August 16, 2023

Increase Your Subscribers with B2B SaaS SEO

With the increasing number of Software as a Service (SaaS) companies in the market, optimizing their online footprint to stand out from the competition has become essential. Many have tried paid digital advertising to do just that but that is an expensive proposition. Each ad click could cost $3 and upwards, depending on the industry.

This is why SaaS companies turned to Search Engine Optimization (SEO) as a more cost-effective and long-term alternative. With SEO, SaaS companies can improve their online presence and generate leads and conversions from organic traffic (visitors from search engines) without paying for every single click.

To get you started, we’ll share our knowledge about the different aspects of B2B SaaS SEO, including technical SEO, on-page optimization, content marketing, and off-page optimization. We will also discuss some common mistakes SaaS companies should avoid.

The basics of SEO for SaaS

SEO refers to optimizing a website to increase its visibility on search engine results pages (SERPs) for specific keywords and phrases relevant to the website's products, or services. The higher a SaaS website ranks on SERPs, the more likely it is to be visited by potential customers. SEO is divided into two categories: on-page optimization and off-page optimization.

On-page optimization

On-page optimization means modifying a website's content and structure to make it easier for search engine bots to understand what your page is all about.

Is the content unique? Will the user get something from it? Does it contain keywords that match the user’s search query and intent? These are the questions search engine bots ask themselves when they index a page. If your content satisfies all these questions, then your page has a high chance of appearing in SERPs

Because search engine bots visit billions of websites every day, the time they spend indexing each one is limited. Otherwise, it’ll take forever for them to index the internet.

Website errors (e.g. page redirects and non-existent pages) and complex JavaScript will slow down bots, cause them to quit, and leave your other pages not indexed. What’s the point of having great content if bots can index them?

page speed insight score

Fixing errors and simplifying the source code can solve this problem and ensure bots will fully crawl your SaaS website smoothly and quickly. 

When search engines have a full grasp of your page’s topic, they will then show your page in SERPs and match it with users seeking related information.

Off-page Optimization

After publishing an impressive page copy about your product, it’s time to invite users and search engines to discover it with off-page SEO. Off-page optimization or link building refers to the process of acquiring backlinks from reputable websites.

Backlinks are the shortcuts and citations you would see in blogs or news articles that go to external pages when you click on them.

These backlinks not only serve as a point of reference but also as a way of “vouching” for that external website. Think of backlinks as TrustPilot reviews of your products. The more positive reviews you get, the better the public perception, the more trustworthy your company becomes.

Same with search engines as their algorithm is based on trust. The more backlinks a SaaS website has, the better its position in SERPs since it is trusted by its peers.

SaaS companies can use various techniques to build high-quality backlinks, including guest blogging, broken link building, and influencer outreach. 

Off-page optimization also includes social media marketing and online reputation management. SaaS companies should actively engage with their audience on social media and manage their online reputation to build trust and credibility with their target audience.

Key B2B SaaS SEO strategies

A sound SEO strategy and flawless execution will allow your SaaS company to contend with industry leaders. Follow these steps to succeed in the competitive digital landscape.

Targeting the right keywords

For SaaS companies to understand their target audience better and create content that meets their needs, they first need to conduct keyword research. This involves identifying the keywords and phrases people use to search for products or services related to a SaaS company's offerings.

ahrefs keyword explorer

SEMrush, Ahrefs, Moz, and Google Keyword Planner are some of the tools you can use to discover keywords. They can also give you an estimate of how many people are searching for a certain keyword, the level of competition, and other essential metrics. 

Match your content with search intent

Knowing what keywords are popular isn’t enough, SaaS companies need to understand the user’s intent or the “why” behind a search query. This way, they can craft content that addresses their customers' pain points and challenges. 

For example, the search term “how to use cloud storage” has an informational intent -  users want to know what cloud storage is and how to use it. This is a great opportunity for cloud storage providers to publish a guide about the topic and then maybe nudge their services as the solution to the user’s needs. A subtle product-led approach this one can be an excellent way to leverage organic search to get leads.

Build high-quality backlinks

We mentioned earlier that backlinks are kind of like “votes of confidence” and the more backlinks a website has, the more reputable it becomes in the eyes of search engines.

That said, SaaS companies should focus on getting backlinks from renowned web-based publications such as news outlets and online magazines. Links from these domains have high SEO value as they are trusted by search engines.

For example, you can get a backlink from Wikipedia by submitting an entry about your company. Do note that your SaaS company needs to be featured in the news and major publications to pass the Wikipedia relevance guidelines.

wikipedia entry

Another way to build high-quality backlinks is to get listed in software comparison websites such as, GetApp, Capterra, etc. It’s quite easy to be featured there as you only need to create an account and verify your ownership. For maximum effect, you can try asking your current customers to review your products on those platforms.

Optimize for mobile devices

As more and more people use their mobile devices to browse the internet, SaaS companies need to optimize their websites for mobile devices. This includes using responsive design, optimizing page load speed, and ensuring all content is easily accessible and readable on mobile devices.

responsive design

We’ve written a comprehensive guide about Mobile SEO so you may want to check it out.

Implement technical SEO

Technical SEO refers to modifying the website architecture to make it easier for search engine bots to index a page. It may involve fixing errors such as broken links and adjusting site settings to prevent unresponsive pages. Another key aspect of technical SEO is speeding up the page load time by compressing images and minifying CSS and JavaScript files.

It’s not just bots that will benefit from SaaS companies doing technical SEO, user experience and engagement will improve too. Users that land on an unresponsive page are more likely to exit it or click the back button. Nobody likes slow websites.

