Do you own a B2B SaaS platform? These refer to encompasses cloud-based software used by businesses for various tasks, such as accounting, office productivity, customer relationship management (CRM), and other work-related activities. They are invaluable for the everyday functioning of businesses.

The B2B SaaS industry can be competitive, and it can be hard to get your foot in the door, particularly if you are a burgeoning company on a limited budget. This is where a B2B SEO strategy for SaaS services comes in. Read on to see how you can utilise SEO to elevate your SaaS company.

What is B2B SaaS SEO?

B2B SaaS SEO refers to Search Engine Optimisation strategies for Software as a Service companies. SEO plays both a crucial yet cost-effective way to increase online visibility, attract organic traffic, and gain customers. SEO for B2B SaaS focuses on optimising the company’s website content, enhancing keywords relevant to their software products, and building a strong online presence to compete effectively in the digital market.

The Difference Between SEO for B2B SaaS and B2C SaaS SEO

The primary difference between SEO for B2B SaaS purposes and B2C SaaS SEO lies in the target audience and the nature of the products or services offered.

B2B SaaS SEO focuses on attracting other businesses as customers. It involves optimising content for industry-specific keywords, highlighting enterprise solutions, and addressing pain points of businesses. The content is more technical, detailed, and tailored to employees within organisations.

In contrast, B2C SaaS SEO targets individual consumers. The SEO strategy here is more about engaging a broader audience with user-friendly language, focusing on everyday problems solved by the software, and often leveraging emotional appeals. The keywords are more general and the content is designed to be easily understandable and relatable to the average consumer.

We will be zeroing in on SEO for B2B SaaS products and services, and how a robust strategy can increase brand visibility online for other businesses.

B2B SaaS SEO Strategy

Keyword Research: Bottom of Funnel and Top of Funnel Keywords

Like many SEO strategies, our first step is collecting keywords. However, this will look a bit different, as they will be divided into Bottom of Funnel and Top of Funnel keywords.

Bottom of Funnel Keyword Research

Bottom of Funnel keywords refer to keywords that people search for when they’re ready to purchase. You will want to dive into keywords and queries that appear often, which you can do by:

  • Understand Customer Pain Points and Solutions: Begin by diving deep into the specific problems your SaaS product addresses. Keywords at the bottom of the funnel are closely tied to these unique pain points and the solutions your product offers. This understanding will guide you in pinpointing keywords that resonate with the immediate needs and interests of potential customers who are in the decision-making stage.
  • Monitor Search Query Reports: Regularly review your search query reports, especially if you’re running Google Ads or similar campaigns. These reports can reveal a wealth of information about the terms and phrases that potential customers use when they are close to making a purchase decision.
  • Feedback from Sales Team: Leverage the insights of your sales team. They are on the front lines communicating with potential customers and can provide valuable information about the language and specific terms prospects use during the sales process. This direct feedback can be a goldmine for identifying targeted keywords that align with the mindset and needs of customers.

Top of Funnel Keyword Research

Top-of-funnel keywords are broad, general search terms used by potential customers who are at the early stages of awareness and information gathering about a product or industry. These are less specific to your website than bottom of funnel keywords, however still crucial to potential discovery of your SaaS business. To find these, you can use more typical research methods such as:

  • Use Keyword Research Tools: Leverage tools like Google Keyword Planner, Ahrefs, SEMrush, or Moz to find keywords related to these broader issues. Look for keywords with higher search volumes that indicate a more general interest rather than specific product-focused searches.
  • Look at Educational and Informational Queries: Top-of-funnel users often look for educational content. Phrases that start with “how to,” “what is,” “guide to,” “beginner’s guide,” etc., are common keywords.

Gather these and write them in an Excel spreadsheet, divided into the two sections.

Competitor Research

After your initial keyword research, a competitor analysis of other SaaS companies will be beneficial to pick up on any blindspots or processes in your keyword research and overall SaaS SEO strategy.

Reviewing the content of your competitors, particularly those achieving high rankings for broader industry terms, can provide invaluable insights into effective keyword strategies. By analysing the keywords they target in their blogs, whitepapers, and introductory content, you can identify patterns and gaps in your own keyword strategy. This research not only helps in understanding the language your target audience resonates with but also offers inspiration for new content ideas.

Optimise Your Product and Services Pages

Keep your bottom of funnel keywords handy, because they will be used here. Optimising your products and service pages will be a lengthy process but ultimately worth it by utilising keywords and queries that are pivotal to the purchasing process. The three important things to remember doing this are:

  • Making sure the content is 100% unique, so you don’t run into having duplicate content, which can decrease the ranking of your pages.
  • Beefing up your landing pages. Ensure they contain around at least 500 landing pages.
  • Using keywords strategically, don’t cram! Ensure they are also used in the H1, URL and meta description.

Like mentioned before, this is time consuming. If you want to maximise the value of doing this, then choose to optimise the most popular SaaS product and landing pages you have, or the ones that really need a boost.

Optimise Past Blogs and Create an Improved Blog Schedule

Now bring out the top of funnel keywords and queries. These will be used to optimise your blog posts and future content writing. Blog posts as a form of content marketing are a strategic way to attract a wider breadth of businesses at the early stages of their SaaS investigation journey.

When crafting your blog posts, integrate these ToF keywords naturally within the content, titles, meta descriptions, and headers. The aim is to create educational and engaging content that addresses general interests and questions of potential customers. This approach helps in ranking for these broader terms, drawing in traffic that’s at the discovery phase. SaaS can be shrouded in uncertainty, and businesses can be hesitant to invest in new b2b SaaS products. Alleviate this worry.

Off Page SEO

Take your BSB SaaS off page! Off-page SEO refers to optimisation activities conducted outside of your own website. Key to this is building high-quality backlinks from reputable sites within your industry. Start by creating valuable, shareable content like industry reports, insightful blog posts, or innovative tools that naturally attract links.

Engaging in guest blogging on established platforms in your niche can also amplify your reach and authority. Additionally, leverage social media to increase visibility and drive traffic back to your site. Networking at industry events and participating in relevant online communities can foster relationships leading to more organic backlink opportunities.

The Ultimate SEO for SaaS Companies Guide

The SaaS industry is competitive and varied in the products and services it offers. Whether you’re enlisting the help of SEO services, or keeping it in your company, these five encompassing steps are comprehensive actions to take to smash your B2B SaaS goals!