Search Engine Optimisation for SaaS companies

If you own a SaaS — or Software as a Service — company, you will be aware that it is not just about selling your software online. While this is, without doubt, an integral part of the business, you also face many daily challenges that accompany running a successful company. One of these challenges is attracting and gaining new customers. Word of mouth was originally enough to more-or-less guarantee you a steady stream of new customers. But, in the modern digital age, more and more potential customers are spooling through the internet to find relevant services. As a result, many SaaS companies are starting to pay closer attention to their websites to help attract new clients online. Regardless of whether you are an online-only company or provide physical services too, your SaaS website’s importance cannot be understated. 

There are many ways that a company owner can attract people to their online website. Common methods include pay-per-click (PPC) ads, social media marketing, and search engine optimisation (SEO). These choices vary in terms of their benefits and disadvantages. For example, PPC and social media marketing will give you instantaneous results because the moment you begin the ad campaign, you will start to receive website visitors. 

However, these options are expensive and do not give you long-term benefits or results. New website visitors will only keep coming to your website as long as you keep paying for ads. On the other hand, search engine optimisation methods generally take a few months to start displaying results. But, if you invest in SEO, your website’s position in search results will improve and bring more organic traffic to the site. And your website will maintain these positions even if you choose to stop using SEO services in the future. This means you can keep getting free traffic indefinitely. 

Thinking more of the long-term, investing in SEO services is a much more preferable option than paying vast sums of money for PPC or social media ads month after month. Moreover, potential customers will have more trust in you if they discover your website organically through search results instead of seeing an advert for your SaaS services. 

But, the critical question is, can SaaS companies actually attract new customers to their website and business using SEO services? The answer is simple. Yes! Below, we will demonstrate just how successful your company can be if you choose to employ an effective SEO strategy.

Search Demand for SaaS Companies 

The above screenshot shows Google search data on the term ‘SaaS’. As we can see, people search globally for the acronym SaaS 503 thousand times a month on average. Roughly 93 thousand of these occur in the United States, 59 thousand in the United Kingdom, 55 thousand in Japan, and 40 thousand in India. This demonstrates that there are a massive number of people seeking out SaaS services in your country daily. Therefore, effective SEO can help you attract tens of thousands of visitors to your website every single month! 

And we can see that Google Trends paints a similar picture. The above screenshot shows steady and consistent growth in the popularity of the ‘SaaS’ search term from 2004 until the present day worldwide. This means that an increasing number of people are seeking out SaaS services online each year. Consequently, if you decide to hire an SEO company to promote your SaaS business in search results, you will be in an excellent position to keep getting an increasingly high return on investment (ROIs) for years in the future, especially as PPC and social media adverts are becoming more competitive and expensive over time. 

People Use Lots of Search Terms to Find SaaS Companies 

It is vital to be aware that ‘SaaS’ is just one possible keyword, and there are numerous other search terms people might use when looking for a SaaS business. One critical part of SEO is keyword research, during which experts examine search queries and work out which pages need to be created on the website and optimised for keyword usage to attract maximum traffic. Here are just a few examples of search queries that people enter on Google when looking for SaaS companies:

  • ‘SaaS company’
  • ‘SaaS applications’
  • ‘SaaS for…’ + service required. For example, ‘SaaS for email marketing’.

The following screenshots show the average monthly search volume for a range of SaaS-related keywords. As you can see, there are millions of people searching for these search terms every month, meaning that a good SEO-optimised SaaS website can draw thousands of free customers each month purely by showing up for these keywords on Google. 

Other SaaS Companies are Already Getting Results from SEO

Effective search engine optimisation can bring phenomenal results, assisting websites in showing up higher in search results and potentially saving the website owner thousands of dollars on advertising every month. But, don’t just take our words at face value! Next, we look at several examples of SaaS companies enjoying an excellent return from their SEO efforts. 

Our first example is www.onfido.com, an identity verification SaaS company from the UK. This website has 33.5 thousand average monthly visitors. These are people who visit the website after seeing it pop up in their Google search results. 

