Not sure if it’s worth it to invest in SEO for your software company? Every day you wait, is a day you lose ground to your competitors.
On top of that, 70 to 80% of search engine users ignore paid ads and only look at organic search results when they perform a search. That means that even if your Google Ads campaign is doing great, you’re missing out on a lot of traffic.
And that’s not all. There are lots of SEO benefits for software companies that go beyond organic traffic generation. You can find eight of the most important ones below.
8 Benefits of SEO for Software Companies
1. Independence from ads
If you have the budget and the competition is manageable, paid advertising can be a great way to get your software company off the ground. When it works, it works instantly, and so it can help grow your revenue fast. But there is a flip side to that coin: once you stop paying for ads, they stop working for you just as quickly.
There’s a real risk of becoming dependent on paid ads, but you can eliminate that risk by investing in a strategy that delivers results over the long term. That’s where SEO comes in. While it generally takes longer to get results from search engine optimization, those results are cumulative. Every well-optimized page can generate leads for years to come, and the better your site does in search, the easier it will be for new pages to rank.
2. Long-term rewards
Once you rank a piece of content, it will keep bringing in traffic and so you get more out of your content creation efforts when you also optimize your content for the search engines.
Some articles promoting the benefits of SEO claim that it’s a “free” marketing strategy. This isn’t true, as you still need to pay your SEO agency or strategist and your writers. However, once the content is created and ranks, every click it generates is free.
We’ve already compared that with paid advertising where you need to pay for every click you get, but you could also contrast this with social media marketing. As soon as you stop posting content on Facebook, Instagram, or Twitter, your brand disappears from the feeds of your audience and your leads from those channels dry up.
3. A steady stream of qualified leads
Without SEO, you’d invest in a new piece of content, publish it, and then promote it heavily only to see it fall flat a few weeks later and start the whole process over again. With SEO, you’ll target highly relevant keywords so you can keep sending qualified traffic to your most valuable (and converting) content assets.
When you know your content will keep producing results, you can take the time to produce high-quality articles. There is no need to keep creating content simply for the sake of creating content.
4. Touchpoints at all stages of the buying cycle
Through keyword research, you can find out what your prospects are looking for in different stages of the buying cycle and then create content for these different pain points. This allows you to reach prospects where they are and be top of mind when they’re ready to make a purchasing decision.
Say you run a help desk SaaS. You may have blog posts on:
- Essential Help Desk Procedures: to put your brand in front of prospects who are only looking to become better at their jobs.
- How to Choose a Help Desk Tool: to attract prospects who are actively looking for a solution.
- “Your Brand Name vs Competitor Name: a Comparison”: to win over those who are ready to buy but are still comparing different options.
5. Cultivation of brand awareness
Keyword research allows you to create content that answers the questions of your target audience and rank that content. The more you do this, the higher your visibility in the search engines will become, and the more your target audience will become aware of your brand.
Not just that, but they’ll start talking about it, too.
Is MailChimp the best email tool? Not for everyone, but it’s the name everyone knows, and so it’s one of the most common recommendations people make. By ranking high on Google, you can literally stand out above your competitors and build a competitive web presence.
6. Increased confidence and trust in your brand
If you keep appearing on the first page on Google when your target audience searches for something, that’ll boost your credibility. If you then manage to also provide them with the information they need, you’re well on your way to gaining their trust and building your reputation as a thought leader in your space.
As a result, users will be more likely to come back to you and turn into customers.
7. A better understanding of your audience
Keyword research allows you to understand what your target audience is searching for on Google. Based on that research, you can then create content that targets their needs.
But that’s not where it ends. Traffic is great, but conversions are better, so you want to monitor which of your posts convert best. That way, you can figure out which topics and types of keywords are most likely to convert leads into customers and use that knowledge to create similar content.
Google Analytics makes it easy to see which of your pages convert and what a typical buyer journey through your website looks like, as well as which pages get a lot of clicks but also have a big drop-off.
Data like this allows you to make data-driven content decisions and plan your content calendar around what works.
8. Improved user engagement
SEO may be Search Engine Optimization, but in reality, a lot of SEO best practices improve the user experience as well. They require that:
- You create optimized content that is valuable to your target audience.
- Your website has an easy-to-navigate structure.
- Your website is optimized for mobile.
- Your website is fast.
All of these things make it more likely for a user to visit your site, click around, and convert. Targeted content and smooth browsing also make it more likely for people to revisit your site, and if you can provide users of your software with an equally great experience, you have all the ingredients to turn customers into loyal brand ambassadors.
Start Taking Advantage of the Benefits of SEO for Software Brands
SEO is a long-term strategy aimed at generating long-term results. When well-executed, it delivers a consistent stream of high-quality traffic, builds brand awareness and trust among your target customers, and helps you better understand your audience so you can create content that reaches them no matter where they find themselves in the buying cycle.
It also allows you to enjoy the instant results of paid advertising without becoming dependent on them.
Convinced? Great! Get in touch to discuss how we can help you implement an SEO strategy that’s tailored to your needs.