give insights for potential paid campaigns.

Here’s how to check your competitors’ paid advertising keywords on Ahrefs:

  1. Log in to Ahrefs and go to the Site Explorer section.
  2. Enter your competitor’s domain in the search box and then click the search button.
  3. Click the Paid search category on the left and then click the Paid keywords option.

Source: Ahrefs

On the right-hand side, you can check all paid keywords and their data (such as traffic acquired, keyword difficulty, search engine rankings, monthly search volume, and more).

And while analyzing the Google ad performance of your competitors, make sure you focus on the right search terms.

Not sure how to pick the right keywords?

Let’s take you through the process.

3. Focus on the Right Keywords

Navigating the digital landscape effectively requires targeting the most impactful keywords. 

So, let’s introduce you to keyword categories.

3 Keyword Categories You Should Know About

Here are the three different keyword classes with sample keywords for a project management tool:

I. Top of the Funnel Keywords (ToFu)

These are broad keywords aimed at attracting a wide audience or potential customers who are in the early stages of their research. These are users who might not be ready to purchase yet but are seeking information or solutions to a general problem.

Some common examples include “What is project management software?” and “How to manage team projects online.”

II. Middle of the Funnel Keywords (MoFu)

These keywords target prospects who are deeper into their research. They’re more specific and cater to users who have identified their problems and are exploring potential solutions.

Examples of MoFu keywords include “Project management”, “pipeline management,” and “Top project management features.”

III. Bottom of the Funnel Keywords (BoFu)

These are the most specific keywords targeting users who are ready to make a decision. This includes users who might be considering signing up, starting a free trial, or making a purchase.

For example, these may be keywords like “Project management free trial” or “Asana vs Monday.com.”

Now, let’s take a look at the different types of keywords.

8 Types of Keywords You Should Focus On

Here are the keywords that matter the most when crafting content for your SaaS brand:

  1. Brand Keywords
  2. Persona Keywords
  3. Problem Keywords
  4. Solution Keywords
  5. Product Keywords
  6. Integration Keywords
  7. Informational Keywords
  8. Alternative Keywords
I. Brand Keywords

These keywords are directly related to your company’s name or the distinct services you offer.

For example, this includes keywords like “HubSpot CRM,” “Dropbox Business,” and “Asana pricing.”

II. Persona Keywords

These keywords are tailored specifically to target particular roles, job titles, or different types of users who might utilize your SaaS product.

Examples of persona keywords include “Project management for CTOs,” “CRM for small business owners,” and “Marketing solutions for freelancers.”

III. Problem Keywords

Problem keywords are centered around the distinct challenges potential users might experience.

These search terms are usually used by people who seek certain solutions but don’t really know the specific keywords they should use. 


For example, someone who doesn’t know CRM (Customer Relationship Management) tools will likely search for something like “How do you track customer interactions?”

Meanwhile, those who don’t know about cloud-based collaboration software (like Slack) will likely search for something like “How do you tackle team communication challenges?”

Now, crafting content around such keywords can help you tackle some of your potential customers’ toughest challenges.

IV. Solution Keywords

These are keywords that highlight solutions to problems, often hinting at the features or benefits of your SaaS product. These terms are used by people who already know what they’re looking for.

For example, these are keywords like “Cloud-based collaboration tools,” “Automated sales funnel builders,” “Top team chat software,” and “Cloud storage solutions for big data.”

V. Product Keywords

These keywords focus on specific product features, functions, or use cases.

Common examples include “Trello board templates,” “HubSpot email campaigns,” “contact management software,” “CRM software,” and “Google Workspace collaboration tools.”

VI. Integration Keywords

These are keywords that relate to how a SaaS product might integrate with other tools or platforms.

Examples include “Asana Slack integration,” “Shopify and Mailchimp connection,” “HubSpot WordPress integration,” and “Asana Google Calendar sync.”

VII. Informational Keywords

These are the search terms centered around seeking knowledge or understanding.

For instance, this could include keywords like “Benefits of using a CRM,” “How to optimize project workflows,” “Benefits of cloud-based software,” and “Differences between CRM and CMS.”

VIII. Alternative Keywords

These keywords are used by those searching for alternatives to the SaaS products they’re already familiar with.


For instance, these are terms like “Alternatives to Google Workspace,” “Dropbox alternatives,” and “Tools similar to Microsoft Teams.”

But then, how do you do keyword research?

Let’s find out.

4. Conduct Comprehensive Keyword Research

Want to learn the ins and outs of keyword research?

Check out our comprehensive SaaS keyword research guide. 

For now, we’ll take you through the basics.

Here are the five common ways to conduct keyword research:

  1. Use Google Suggest
  2. Use a Keyword Research Tool Like Ahrefs
  3. Do Competitor Keyword Analysis
  4. Use the Information From Product Reviews and Sales Calls

A. Use Google Suggest

Google Suggest (also known as Google Autocomplete) is a feature in Google’s search box that provides relevant keyword suggestions in real-time as you type. This can be a goldmine for discovering long-tail keywords and understanding user intent.

For example, when you type in “SaaS for,” a couple of suggestions pop up, such as “SaaS for small business,” “SaaS for restaurants,” “SaaS for eCommerce,” and more.


B. Use a Keyword Research Tool Like Ahrefs

There are lots of tools you can use for keyword research, but we’ll focus on Ahrefs in this article.

Let’s say you want to use Ahrefs to search for a term like “accounting software.” Here’s what the process looks like:

  1. Log into Ahrefs.
  2. Select the Keywords Explorer section.
  3. Type your keyword in the search box and click the search button.

