Why is SaaS SEO Significant for Modern-Day Software Companies?

April 13, 2024 | Basic SEO

SEO is basically a long list of practices with the sole aim of improving the ranking of a website in Search Engine Result Pages (SERP). 

Now SEO is a common term. Everyone has almost heard about it. 

But, have you ever come across something like SaaS SEO? 

Yes, SaaS SEO! A new sensational trend in the world of digital marketing!

In this blog, we will explore the same treasure. What is a SaaS SEO strategy, how can it bring countless benefits to your SaaS business, and various other norms associated with SaaS SEO.

Let’s proceed forward. 

What is SaaS SEO?

Image of what

SaaS SEO or SaaS website SEO is the list of practices that facilitate the optimization of your SaaS website, eventually leading to improved visibility, more organic traffic, a high number of potential leads, and better conversions. 

The practices of SaaS SEO strategy center around relevant SEO techniques like keyword research, technical optimization, link-building strategy, and other SaaS-driven approaches. 

Significance of SaaS SEO Strategies in Today’s Businesses

The primary aim of SaaS SEO strategy is to establish trust, authority, and a high customer acquisition rate, followed by the growth of your software-as-a-solution (SaaS) brand. 

To sum up the significance of SaaS SEO, it would be:

Exponential Growth of Website With SaaS SEO

Website traffic with SaaS SEO

We know how a regular SEO campaign can bring a decent volume of website traffic to your business. SEO for SaaS does the same for you. 

SaaS SEO actively targets audiences who are, in some way or another, interested in your products or services. 

The best part is that SEO for SaaS companies improves the customer base at a global scale. 

Low Customer Acquisition Cost With SaaS SEO

Customer acquisition with SaaS SEO

Customer Acquisition Cost refers to the amount spent by the company to acquire new customers. 

SEO for SaaS companies not only reduces the Customer Acquisition Cost (CAC) but also improves the Customer Lifetime Value (CLV). 

To make it clear, CLV is the net profit extracted from a particular customer in his whole lifetime. 

Gain Customers From Diverse Platforms With SEO for SaaS

SEO for SaaS and other digital marketing channels are interconnected with each other. 

For example, you can use SaaS SEO strategy to drive traffic to high-converting pages focused on keywords that have been picked from other platforms like LinkedIN, Google Ads, and other digital marketing channels. 

How is SEO for SaaS Different From Traditional SEO? 

Although SEO for SaaS and traditional SEO are relatively common, there are two major differences. 

SaaS SEO Targets the Problem

Targeting problem with SaaS SEO

The best part about SaaS search engine optimization is it focuses on the operational issues of the customer and how the respective software solution helps fix those issues. 

Rather than mentioning holistic gain, SaaS SEO defines the capability of the product or services to tackle the existing problem. 

Let’s understand this with the help of an example. 

Zoom application is a cloud-based platform that facilitates audio and video conferencing, chats, and mass webinars. 

Now, if you are to promote the product online, you must narrate the problems associated with the other virtual communication platform. 

After that, you can describe the exact traits and features of Zoom that come as a solution to that problem. 

SEO for SaaS Focuses on Conversion

Conversion optimization with SaaS SEO

SaaS is predominantly a B2B product where conversion is more important than the number of clicks. 

Likewise, SEO for SaaS would involve targeting conversion optimization rather than just continuing to gain clicks. 

As we discussed in the case of the Zoom application above, we will undoubtedly want the visitors to know about our software solution, but getting the sign-ups is far more critical than that. 

Know Everything About SaaS SEO Marketing Funnel

Lead generation with SaaS SEO marketing funnel

When dealing with SaaS search engine optimization, it’s important to understand the marketing funnel stages. The primary practice is to identify the keywords at each stage. 

So, let’s bifurcate and understand each stage properly.

Top-of-the-Funnel (ToFu) in SaaS SEO Marketing

Top-of-the-funnel keywords are search terms people use for finding solutions to a problem. In most cases, users would not even know your brand’s name at this stage. 

ToFu keywords work well for content like blogs, articles, ebooks, guides, videos, etc. 

For example:

“Audio and video conference application”

“Online meeting application” 

Middle-of-the-Funnel (MoFu) in SEO for SaaS

Middle-of-the-Funnel is that stage when users get to know about your name, but they are comparing the features and benefits of multiple market brands. 

Basically, they are looking for in-depth information to analyze their compatibility with the brand. 

Mofu keywords work well for content like case studies, customer testimonials, product features, demos, etc. 

For example:

“Free meeting applications”

“Zoom Vs Google Meet” 

Bottom-of-the-Funnel (BoFu) in SaaS SEO

Here, the users have made up their minds that they will buy your product and services. 

