by Logan Palmer and Tom Casano
While SEO and SaaS are amongst the fastest growing industries today, they’re also extremely competitive in each of their own rights. And B2B SaaS SEO is definitely very competitive.
But increasing your visibility in search engines with SEO can also be one of the best ways to grow your customer acquisition.
That’s why we’ve decided to give you four proven strategies to increase your revenue through B2B SaaS SEO. But before we dive into that, we need to be clear about a few things.
B2B SaaS SEO
Many of the typical strategies employed in SEO generally still apply in B2B SaaS SEO. It’s commonly said that SEO takes time, and that’s true. However, B2B SEO typically takes even more time because the price point is typically much higher, and a recurring fee model creates a level of commitment that adds to the purchasing decision. Businesses will typically do a lot more research before signing a contract with another business, which means that your company must catch businesses in their research and ready-to-purchase phases of the sales funnel.
If you’re looking to improve your company’s SEO strategy, we’ll give you a free personalized SEO strategy review here. There’s absolutely no commitment to use our services. We’ll take a look at your current SEO strategy and tell you how to improve it. If you like what we give you, then we’d love to work with you. If you want to take our recommendations and implement them at your SaaS company, that’s great too.
1. Target Your Audience
If you don’t know who your audience is, your SEO strategy will go nowhere. If you’re a B2B SaaS company that serves enterprise companies, then your content and keywords need to reflect that. You can’t target your audience if you don’t know who they are.
Once you’ve identified your target audience, you need to attract them to your website with stellar content that’s optimized for the keywords they’re searching for. For example, if your company offers project management software for other businesses, you need to see which words those companies are searching for and optimize your pages for them.
You can use SEMRush or Moz Pro to see which keywords in your space are being searched the most. You have to pay for both of these tools, but you can use Keyword Tool if you’re looking for a free tool. All of these tools will provide you with a huge list of keywords that your potential clients are using in their searches.
The ideal keywords will have the following:
- High Intent – When keywords have higher CPCs, it means they’re more likely to convert. If you’re looking at two different sets of keywords and one has a CPC of $5 while the other’s CPC is $45, you should target the $45 keyword. Once you rank for these keywords, your website users will be closer to buying.
- High Volume – The keywords with the highest search volume will bring the most people to your website. It sounds intuitive but not everyone does it.
- Less Competitive – Most simply put, these keywords aren’t overly difficult to rank for. So you should be able to rank for them more quickly.
You won’t always be able to find keywords that have all three of these attributes, but you should go for the ones that do. Also, keep these attributes in mind when you’re looking to hire an agency to do your B2B SaaS SEO. Does the agency you’re considering have a plan for how to target your audience and follow this model?
2. Consistently Come Out with Stellar Content
Now that you know what keywords your audience is searching for, it’s time to create killer content. It isn’t enough to simply pepper your website with targeted keywords. You need to build pages and write blog posts focusing on these keywords.
Here are a few things to remember about the keyword content you develop with:
- Make sure it provides value – Content that teaches your audience something is vital. A blog post that provides users with in-depth knowledge tells the community you’re an expert and that they can trust you. In turn, your time-on-site will increase, people will share your content more, and you will get more links sending people to your website.
- It can’t be short – Google likes in-depth content and so do readers. It doesn’t have to be crazy long but it can’t be less than 1,000 words as a general rule of thumb.
- Make it conversational – Content, whether it’s a static page or a blog post, does much better when it’s written with you’s and I’s. This is because it’s more engaging. Wouldn’t you rather read content that’s conversational instead of written in a textbook format?
Once again, if you’re looking for an SEO agency, are they doing these things? Are they consistently putting out high-quality, in-depth blog posts that show their expertise in their space?
If the answer is yes, then they’re probably a good agency to consider.
3. Improving Click-Through Rates (CTR)
Traffic that comes to your website doesn’t do much good if it doesn’t convert. In Google Search Console, look for the terms your website ranks well for on Google that have low CTRs. If you don’t increase your CTR for these search terms, Google will push you down in the rankings.
Here’s how you can improve your CTR for these terms:
- Optimize title tags and meta descriptions for clicks – Your page titles and meta descriptions show up on the SERPs and play a huge role in whether users click through to your website. Having the keywords you’re targeting in the page title and meta description shows the searcher that the page is relevant and increases the CTR.
- Go for the featured snippet – Also known as “position 0”, getting your page or blog post to show up in the featured snippet for a question someone is asking will be a huge boost to your CTR. And you can find these in your Google Search Console.
4. Converting via Free Trials
If you offer a free trial, make sure you advertise it on all of your pages and blog posts. The word “free” goes a long way with a business trying to decide if it should buy your software or not.
In addition to advertising the free trial, make sure it’s easy to find and navigate. Frustrating your audience with a clunky, difficult-to-use path to the free trial will cost you. Use Google Optimize to A/B test your conversion path to improve your conversion rates.
In conclusion, doing the following will pay substantial dividends for your B2B SaaS SEO:
- Target your audience with the right keywords
- Consistently come out with highly-engaging, useful content
- Improve your conversion rates
- Use A/B testing to convert your traffic, especially through free trials if possible
If you’re looking for an agency to handle your B2B SaaS SEO, we hope you will try our free personalized SEO strategy review. If you like it, we’d love to work with you and increase your online presence through organic search. If you decide we’re not what you’re looking for, you’ll still be able to take our recommendations and implement them on your own.