NUOPTIMA > Nuoptima Blog: SaaS Marketing Tips and Tricks > SEO for SaaS: The Ultimate Guide in 2024

SEO for SaaS: The Ultimate Guide in 2024

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In today’s fast-paced SaaS industry, success hinges on more than just selling software online. Software companies must attract and maintain a strong customer base. With the shift to the digital era, a rising number of potential customers are turning to the Internet to find services, highlighting the need for a strong online presence.

As 2024 progresses, SEO for SaaS is rapidly evolving. Traditional marketing methods like PPC ads and social media marketing are effective for quick visibility but fall short in long-term value and cost-effectiveness. Site optimization stands out as a more sustainable, cost-efficient approach, improving website rankings and ensuring continuous organic traffic, which is vital for long-term growth and building customer trust.

Screenshot from Google search results for ‘SaaS Companies’ showing the PPC and organic results.

A BrightEdge Research study reveals that 53% of website traffic comes from organic search[1], demonstrating SEO’s significant role in driving traffic and leads.

This guide delves into SEO for SaaS companies, covering keyword research specific to the software market, the importance of on-page and technical SEO, and impactful content marketing strategies. It also discusses effective link building, local marketing relevance, and the importance of tracking performance. With practical case studies and expert insights, this article provides essential knowledge on how to improve SEO for SaaS companies.

Understanding SEO for SaaS

SEO is a crucial tool for enhancing a website’s visibility on search engines like Google. In the context of SaaS, optimization plays a unique role. It’s not just about driving traffic but attracting the right audience — potential customers who are actively seeking software solutions. This involves applying a strategy to your website to help it rank more highly in search results for queries specific to your software products and services. The targeted approach is essential for companies looking to connect with their ideal customer base and convert them into long-term users.

How Does SEO for SaaS Companies Differ From Traditional SEO?

While the main principles of SEO apply to both traditional and SaaS models, there are distinct differences in their application and focus areas. Let’s break down these differences in a simple table:

AspectTraditional SEOSEO for SaaS 
Target AudienceBroad and consumer-basedSpecific, looking for software solutions
KeywordsOften more general and high-volumeHighly specialized and niche-focused
Content StrategyWide array of topics for a varied audienceIn-depth content addressing specific software needs
Conversion GoalsMixed, from information to salesPrimarily sign-ups and software trials
Customer JourneyShort-term, usually transactionalLong-term, focusing on ongoing engagement
Link BuildingGeneral industry and media linksLinks from tech and software-specific platforms
Performance MetricsClicks, impressions, and salesFree trial sign-ups, demo requests, user engagement

As you can see from the table above, SEO for SaaS requires a more focused approach tailored to the unique needs and behaviors of software seekers. It’s about understanding the specific pain points and questions your potential customers have and addressing them through your website’s content and structure.

Search Demand for the SaaS Search Term

Screenshot from Ahrefs showing the keyword explorer for the search term ‘SaaS.’

The above screenshot displays Google search data on the term ‘SaaS.’ As we can see, people search globally for the acronym SaaS 498,000 times a month on average. Roughly 87,000 of these occur in the United States, 58,000 in Japan, 48,000 in the United Kingdom, and 31,000 in India. This demonstrates that there are a massive number of people seeking out SaaS services, and effective SEO could help you attract tens of thousands of visitors to your website every month.

Screenshot of a line graph from Google Trends displaying the increasing popularity of the search term ‘SaaS’ from 2004 to the present.

We can also see that Google Trends portrays 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 (ROI) for years in the future, especially as PPC and social media adverts are becoming more competitive and expensive over time. 

The Role of Keyword Research in SEO for SaaS

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 essential part of SEO is keyword research, during which experts analyze search queries and decide which pages need to be created on the website and optimized 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, thousands of people search for these search terms every month, meaning that a good SEO-optimized SaaS website can draw thousands of organic customers each month by ranking for these keywords on Google. 

Screenshot of keyword ideas for SaaS terms from Ahrefs.
Screenshot of keyword volume for SaaS keywords from Ahrefs.

