SaaS SEO strategy to Drive More MQLs


Dec 27, 2023


19 min read

To drive more sales-qualified leads (SQLs), it is pivotal to understand the essence of SaaS SEO Strategies. What is SEO for SaaS, and why is it essential to utilize SaaS SEO platforms? What does your audience want? How do search engines work, and how does a SaaS marketing agency help you improve your SEO strategies?

Additionally, monitoring Key Performance Indicators (KPIs) across the growth cycle is essential for gaining insights into your business’s market position. As you deploy a saas marketing seo strategy on your website, you can anticipate a rise in organic traffic, resulting in increased revenue, favorable reviews, an expanded customer base, and enhanced industry authority. These factors are the signs of successful SaaS marketing in a startup.

This blog explores the importance of SaaS SEO and its critical components to help you improve your strategy as per the SaaS marketing trends and drive more SQLs.

What is SEO for SaaS?

SaaS SEO is optimizing SEO per SaaS businesses’ unique requirements and challenges. Let’s break it down for you:

Search Engine Optimization(SEO): Optimizing a website’s content to increase relevancy and improve its visibility and ranking on search engine result pages (SERPs).

Software as a Service(SaaS): SaaS is a business model that focuses on selling software products online to customers on a subscription basis. As it is based digitally, SaaS platforms use SEO to improve online visibility and for business success.


Importance of SEO for SaaS Companies

SEO is pivotal for SaaS companies, providing a cost-effective means to draw in potential customers within the growing digital realm consistently. Given that a significant portion of B2B buyers engage in online research before finalizing purchasing decisions, a robust online presence becomes essential to being discovered during this pivotal research phase.

Furthermore, SEO facilitates the generation of high-quality organic traffic for SaaS websites, enhancing lead generation, increasing conversion rates, and ultimately contributing to revenue growth.

SaaS businesses prioritizing optimizing their online visibility and forging collaborations abiding the saas marketing funnel with our expert saas marketing mix is instrumental. These agencies play a key role in implementing highly effective SEO strategies, including enterprise SEO SaaS, that align with industry best practices and cater to the digital marketplace’s specific and dynamic needs.

Why does your SaaS business need an SEO Strategy?

The SaaS industry comes with challenges and opportunities, requiring a unique approach to SEO. Here are five reasons why you need to customize your SEO strategy for the SaaS business model:

Digital Service Delivery: SaaS relies on subscriptions, making customer retention as necessary as acquisition. SEO should focus on creating content that engages existing customers and allows them to stick around.

Global Competition:Unlike local businesses, SaaS companies compete globally. Your SEO strategy should be global, considering different languages, cultures, and search habits, and not just optimizing for Google.

Industry Changes:The SaaS industry evolves fast. Your SEO strategy must be adaptable, keeping up with industry trends, frequent algorithm updates, and changing customer preferences.

Targeting Decision-Makers:SaaS decisions often involve teams or organizations. Tailor your SEO to target keywords, content, and messages that resonate with these decision-makers, ensuring high visibility for the terms they’re likely to search for.

Diverse Customer Profiles:Depending on your SaaS product, you might target individual consumers (B2C), other businesses (B2B), or a mix (B2B2C). Your SEO strategy should speak to each group with relevant keywords, content, and engagement tactics.

Critical Components of a SaaS SEO Strategy

SaaS Keyword Research

Keyword research for SaaS is fundamental in developing an effective SEO strategy for your software services, especially when targeting small businesses. SaaS keyword research involves identifying the phrases and terms your target audience commonly uses when searching for similar products, such as SaaS for small businesses. By gaining insight into your potential customers’ language, you can optimize your website content to align with their search queries, improving your visibility on search engine results pages (SERPs).

For SaaS websites, the focus often revolves around incorporating the product or service name and addressing queries related to the software’s problem-solving capabilities or distinctive features. Utilizing various SEO tools is key to discovering high-volume, low-competition keywords likely to attract qualified traffic to your site. Additionally, understanding search intent is essential, considering what users are searching for and the reasons behind their searches.

