SEO for SaaS Companies

As a SaaS company, you’ll want your website to stand out against competition for relevant keywords (and who doesn’t?).

Consider this: Google is the biggest traffic referrer, 10 times bigger, in fact than the second one — Facebook. This applies to both organic search results and paid ads, but the difference in percentages is stunning.

Namely, 65.72% of all clicks come from organic search, while 3.82 % of clicks come from paid ads (desktop). For mobile devices, stats are as follows: 38.97% clicks come from organic search, while 3.12% of clicks come from paid ads.

Now, of course, the very transactional bottom of the funnel keywords (think “best time tracking software”) will almost always have paid ads on the top of the Google search results. But can you really afford not to be found for the middle and top of funnel keywords where organic position 1 still generates all the clicks?

Best Way to Do SEO for SaaS: Follow State of the Art SEO Strategies

When it comes to SEO for SaaS, we work with the strategies proven most successful for digital businesses. Let’s take a closer look!

1. Know Your Audience: What are they looking for?

Knowing your audience always comes first. You need to know what your customer’s expectations are. Your business promise should be aligned with their needs and so should your marketing efforts – SEO included.

Make an effort to get to know your audience before you even start thinking about SEO.

Basically, people have two main motivations to take action:

1. They look for ways to solve problems.

2. They research ideas on how to reach their goals.

In terms of SaaS companies, issues that people could research might inefficiencies in internal communication, lack of transparency and tracking issues, messy inventory management or lead management.

If your product helps them to organize and streamline those processes – you will want to be on the top of Google’s search when people are looking up how to fix these challenges.

Equally, if users are looking for how time tracking solutions, best bookkeeping apps, easiest messaging tool or best competitive analysis – you will want to be there and show them how they can reach their goals and aspirations.

2. Research Keywords: Let’s get the data.

Every SEO effort begins with — keyword research. It turns your qualitative knowledge of your target audience into facts.

We’re sure you’ve heard this information many times, but keyword research is still the market research for most digital businesses. Things might be different if you are a fashion business (you will want to analyze Instagram and Pinterest), but as a SaaS business, chances are high that people are researching on Google.

Keyword research shows you what wording people use, how they research problems and solutions – and where the content gaps in the market are. You will understand what keywords are more popular with the users, and which ones will be harder or easier to win.

It is the foundation for your overall SEO strategy and creates a streamlined SEO strategy moving forward.

Finding out the best keywords is quite easy in theory, as there are numerous tools available but the true art is to take the time dig deep and go beyond a quick Excel export to find the gold. Some of our tool choices include Ahrefs, SEMrush, Google Search Console or KWfinder. At Flow SEO, we play with all of them.

3. Creating Content and Meeting Search Intent.

Stellar content is an absolute must in terms of SEO. There are various content types you may choose to publish, most common ones include blog posts, tutorials, product demos, educational content, manuals, etc. But what makes content stellar?

Good quality content is giving people what they want. Actually being the most relevant answer to their search query. This is what puts you on the top of Google – and on the top of people’s minds.

You need to look on Page 1 of Google search results to understand what Google and users like to see. Many SaaS companies want their sales page to rank for “xxx software” but if Page 1 is full of review and comparison posts – your sales page is not going to make it – because it is not meeting search intent.

And a detailed SEO strategy will highlight the need to create your own in-depth educational guide about how to choose a software – on your blog and possibly linking to your competitors.

So here we go, content planning is, in that regard, of crucial importance. In addition, bettering the existing content and optimizing the entire website is an absolute must.

The content should speak to your audience, loud and clear, by means of addressing their pain point (the above-mentioned issues) and helping them reach their goals faster and with more efficiency.

4. Content Optimization and Structured Data

You will still want to optimize your content with keywords. Adding the main keyword to URL, headline H1 and page title is still relevant. Why miss out on these crucial ranking factors when it is so easy to get it right?

But SEO in 2020 goes beyond that.

To play the SEO game today, you will also want to provide structured data or schema markup, which Google helps to better understand the elements of a page – and increase your chance of winning a featured snippet.

On top of that, Google Search uses structured data to enable special search result features, including images.

So, what exactly is structured data?

Simply put, structured data is a standardized format for classifying the page content, e.g. images, list, authors, organization, etc.

SEO for SaaS Businesses

It is important to regularly post new content so that your website keeps growing and ranking. Remember to add target keywords and relevant images, as well as to optimize titles and descriptions – your good old SEO homework.

On that note: Clickbait is never a good idea for serious business and neither are random images and videos. Of course, not every piece that you create needs to be an SEO piece. But if you want to be ranking, you will want to make sure to create a relevant number of SEO content pieces.

Rather, keep to your business promise with each new piece you post and keep an eye on the feedback (social media comments and emails).

Digital PR and Outreach for Software Businesses

Building backlinks is still the name of the game when it comes to SEO. And for your SaaS website to rank on Google.

When it comes to building links and creating outreach strategies, there’s a variety of strategies that you can implement.

Guest posting is still very important, as you can gain a link on a high-traffic site, as well as set up your company as an expert on that topic.

Digital PR allows creating background noise and initial momentum in link building. Techniques can include supplying quotes to HARO (Help a Reporter Out) or acquiring links from brand mentions.

Converting Organic Traffic

The whole purpose of SEO is to boost your brand’s digital presence. They go on Google and find your website.

Now the ball is in your court: What can you offer to move prospects further down your conversion funnel? Is it a whitepaper, a free trial or webinar?

Match your call-to-action to where users are at in their decision making the journey and make it easy for them to take the next action. Increasing organic traffic is the first step, creating a path to conversion is the crucial second step.


As you can see, SaaS companies have great opportunities to increase their online presence and make a lasting impact on their audience.

The effort is worth the pain, mind you. If you establish your brand as reliable and trustworthy, success is bound to follow.  

As you’ve learned, there are plenty of reasons to implement SEO for your SaaS company. Here is a great example of a happy Flow SEO customer:

We’ve been working with Viola from Flow SEO for link building via outreach and PR. We ended up getting mentions from very authoritative sources which participated in increasing our website traffic by 35% in 4 months. I deeply recommend Viola’s services to anyone willing to get a better exposure of their websites.” – Alexis Dollé, Mailbird

For more information, please reach out, and we’d love to answer any questions that you may have!