Techniques for Effective Keyword Discovery and Optimization

The effectiveness of your SEO efforts hinges on how well you understand and implement keyword research tailored to your SaaS product. This involves identifying terms and phrases that your potential customers use when seeking software solutions like yours. Here are some of the key processes to consider:

  1. Identify Your Target Audience: Start by understanding who your customers are and what problems they are trying to solve. This will guide you in predicting the search terms they might use. Consider factors like industry, job roles, and pain points.
  2. Use Keyword Research Tools: Leverage tools like Google Keyword Planner, SEMrush, or Ahrefs to find keywords related to your SaaS product. These tools provide insights into search volume, competition level, and related phrases that you might not have considered.
  3. Analyze Search Intent: It’s crucial to understand the intent behind the keywords. Are users looking for information or a specific type of software, or are they ready to purchase? Tailor your content to match this intent.
  4. Focus on Long-Tail Keywords: Long-tail keywords are more specific phrases that are commonly less competitive and have a clearer intent. They can be highly effective in attracting qualified leads.
  5. Monitor Competitors: Analyze the keywords your competitors are ranking for. This can give valuable insights into what works in your industry and help you identify gaps in your own keyword strategy.
  6. Optimize for Local SEO: If your SaaS serves specific geographic locations, include local keywords in your strategy. This can help you rank higher within local search queries (more on local SEO shortly).
  7. Continuously Refine Your Keywords: Keyword trends can change over time. Review and update your keywords regularly to ensure they remain relevant and effective.
  8. Integrate Keywords Naturally: Once you have your keywords, integrate them into your website’s content, titles, meta descriptions, and URLs. However, avoid keyword stuffing; the integration should feel natural and add value to the reader.
  9. Track Your Results: Use analytics tools to track how your keywords are performing in regard to rankings, traffic, and conversions. This data will help you refine your strategy over time.

Other SaaS Companies Are Already Getting Results From SEO

Effective SEO for SaaS 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. 

Screenshot of the key SEO stats for the onfido.com website from Ahrefs.

Our first example is onfido.com, an identity verification SaaS company from the UK. This website has 33.5 thousand average monthly visitors. These are people who go to the website after seeing it appear 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 quantity of traffic they get organically from contextual advertising systems, such as PPC ads. As a result, 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: 

A screenshot of the onfido.com top-performing pages as reported by Ahrefs.

As we can see, the pages in this list above receive impressive traffic from various pages, including blog posts. A great SEO for SaaS expert can examine the pages currently on your website and competitor sites, optimize existing pages to help draw in even more people, and craft brand-new pages that will gain as much organic search traffic as possible. Naturally, this is only one facet of SEO for SaaS 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 for SaaS companies still a feasible investment? The following screenshot will demonstrate that it definitely is. 

Screenshot of the key SEO stats for the onalytica.com website from Ahrefs.

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 it 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 receiving traffic. But, with SEO for SaaS, 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 conserve money and keep your website’s traffic without needing 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:

A screenshot of the onalytica.com top-performing pages from Ahrefs.

Most of the pages here 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 utilize to collect free organic traffic on Google (depending on the type of SaaS company you run). A qualified SEO agency can effectively create, optimize, and promote those pages and bring more business to your company.

Local SEO for SaaS Companies

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. However, simply adding your website to Google Business Profile and placing the location on Google Maps will not bring you as much traffic as you may wish. Only holistic search engine optimization of a website will lead to actual results and assist your website in its rise in search engine rankings. Of course, these local techniques may not apply if your company is based online only.

What Does an SEO Company Do: SEO Consulting for SaaS Companies

While SEO for SaaS companies is, without doubt, an outstanding investment, getting those great results involves much skill, hard work, and expertise. Google has impeccable standards to ensure that low-quality websites fail to reach the highest positions in its search results. 

NUOPTIMA has been working with brands in a variety of industries for many years. 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 NUOPTIMA can do to improve your SaaS company’s Google rankings:

  • Arrange backlinks, with the help of our SaaS link building agency, on upstanding and reputable SaaS online directories.
  • Create SEO-optimized content with the expertise of our SaaS copywriting agency to help your website rank for more keywords on Google.
  • Optimize existing pages to ensure they abide by Google’s best practices and general rules.
  • Create all the required pages using our SaaS content marketing agency to help your website collect as much organic traffic as possible.