It is also essential to understand the significant role of competitor keyword research, which involves analyzing the keywords your competitors rank for. By doing so, you can formulate a strategy to compete for those exact keywords, pinpointing content gaps that can be filled with high-quality, keyword-optimized material.

SaaS Technical SEO

Thoroughly exploring relevant keywords helps your SaaS platform customize the SEO approach. Yet, the SaaS Technical SEO is crucial for success in the SaaS industry. This provides enhanced visibility and superior rankings across search engine results pages. To truly understand its significance, you need to learn the concept of “crawlability,” denoting how efficiently search engine bots navigate and access your website.

Technical SEO strategies are instrumental in ensuring these bots’ seamless access, efficient crawling, and thorough indexing of your website. This, in turn, maximizes its exposure to potential customers. Key focal points include optimizing site structure, refining loading speed, ensuring mobile responsiveness, and implementing XML sitemaps. An organized site structure and complete XML sitemaps streamline bots’ understanding of your site, while rapid loading times and mobile optimization contribute to a positive user experience.

SaaS (Software as a Service) world products can be complex, and incorporating structured data becomes necessary in your technical SaaS marketing SEO strategy. Structured data, or schema markup, furnishes search engines with nuanced insights into your site and its content, facilitating a deeper understanding of your page’s purpose. This not only results in more informative search listings but also holds the potential to improve your click-through rate, driving a surge in traffic to your site.

SaaS Content Marketing Strategy

A SaaS content marketing strategy involves steering away from the intricacies of technical SEO and focusing more on user-centric aspects. Success in this domain hinges on deeply understanding your audience’s needs, search behavior, and a meticulously researched set of keywords.

Commercial Pages

Essential information about your services, such as features, solutions, integrations, industries, and product pages, is included on commercial pages. These pages’ content should align with your keyword research strategy; audience intent is pivotal. Whether optimizing existing pages with targeted keywords or identifying opportunities for new pages, this approach contributes to an SEO strategy tailored for a SaaS platform.

In particular, optimizing SaaS pricing pages is crucial for providing transparency and clarity to potential customers. Clear and well-structured pricing information can significantly impact the decision-making process for businesses evaluating your SaaS offerings. Understanding the importance of SaaS pricing page in the overall user experience and conversion funnel is key to building trust and driving customer engagement.

Educational Pages

Diversifying into educational content, such as blog posts, guides, and case studies, showcases your expertise and delves into topics relevant to your audience. These materials are crucial in expanding visibility and authority in the SaaS industry.

Keyword research continues to be a guiding light that shapes your content calendar. This enables the prioritization and creation of content that zeroes in on the most impactful keywords. Consistently producing high-quality, targeted blog content addresses your audience’s queries and sends positive signals to search engines regarding your website’s relevance and authority. The fresh, keyword-targeted SaaS content Strategy significantly amplifies your SaaS SEO efforts, driving more organic traffic and maintaining an engaging online presence.

SaaS Link Building

Building links is like making friends online for SaaS companies; showing up on Google and gaining trust is crucial. Imagine getting a thumbs-up from an excellent website; that’s what a backlink is. The more credible websites link to yours, the more Google thinks your content is incredible.

To get these thumbs-ups, SaaS companies need a strategic plan, particularly when focusing on B2B abm. Create content people want to share or write posts for famous websites. It’s like making friends with popular folks on the internet. Every link you get makes Google see your website as a helpful and trustworthy source. Good links help you get noticed, attract visitors, and make people believe in your SaaS solutions.

As of now, we are aware of the four key components of SaaS SEO strategy. These pillars help your SaaS company to outrank other companies in search engine result pages (SERP), driving more traffic and converting potential leads into successful paying customers. In the following sections, we will discuss each component individually in a detailed structure and provide tips to improve your SaaS Strategy.

team work process photo

How can SaaS keyword research be Conducted?

Keyword research helps you identify potential customers’ terms and phrases when seeking SaaS solutions.

Below is the step-by-step approach on how to do keyword research for your SaaS platform:

Know Your Audience

Understanding your audience is crucial before you search for the right keyword for your SaaS SEO strategy. What problems does the customer face? What type of SaaS Solution are they seeking? What kind of language do customers use while searching? These insights help you find keywords your potential customer might use in their search queries.

