When opposed to other types of organisations, technical SEO for SaaS companies has a few distinguishing characteristics. For example, the sales cycle for SaaS products with prices lower than $5,000 typically lasts only forty days on average. This indicates that you do not have a lot of room to develop your leads or prospects.
SaaS lead generation is without a doubt the most difficult obstacle to overcome when it comes to marketing SaaS. This post will teach you how to optimise your website for search engines using SaaS, which is one of the most successful strategies to produce more prospects for your SaaS business.
To begin, we will talk about the mindset that should be used when implementing SEO for SaaS.
The content is unquestionably the king, even if it isn’t everything
To begin, it is important to stress that modern-day search engine optimization (SEO) is all about having a solid, if not exceptional, SaaS content marketing plan.
In the past, we were able to get away with using aggressive optimization techniques such as keyword stuffing, SEO cloaking, and other strategies to rank in a matter of weeks or months rather than years.
Google, with its many algorithm upgrades and especially the Google RankBrain, can now better distinguish content that will be helpful for the respective audience—and those that simply won’t—. Customers, on the other hand, are becoming more savvy as time goes on. AI developed by Google called Rankbrain The machine learning programme can learn which content is promptly bounced and which are truly digested with a large amount of dwell time.
On the other hand, consumers are becoming increasingly savvy. They are able to spot information in an instant if it is not professionally produced and has an untrustworthy tone. Because there is so much information and content readily available on the internet, some of your visitors may even be able to detect instances of duplicate content.
Thankfully, content is already an essential component of the search engine optimization strategy for SaaS organisations. However, this will also mean that there will be more stuff for you to compete with.
Even so, it is not enough to just create high-quality content on a consistent basis. There are about 4 million blog posts that are published every single day. Therefore, in today’s world, it is becoming increasingly difficult to get recognised. Consider high-quality, pertinent content to be an absolute necessity for the search engine optimization (SEO) achievements of SaaS enterprises.
On the other hand, if our material doesn’t get seen, we won’t be able to gain backlinks, which are another very crucial ranking component in any SaaS SEO campaign you run. The process of promoting our material is equally as vital as the process of developing the content itself, if not more crucial.
These two truths will serve as the foundation for the SEO SaaS strategies and methods that we will go through in the following paragraphs: creating high-quality content on a consistent basis and promoting it in the appropriate manner.
Significant Ranking Indicators in the Year 2022
If we want to be successful with SaaS SEO, we need to first have an understanding of the SEO trends and then adapt our strategies so that we can capitalise on this knowledge.
Because the search algorithm that Google uses is continuously being updated, the ranking signals have also changed over the course of the years.
1. The technical side
There are three technical factors that are especially important for SEO: a secure and reliable site (including the use of HTTPS), a site that works well on mobile devices, and a site that loads quickly enough. In short, having a site that meets the standards of today.
This is pretty simple, but it’s also very important. If Google doesn’t think your site is safe, you won’t rank. If your site is slow to load and you have a high bounce rate, you won’t rank and your SaaS SEO strategy won’t work.
2. Age of the domain and overall authority
Age does matter. More than half of the top 10 sites on Google SERP have been around for at least three years.
Obviously, you can’t do much about this if your site is pretty new. The only thing you might be able to do is buy an old domain and make it your own.
You can, however, improve your authority by optimising other ranking factors, like getting more high-quality backlinks.
3. Content Optimization
We’ve already talked about content and how it relates to SEO for SaaS, and how well your content is optimised for both humans and Google’s algorithm will be a big part of how it ranks.
Even though Google is getting better at catching keyword stuffing, keyword optimization is still important. In general, you should be fine if you use your keywords naturally and use keywords that are related to each other semantically.
4. User Experience
Since Google RankBrain came out, metrics about how users interact with a site are now used as important ranking signals. Google’s algorithm is based on artificial intelligence, so it can tell if a search result is useful for the user.
For example, top-ranked content that doesn’t get a high enough click-through rate (CTR) will be deemed irrelevant and moved down.
When optimising SEO for SaaS, there are three main user experience metrics that you should pay attention to:
- Click-through Rate (CTR): how many people click on your link when it shows up in the search results.
- Bounce Rate: The number of people who visit your site for just a few seconds and then leave right away. Google will think that your site has nothing to do with the search query.
- Dwell Time is the amount of time a user spends on your site after visiting it. This has a lot to do with how relevant and good your content is.
How to Develop a SaaS SEO Strategy in 2022?
Based on the factors discussed above, here are the key optimizations we should focus on to succeed in SEO as a SaaS business:
1. Making your content work better
As we’ve already talked about, the most important part of SaaS SEO is your content, both in terms of how much you have and how good it is. Here are the most important things to pay attention to when SEO-optimizing your content:
- Most importantly, you should focus on optimising for the human audience, which means providing value and relevance. Don’t just try to please the search engine algorithms.
- It’s important to do keyword research. In general, there are three things you should try to do:
* Keywords that are relevant to both your SaaS business and your audience. * Keywords with a high enough search volume (this will depend on the size of your industry, etc.)
* Keywords where the competition is manageable.
- Use a method called “topic clusters,” in which a longer, more in-depth page called a “pillar” targets the main keywords and other, shorter pieces of content cover keywords that are related to the main keywords. All of these pages link back to the home page. For example, the pillar page could have detailed information about “digital marketing,” while smaller articles could talk about “SEO,” “social media marketing,” and other topics. This can help you build your credibility and authority on a certain topic, which is what Google wants these days.
- When thinking about keyword density, the most important thing is to use your keywords in a way that makes sense to humans. This will include using LSI keywords (keywords that are related semantically) to create more natural content that will help your SaaS SEO strategy work better.
2. Technical SEO on-page for SaaS
The second area to concentrate on is the site’s technical optimizations. The two primary objectives of technical SEO for SaaS are:
- Optimizing your website so that Google and other search engines can easily crawl and index it.
- Enhancing the user experience of your site, including mobile friendliness, fast page load times, and other characteristics that will keep your audience on your site for longer.
Technical SEO optimization for SaaS can be a vast (and highly technical) topic, but this Search Engine Journal checklist—designed for non-technical marketers—can assist you.
In the SaaS area, technical optimization is likely even more crucial, given that all of your competitors have technically sound websites.
3. Voice-based SEO for SaaS
Over 40% of adult users conduct at least one voice search every day.
Notably, the majority of voice search inquiries are used to find local companies, which might be challenging to integrate in a SaaS context.
We may, however, still uncover potential for voice SEO for SaaS by targeting conversational search questions or Q&A searches, and three crucial elements are as follows:
- Google tends to feature voice search results from content that has already ranked in the top 3 positions, therefore adhere to the standard SEO improvements.
- For keywords with rich snippets, the rich snippet is typically also presented as the voice answer.
- Focus on frequently asked questions in your niche and incorporate them into your content (as a subheading or in the middle of the content).
Aim to provide a response that is superior than those of your competitors and to be featured as a rich snippet.
Final Words
To reiterate, the quality and quantity of your content continue to be the most crucial aspects of a successful SaaS SEO strategy. This is especially true in the SaaS industry, where content marketing is already a vital component.
Work on your content game, and the remainder of the SaaS SEO tactics will be much simpler to deploy and yield superior returns.