Source: Ahrefs

Here are the results you’ll see at the top:

Source: Ahrefs

Let’s take you through what this data means:

  • Keyword Difficulty (KD): This shows you how challenging it would be to rank for a specific keyword. It’s measured on a scale of 0 to 100, where 0 represents an easy KD, while 100 represents a super difficult KD.
  • Cost-Per-Click (CPC): This represents the estimated price advertisers pay for a click when someone searches for a keyword. For the “accounting software” keyword, you’d have to pay $6 for every click that you get on the keyword.
  • Search Volume (SV): This displays the monthly average of searches for a specific keyword. In this case, “accounting software” has 54K monthly searches across the globe. Meanwhile, it has 9.7K monthly searches in India, 9.4K searches in the US, and so on.

Further down the page, you’ll see the SERP data providing a snapshot of the top-ranking pages for the target keyword.


By looking at the SERP data, you can get an idea of the type of content you can craft for a specific keyword. For a search term like “accounting software,” it’s clear that writing a listicle post is the best approach.

If you want to find other terms related to your target keyword, navigate to the Matching terms, Related terms, or Search suggestions section.

Source: Ahrefs

C. Do Competitor Keyword Analysis

Earlier, we covered tips on how to do competitor keyword research on Ahrefs. By evaluating the search terms your competitors rank for, you can uncover new keywords and identify gaps in your own content strategy.

For instance, let’s say a competing SaaS firm frequently ranks for a keyword like “enterprise resource planning solutions.” If this is something relevant to your brand, then it might be a good idea to explore it.

D. Use the Information From Product Reviews and Sales Calls

Product reviews and feedback from sales calls can offer a treasure trove of keywords. They reflect real-world language users employ when discussing problems, needs, or specific features.

For example, a sales call might reveal that businesses frequently ask about “integration capabilities with existing software” or reviews might highlight a “user-friendly dashboard” as a key selling point.

For example, check out this G2 review for Monday.com:

Source: G2

In this case, it’s clear that some users want a customizable dashboard. If Monday.com was your competitor, it’d be best to ensure that your project management tool offers dashboard customization and other incredible features. 

From there, you’d have to craft content around the “project management dashboard customization” keyword. That way, you’d be able to show users some of the customization options they can get from your software.

Now, it’s time to go through some failsafe content creation tips.

5. Craft Top-Notch Content and Build Topic Clusters

At this point, you should be ready to start creating engaging content. So, let’s take you through all the tips that can help you craft content and build topic clusters.

A. How to Craft Content for Your SaaS Company

To craft top-notch content for your SaaS business, you need to:

  1. Use a Clear Structure in Your Content
  2. Use Engaging Visuals and Prioritize User Experience
  3. Provide Actionable Takeaways
  4. Use Real-World Examples
  5. Back Claims With Data
  6. Optimize for SEO
I. Use a Clear Structure in Your Content

Organize your content with headings, subheadings, and bullet points for easy scanning and comprehension.

For example, let’s check out a blog by FreshBooks — a company that provides cloud-based accounting software. We’ll focus on its blog article titled “6 Project Management Tips to Increase Productivity and Profitability”:

Source: FreshBooks

In this case, the blog title itself is the main heading (i.e., the H1 heading).

FreshBooks also organized its content by using:

  1. H2 sections
  2. Bulleted lists

Source: FreshBooks

Now, in addition to using clear structure in your content, ensure that you don’t use jargon. While technical details are essential, avoiding jargon overload will ensure your content remains accessible to all users (not just tech experts).

II. Use Engaging Visuals and Prioritize User Experience

Incorporate graphics, animations, or interactive elements that capture attention.

For example, FreshBooks’ “6 Project Management Tips to Increase Productivity and Profitability” blog has a video showing tips on how to track time:

Source: FreshBooks

What’s the benefit of doing this?

The content is more engaging! 

Ultimately, this can increase the time users spend on a page and potentially improve your rankings.

While incorporating engaging visuals, prioritize user experience by optimizing formatting and your CTA (Call-to-Action) buttons.

In the same FreshBooks blog, there’s a CTA button that prompts users to download an eBook.

Source: FreshBooks

This way, they increase the likelihood of a reader giving them their info in exchange for this resource!

III. Provide Actionable Takeaways

Conclude articles or guides with clear, actionable steps or recommendations that readers can immediately apply.

For example, let’s look at FreshBooks’ “Bonus Tip” section in the “6 Project Management Tips to Increase Productivity and Profitability” blog. 

This particular section appears just before the conclusion:

Source: FreshBooks

In this section, FreshBooks provides tips on what users should do when handling longer projects. It also encourages collecting feedback and using customer testimonials to boost credibility.

So, what’s the key takeaway from this?

It offered more tips that users can apply to achieve all their project management goals – something that readers can apply immediately, thereby adding value.

IV. Use Real-World Examples

Incorporate SaaS case studies or user testimonials to showcase the practical benefits of your software.

For example, let’s look at FreshBooks’ blog post titled “Accountants: This Is How You Can Help Your Clients Get Paid Faster”:

Source: FreshBooks

If you scroll to the “Related Articles” section, one of the posts is a case study showing how FreshBooks helped a client. The case study is titled “How Melanie’s Accounting Firm Builds Better Client Relationships With FreshBooks.”

Source: FreshBooks

What do users gain from clicking on this case study?

It’s simple — they’ll have a clearer picture of how FreshBooks’ services work in reality.

V. Back Claims With Data

When stating facts, benefits, or comparisons, make sure to use data and add credible sources.

