A SaaS business is like no other when it comes to scaling your business up. The offering you have is an intangible one that only becomes tangible when the potential customer tries your solution. The sales process requires education, trust building, and touchpoints before conversion into a paying client. Furthermore, the target market will be searching for a solution online each and every day while comparing five or six other solutions before they even contact your sales reps.

In such a scenario, organic search visibility is no longer just a marketing tool but one of the strongest customer acquisition tools you have in your arsenal. The problem is that doing it correctly requires the expertise of specialists within the SaaS SEO agency itself.

Why SaaS SEO Is Fundamentally Different From Standard SEO

While most SEO companies have an understanding of SEO basics, very few of them have a clear understanding of SEO for software businesses, which includes understanding the dynamics of how it works, including buyer journeys and content strategy.

The way SaaS customers search is very different from other types of consumers. They use very specific keywords, usually technical, to search for solutions. They research extensively before testing a solution and will compare products against one another by reading reviews and case studies, among others. Moreover, their buyer journey may span many days or even weeks before they get in touch with anyone from the sales department.

An experienced SaaS SEO company understands these dynamics and develops strategies to meet SaaS customers wherever they are in their journey, rather than focusing on keyword strategies that generate volume but don’t convert well because of their high bounce rate.

What a SaaS SEO Agency Actually Delivers

• Funnel-based keyword strategy: SEO for SaaS involves identifying keywords across each stage of the sales funnel process. Awareness-level content targets users who know they have an issue but haven’t found a solution yet. Consideration-level content targets users comparing different solutions. Lastly, decision-level content targets users looking to test or purchase the product or service. 

• An expert SaaS SEO firm: creates campaigns based on keywords at all three levels instead of concentrating on popular keywords that do not convert.

• Product-oriented content creation: The best way to generate SaaS content involves embedding the product within the content created that educates potential customers and increases organic rankings all at once. By employing such an approach, you attract visitors that have a strong knowledge of your industry and a higher conversion rate than generic informational content.

• Competitor targeting, alternative targeting: SAAS buyers constantly look for information about comparison and alternatives to make their choice. Content marketing directed at targeting competitors' search results, alternative to search results, and category-based use case searches is how you attract customers who are on the verge of making a decision and are looking for an opportunity to consider your solution.

• SEO of the software: As we know, some products can be technically complicated for crawling and indexing because of their architecture and other elements. A specialized agency knows how to overcome such issues in a way that cannot be done by a generic SEO agency.

• Review site authority and third-party sites authority: There is G2, Capterra, TrustPilot and even more category-specific review websites where buyers are choosing their software products. In order to succeed with SEO strategy for SAAS, you should be strong not only on your website but also on review websites.

What to Look for When Choosing a SaaS SEO Partner

A number of SaaS SEO agencies consist of both specialists and generalists who claim to be experts on SaaS but aren’t. Understanding the difference can save you both money and time.

Find out whether they can demonstrate successful SEO campaigns on SaaS companies by presenting specific case studies of organic traffic increases, growth in the number of trials, and their role in increasing MRR from organic traffic. Inquire into their strategy for optimizing bottom-of-funnel content, competing with other companies in the same space, and performing technical SEO for software companies.

Ask exactly how they define success for SEO within a SaaS context so that you understand the metrics they use for tracking results. Agencies with transparent reporting and realistic expectations of how long things take, as well as a true understanding of SaaS businesses, make great partners, whereas others will apply generic SEO practices to a highly specialized category.

Organic Growth Is the Most Sustainable Competitive Advantage a SaaS Business Can Build

The cost of acquiring customers via paid channels grows as competition heats up. There is a ceiling for what your salespeople can achieve. However, search engine ranking gains made from true know-how build up cumulatively, providing more value on an ongoing basis from one time investment.

If you require specialist, performance-focused SaaS SEO agency expertise to deliver tangible organic visibility that attracts viable trial users and drives measurable growth in your recurring monthly revenue, then look no further than Incinque Agency for the proven SaaS expertise and execution skills you require.