The B2B SaaS marketing mix usually includes a variety of channels and activities. SEO is one of the core aspects of B2B SaaS marketing as it drives organic visibility and ensures your SaaS product is positioned for the right keywords and the right customers.
What is the best way to kick off a successful SEO program for your B2B SaaS Startup? Which fundamental things do you need to take care of as a SaaS founder? Read on to find expert answers to these questions.
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Organic visibility is key for driving traffic to your website, however, the most important benefit of high visibility in search is showcasing your product to SaaS customers with bottom-of-the-funnel intents. In other words, people actively searching for a solution to their problem are more likely to convert to your customers, if your product addresses their needs and resolves their problems.
Investing in SEO from day 1 is essential to growing B2B SaaS startups as it sets a very strong foundation for being visible and being found organically by the most active segments of your target audience.
SaaS SEO revolves around the following key areas:
Let’s review these areas one by one and explore the key activities a SaaS founder needs to pay attention to.
Technical SEO health is fundamental for any website, as it ensures that search engines can access the website content, index it, and then rank it on search results. Technical SEO also covers optimizing the key page’s elements such as titles, meta tags, H tags, and more advanced techniques such as micro-formatting and generating the right XML sitemaps.
Generally, most of the industry-leading website builders (WordPress, Hubspot, etc) have done a good job of addressing core technical SEO components out of the box. However, if you’re building a custom front end for your SaaS product, or applying a lot of modifications to your WP theme, it is essential to make sure that you address technical SEO factors and apply necessary fixes.
Helpful resource: Google’s SEO Starter Guide
On-page SEO for SaaS addresses content and optimizes your website pages for the right keywords. It also relates to building the right website structure, i.e. having a sufficient amount of pages and content to fully describe your product and address users’ search intents appropriately.
These pages are the key areas on your website to embed the targeted keywords that describe what your product does. It’s a great way to position your product functionality in the right way and describe the solutions to your customers’ problems.
Recommendation: create a separate page for each feature and optimize each page for a specific set of target keywords.
These pages provide information about how your product integrates with other software. You can use these pages to further describe your product benefits.
Recommendation: create a separate page for each integration. Thus you will be able to capture searches with very specific customer intents.
These pages showcase how you are compared to your rivals. You can use these pages to showcase how your product is better than your competitors and show exactly why your prospects need to choose your product.
Recommendation: create a separate page for each competitor. Use benchmarks, checklists, comparison tables, and other elements to showcase your product.
Helpful resource: The Ultimate SEO Checklist for Tech Companies Founders
Let’s review how you can kick-start your B2B SaaS startup content marketing strategy and optimize for quick SEO wins.
The best initial SEO strategy for SaaS startups is to address the key jobs to be done that your customers have. This approach can be easily converted to How-to’s and blog posts, as well as infographics, FAQs, and other content formats.
In other words, focusing on how your product resolves key ICPs pain points is the best way to start your content marketing effort, as you will be expanding your keywords reach, SEO forecasting, and strengthening your product positioning at the same time.
Recommendation: review the key Jobs-to-be-Done that your SaaS product covers, and build up a content plan around these pain points.
Doing SEO for B2B SaaS startups revolves around technical SEO, on-page SEO, and content marketing. Focus points for SaaS founders include:
Need help with figuring out your SaaS Startup SEO strategy? Book your free consult with Rampiq SEO experts!
We are helping 40+ B2B SaaS businesses do better with their SEO every year, and we are ready to help you.
The brain behind Rampiq's SEO strategies and results. Masha is focused on SEO processes design and constant innovation and improvements.
