SaaS SEO: An Actionable Strategy for Growth

Today’s consumers spend an average of six hours per day interacting with their internet browsers. This presents a huge opportunity for those who are able to grab the attention of users and convert them into paying customers.

The “saas seo checklist” is a tool that helps companies to manage their search engine optimization strategy. It has been created by the team at Searchmetrics. The purpose of the “saas seo checklist” is to help businesses grow through SEO.

When you examine the rise of some of the most successful SaaS firms, it’s evident that their SEO approach is a major factor.

However, knowing how to put up the ideal SaaS SEO plan, the important areas you’ll need to concentrate on, and how to locate chances to get in front of your target audience is critical.

We’ll go through what SaaS SEO is, why it’s important, and how to improve your own SaaS approach in this guide: 

The technique of generating organic traffic to a SaaS (Software as a Service) company’s website by achieving top rankings on search engine results pages (SERPs) for a list of relevant keywords is known as SaaS SEO.

It’s worth noting that many SaaS businesses use performance marketing (PPC, social advertisements, affiliate marketing, and so on) to quickly scale new client acquisition. Many people are fast finding, however, that the prices of doing so are rising, and that depending only on sponsored acquisition might put you at a disadvantage.

The traffic stops when you turn off or minimize sponsored advertising. 

That’s why having a solid SaaS SEO strategy is crucial. SEO can help you get more visitors and expand your business organically. Many SaaS companies are boosting their channel investments in order to diversify visitor sources and keep acquisition costs low. 

SaaS SEO often entails enhancing a platform’s organic search exposure in order to put it in front of clients who are looking for:

  • I’m on the lookout for your software. The searcher recognizes you and wants to learn more about you.
  • I’m looking for information about software similar to yours. The searcher is aware that software similar to yours exists, and they want to learn more about it to determine whether it meets their requirements. They may not be ready to purchase right now.
  • I’m ready to invest in software like yours. The searcher is looking for price and/or special offers.
  • You’re looking for software-related material to consume. They may not be shopping for software like yours right now, but they are seeking for material that is relevant to what you do. They may need your program at some point in the future.

While there are some distinctions between SaaS SEO and SEO for other companies or sectors, it’s crucial to keep in mind that Google’s major ranking variables are the same for all organizations. These top ranking variables are, as a reminder:

  • Content
  • Backlinks
  • RankBrain

When it comes to SaaS firms, it’s critical to understand that developing an SEO strategy based on outstanding content that answers a user’s search query and organically generates backlinks is critical.

Many SaaS firms are fast to resort to performance marketing and paid advertising to boost growth, as we’ve previously said. However, the emphasis has shifted quickly to organic growth.

But why is SEO so crucial for SaaS companies, and why should you invest in a comprehensive strategy? 

If you get content-led SEO (which is, in most situations, what SaaS SEO is) properly, you can see exponential development.

Take a look at the graph below to see how evergreen content may have a compounding impact on growth. is the source of this information.

Consider how this might look at a larger scale.

The more material you provide, the more visitors you’ll attract (assuming that this is best-in-class content that ranks). And this is the path that SaaS behemoths like HubSpot and Pipedrive have taken to expand.

You may expect to see month-to-month traffic increase if you have the correct approach in place. It’s a rather predictable upward trajectory.

And the following is a typical example of such a strategy:

  • Create useful content that focuses on a set of thematically related keywords.
  • To earn links, promote this content.
  • Observe a spike in organic traffic and rankings.
  • Make use of the data you gathered during the content’s first launch to enhance and better optimize it in order to generate further growth.
  • Obtain high ranks and maintain a steady flow of traffic.
  • To target various keyword groupings, repeat the process. 

Below, we’ll go through this method in further detail. 

You pay for every single click on your website when you gain new clients via paid media (usually PPC or paid social). You’ll pay for all of them if you get more clicks via the channel. That’s how the channel operates.

As you exhaust those audiences that are most likely to convert, your cost-per-acquisition via sponsored channels frequently rises over time. If you’re fortunate, you’ll be able to keep a steady cost-per-acquisition, but after you’ve optimized your campaign, you won’t be able to lower it any more.

When it comes to SEO, on the other hand, the reverse is frequently true. Over time, it might assist you in lowering your cost-per-acquisition. 

The cost-per-acquisition is often expensive at first, but as the business grows, this may rapidly decrease. While SEO demands continual investment, unlike paid advertising, these expenses do not rise with each click.

