Running a SaaS business can be difficult, but what is even more challenging is creating an effective SaaS SEO strategy. This is because unlike other marketing strategies, you cannot A/B test or experiment in quite the same way. While SEO certainly does require a degree of improvisation and innovation, there are clear proven systems that work here, but also need to be adapted by keyword and niche. For SaaS companies who believe they should only be ranking for software-related keywords, getting involved in SEO will be a big wakeup call. This is because people are often not searching directly for software solutions when looking for potential problems that they are looking to solve.
Instead, SaaS companies need to frame their software as the solution by ranking for relevant keywords. Only then will they be able to create a comprehensive SaaS SEO strategy that helps their SaaS company bring in qualified leads via search. With that in mind, here is what you need to know to make sure that this happens.
Understand User Engagement
In recent times, Google has made it known that user engagement metrics are at the forefront of how their search algoritim ranks websites for specific keywords. If a website is not built in a quality manner, these metrics will reflect this, and Google’s algorithm will deprioritize the ranking.
In terms of KPIs, there are just some of the most important user engagement metrics you should be looking at:
- Page views
- Page dwell time
- Average session duration
- Bounce rate
- Pages per session
When looking at these metrics, consider how your website is structured. You may, for example, have a poor navigational structure or have too many pages with thin content, which causes user’s to be turned off and look for information elsewhere. When running a SaaS company, you need to present your software as a solution to whatever niche or buyer personas you are targeting, and not just a piece of software.
Properly Structure Your Content and Fix Any Technical Issues
When engaging in a SaaS SEO strategy, you also want to make sure that your content is structured properly for SEO purposes. THis means that once you have your keywords, you want to make sure that the keyword is used holistically throughout the content, and is not just stuffed into every possible nook and crevice. When doing so, you want to make sure that you fix both your content in terms of technical issues as well as the content itself. Make sure that the content you have out there is relevant and is authoritative, and also make sure that all images are tagged properly, all H1, H2, H3 headings are set up properly, and that the site load speed and teh way it appeals to the user are appealing. Otherwise, people will exit your site at first blush, and you may find it difficult to regain those users.
Overall, this is just a start of what you need to keep in mind when crafting a SaaS SEO strategy. However, once you are able to structure your website properly and increase your user engagement metrics, you’ll find that Google will recognize your SaaS site as relevant to target keywords and start to rank it accordingly.