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SaaS SEO Strategy: The Definitive Guide for Growth in 2023

  • Sanketee Kher
  • 6 min read
SaaS SEO Strategy: The Definitive Guide for Growth in 2023


As a business owner, it's important to have a strong online presence to attract customers and grow your business.

One way to do this is through search engine optimization (SEO) for your SaaS company. SEO involves improving the ranking of your website on search engine results pages to increase the organic traffic to your site.

In other words, it's all about making sure your website appears at the top of search results when someone is looking for a product or service like yours.

A SaaS SEO strategy differs slightly from a traditional SEO strategy because SaaS companies typically rely on inbound marketing techniques to attract and convert leads. This means instead of actively going out and promoting your products or services, you need to focus on creating valuable content that will attract potential customers to your website.

In this blog, we’ll look at why you need SEO for SaaS businesses and how to develop a SaaS SEO strategy.

What is SaaS SEO?

SaaS SEO refers to the practice of optimizing a SaaS website for search engines to improve its visibility and increase traffic to the website. This can include techniques like keyword research, on-page optimization, and link building.

The goal of SaaS SEO is to help a SaaS website rank higher in search engine results so that potential customers can easily find and access the website and its services.

Benefits of an SEO strategy for SaaS

Here are a few ways in which you can profit from an SEO strategy for SaaS:

(Source: Mehdi Hussen)

1. Improve visibility

By optimizing your SaaS website for search engines, you can make it easier for potential customers to find your website when they search for keywords related to your SaaS product or service. This can help you increase your visibility and reach a wider audience.

2. Increase traffic

By ranking higher in search engine results, you can attract more organic traffic to your website. This can help you boost the number of visitors to your website and potentially convert more of them into paying customers.

3. Build credibility and trust

By ranking high in search engine results, you can also build credibility and trust with potential customers. When customers see your website ranks well for relevant keywords, they are more likely to perceive your business as credible.

4. Generate leads and sales

By improving the visibility, traffic, and credibility of your SaaS website, you can also generate more leads and sales. This can help you grow your business and increase your revenue.

What is one thing that must be done before creating a SaaS SEO strategy?

To create a SaaS SEO strategy, the first step is to identify your brand's purpose, the products you offer, and the high-intent keywords you want to rank for. To identify this, you should do an internal and competitor analysis. You also need to consider behavior before starting.

SaaS SEO strategy: Optimizing your content funnel

A good SaaS SEO strategy heavily relies on implementing a content funnel strategy. This involves creating a series of content to guide potential customers from the early stages to the final stage.

The first step in creating a content funnel is to identify the different stages of the customer journey. These typically include:

  • Awareness: This is the stage where potential customers become aware of your SaaS product.
  • Consideration: At this stage, potential customers are considering whether your product is right for them.
  • Decision: In this stage, potential customers are ready to make a purchase.

Once you have identified the different stages of the customer journey, you can create content that addresses the specific needs and concerns of potential customers at each stage.

For example, you can create

  • Blog posts that provide valuable information and advice for people in the awareness stage.
  • Case studies that show how your product or service has helped other companies in the consideration stage, and
  • Detailed product descriptions and pricing information for those in the decision stage.

Finally, keep creating content to retain your existing customers.

SaaS SEO strategy tips to improve business growth

Here are a few strategies you can use to improve your SaaS SEO and drive growth for your business:

(Source: Sanketee Kher)

Keyword research

Start by conducting keyword research to understand the terms and phrases that people are using to search for products or services like yours. This will help you identify the keywords and phrases that you should target in your content. You can use tools like Ranktracker to conduct keyword research. It also helps with discovering SERP feature opportunities where your SaaS business can shine.

Keyword research

Target long-tail keywords

Use long-tail keywords in your content. Long-tail keywords are more specific and less competitive than short-tail keywords, so they can be a great way to target a specific audience and improve your chances of ranking well in search results.

Create high-quality content

Create high-quality, informative content that provides value to your target audience. These could include blog posts, ebooks, infographics, or videos. The key is to create content that applies to your target audience and addresses their pain points or challenges.

Focus on content distribution

Promote your content through social media, email marketing, and other channels to increase its visibility and drive traffic to your website. This will not only help you attract more visitors to your site, but it will also help improve your search engine ranking by showing search engines that your content is valuable and worth ranking.

Optimize for search engines

Optimize your website for search engines by making sure it is fast, mobile-friendly, and easy to navigate. Search engines like Google place a high value on user experience, so if your website is slow or difficult to use, it will hurt your ranking.

Monitor your performance

Monitor your progress and track your success using tools like Google Analytics. This will help you understand how well your SEO strategy is working and where you need to make improvements.

Bonus tips on how to nail your SaaS SEO strategy

Here is how you can up your SaaS SEO strategy game and outperform competitors:

Build a comparison keywords strategy

A comparison keywords strategy for SaaS businesses can be executed by using phrases such as _"alternatives to," "best X tools," or "X versus Y" _in your content and marketing materials.

For example, if your SaaS company offers a customer relationship management (CRM) tool, you could use the phrase "alternatives to Salesforce" to target potential customers who are looking for options other than the popular CRM platform.

You could also use the phrase "best CRM tools" _to target potential customers who are searching for a high-quality CRM solution. Additionally, using the "X versus Y" format, such as "Salesforce versus [your product]," _can help you directly compare your product to a specific competitor's offering and highlight how it is superior.

By using a comparison keywords SEO strategy for SaaS business, you can attract potential customers who are interested in finding the best solution for their pain points.

Linking building is a process in which a website owner or SEO specialist gains backlinks from other websites to their own. These backlinks act as votes of confidence from other websites and can help to improve a website's search engine ranking.

This is especially important for SaaS businesses, as their services are often highly specialized and may not be easily discoverable through search engines as physical products or services.

There are several ways that SaaS businesses can go about building links to their website. These include:

  • Creating high-quality content that other websites will want to link to. This could include blog posts, infographics, or other forms of content that provide information or solutions to the target audience. By creating content that is useful, informative, and well-written, SaaS businesses can attract backlinks from other websites that want to share that content with their own audiences.
  • Another way to build links is to reach out to other websites and ask them to link to your site. This can be done by finding websites that apply to your business and offering to write a guest post or contribute a quote for an article. This approach can be effective, but it can also be time-consuming and may not always result in the desired backlinks.


SEO is an important part of any SaaS company's growth strategy.

By conducting keyword research, optimizing your website, creating high-quality content, and promoting it through various channels, you can improve your search engine ranking and attract more visitors to your website. This, in turn, can help you drive more leads and grow your business.

Of course, SEO is a long-term game and will require patience. So, don’t keep changing your strategy if you don’t see the payoff immediately. Instead, focus on creating regular content your audience loves.

Sanketee Kher

Sanketee Kher

Sanketee Kher (MA, I/O Psychology) is a freelance content writer. She specializes in writing for B2B SaaS and eCommerce companies looking to incorporate personality into their brands. She also writes for leading job boards in India and the U.S. When she isn’t crafting content for her clients, you can find her indulging in other creative pursuits. You can connect with Sanketee on LinkedIn.

Link: Visit her website

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