When you recognize that paid acquisition channels generally expand over time, the cross-channel effect is that your cost-per-acquisition stays constant, since SEO traffic balances it out. The end outcome should ideally be a decreased cost-per-acquisition. 

SEO should not exist in a vacuum.

The truth is that any SaaS SEO plan will need a significant amount of content production.

This material, however, does more than merely assist you rank for your desired keywords. It may be integrated into your social media strategy, email marketing plan, or even sponsored traffic strategy.

Trying to get backlinks to your article by promoting it? This may generate referral traffic on its own. 

The appropriate plan may help you attract and convert consumers from other marketing channels, which should be a major justification for your platform’s continued SEO investment. 

Find out what keywords your competitors are using.

Organic Investigations

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If there are two things you should know about SaaS SEO (as opposed to SEO for other sorts of businesses), they are:

Please allow us to explain why.

Knowing your target personas and devising a plan to put your platform in front of them when they search is critical to your success.

After all, if you target the incorrect folks, they’ll read your content but not go any further down your sales funnel. 

However, consider how most people find software: they’re seeking for a solution to their issues. They have a requirement, and they must fulfill it.

Perhaps they are aware of the existence of a software platform; perhaps they are not. Your clients will all have one thing in common: they’ll have a problem, and it’s your duty to convince them that your platform can fix it. 

Consider SaaS SEO in terms of “personas and issues,” and you’ll have a better idea of what constitutes a successful approach that attracts the correct visitors and positions your platform as a solution. 

To really win with SaaS SEO, you must first learn how to do successful keyword research in order to discover the search queries that your prospects are using to locate software similar to yours.

If you get your keyword approach perfect, you’ll be in a lot better position to expand faster.

Let’s take a look at the various sorts of keywords that make up a standard SaaS SEO plan before we get into what a proven road to success looks like. 

Pipedrive will be used to demonstrate how various keywords break down over the funnel.

Top of the funnel SaaS keywords are ones that your prospects use to discover a solution to an issue they’re having.

It’s likely that they are unaware that a software platform like yours exists. 

In the case of Pipedrive, some top-of-the-funnel keywords for which they’re ranking include:

  • method of sales management
  • script for sales
  • follow-up email for sales

These searches aren’t often conducted by persons who are actively working in sales and aren’t looking for software like Pipedrive. There’s a strong probability they’re the target demographic for the platform, and they may benefit from it. 

These keywords are the most popular in terms of searches and clicks, but they’re also the least focused and have the lowest conversion rates. However, they’re meant to raise awareness of your company and establish you as a reliable alternative farther down the funnel.

For these discovery-phase inquiries, it’s usually blog material that ranks. 

When your prospect is aware that a solution exists, but hasn’t begun to investigate their choices in detail, these are middle of the funnel keywords for SaaS. This indicates they’re looking for keywords that will assist them identify solutions that suit their requirements.

For Pipedrive, this entails phrases such as:

  • Software for pipelines
  • CRM for Sales
  • Software for managing pipelines

There is now a desire to buy, but it is unlikely to happen right immediately. Because the prospect is still weighing their alternatives, gaining awareness is crucial. For these inquiries, ‘product’ or ‘feature’ landing pages, or something similar, will usually rank. 

When a prospect reaches the bottom of the funnel, he or she is ready to make a choice.

They are aware that a solution to their issue exists, and they are aware of who supplies these answers. They only need to decide which option best meets their requirements.

These searchers are aware of your goods and enter inquiries with the intention of making a purchase.

For Pipedrive, this entails phrases such as:

  • Pricing for Pipedrive
  • Pipedrive evaluations
  • Salesforce vs. Pipedrive 
  • Integrations with Pipedrive

It’s your last chance to persuade a prospect that your platform is the greatest fit for their requirements and to sign up a new client. 

Setting objectives and KPIs is the most crucial aspect of any SEO plan, whether it’s for a SaaS or not.

You’re working blind and don’t have complete insight into whether your progress is on track if you don’t know what you want to accomplish.

While it’s simple to create a broad aim like “raise signups as much as possible,” we all know that these strategies don’t work.

Having a goal offers everyone involved a target to shoot at and a starting point from which to move backwards. It enables you to determine what you need to do in order to get there.

A frequent SEO aim for SaaS organizations is something like:

In the next 12 months, raise MRR (monthly recurring revenue) by $1 million. 

Putting in place robust SEO KPIs to give you with a frequent overview of how your SEO effort is progressing is just as crucial.

We cannot overstate the importance of KPIs for SaaS organizations, particularly during periods of fast expansion. 