For example, let’s focus again on FreshBooks’ “Accountants: This Is How You Can Help Your Clients Get Paid Faster” blog. 

There’s a part where FreshBooks states that “92% of small business owners have had to deal with customer payment issues.” 

It’s an interesting figure, but how do we know that it’s credible?

FreshBooks indicated that the figure is provided by the Building Engineering Services Association.

Source: FreshBooks

VI. Optimize for SEO

Want to ensure your content gets discovered online?

Adopt the right on-page SEO techniques and internal linking strategies to ensure discoverability. (We’ll cover these in detail later.)

And when you implement all these content creation strategies, bear in mind that the SaaS world evolves rapidly. So, stay updated and ensure your content reflects the latest trends and best practices.

However, if there’s one SEO tactic that’s always been relevant and probably always will, it’s building topic clusters. 

But wait… What are topic clusters?

This refers to a content optimization strategy that groups related information to improve SEO and provide easy navigation for users. A central “pillar” page serves as the core, covering the main topic broadly, while connected “cluster” pages delve into related subtopics in detail.

B. How to Build Topic Clusters

These are all the tips that can help you with building your topic clusters:

  1. Conduct Keyword Research and Identify Pillar Topics
  2. List Potential Sub-Topics
  3. Create Pillar Content
  4. Develop Cluster Content
  5. Use Internal Linking to Connect Your Content
I. Conduct Keyword Research and Identify Pillar Topics

Building cohesive topic clusters begins with diligent keyword research. Use tools like Ahrefs or Semrush to uncover SaaS-related terms that users type in search engines.

How do you get started?

Earlier, we covered all the tips on how to conduct comprehensive keyword research.

Now, let’s say you run a SaaS company focusing on email marketing. In this case, a broad search term like “email marketing software” could be your potential pillar topic. 

What does this mean?

A pillar topic acts as the central theme around which more specific, related topics orbit.

II. List Potential Sub-Topics

Once you’ve identified a pillar topic, list potential sub-topics that revolve around the central theme. These will help you delve deeper into specific aspects of the pillar topic and offer detailed insights and solutions.

For example, if your pillar topic is “email marketing software,” potential sub-topics could include:

  • Best practices for email list management
  • Benefits of automated email campaigns
  • How to segment email lists effectively
  • A/B testing in email marketing
  • Integrating CRM with email tools
  • Design tips for email templates
  • Analyzing email open rates and click-throughs

When you cover these sub-topics, you can cater to various user intents and queries. This can enhance the reach and authority of your content.


The good news is that the keywords for your subtopics are more specific and tend to have a lower keyword difficulty. So, it’s usually easier to rank for them.

For instance, let’s focus on “email list management” as a potential sub-topic. The keyword difficulty for this term is 15:

Source: Ahrefs

Clearly, it wouldn’t be hard to get a top spot on the SERPs for this term. 

Now, the key benefit of creating cluster content is that it helps you adhere to Google’s E-E-A-T guidelines. E-E-A-T is short for Experience, Expertise, Authoritativeness, and Trustworthiness.

How does this work?

When you craft pillar content and sub-topics, this can establish your expertise to users and Google’s search algorithms. Meanwhile, covering topics in detail and providing real-life examples shows your experience and authoritativeness.

And when you often add external links to well-known sites, it’ll be easier for users to trust the content on your site.

III. Create Pillar Content

Crafting pillar content entails producing a comprehensive, authoritative piece that addresses the broad pillar topic in depth. This content should serve as a foundational guide, encompassing all vital aspects of the subject while offering clear, actionable insights. 

For instance, if your pillar topic is “Email Marketing,” your pillar content might be a detailed guide titled “The Ultimate Guide to Email Marketing: Techniques, Benefits, and Best Practices.”

Within this guide, you’d delve into:

  • An overview of modern email marketing techniques
  • Key components of a successful email campaign
  • The advantages of personalized email marketing over generic strategies
  • Steps to design and launch an email campaign
  • Best practices for optimizing email open rates and conversions

This pillar content will act as the anchor, with subsequent related articles (sub-topics) linking back to it. Doing this will enhance the authority and relevance of the pillar topic in the search engines.

IV. Develop Cluster Content

Now, you’d have to develop cluster content — the in-depth articles, blogs, or resources for each of the sub-topics identified under your pillar topic. Using the earlier example of “Email Marketing” as the pillar topic, cluster content might include:

  • Selecting the ideal email marketing tool for small businesses
  • Steps to crafting a compelling email marketing campaign
  • Prioritizing data security in email marketing campaigns
  • Seamlessly integrating email marketing with other digital platforms
  • Boosting conversion rates with personalized email strategies
V. Use Internal Linking to Connect Your Content

Each of these cluster pieces you’ve created should internally link back to the pillar content. This interlinking offers readers a seamless site experience and also strengthens the SEO authority of the central pillar piece.

Here’s how it works:

  • User Experience and Engagement: Internal links guide readers to more in-depth or related content — keeping them engaged on your site longer. A visitor reading your pillar content might want a deeper dive into related topics and can easily navigate there through an internal link.
  • SEO Power: By linking related articles together, you distribute page authority and equity throughout your site, boosting the chances of improving your rankings. For instance, if one of your cluster articles starts gaining traction, the internal links can pass on some of that SEO juice to the main pillar content and other interconnected articles.

We’ll cover internal linking (and external linking) in detail later.

6. Prioritize On-Page SEO Optimization

On-page SEO optimization… what’s that?

It’s the process of optimizing web pages to make them rank higher and earn relevant traffic in search engines.