They are already convinced that you have the right product. The only thing that you need to do here is make them sign up or purchase with a CTA button. 

BoFu keywords work well for content like landing pages, FAQs, sales pages, etc. 

For example:

“Zoom pricing” 

“Zoom free sign up” 

A Step-by-Step Guideline to Create SaaS SEO Strategy

SaaS SEO strategies

After knowing the significance of SaaS SEO and its marketing funnel, you must know the procedure for building the right strategy. 

Although the process can derive a significant volume of explanation, we have drafted a SaaS SEO strategy in 9 fundamental steps. 

Let’s learn about them. 

Establish Firm KPIs in SEO for SaaS

Setting up SEO KPIs parameters is a significant step in creating a SaaS SEO strategy. 

Firstly, you have to draft a clear goal on what you want to achieve and the plan of action for the same. 

The goals of SEO for SaaS companies could be:

  1. Low CAC and high CLV of your brand
  2. Increased potential leads and customers
  3. Improved brand awareness and authority
  4. Create awareness among target customers and compel them to purchase

Secondly, establish precise KPI parameters on the basis of which you want to gauge the performance. 

The parameters of SEO for SaaS could be:

  1. High CTR
  2. High traffic
  3. Organic ranking
  4. Low bounce rate
  5. High retention rate
  6. Conversion optimization
  7. Better revenue generation 

Identify Customer Personas

You need to understand the buying behavior of the customers based on metrics like demography, psychography, personality, needs, etc. 

For better segmentation, you can even analyze their location, industry vertical, educational background, qualification, budget-stretch, etc. 

Now, the rank tracking section of RankWatch can also help you identify the compatibility with the customers’ buying behavior.

RankWatch insight on countrywise SOV

It has a section that displays the data on country-wise “Share of Voice.” Thus, here you get to know the intensity at which your brand is being preferred across a certain geographical horizon. 

Analyze Competitor Strategies

The third step of SaaS search engine optimization is to evaluate your market competitors. SEO Competitive analysis enables you to understand the strengths and weaknesses of the global marketplace to further develop and implement strategies according to the given findings. 

But how to do it?

Let’s find out. 

RankWatch, with its competitor analysis feature, helps you evaluate your competitors and fetch data like, their ranking keywords, average rank, ranking URLs, and top snippets.

RankWatch competitor analysis

The competitor ranking trend would give you an organic understanding of what exactly works for your niche and what doesn’t. 

The more you adopt the strengths and abandon the weaknesses, the better will be the impact of your SaaS SEO campaign. 

Build Keywords Based on Customer Challenges 

Identifying the pain areas of the customers and listing out a set of keywords centering around those challenges turns out to be the fourth step of the SaaS SEO strategy. 

Again, let’s take the example of the Zoom application. What could be the search terms used in this case? 

  1. “How to conduct audio and video conferencing calls?”
  2. “How many participants are allowed in a Zoom meeting?”
  3. “What is the time limit of a Zoom meeting?”
  4. “How does Zoom conferencing work?”
  5. “How many times can you host a Zoom meeting?”

Well, to identify these search terms and find their current relevance, you need to have a keyword research tool that would help you get data on CPC value, search volume, competition, question-based keywords, etc.

RankWatch keyword research tool insights

The free keyword research tool of RankWatch offers you all these insights. 

You just have to make an account or take a 14-day free subscription. Rest stay assured that this AI-driven tool will get the job done.

RankWatch question based keyword terms

On top of that, the question-based keyword terms offered by RankWatch also serve as an effective medium for understanding the search intent of the customers. 

The keywords centering around questions including who, what, when, which, where, how, and why are especially beneficial at this stage. 

Identify Keywords for High-Value Landing Pages in SEO for SaaS

The fifth step of SaaS website SEO is to make a set of keywords that would target the commercial page. The SEO for SaaS will give the customers a holistic overview of what your software solution actually offers. 

For instance, the keywords that can be used in this case are:

  1. “Explore Zoom One’s Collaboration Tools”
  2. “Connect virtually from anywhere with Zoom Meetings.”
  3. “Create and brainstorm with Zoom Whiteboard.”
  4. “Remove the hassle of traditional scheduling with Zoom Scheduler.”

Now, before you figure out the keywords for high-value landing pages optimization, first try to identify the top landing pages of your website. 

Again, to get this done, you can use the rank tracking section of RankWatch.

RankWatch insights on top landing pages

Visit the rank tracking option on the given dashboard and scroll down for the insights on top landing pages. 

Further, this data would be bifurcated into two slots, i.e., top landing pages by ranking keywords & top landing pages by traffic. 

