A guest post by Mike Khorev.
What is SaaS SEO?
The process of SaaS SEO revolves around improving organic traffic for companies that provide software-as-a-service. The goal is to help the company website earn top rankings in SERPs for all the relevant keywords.
In general, SaaS SEO as an SEO strategy aims to bring the company in front of those who are:
- Actively looking for your software. This includes people who are already familiar with your product or service.
- Looking for software similar to yours. The customer has an idea about software like yours. They want to explore it to see if it fits the bill.
- Those ready to buy the software. This includes potential customers and searchers who are looking at the deals and prices.
- Looking for content that relates to your software. These customers are not actively searching for your product. However, they are consuming content similar to what you publish. Such a searcher might buy or need your product in the future.
How does SEO fit into SaaS organisational goals?
Depending on the nature of the SaaS company, it can operate on any one of the two structural formats. Based on this structural format, the organisation’s goals can vary. Those formats are:
SaaS B2B structure
Often the clients of a SaaS company are other businesses, and therefore falls under the category of B2B service providers.
This means the company would be selling its software to businesses. The best examples of a B2B SaaS company would be those offering creative agency management software like Function Point. Companies can use CRM, project management and accounting tools from all-in-one agency management solution.
SaaS B2C structure
A company with a SaaS B2C structure serves end-users through its software and application. The best examples of such a company are Netflix and G Suite. While the former is a movie streaming service, the latter offers cloud-based document management.
Reasons why SaaS SEO is important in 2021
Reduce investment on other acquisition channels
SEO largely focuses on producing content, as this is where the maximum investment lies. However, there’s no reason you have to use the content for ranking purposes only. You can repurpose the content for your social media platforms, email marketing and paid traffic via ads.
You can even use SEO strategy to earn links from other bloggers and websites. There are many creative ways in which to drive referral traffic from your SEO efforts.
When conducted intelligently, an SEO strategy can bring customers in from myriad other channels. In this way, it can bring down the acquisition cost from other channels.
SEO best practices are always being updated
SEO is not a once-only thing. It’s not enough to have your site up and running, do some keyword research and promote some content across different digital properties.
You must regularly re-evaluate your site and promotion strategies many times. If you don’t do this, there will come a time when the impact of your old practices may be rendered effective.
The truth is, Google is evolving fast! This includes evolving the way people perform searches. Such rapid changes in algorithms and everything surrounding the world of the internet requires you to regularly monitor all changes if you want to stay ahead.
Organic search is most often the primary source of website traffic
Organic search which takes place through Google covers the majority part of the buyer funnel and ultimately conversions and sales.
Google happens to own the largest market share in the realm of search engines. All the others like Baidu, Yahoo, Bing, DuckDuckGo hold very little space. This is not to undermine the other search engines.
But, Google does bring in the majority visibility for every brand. This is the reason why Google guidelines on SEO are crucial. Marketers mustn’t ignore the most trusted website for search.
Reduces the paid acquisition cost
If you talk about acquisition costs with methods like PPC or Google ads, it’s pretty high. As you progress with the campaign, you’ll end-up spending a fortune.
With SEO, things are different.
The acquisition cost may be high in the beginning. But as your growth compounds the cost reduces quickly. Even though SEO is an ongoing investment, the cost doesn’t increase with every single click as it does with paid forms of marketing.
There comes a time when you outperform the cost and keep earning compounded profit.
Good SEO also means a better user experience
Google signalled long ago with the launch of its PageRank update that it favours websites which offer better user-experience (UX). But, what does UX mean? It means any site which:
- Offers quality content
- Has smooth navigation
- Is clear and well-organised
- Gives necessary and helpful information
- Loads quickly
- Is mobile-responsive for all screen sizes
Any website that lacks in offering quality user-experience will be at a loss.
When you perform SEO, you take care of all these aspects and more. If you can manage to secure higher rankings in search results, it’s a sign that you are offering quality UX.
Even though regular SEO and SaaS SEO are different, you should know that the key ranking factors are the same for all kinds of businesses.
About the author
Mike Khorev is an SEO consultant and digital marketing expert who helps SaaS, Software, IT and Tech companies generate more leads and sales and grow revenue online. He offers expert advice on marketing your company the right way through performance-based digital marketing, web design, social media, search engine marketing and many other online practices.