Here are the steps for conducting on-page SEO:

  1. Add Keywords Strategically to Your Content
  2. Craft Descriptive Meta Descriptions
  3. Use Header Tags Strategically
  4. Optimize Images
  5. Optimize URL Structure
  6. Leverage Internal and External Linking

A. Add Keywords Strategically to Your Content

Strategic keyword placement ensures that your SEO content is relevant to user queries and search engine algorithms.

For example, let’s look at HubSpot’s blog post targeting the “marketing automation tools” keyword. The company integrated this keyword naturally into its blog.

For instance, the blog title is “The 20 Best Marketing Automation Tools Available to You”:

Source: HubSpot

We also noticed that HubSpot added relevant keywords throughout its article.

Some of those keywords include “email marketing automation” and “best marketing automation software.”

HubSpot added both terms (and other keywords) strategically to its post. For instance, it covered two instances of “email marketing automation” to the post without stuffing them.

Source: HubSpot

HubSpot also included two instances of the “best marketing automation software” keyword.

Source: HubSpot

So, why should you avoid stuffing keywords in your content?

Keyword stuffing isn’t recommended because it violates search engine guidelines. If you stuff keywords needlessly, you risk getting penalties that can hurt your website’s rankings.

And as you might have guessed, keyword stuffing degrades the quality of content, leading to a poor user experience.

B. Craft Descriptive Meta Descriptions

Meta descriptions provide search engines with a brief summary of the content on a webpage. While they don’t directly influence rankings, they impact click-through rates. 

How?

In the SERPs, a meta description typically appears as a snippet beneath the title. So, a compelling meta description can influence a user’s decision to click on the result.

So, what’s the best way to craft a meta description?

Ensure it’s compelling and informative. Include primary keywords for relevancy and maintain a length of about 150-160 characters. 

For example, let’s look at HubSpot’s blog post targeting the “digital marketing strategy” keyword. The blog is titled “The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence.” 

When searching for that on Google, you should see the meta description below the blog’s title:    


For reference, the meta description reads, “Discover how to create a successful digital marketing strategy for your business to seize growth opportunities and boost revenue.”

Clearly, the meta description is informative and has the target keyword (digital marketing strategy)!

C. Use Header Tags Strategically

Earlier, we discussed the importance of using a clear structure in your content. We covered tips on how to add an H1 heading, an H2 subheading, and a bulleted list.

If you have other subsections to add to your SEO content, then it could also be worth adding H3, H4, and H5 headings. 

Remember, doing this makes it easier for readers to skim through your content and get the information they want. This also makes it easier for Google to understand your content better and display it properly on the SERPs.

Need an example?

Let’s go back to HubSpot’s “The 20 Best Marketing Automation Tools Available to You” blog.

There’s an H2 section titled “How to Choose the Best Marketing Automation Software.” 

Below it, there are various H3 sections, such as “Determine Your Budget and Business Needs.”

Source: HubSpot

D. Optimize Images

Did you know that image optimization enhances page load speed and user experience?

To optimize images, compress them with tools like TinyPNG or Compressor.io before uploading them. This will reduce their sizes (and loading times) while retaining quality. 

Also, use descriptive file names like “cloud-accounting-dashboard.jpg” instead of “image1.jpg.”

Why?

Because Google and other search engines can’t really “see” the images in your content. So, using descriptive names provides search engines with context. This SEO tactic can potentially improve image search rankings.

Also, make sure to add the ALT text (a brief description of the image) when uploading your content. This improves accessibility for visually impaired users and provides search engines with context.

For instance, let’s look at a blog titled “How to create a Facebook ad strategy,” written by Zapier — a company that offers a tool that connects and automates tasks. This particular blog post has a Facebook logo as its hero image.

Source: Zapier

We used the SEO Pro Chrome extension to check the ALT name for this hero image, and here are the results:


As you can see, the ALT text perfectly describes the image, making it easier for Google to understand what it is. This way, it could even pop up in Google Image searches for added visibility.

E. Optimize URL Structure

A clear, concise URL structure is pivotal for both user experience and SEO. It makes it easier for users and search engines to understand the content on your web pages.

Optimized URLs are ones that are concise and descriptive. They also incorporate the primary keyword and are separated by hyphens and not special characters.

For example, here’s what an optimized URL looks like for HubSpot’s blog post titled “The 20 Best Marketing Automation Tools Available to You”:

Source: HubSpot

F. Leverage Internal and External Linking

Effective linking boosts SEO and user navigation. 

Wondering how this works?

Internal links connect different pages of your site, guiding users and distributing page authority.

Meanwhile, external links provide readers with additional authoritative resources to deepen their understanding of a topic. These links can boost the credibility of your content and help you maintain user trust.

For example, let’s look at Zapier’s “How to create a Facebook ad strategy” blog. There’s a part where Zapier briefly covers information about customer personas, and another part focuses on the lead generation funnel. 

To help readers understand both concepts in detail, Zapier added internal links to the relevant in-depth guides.

Source: Zapier

Zapier also used a couple of external links in its post. This provides users with credible sources where they can learn more about certain topics.

For example, it added an external link to help users learn more about the average cost per click for Facebook ads.

Source: Zapier

Now, it’s time to check out some technical SEO strategies that are worth implementing.

7. Focus on Technical SEO Elements

A well-executed technical SEO strategy is vital for achieving higher search rankings. It also ensures that users have a seamless browsing experience.

To learn more about technical SEO and tips on how to create an SEO checklist and perform an SEO audit, check out our comprehensive SaaS technical SEO guide.