Efficient SEO consulting for SaaS companies 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. 

How To Improve SEO for SaaS Companies: NUOPTIMA

In the competitive landscape of Software as a Service, it’s crucial to leverage every tool at your disposal to stand out. SEO for SaaS is one such tool that can significantly enhance your online visibility, attract potential customers, and establish your brand in the market.

At NUOPTIMA, we specialize in SEO for SaaS companies. Our team of experts understands both the challenges and opportunities in the SaaS sector. We use proven strategies and cutting-edge techniques to help our clients better their search engine rankings, drive more traffic to their websites, and increase their customer base. Book a discovery call today with our expert team to explore how we can utilize SEO to achieve outstanding results for both your website and your company.

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FAQ

Why is SEO important for SaaS companies?
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SEO is crucial for SaaS companies as it specifically targets potential customers actively searching for software solutions, thereby increasing the quality of website traffic and leads. It enhances online visibility in a competitive market, ensuring that a SaaS company’s solutions are easily discoverable by the right audience. Effective SEO strategies lead to higher search engine rankings, and this can significantly improve brand awareness and credibility in the SaaS industry.

How is SaaS SEO different from traditional SEO?
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SEO for SaaS companies differs from traditional SEO in its focus on highly specialized, niche keywords tailored to the software industry and the specific problems that the software solves. It involves creating in-depth, technical content that addresses unique SaaS-related queries and emphasizes long-term customer engagement over immediate sales. Additionally, SaaS SEO strategies often prioritize user experience and product functionality, reflecting the ongoing nature of SaaS customer relationships.

How do you think SEO contributes to growth in an enterprise SaaS?
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SEO contributes to enterprise SaaS growth by driving targeted traffic to the site, resulting in increased lead generation and customer acquisition. It helps in building brand authority and trust, which are essential for long-term customer relationships in the enterprise sector. By consistently ranking high in search results for relevant queries, SEO ensures sustained visibility and growth in a competitive SaaS market.

Are SEO consultants worth it?
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SEO consulting for SaaS companies can be highly beneficial, especially for businesses lacking in-house expertise. They bring specialized knowledge and experience in optimizing websites for search engines, which can result in significant improvements in search rankings, traffic, and conversions. An SEO consultant’s expertise in the latest trends and algorithm updates can be invaluable in navigating the complex and ever-changing landscape of SEO.

What does an SEO consultant do?
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An SEO consultant analyzes, reviews, and implements changes to websites to optimize them specifically for search engines, aiming to maximize traffic and improve page rankings. They provide expert guidance on keyword research, content strategy, and technical aspects of SEO, such as site structure and link building. Additionally, SEO consulting for SaaS companies includes monitoring website performance, offering solutions for improvement, and keeping up-to-date with the latest SEO trends and algorithm changes.

References

[1] https://www.brightedge.com/blog/organic-share-of-traffic-increases-to-53

By: Adrijana Palatinus

SEO Lead

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Adrijana Palatinus is the esteemed SEO Lead at NUOPTIMA, focusing her talents on crafting and leading effective SEO strategies for our clients. She plays a key role in devising innovative solutions that not only enhance website visibility but also fortify overall SEO frameworks. Adrijana's mastery in utilizing tools such as Google Analytics, Google Search Console, Semrush, and Ahrefs has positioned her as a pivotal figure in our strategy team. -space- The impact of her work is evident in the remarkable outcomes she's achieved, including elevating her department’s performance through strategic innovations and a hands-on leadership approach. Adrijana has been pivotal in boosting the rankings and expanding the market reach of countless clients, thereby adding immense value to their ventures. -space- Adrijana holds a Psychology degree from the University of Novi Sad and an SEO certification from HubSpot Academy, blending analytical acumen with creative strategy in her approach. Her background in psychology, coupled with her extensive SEO knowledge, makes her an invaluable asset to our team and a cornerstone of our clients' success.

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