At the same time, the website’s average monthly traffic value is $43,100. This shows how much money the website owner would need to spend each month to buy the same amount of traffic they get organically from contextual advertising systems, such as PPC ads. Consequently, the website owner can save over $43,000 each month because their website enjoys excellent positions in Google’s search results. 

The image below shows which pages draw the most traffic for this website: 

As we can see, the pages in this list above collect impressive traffic from various pages, including blog posts. A great SEO expert can examine the pages currently on your website and competitor sites, optimise existing pages to help attract even more people, and create brand new pages that will collect as much organic search traffic as possible. Naturally, this is just one aspect of SEO work, and there are countless other things that SEO agencies do to promote websites. 

However, you may be thinking it is hardly a surprise to see sizable results with a large SaaS company website, but what about a smaller one? Is SEO still a feasible investment? The following screenshot will demonstrate that it definitely is. 

Clearly, the results are encouraging even for a smaller website and company. This UK-based influencer marketing software company attracts roughly 2.5 thousand organic website visitors every month and has a traffic value of approximately $3,500. Onalytica ranks highly on Google for numerous keywords and is drawing impressive traffic. This website gets $3,500 worth of free traffic from Google, meaning that they can preserve this money that would otherwise have been spent on PPC ads. 

The main factor to remember is that PPC ads essentially involve purchasing traffic in exchange for money. So, it makes sense that once you stop paying for these ads, you also stop getting traffic. But, with SEO, you will maintain your search positions and continue to receive traffic even if you stop using SEO services. By choosing to hire an expert SEO agency and boosting the rankings of your SaaS website on Google, you can save money and keep your website’s traffic without having to spend money on advertising channels, such as PPC. 

Let’s now take a look at the pages that bring the majority of visitors to this website:

Here, most of the pages are blog posts. Some of the keywords that bring the most traffic to these pages include ‘onalytica’, ‘influencer relations’, and ‘top social media influencers’. This again shows a significant variety of keywords that your website can utilise to collect free organic traffic on Google (depending on the type of SaaS company you run). A qualified SEO agency can effectively create, optimise, and promote those pages and bring more business to your company.

Local SEO

Local SEO techniques are used to ensure that a website is displayed to people who search for certain services locally. For example, if you were to enter ‘SaaS companies near me’ on Google, you would see websites of companies based in your local area. Local SEO is imperative for businesses offering services in-person, including some SaaS businesses. But, simply adding your website to Google My Business and placing the location on Google Maps will not bring you as much traffic as you might like. Only comprehensive search engine optimisation of a website will lead to actual results and assist your website in its rise of search engine rankings. Of course, these local techniques may not apply if your company is based online only.

What Does an SEO Company Do?

While SEO is without question an outstanding investment for SaaS companies, getting those great results involves much skill, hard work, and expertise. This is no exception for SaaS websites. Google has impeccable standards to ensure that low-quality websites fail to reach the highest positions in its search results. 

However, NUOPTIMA has been working with brands in a variety of industries for many years, including SaaS companies. Our experts have an abundance of experience doing SEO for clients, including startups, real estate, medical clinics, e-commerce, and, of course, SaaS companies. As a result, we know exactly what needs to be done to get your website to appear on the very first page of Google. Here are just a handful of things that we can do to improve your SaaS company’s Google rankings:

  • Arrange link placements on upstanding and reputable SaaS online directories.
  • Create SEO-optimised content to help your website rank for more keywords on Google.
  • Optimise existing pages to make sure they comply with Google’s best practices and rules.
  • Create all the necessary pages to help your website collect as much organic traffic as possible.

Efficient search engine optimisation can bring brilliant results if undertaken properly and correctly by qualified experts. At NUOPTIMA, we have an impressive SEO team packed full of expertise to assist your website in achieving fantastic results. Book a free discovery call today with our professional team to explore how we can use SEO to achieve outstanding results for both your website and your company as a whole. 

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By: Viktor Bartak

Head of SEO

Linkedin

Viktor has 15 years of experience in SEO, having worked on over 300 businesses across B2B and B2C, including cybersecurity, social media, eCommerce, tourism, SaaS, fintech, private clinics, agriculture, clothing manufactures, real estate and more.

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Search Engine Optimisation for SaaS companies

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