For now, let’s go through the basics:

  1. Ensure Your Site Is Crawlable and Indexable
  2. Optimize Site Structure and Navigation
  3. Optimize Your Site for Mobile Devices
  4. Boost Site Speed and Performance
  5. Provide a Secure Website Experience
  6. Address 404 Errors With Custom Pages or 301 Redirects
  7. Handle Duplicate Content with Canonical Tags
  8. Use Schema Markups for Structured Data
  9. Implement Hreflang for Multilingual Sites

A. Ensure Your Site Is Crawlable and Indexable

To guarantee search engines can access and index your content, implement an XML sitemap. This is a file that lists your site’s URLs to help search engines understand its structure and index its content more efficiently.

For instance, let’s look at Salesforce — a cloud-based customer relationship management (CRM) platform. Here’s what the XML sitemap looks like on its Salesforce AI Research blog page:

Source: Salesforce

At the top of the XML sitemap, you should see the total number of URLs added to the sitemap.

Now, in addition to using sitemaps, you should also optimize the robots.txt file. This file gives directives to search engine bots about which pages or sections of the site should be disregarded. 

Here’s a snippet of a robots.txt file for HubSpot:

Source: HubSpot

Here’s what the directives and rules on the robots.txt file mean:

  • User-agent: This directive controls the way individual bots access and interact with the content on your website. Using an asterisk (*) means you want all kinds of search engine bots to access and crawl your site.
  • Disallow: The “Disallow” rule prohibits Google bots from crawling certain areas/directories that you don’t want. For example, “Disallow: /meetings” means you don’t want Google bots to crawl the “meetings” directory).

B. Optimize Site Structure and Navigation

Wait, didn’t we cover this already?

Nope! Earlier, we covered tips on how to use a clear structure in your content. Now, we’ll focus on how to use a clear structure on your SaaS website.

But why should you care?

A logical and user-friendly site structure enhances user experience. Additionally, it makes it easier for search engine bots to crawl your site. 

So, it’s important to design a hierarchical layout, starting with main categories followed by subcategories and individual pages. 

For example, let’s look at HubSpot’s home page.

If you click on the Resources section, you should see a couple of categories, including Education. And within these categories, there are different subcategories like Blog and more.

Source: HubSpot

The end result?

The website is user-friendly and easy to navigate!

C. Optimize Your Site for Mobile Devices

With the majority of users accessing websites via smartphones and tablets, mobile optimization is paramount. So, ensure your site employs a responsive design and adapts seamlessly across devices and screen sizes.

But how would you know if a site is mobile-friendly?

The easiest way is to open the website on both desktop and mobile devices. But if you want to take things a step further, check mobile-friendliness using the Google PageSpeed Insights tool.

Here are the steps for testing if a site is mobile friendly:

  1. Go to the Google PageSpeed Insights page.
  2. Enter the site URL in the search box. In this example, we’ll use the HubSpot URL (https://www.hubspot.com/).
  3. Click the Analyze button.

Source: Google PageSpeed Insights

From ther, toggle to the Mobile section and then scroll down to the Performance section. This is where you can check how the site performs on mobile devices.

Source: Google PageSpeed Insights

For the HubSpot example that we just explored, the mobile performance score is 35/100. 

Since the score is low, how can it be improved to ensure the site is mobile-friendly?

Creating an SEO checklist, implementing technical SEO best practices, and conducting a regular SEO site audit should help. This approach can ensure the site is mobile-optimized for both users and search engines.

D. Boost Site Speed and Performance

A fast website enhances user satisfaction and can boost your search engine rankings. That’s because Google considers page load time to be a ranking factor!

So, how do you boost your site speed?

Compress images, leverage browser caching, and use content delivery networks (CDNs) to speed up global content distribution. Additionally, minify CSS, JavaScript, and HTML files where possible.

And how do you know whether your site is fast or not?

Regularly test site speed using tools like Google PageSpeed Insights.

When you open PageSpeed Insights, it immediately shows you what to improve in the “Opportunities” section.

For example, let’s look at a PageSpeed Insights report for HubSpot. We’ll focus on the mobile version of the website:

Source: PageSpeed Insights

In this case, HubSpot can boost its site speed on mobile devices by:

  • Reducing unused JavaScript
  • Eliminating render-blocking resources
  • And more…

E. Provide a Secure Website Experience

Security and user experience go hand in hand in the modern web landscape. So, it’s critical to implement the HTTPS protocol on your site to ensure encrypted, secure data transfer between users.

A secure HTTPS protocol displays a padlock icon next to it. Here’s what it looks like on the HubSpot website:

Source: HubSpot

Fun fact:

A secure, user-friendly environment not only builds trust with your visitors but also enhances your site’s search engine rankings. That’s because Google prioritizes secure sites in its rankings.

F. Address 404 Errors With Custom Pages or 301 Redirects

When users stumble upon 404 errors (non-existent pages), it’s essential to guide them to the relevant pages. For example, design custom 404 error pages that offer links back to main sections or popular pages.

For example, here’s what a custom 404 error page looks like on the HubSpot website:

Source: HubSpot

In this custom 404 error page, HubSpot added a couple of internal links that allow users to learn about various topics. That way, users will be encouraged to click on one of the links and keep exploring the website (instead of leaving).

Alternatively, you can tackle a 404 error with a 301 redirect — a permanent redirection from one URL to another. That way, you can seamlessly redirect users from a defunct URL to a relevant, active page.

G. Handle Duplicate Content with Canonical Tags

Duplicate content can confuse search engines and dilute SEO value, leading to potential ranking issues. The best way to address such issues is by employing canonical tags. 