Common mistakes to avoid

Too much of something is bad, this rule also applies to B2B SaaS SEO. Over-optimizing your website can backfire and lead to disastrous consequences. Stay clear of these common mistakes:

Stuffing keywords

Keyword stuffing is the practice of using a keyword excessively on page copies to manipulate its ranking on SERPs. While it may have worked in the past, search engines have become more sophisticated and penalize websites that engage in keyword stuffing. Keyword stuffing can also make content difficult to read and reduce quality.

keyword stuffing

SaaS companies should avoid keyword stuffing and instead focus on creating content that is enjoyable to read and provides value to their audience. They should use keywords strategically and naturally throughout their content, including titles, headers, and meta descriptions.

Think of keywords as a spice. You don’t pour it all over but only sprinkle some of it here and there.

Focusing on quantity over quality

SaaS companies may believe that the more content they produce, the more traffic they will attract to their websites. However, creating “meh” content can harm a website's ranking on SERPs and reduce its effectiveness.

Not conducting technical audits

All things require maintenance whether it’s a car, a house, or a boat. Some parts break and should be fixed or replaced.

This rings true even for websites. With all the numerous updates and new content published, webmasters are bound to make a mistake and break something. It could be minor things like broken links or major ones like changing the website URL structure.

Whatever that error may be, these can be detected by conducting periodic technical audits so they can be addressed before they get worse and affect website traffic.

Not optimizing for mobile devices

With more and more people using mobile devices to browse the internet, SaaS companies must make sure that their website is rendered properly on small screens. Not optimizing for mobile devices can significantly impact a website's ranking on SERPs and reduce its overall usability.

Neglecting to measure and analyze results

Measuring and analyzing the results of an SEO campaign is essential for understanding its effectiveness and making necessary improvements. Neglecting to measure and analyze results can lead to missed opportunities and ineffective SEO strategies.

To gather data and analyze the results of their SEO campaigns, you can use various tools like Google Analytics and Search Console to measure important metrics.

How to choose the right B2B SaaS SEO service provider

Choosing the right SEO service provider is crucial for the success of a SaaS company's online visibility and organic traffic. This section will discuss some factors to consider when choosing the right service provider.

Understanding your specific needs

Before choosing an SEO service provider, SaaS companies should understand their specific needs and goals. They should identify the areas of their SEO strategy that require improvement and the outcomes they hope to achieve. This will help them evaluate potential service providers and choose one that meets their needs.

Evaluating service providers based on their expertise

When evaluating SEO service providers, SaaS companies should consider their expertise and experience in the industry. They should look for service providers with experience working with SaaS companies and a proven track record of success. Service providers who understand the unique challenges and opportunities of the SaaS industry are more likely to deliver effective SEO strategies.

Checking references and reviews

SaaS companies should also check the references and reviews of potential service providers before making a final decision. They can ask for references from current and past clients and read online reviews to gauge the service provider's reputation and level of customer satisfaction. Positive reviews and references are a good indicator of a service provider's quality of service.

Asking about their approach to reporting and communication

Effective communication and reporting are crucial for the success of an SEO campaign. SaaS companies should ask potential service providers about their approach to reporting and communication. They should choose service providers who provide regular and transparent reports and respond to their client's needs and questions.

Should SaaS companies optimize their website themselves?

The people in the SaaS industry are some of the smartest people in the world. Of course, they can do SEO for their website.

However, engineers new to SEO might take longer to fully optimize a website. It’s also quite easy to make a mistake that can cause a sudden drop in web traffic.

At Serphead, we specialize in comprehensive website optimization services. Our team of SaaS SEO experts boasts 15 years of industry excellence, delivering proven success to businesses similar to yours. We understand that the digital landscape is ever evolving that’s why our services go beyond a one-time solution. With us, you can count on continuous website adjustments to ensure compliance with Google Search Essentials.

Trust us to handle your SaaS SEO needs, allowing you to focus entirely on growing your company!

Frequently Answered Questions

How long does it take to see results from B2B SaaS SEO services?

The timeline for seeing results can vary depending on various factors, such as the website's current state, the level of competition in the industry, and the effectiveness of the SEO strategy. Generally, it can take several months to see significant improvements in organic traffic and keyword rankings.

Can SaaS companies do their own SEO, or must they hire an agency?

SaaS companies can attempt to do SEO, but it can be complex and time-consuming. Additionally, SEO requires a certain level of expertise and experience to achieve optimal results. Many SaaS companies work with an experienced and best B2B Saas SEO agency that can provide customized strategies and deliver measurable results.

What is the role of content marketing in B2B SaaS SEO?

Content marketing is essential because it helps to establish a SaaS company as a thought leader in its industry and provides opportunities to target specific keywords and phrases. High-quality content can also attract backlinks from other reputable websites, improving a SaaS business domain authority and search engine rankings.

Can B2B SaaS SEO services help with local SEO?

Yes, optimizing a SaaS company's website can also affect its online presence for specific geographic regions. Local SEO techniques can include optimizing location-based keywords, creating local business listings, and leveraging online reviews and ratings.

Are there any risks?

There are some risks associated with B2B SaaS SEO agencies and services, particularly if SEO tactics violate search engine guidelines. "Black hat" SEO techniques such as keyword stuffing, buying backlinks, or creating spammy content can result in penalties or even a complete ban from search engine results. That's why choosing a reputable and experienced SEO service provider that follows best practices and ethical SEO tactics is important.

How does link building work for SaaS businesses?

Link building for SaaS businesses involves acquiring backlinks from high-quality, relevant websites to improve the website's authority and search engine rankings. This can be done through tactics such as creating shareable content, guest posting, and outreach to relevant websites.

Sergei Ivanov

Sergei Ivanov

Co-Founder and CEO of Serphead

Sergei has more than a decade of experience blending data-driven insights with SEO strategies to enhance online visibility and user engagement. He has been providing practical guidance for businesses and individuals navigating the digital landscape since 2012.