TMCnet Feature
October 13, 2021

Differences in SAAS SEO That You Need to Know

Search engine optimization (SEO) is arguably more vital in the field of Software as a Service (SaaS (News - Alert)) than in any other industry. Companies that specialize in SaaS only provide their products online, which means they need to adopt robust SEO practices that get their websites in front of as many viewers as possible. Read on to find out about the key differences in SaaS SEO strategies that set this industry apart.

SaaS Companies Need Long-Term Growth Strategies

Most SaaS companies that are just getting off the ground use performance marketing strategies like social media ads, affiliate marketing, and pay-per-click advertisements to scale up new customer acquisition quickly. Unfortunately, these strategies aren't very sustainable since the traffic from paid advertisements stops as soon as the company quits paying for the ads.

With seo for saas, it takes a while to see returns. However, SEO is a long-term strategy that offers sustainable, scalable growth that provides an excellent ROI. Given that most SaaS companies increase revenue more by attracting new customers than by increasing existing customers' lifetime value, a proper SEO strategy that provides long-term results should be considered essential.

Different Focus for Keywords

Most retail businesses focus on keywords related to their products or brands. Traditional service providers might use geographical keywords in addition to those related to their industries to draw in local customers. SaaS companies are a little different.

SaaS startups don't sell popular, established brands and products, nor do they operate in specific locales. As a result, SaaS SEO usually focuses more on buyers' problems than on the company's offerings. These kinds of intent-related long-tail keywords may not generate as much traffic as the more universal ones favored by businesses in other industries, but they tend to be less competitive.

Industry-Specific Content Creation

Content creation is the backbone of any good on-site SEO strategy. It involves writing articles, posting videos, or using photos and infographics to convey information to the company's target audience while simultaneously making the website look more appealing to Google (News - Alert)'s search algorithms.

SaaS businesses have some unique opportunities when it comes to content creation. In addition to creating informative and promotional content, they can also incorporate case studies, examples, and content designed to appeal to certain subsets of the target audience. Since SaaS companies offer B2B services, they can create content that targets companies in specific industries.

Use Cases vs. Personas

Customer-facing businesses often create what are known as personas to help them create more targeted SEO strategies. It makes sense for a retail shop or a local HVAC contractor to think about target audiences in this way, but B2B SaaS providers are a little different. Since they offer services to other businesses, they should focus on use cases rather than personas as they create content.

Use cases refer to examples of how the SaaS product or platform can be used. They may be industry-specific and tend to be highly targeted. What's good about viewing customer acquisition in terms of use cases rather than personas is that it allows SaaS business owners to reach new businesses in similar industries without wasting money on excessively broad SEO strategies. Of course, SaaS providers that offer B2C services will still need to use personas.

The Importance of Getting Professional Help

Any business can benefit from enlisting the help of an SEO professional. However, SaaS providers face even more hurdles than the average brick-and-mortar store or restaurant. They need to find experts who specialize in SaaS SEO to help.

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