What are canonical tags?

They’re HTML elements that specify the preferred version of a web page, helping prevent duplicate content issues. 

When similar content exists across multiple URLs (or even across different domains), use a canonical tag to specify which version search engines should index and rank. 

To illustrate this example, let’s check out a blog by Salesforce titled “What are Customer Needs? An 8-step Strategy for Discovering What the Customer Wants”:

Source: Salesforce

Here’s what the canonical tag looks like when viewing it with the SEO Pro extension:


You’ll notice that the canonical tag is the same as the URL.

What does this mean? 

This is referred to as a self-referencing canonical tag. It means if duplicate content exists elsewhere, the content on this particular page should be indexed and ranked.

If Salesforce wanted Google to index something else, then it would have used a different URL in the canonical tag section.

H. Use Schema Markups for Structured Data

To enhance the way your website content is presented in search results, use schema markups or structured data. These are snippets of code that provide search engines with additional information about your content, such as reviews, events, or products. 

For instance, let’s say you use the sitelink search bar schema markup. This will allow Google to display a search box when your site’s URL appears as a rich snippet on the SERPs.

If you search for “Salesforce” on Google, you should see a sitelink search bar within Salesforce’s sitelink information:


This tool allows you to search for anything on the Salesforce website while you’re on the SERPs!

How do you implement schema markups?

Tools like Google’s Structured Data Markup Helper can come in handy.

I. Implement Hreflang for Multilingual Sites

Do you run a SaaS business targeting a global audience with multilingual websites?

If so, then it’s crucial to use the hreflang HTML tag. 

This local SEO strategy ensures that the correct language or regional URL is presented in the search results. (Local SEO is the practice of optimizing a website to increase visibility and rankings for location-based searches.)

The hreflang attribute tells search engines which language you’re using on a specific page, allowing them to serve the most appropriate version to users based on their location or language preferences. 

For instance, Zendesk (a cloud-based customer service software solution) uses hreflang tags on its site:

Source: Zendesk

The “es-ES” part on the hreflang tag represents the Spanish version of the page, whereas the “fr” part refers to the French version of the same page.

Let’s now explore some tips for crafting a successful content marketing strategy.

8. Implement a Solid SaaS Content Marketing Plan

Creating a robust SaaS content marketing plan is pivotal in attracting and retaining a targeted audience. 

If you want to learn the ins and outs of SaaS content marketing, then be sure to check out our detailed SaaS content marketing guide.

Now, let’s take you through how a solid SaaS content marketing plan works:

  1. Define Clear Objectives
  2. Establish Content Types
  3. Develop a Content Distribution Strategy
  4. Design a Content Calendar and Schedule Regular Publishing
  5. Engage in High-Quality Link Building and Establish Partnerships

A. Define Clear Objectives

It’s essential to have well-defined objectives to steer your efforts in a purposeful direction. Whether you aim to increase user engagement, boost trial sign-ups, enhance brand awareness, or drive more SEO traffic, setting clear and measurable goals serves as a roadmap. 

And by understanding what you want to achieve, you can tailor your content, distribution channels, and promotional tactics accordingly.

B. Establish Content Types

Diversifying content offerings is pivotal for a holistic SaaS content marketing approach. By determining which content types resonate most with your target audience, you can craft tailored strategies for each. 

Blogs usually offer in-depth insights, videos can showcase product demos or tutorials, and SaaS podcasts are excellent for thought leadership discussions. 

For example, Intercom (a messaging platform) produces different content types to reach various audiences. This includes blogs, webinars, courses, and more.

Source: Intercom

C. Develop a Content Distribution Strategy

Creating outstanding content alone isn’t enough to help you achieve SEO success — you should also ensure your content reaches your target audience. 

But how do you distribute content?

This usually involves leveraging multiple channels, from social media platforms like LinkedIn and X (formerly known as Twitter) to email marketing campaigns, guest posting, and paid advertising.

By diversifying your distribution methods, you not only expand your content’s reach but also engage potential users across different stages of their buyer journey. This maximizes the chances of conversion and customer retention.

D. Design a Content Calendar and Schedule Regular Publishing

For a streamlined and effective SaaS content marketing approach, it’s crucial to have a content calendar that outlines when and what to publish. 

How does this help?

Regular publishing reinforces your brand’s presence, keeps the audience engaged, and provides continuous value. All this establishes your SaaS platform as a consistent and trusted information source in a competitive landscape.

Here’s a sample of a content calendar by Semrush:

Source: Semrush

E. Engage in High-Quality Link Building and Establish Partnerships

If you want to bolster the authority and reach of your SaaS content, then it might be worth investing in high-quality link building.

Wait, what is link building?

It’s the process of acquiring hyperlinks from other websites to your own to improve search engine visibility and authority.

Gaining backlinks from reputable sites not only enhances your domain’s credibility but can also drive referral traffic.

One of the easiest ways to gain a backlink is through guest posting. All you need to do is write articles for reputable websites in your industry in exchange for a backlink to your site.

But then again, don’t forget that link-building shouldn’t be one of your priorities. As we’ve explained earlier, we’ve never relied on link-building to help our clients get to the top spot on the SERPs.

Besides, low-quality links can hurt your site.

How?

Google (and other search engines) view backlinks as a measure of a website’s credibility and authority.

If your site has a significant number of links from untrustworthy sources, that practice can be interpreted as an attempt to manipulate rankings. Consequently, Google might penalize your website by reducing its rankings.

Moving right along:

As part of your SaaS content marketing plan, consider establishing partnerships with other industry players. This can amplify your brand’s visibility and lead to guest post opportunities, joint webinars, or co-marketing campaigns.

