SaaS Companies SEO

11 August 2021

What does SaaS mean?

SaaS is an acronym which stands for Software as a service (or SaaS). Essentially, it is a way of delivering application based services over the Internet. Instead of installing and maintaining software, the customer access it via the Internet. This removes the need for the end customer or client to look after complex software and hardware management.

Examples of SaaS would be:

  • Google Workspace (formerly GSuite)
  • Dropbox.
  • Salesforce.
  • Cisco WebEx.
  • SAP Concur.
  • GoToMeeting.

Saas and SEO?

SEO SaaS is essentially the process for achieving top organic rankings in the SERPs for Software as a Service company's website. By achieving higher rankings for relevant keywords with a strong click through rate can send relevant visitors to the company website that have a strong chance of converting into a sale.

Performance Marketing & SaaS

Like many other companies, SaaS companies may have a tendency to turn to performance based marketing.  Also known as pay for performance advertising, is a form of advertising in which the purchaser pays only when there are measurable results. Examples would include Pay Per Click based advertising such as Google Ads, Facebook Ads, LinkedIN Sponsored Updates and affiliate marketing. The advantage of this side of marketing is results can be seen quickly. But the downside is it can be costly. The cost of Google Ads, especially for those areas where more competition enter the market, this can drive the Cost Per Click (CPC) up. This may not always make it the most sustainable form of customer acquisition. Especially as once spending ceases the flow of traffic to your site automatically decreases.

Why SaaS companies choose SEO?

As just mentioned it can be a struggle to sustain performance marketing as a long-term strategy. Especially when these cost per click forms of advertising seem to increase year on year. There is also an element of trust which factors into paid advertising vs SEO. This can be likened to Advertorial versus Editorial. For the more savvy user it's easy to tell which results are paid for and those that have worked hard to achieve top rankings. However, SEO tends to be the long game. Not an overnight tactic. It takes time to establish a brand as credible, authoritative and trustworthy. Google and search engines alike (Bing, Yahoo, DuckDuckGo etc) need to trust that they are sending their searchers to trustworthy brands and websites.

SEO can drive a consistent level of traffic and exponential growth for SaaS companies. Even the difference between bottom of page one and top of page one in the SERPs can make a dramatic difference to Click Through Rates (CTR) and site visits. With anything, it can become a numbers game. The more relevant traffic that hits your SaaS website, the more chance there is of a conversion which can translate into sales and profits.

Where to start with a SaaS SEO Strategy?

The first place to start with your SaaS SEO Strategy is with identifying your target audiences and ensuring there is an understanding of them, the language they use, their education needs, knowledge gaps and overall requirements.

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