You’ll need to measure and analyze metrics like MQLs, SQLs, MRR, ARPU, CAC, and more in addition to the KPIs you’re accustomed to reporting on (traffic, impressions, rankings, and so on). 

Get to know them and the measurements that demonstrate how effective your efforts are, but keep in mind that without objectives and KPIs, developing a good plan becomes much more difficult.

To achieve SEO success for any SaaS company, you must first determine who you’re targeting in order to address their issues and pitch your platform as a solution. 

You can be more relevant to your target audience’s demands if you know and understand them. You know how to generate content that addresses their unique inquiries and how to move them farther down the sales funnel.

With this in mind, one of the first steps in developing a plan should be to define your consumer personas. It’s all about forming a mental image of who your marketing should target.

But where do you even begin?

  • Starting from zero and building a profile of the individuals you should be targeting in a step-by-step procedure is the most time-consuming alternative. You may find instructions on how to achieve this in our buyer persona guide.
  • Another option is to construct an analysis of your current clients based on the knowledge you already have about your target personas. After all, if they’ve become paying clients, it’s logical to assume you want more of them.

Talk to different internal teams and get as much information as you can about your current users; consider sales teams, paid teams, and social teams. Create a picture of the many types of clients that are currently using your platform, identify those that aren’t, and figure out who the most engaged are. 

“Keep your friends close and your foes closer,” as the saying goes.

To be genuinely successful, you must understand your rivals’ SEO techniques and how they get the majority of their organic traffic.

This does not just apply to your immediate rivals. You should also look into your indirect rivals as thoroughly as possible, since they are likely more crucial to consider as a SaaS firm than in almost any other industry.

Those that provide what you do are your immediate rivals. Granted, their platform has a few differences, but it serves the same function and assists consumers in solving the same difficulties.

Your indirect rivals are those whose products are fundamentally different from yours but who assist your prospect in solving the same issue.

As an example, suppose you’ve created a time tracking tool that allows teams to monitor and bill their time to customers. 

Other firms whose primary goal is to assist workers in keeping track of their time are your immediate rivals. Consider Clockify, My Hours, TMetric, or anything like. 

Your indirect rivals are systems where an employee may log their time, but it is not the primary function. Consider systems like as Teamwork, Zoho, Harvest, and others. 

Learn all you can about how your rivals compare, what works and what doesn’t, and develop a picture of their overall performance.

To learn more about your rivals’ top organic traffic producing sites, use the Webinomy Organic Research Tool:


The following are the top-performing keywords for them:


Their projected organic traffic, total number of indexed keywords, and branded vs. non-branded traffic split, among other things.


Backlink Analytics can then be used to investigate the strength of their link profile and the sites from which they’ve received links.


You’ll want to learn all you can about what motivates your rivals’ methods. Then you may incorporate this knowledge into your own blueprint.

The bread and butter of pretty much every SaaS SEO plan should be top of the funnel keywords.

If you can properly rank your website for these searches, you’ll be able to reach a considerably wider audience than if you just target middle and bottom of the funnel phrases.

But how should you go about spotting these keyword opportunities?

Begin by making a list of the issues that your platform can assist your users address, as well as the questions that they’re looking for answers to on the internet. Don’t stop when you reach a certain amount; simply keep going until you can’t add any more.


  • Frequently Asked Questions
  • They face difficulties and issues.
  • Topics that have a common audience

Once you’ve compiled a thorough list, use the Webinomy Keyword Magic Tool to see which keywords are being searched for the most and how tough they are to rank for (KD percent ).

When you type in a term, you’ll receive recommendations for additional inquiries that you may be interested in.


You should develop a content strategy around these top-of-the-funnel keywords, but keep in mind that the aim is to move prospects farther down your sales funnel.

Consider broader themes related to your company, but don’t lose sight of your personalities; otherwise, you’ll find it difficult to achieve your goals. Know who you’re talking to and use keywords that relate to their problems and challenges. 

You need to make sure you’re targeting the proper keywords for your commercial pages as you go down the sales funnel.

Your product and feature pages are your commercial pages; they are the pages that explain what your program has to offer.

Consider keywords such as:

  • CRM for small businesses
  • Free CRM
  • CRM for Real Estate
  • CRM software that is open source
  • Software for customer service

You’ll be driving traffic that’s more likely to convert after you rank for these sorts of inquiries. These people are actively seeking for a solution like yours, so make sure you’re covering all the bases and not missing out on the methods your personas are searching.

To find out how your audience is searching, enter your primary features followed by modifiers like “software” or “platform” into the Webinomy Keyword Overview Tool.