Okay, so how do you know your SaaS SEO strategy is working?

Analyze key SaaS metrics!

9. Analyze Key SaaS Metrics and Continuously Optimize Your Strategy

To ensure that your SEO efforts are driving real business value, you must track the right metrics. Check out our detailed SEO guide covering all the 18 key SaaS SEO metrics & KPIs you must track.

Now, let’s check out the importance of specific SaaS metrics and how you can use them to fine-tune your strategy:

  • Customer Acquisition Cost (CAC): This SaaS SEO metric represents the total expense incurred to acquire a new customer. If your SEO and content marketing efforts are effective, your CAC should decrease over time. By monitoring this metric, you can gauge the direct ROI (Return on Investment) of your SEO initiatives.
  • Monthly Recurring Revenue (MRR): MRR is the total amount of predictable revenue a company expects to earn on a monthly basis from its subscribers or customers. Tracking it alongside an SEO effort like keyword rankings can provide insights into how your SEO strategy impacts recurring revenue.
  • Churn Rate: Churn rate is the percentage of customers or subscribers who stop using a product or service during a specified time period. If customers are leaving at a high rate, it could indicate issues with product-market fit. Or, maybe your content sets expectations that the product doesn’t meet. The best way to reduce the churn rate and improve your SaaS SEO success rate is to use customer feedback to refine product features and content messaging.
  • Customer Lifetime Value (CLV): CLV is the total revenue a business expects to earn from a customer throughout their relationship with the company. When paired with CAC, CLV can give you an in-depth view of the long-term value of customers gained through SEO. An increasing CLV can signal that the quality of traffic and leads from your SEO efforts is improving.
  • Lead to Customer Conversion Rate: This SaaS SEO metric shows you the percentage of leads that ultimately become paying customers. It helps you measure the effectiveness of your content and sales funnel. If you drive ample leads but can’t convert them, you might need to re-evaluate your content strategy or sales process.
  • Click-Through Rate (CTR): Click-Through Rate (CTR) is the percentage of users who click on an advertisement or link compared to the total number who view it (impressions). A high ranking is good for SaaS SEO success. But if users aren’t clicking through, you might need to optimize your content for better engagement.

And while you’re at it, bear in mind that the SaaS industry is characterized by rapid changes in both user behavior and technology. This means you need to set up regular intervals to review the key SaaS metrics. 

Once you’ve measured key SaaS metrics, use the insights you’ve derived from them to iterate on your strategy, make necessary changes, and double down on what’s working.

So, do you need to incorporate all of these steps in order to rank?

Well, not necessarily.

As we’ve said earlier, SEO is never a one-size-fits-all approach.

For example, you should tweak your SEO strategy based on different factors such as your existing traffic or your revenue:

Tips on Building a SaaS SEO Strategy Based on Site Traffic or Funding Level

Let’s take you through the process.

How to Build a SaaS SEO Strategy Based on Site Traffic

Let’s focus on how your SaaS SEO strategy will differ based on your website traffic.

For this example, we’ll compare:

  1. Sites With No Visitors
  2. Sites With Less Than 1,000 Visitors

I. Sites With No Visitors

When you’re new to the SaaS industry, you’ll typically start with no visitors to your site.

And before you implement any SEO tactic, focus on getting your site’s vitals right. For example, ensure you’re using the HTTPS protocol and using an SEO-friendly CMS like WordPress.

Then, start creating feature pages that explain your product in detail. Explain use cases for different industries, teams, and user personas.

These pages will give Google a basic idea of what your site is about, and that’ll be your foundation for building topical authority.

What’s topical authority?

This refers to a website’s expertise and credibility on a specific subject or niche.

To illustrate this example, let’s look at Semrush — a digital marketing software suite that offers tools for SEO, paid advertising, content marketing, and competitive analysis. The Semrush website has a features page explaining everything about its tool:

Source: Semrush

When you scroll down the page, there’s a part that allows you to filter the results based on different categories, such as SEO, Content, Market Research, Advertising, and Social Media.

Source: Semrush

Each category comprises various subcategories (such as “Keyword Research”) and the number of tools available. For example, the “Keyword Research” subcategory has six different tools, including Keyword Overview, Organic Research, Keyword Magic Tool, and more.

Source: Semrush

Another important factor here is ensuring that you have content around branded terms.

For example, if you owned SEMRush, ensure you have pages dedicated to:

  • SEMRush pricing
  • SEMRush free trial
  • SEMRush reviews
  • How to use SEMRush

Ranking for branded terms is typically easier as you own the property, so it’s a great way to quickly expand your digital presence.

Remember, the goal here is to show Google who you are and what you do.

Once these pages are ready, ensure that your pages are indexed by Google. 

This simply means ensuring that your website is included in Google’s database.

Here’s how to use Google Search Console to submit your site’s URL for indexing:

  1. Log in to your Google Search Console account.
  2. Choose your website property.
  3. Click on the URL Inspection option on the left-hand side.
  4. Enter your site’s URL in the provided field and click Enter.
  5. Click the Request Indexing button to submit the URL for indexing.

Source: Google Search Console

Google will process the request, and you’ll receive a confirmation once your site is successfully indexed.

From there, you can start doing keyword research and targeting clusters and search terms with low difficulty. 

The emphasis here has to be on very low KD terms (<10), as you likely have next to no domain authority and are still building your presence in the eyes of Google. Trying to go after a difficult BOFU keyword at this stage won’t work.

For example, let’s say you run a screen recording app. A low KD search term you could target would be something like “how to screen record on chromebook.”


