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Enterprise SaaS SEO: What Is It & Why Should You Care? (Plus Techniques and Best Practices)

Enterprise SaaS SEO: What Is It & Why Should You Care? (Plus Techniques and Best Practices)

Every marketer aims to get their SaaS product to the top of Google’s search results. However, it’s challenging due to the rapid growth of the SaaS industry, set to hit $171 billion in 2022. 

The competition is intense, and the ever-evolving tech landscape demands marketers to stay sharp to avoid falling behind.

Every year, we see the introduction of new products, tools, and software, some we never realized we needed.

Now, here’s the second point.

Many SaaS products address problems that consumers may not be aware of, making it challenging to identify relevant keywords and create content that aligns with search algorithms.

For SaaS companies aiming to stand out and gain organic market share, mastering search engine optimization (SEO) is essential.

What is SaaS SEO?

SaaS SEO refers to optimizing your website by incorporating relevant keywords and content to improve your Google ranking. Key strategies include thorough keyword research, conducting site-wide audits, enhancing on-page SEO, developing high-intent product pages, creating content, and earning links from popular websites.

Sounds simple, doesn’t it? Just like any other SEO strategy!

Well, not quite.

SaaS SEO comes with its own set of challenges, including:

  • Intense competition from aggregator sites like G2 and Capterra.
  • Limited search volumes.
  • Misaligned keyword usage.
  • General intense competition, not just from aggregator sites.

Why SaaS Companies Should Invest in SEO

Organic searches are the primary source of traceable web traffic, making it the largest digital channel. SEO drives over 1,000% more traffic than social media platforms. In the case of B2B companies, organic search queries generate double the revenue compared to any other channel. This presents SaaS enterprises with significant opportunities for scalable growth.

SEO streamlines the sales cycle significantly. According to HubSpot, the average sales cycle for a SaaS product is 84.3 days – much longer than the quick purchases typical in consumer-focused industries. Users often require numerous interactions with a brand or product before making a final decision, and that’s where SEO becomes crucial.

However, many software companies make the mistake of targeting highly competitive keywords related to their product right away. They focus on popular organic search terms, such as “email marketing software,” and saturate their product pages with target keywords, alt text, and keyword-driven meta descriptions.

While this approach may make perfect sense in other industries, it has its pitfalls in the SaaS realm. If someone is searching for “email marketing software,” they are likely seeking precisely that. However, SaaS companies need to consider a more nuanced strategy for effective SEO in their competitive landscape.

However, take a look at search engine results for “email marketing software”: 

The top four search results aren’t product pages; they’re lists featuring the best services, reviews, and comparisons. Trying to compete directly with a product page, no matter how well-crafted, is unlikely to succeed. This is because users searching for such keywords intend to find options and compare them.

SaaS companies require a more comprehensive technical SEO strategy compared to many other industries. Simply inserting keywords into product pages isn’t sufficient. Marketers must guide potential users through the buyer’s journey, offering information, comparisons, and social proof at each step.

Enterprise SaaS SEO vs. Normal SEO: Key Differences

Enterprise SaaS SEO, compared to regular SEO, faces two main differences organizational red tape and a higher weight of risk in decision-making, where established brands have more at stake than startups.

Organizational Red Tape

Enterprises often struggle with internal processes that hinder efficiency in content marketing. Standardization processes and lengthy revision procedures can delay content development, creating obstacles to implementing SEO tactics that enhance customer service. 

Legacy content technology platforms, common in many enterprises, may limit capabilities like responsive web design and mobile optimization, requiring workarounds to improve SEO.

Higher Weight of Risk

Large corporations tend to avoid risks more than smaller companies, as the impact on well-known brands can be substantial. Consequently, they prefer proven and safe enterprise SEO strategies to progress without taking significant risks. 

This cautious approach makes it challenging for SaaS enterprises to adapt to evolving search trends. Implementing advanced techniques like schema markup or accelerated mobile pages (AMP) may be challenging within existing technical structures, leading to missed opportunities for audience engagement.

The Top 3 SaaS SEO Strategies

To build a comprehensive SEO strategy for SaaS, three key strategies should be seamlessly integrated:

  1. Intent-inspired content
  2. Link building
  3. Keyword research

Content suitable for informational search intent includes:

Intent-Inspired Content:

When developing content, it’s crucial to go beyond keywords and understand what users truly seek during their searches. This varies based on their position in the buying cycle. Crafting content that addresses their requirements at different stages enhances the overall user experience.

Consider the different types of searches people are carrying out: 

1. Informational:

This category encompasses searches where individuals seek general information about a particular topic. Typically, these users are at the initial stages of their research.

For instance, the first two search results for queries such as “customer support management” consist of a guide to customer service management and an article explaining its significance. This indicates that the user’s intent behind this search is informational.

  • Blog posts
  • Tutorials
  • How-to guides
  • Thought leadership pieces

2. Commercial

Commercial searches occur when users are seeking to compare different products. Content that aligns with commercial intent includes:

Blog posts discussing alternative software options

  • “Best of” lists
  • Guides to the top 10 tools
  • Comparison posts

Consider this example from Sender. For the keyword “best email marketing services,” the company has crafted a post highlighting the top email marketing services. While this approach involves listing competitors, the search intent suggests that creating a post of this nature stands a better chance of ranking compared to optimizing their product page for the same search term.

3. Navigational 

Navigational searches are carried out when a consumer is looking for a specific page on a specific SaaS website. 

If someone types in “Chapters SEO”, they’re looking to find out the SEO services for Chapters. Most likely, the Chapters’ own Services page will show up on top. 

Content that fits into this category of search includes: 

  • Feature page 
  • Pricing page
  • Demo page

4. Transactional 

Transactional searches are made by people at the bottom of the funnel. They’re ready to buy. 

Content at this stage includes: 

Develop a diverse range of content to enhance visibility across different stages of the funnel. By expanding your content library with various pages, blog posts, and other content types, you increase the likelihood of appearing in search results when users conduct searches.

Think about including: 

  • Landing pages
  • Case studies
  • Tutorials 
  • Demos
  • How to guides
  • Support documentation
  • Features pages
  • Whitepapers
  • Datasheets

SaaS SEO Strategy 2: Link Building

While internal links are beneficial, backlinks remain crucial for high Google rankings. The more quality links you acquire from reputable industry sites, the greater trust Google places in your content.

Fortunately, SaaS brands can explore numerous link-building opportunities without resorting to excessive guest posting or reaching out to influencers directly.

An effective approach involves creating tangential content material not directly related to your brand or product but naturally attracts links. Industry-focused content offering new insights or information is likely to be shared by publishers.

Here are three key methods to achieve this:

  • Develop and publish reports: Compile a report on a specific aspect of your industry, a trend, or a technique.
  • Design and share visually engaging infographics: Incorporate relevant industry data and new insights.
  • Conduct surveys: Pose questions to your target audience or industry influencers, generating valuable information for other companies and publications.

SaaS SEO Strategy 3: Keyword Research

Keyword research forms the foundation of your SEO strategy, providing insights into the words and search terms your customers use to discover your product.

While most industries easily identify relevant keywords, SaaS brands face unique challenges. The right keywords may not be immediately apparent due to the niche nature of many products in this industry, making thorough keyword research more crucial than ever.

Chapters SEO Agency For SaaS Services.

Chapters Digital Solution is an enterprise SaaS SEO agency serving B2B tech clients. We Create content and SEO growth insights from our experience with clients in this Field.

We are a premier provider of digital marketing services that has gained a reputation for excellence in the industry. You Can find us at this location and contact us now to grow your Business.