Then use the Keyword Magic tool to double-check that you haven’t overlooked anything (simply disregard any recommendations that aren’t relevant).


When your prospects reach the bottom of your sales funnel, there’s a strong chance they’ll be comparing and contrasting a few different options. One of them, perhaps, will be yours!

When it comes to putting up a SaaS SEO plan, comparison queries are one of the most important things to include in your keyword strategy.

Basically, it’s “[you] versus. [them].”

These are effective because they allow you to get in front of someone who is actively considering signing up for your platform or another’s. Make a point of answering these questions and convincing them that you’re the finest option.

Here’s an example of a Pipedrive website comparing their CRM against HubSpot’s:


Concentrate on the advantages of your platform and compare yourself to all of your primary rivals. 

Even if search traffic is modest, it’s critical to catch these lower-funnel queries that have the potential to convert. Create a comparison page if your users may utilize another platform instead of yours. Before your rival, get in there first. Make sure your page is superior if they’re currently targeting these inquiries.

The success of SaaS SEO is heavily rooted in exceptional content creation.

However, if you want to outrank your rivals, you’ll have to provide better material than they do. This is true for both your blog and product material. Your site’s content must be superior than that of your rivals on every page.

But, exactly, what does “better content” imply? It signifies that it provides a better response to the searcher’s query than any other available result. It might imply:

  • Content that is longer
  • Content that delves deeper into a subject (as opposed to just being lengthier)
  • To make a page more entertaining, use images or video.
  • It’s been formatted to make it simpler to read.

Don’t make the mistake of looking at your competitor’s word count and then producing 20% more words. That shouldn’t be the goal of greater content creation.

Begin by understanding search intent and examining the sites of your competitors. Working with an expert to assess what may be done better on each of these pieces of content is critical…

It may seem straightforward, yet marketers write a lot of material without having a strong understanding of the product. As a result, collaborate with a professional to identify methods to enhance content. Don’t be scared to reach out to your target audience and get their feedback on how to improve your content.

Many folks choose the easy way out. Instead, you must choose the more difficult path. To set yourself apart, you’ll need input from actual professionals and consumers. After that, you’ll be able to utilize this as a shortcut to success. 

Just having content is typically at the heart of effective SaaS SEO strategy doesn’t negate the necessity of technical and on-page SEO.

Not at all.

In fact, if your site has technical faults or hasn’t been properly optimized from an on-page standpoint, you’ll discover that it’s being held back from its full potential.

The Webinomy Site Audit Tool can help you find ways to improve your site’s technical SEO. Enter your domain, set up your crawl, then execute it. After that, you’ll be presented with a full list of improvements based on over 130 distinct rating variables. 


You may also read our article on how to do an SEO audit to learn how to identify and resolve problems that may be preventing your site from performing well.

You can also use the Webinomy On Page SEO Checker to obtain a ton of optimization tips for your websites’ on-page SEO.


Your article will struggle to rank if it lacks backlinks. At least when it comes to competitive keywords.

To obtain backlinks, you’ll need to devise a robust link-building plan that will enable you to earn relevant connections to your content.

But don’t forget that links have a purpose other than helping your site rank higher in Google. The most effective link-building tactics put you in front of your target clients, increase referral traffic, and establish you as an authority figure. 

Effective strategies for SaaS firms include:

  • Public relations on the internet
  • Creating resource linkages
  • Brand references that are unrelated
  • Creating a broken link
  • Guest blogging (simply make sure the rel=”nofollow” tag is applied to these URLs)

Begin by using the SEMrush Link Building Tool to analyze your domain and choose keywords and rivals. The tool looks for possibilities to establish links for you:


Any SaaS company’s growth strategy should include SEO. The sooner you implement a great approach, the lower your CPAs will be, the higher your organic traffic will be, and the more signups you’ll get. 

Find out what keywords your competitors are using.

Organic Investigations

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SaaS SEO is an actionable strategy for growth. It can be used by enterprise companies to drive organic traffic and increase sales. Reference: enterprise saas seo.

Frequently Asked Questions

Is SEO important for SaaS?

A: SEO is important for any business, and that includes SaaS. However, its not always wise to focus too much on it as a result of the potential dilution of your brand identity.

What are the top three SEO strategies?

A: The top three SEO strategies are making certain that your website is mobile-optimized, using keywords in the right places on a page and increasing content.

What is the best SEO strategy for 2021?

A: Seo strategies are always changing, so it is difficult to say what the best strategy for 2021 would be.

Related Tags

  • what is saas seo
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