As ranking for this term shouldn’t be too hard, you can quickly scale up your traffic in no time!

Okay, so what kind of approach should you take if your site has more than 0 visitors, but less than 1,000 monthly visitors?

Let’s find out.

II. Sites With Less Than 1,000 Visitors

Once you’ve moved past 0 visitors, your SaaS SEO strategy will be slightly different. 

For example, let’s say you’ve started publishing content. 

In this case, you can use Google Search Console (GSC) to explore keyword opportunities.

GSC provides insights into how your website performs in the SERPs (Search Engine Results Pages), including which keywords drive traffic to your site. This data can reveal untapped keyword potentials or areas where you can improve existing rankings.

For instance, let’s look at GSC data for a sample article targeting the “SaaS marketing strategy” keyword. GSC shows that there are other keywords in the article that are getting impressions (which are the precursor to clicks).

It seems to be getting impressions for a related term like “B2B SaaS marketing strategy.”


What does this mean?

The article isn’t performing well for this term because it doesn’t answer their search intent. This can be an excellent opportunity for you to create new content around this term.

Another important thing to consider at this stage is internal linking.

As you likely have more than a few pieces of content on your site by now, make sure they’re categorized well and are easily reachable. Remember, this will only get tougher the larger your site grows, so it’s best to get off on the right foot!

Also, use tools like Google Analytics to understand where your current website traffic is coming from. When you’re done, you should be able to identify areas of improvement and where you should focus your efforts.

These differences amplify the larger you grow, so ensure you keep adapting your SEO efforts as you keep getting bigger!

How to Build a SaaS SEO Strategy Based on Funding Level

Now, let’s explore how your SaaS SEO strategy can vary on the basis of funding level:

  1. Bootstrapped Companies
  2. Cash-Rich Bootstrapped Companies

I. Bootstrapped Companies

These are companies that haven’t taken external funding or investment. This means they operate using their own savings and revenue. 

Such companies often have a limited budget and rely heavily on organic growth methods.

Now, let’s say you run a bootstrapped company with a runway of less than one year. 

Also, let’s assume you have an ACV (Annual Contract Value) of less than $200. This means that, on average, you’d expect to generate less than $200 in revenue from a single subscription.

When you’re in this position, you should avoid heavily investing in SEO

Instead, here’s what you could do:

  • Leverage Free SEO Resources: Use free tools like Google Analytics and Google Search Console to get insights on your site’s performance on the SERPs. Also, consider tools with free tiers or trials, like Moz or SEMrush, for keyword research.

If you want to do basic keyword research, you can check out a free tool like Ryan Robinson’s Free Keyword Research tool. 

  • Focus on Quality Content: Write value-driven, unique content that addresses your target audience’s needs. Another good option here would be to create content that’s easily shareable on social media (such as infographics or interesting stats). This is a quick, cost-effective way to create content that can go viral and draw tons of traffic.
  • Engage in Community Building: Participate in industry forums, online communities, and social media platforms to gain visibility.

II. Cash-Rich Bootstrapped Companies

Cash-rich bootstrapped companies are ones that have managed to generate significant revenue and maintain a healthy cash reserve. They have more financial flexibility compared to typical bootstrapped companies.

Here are tips on how to build an effective SaaS SEO strategy if you run a cash-rich bootstrapped company:

  • Invest in Comprehensive SEO Tools: Acquire SEO tools like Ahrefs or SEMrush for in-depth keyword research, backlink analysis, and competitor insights. To learn more, check out our detailed guide covering tips on how to do SaaS keyword research. But if you want to learn the basics, skip through to our keyword research section in this article.
  • Expand Your Content Strategy: Invest in various content formats, like webinars, podcasts, in-depth guides, and video content. 
  • Hire an SEO Expert: Reach out to an SEO consultant or SEO expert from a reputable SEO agency like Startup Voyager. This is the easiest and safest way to build a SaaS SEO strategy that drives tons of site traffic and conversions.
  • Invest in PR Backlinks: While backlinks aren’t as important as they used to be, a quality backlink from a top site can help you build authority online and seriously drive your site visits. Just know that these typically are quite expensive.

Naturally, the strategy you follow will vary if you’re a much larger enterprise company or even a funded company with thousands of visitors.

Outperform Your Competitors With a Robust SaaS SEO Strategy

As the SaaS sector becomes increasingly crowded, a robust SaaS SEO strategy becomes a cornerstone for sustainable growth. By implementing a solid SEO campaign for your business, you can gain a competitive edge, drive organic traffic, and enhance brand visibility. 

Although it may sound easy, creating a solid SaaS SEO strategy isn’t a walk in the park! 

It can be challenging due to the dynamic nature of search engine algorithms and the highly competitive SaaS market.

And as technology and user needs evolve, it becomes difficult to keep up and ensure your SaaS offering remains relevant.

But there’s a simpler solution… Want to hear it?


Investing in SaaS SEO through a reputed content and SEO agency like Startup Voyager

Reach out to us today and find out how we can help you build a firm SaaS SEO strategy that drives traffic and conversions. 

And remember, because we’ve helped tons of SaaS companies in all industries (ranging from B2B and B2C SaaS to FinTech) rank at #1, we know what works and what doesn’t!

About the author

Peter Banerjea is Co-Founder of Startup Voyager, a content and SEO agency with offices in UK, Canada and India. Startup Voyager helps startups rapidly scale up their organic traffic by 4x-20x a year. His work has appeared in Entrepreneur, Huffington Post, Fast Company, Inc and Lifehacker.