Evaluate the data and make a list of keywords that will add value to these high-demanding pages of your website. 

Build Comparison Keyword Strategies

Comparison keywords are basically for those visitors who have already made up their minds to purchase or sign up for your product. 

You just need to show how your brand is different from other market competitors. This will attract quality leads who can possibly register their name in your loyal customer base. 

These keywords can be used in meta titles, meta descriptions, headings, sub-headings, paragraphs, body texts, alt-image texts, etc., with clear call-to-action like discounted packages, free trials, or demos.

The keywords that can be used in this case are:

  1. “Zoom Vs Google Meet”
  2. “Zoom Vs Skype”
  3. “Zoom Vs Microsoft Teams”
  4. “How is Zoom different from other conferencing platforms”? 

Develop Better Content Than Your Competitors

Another significant practice of SaaS SEO is to develop a compelling content optimization strategy, especially better than your competitors. 

Developing structured content has always been the spinal cord of SEO, and SaaS SEO also whirls around the same notion. 

Well, how to get it done?

RankWatch competitor ranking trend data

Firstly, as we discussed above, the competitor analysis section of RankWatch can help you evaluate the successful market competitors, their strengths and weaknesses, and what strategies they are invariably applying to become successful in the market. 

Next, the keyword analysis tool offers you an infinite number of free keyword evaluations that are extremely beneficial for modern-day contemporary content creation. 

Then comes a section for on-page seo check, which helps you foster impactful content to bring high volume of traffic to your website. 


RankWatch SEO IQ tool

The feature offers you insights like keywords, word count, and characters in H1, H2, H3, paragraphs, alt-image texts, meta titles, meta descriptions, URLs, etc.

RankWatch SEO IQ insights

Other than that, the content recommendation section also gives you insights on how many times a respective keyword is to be increased or decreased as per the optimization feasibility of the content. 

And finally the Content Editor offers you insights on word count, heading, and optimization status. The optimization scale is bifurcated into three significant parameters ie. errors, suggestions, and passed aspects.

RankWatch SEO IQ optimization status

When you scroll down, there is an entire list of keywords along with the numbers of times they have been used, the recommended numbers, and number of times you need to increase them subsequently in H1, H2, H3, and body.

Now, having all these insights in hand, there is a bright possibility that you will be able to create content that can potentially surpass your competitors. 

Technical Website Audit & Speed Check-Up

Any marketing consultant who is aware of the recent SEO trends would never deny the significance of website audits and page speed checks. 

In SaaS marketing SEO, these practices are required to leverage the website’s loading compatibility, mobile friendliness, HTTP status, URL structure, and meta tags. 

Let’s find out how RankWatch can help you with this.

RankWatch website analyzer speed tips

Use RankWatch’s SEO analyzer to check your site’s speed and get speed tips to improve loading and performance of your web pages. Just work on these suggestions and scale up the SaaS marketing SEO of your website. 

Secondly, a software brand selling SaaS products should maintain a website free of errors. Certainly, the site-audit of RankWatch can help you get this done.

RankWatch site audit tool

This technical auditor helps you find issues like Page depth, Noindex pages, Canonicalized pages, Non-200 pages, HTTP status code distribution, and a lot more.

Get them fixed and keep your website error-free for better SaaS SEO. 

Gain Quality Backlinks in SEO for SaaS

And finally comes the backlinks part. 

We all know that to gain the trust of the customers from another brand, fostering a good backlinking strategy is the best that you can have in your bucket. 

However, this is not possible without the interventions of an effective link-building tool. Don’t worry! RankWatch plans to give you something very valuable. 

The backlink checker free online tool, which is charged by most of the marketing platforms, is being offered exclusively to all users by RankWatch. That too without any charges! 

So, here you get an endless session of backlink analysis without paying a penny for it. 

The free backlink analyzer of RankWatch can holistically help you evaluate and empower your link-building profile. 

Visit the backlink feature, enter the domain link in the given column, and click on explore backlink.

RankWatch backlink overview

The feature will instantly offer you a long list of backlinking insights like backlink overview, referring backlinks, referring domains, anchors, pages & paths, IP & subnets. 

This is extremely beneficial for SaaS search optimization. 


So, this is all about SEO for SaaS products, SaaS search optimization, the significance of SaaS marketing SEO, difference between regular and SaaS website SEO, marketing funnel of SaaS SEO, and the method of fostering an effective SaaS SEO strategy and SaaS search optimization techniques. 

We have also learned about the colossal value that an internet marketing tool like RankWatch can add to your SaaS marketing SEO mission. 

We hope this blog was useful to you and has offered you all the insights for the success of SaaS SEO campaigns. 


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