Generate Idea Through Brainstorming

Generate a pool of potential keywords by analyzing your target audience data and conducting a team-based brainstorming session. Considering that your audience may employ diverse search terms, leveraging varied perspectives can prove highly valuable.

Dedicate an hour or two to the initial phase, brainstorming keywords for both your commercial and educational pages. Commercial keywords should revolve around product types, solutions, features, industries, clients, and integrations. Simultaneously, educational keywords should align with customer inquiries and offer general information about your product.

Identify the Search Intent

Search intent refers to the fundamental motivation or objective behind a user’s search query on search engines. It embodies the user’s purpose, whether purchasing, locating a specific website, finding answers to a question, or simply exploring a particular topic.

A profound understanding of search intent enables businesses to tailor their content to resonate with what users are searching for, enhancing the chances of attracting the right audience to their website.

Once the list of suitable keywords is compiled, examining the leading search results for each keyword becomes crucial. This analysis provides insights into the favored content format, and the specific type of information users seek, whether in the form of blog articles, product details, competitor SaaS sites, etc. Consequently, keywords can be categorized based on navigational, informational, commercial, and transactional intent.

Conduct a Competitive Analysis

Performing a thorough competitive analysis is essential after identifying potential keywords and understanding search intent. Distinguish between direct and indirect competitors within the industry. Evaluate their SEO tactics, focusing on website optimization, compelling meta descriptions, and site hierarchy.

Utilize tools like Ahrefs to identify competitors’ top-performing keywords, positions, and search volumes. Examine their content strategy, considering content type, frequency, and preferred formats.

Identify gaps in their approach, such as overlooked keywords or neglected content formats, to capitalize on these opportunities. While manual research offers insights, tools like Ahrefs provide efficient and detailed data, enhancing the overall effectiveness of your SEO strategy.

Research Keyword Data

Now that you have compiled an extensive list of keywords with a solid understanding of their intent and relevance. Various tools can help identify relevant keywords, and the following free options are a good starting point:

Google Keyword Planner

Google Trends

Bing Webmaster Tools Keyword Research

Ahrefs Keyword Generator


For more advanced insights, consider using paid tools like SEMrush or Ahrefs, which provide in-detailed keyword data, including monthly search volume and keyword difficulty.
Essential data points to include in your analysis, along with the tools for sourcing this information, are:

Search Volume

The frequency of a keyword being searched in a search engine within a specific timeframe is typically presented as a monthly average.

Keyword Difficulty

An estimate of the challenge involved outranking existing websites on the SERP for a particular keyword, typically ranging from 0 to 100.


The current position of your website or webpage in the search engine results page for a specific keyword indicates the relevance of your site to that keyword.

Ranking URL

The specific webpage displayed in the search engine results page for a given keyword may not always align with the intended page for that keyword.

Rich Snippet Results

Enhanced search results extracted from your webpage by Google, offering quick answers to user queries directly on the search page. While this may strengthen authority, it could reduce traffic as users may not need to click through.

Keyword data provides valuable insights into the behaviors and preferences of your target audience, allowing the creation of a more personalized and targeted SaaS SEO strategy

Implement the Findings

After meticulously researching and compiling a list of pertinent keywords and understanding their significance, the final step is easily integrating these findings into your content strategy. This involves a strategic approach to ensure natural incorporation into your website.
Here is a practical guide on how to achieve this:

Optimizing Existing Content

To maximize the impact, strategically weave them into crucial areas of your website. This includes page titles, meta descriptions, headers (H1, H2, and H3), and including the body of your content. Don’t overlook the importance of incorporating keywords into your page URLs. Maintain a delicate balance to avoid disrupting the user experience or compromising content readability.

Creating New Content

Use your refined list of keywords as a roadmap for generating fresh, relevant content. Consider developing blog posts, white papers, or creating videos around these target keywords.

Monitor and adjust

After implementing chosen keywords, monitor their performance using reliable SEO tools, observing shifts in rankings, organic traffic, and conversions. If a keyword falls short, adjust your strategy agilely, recognizing that SEO is a continuous, long-term commitment requiring refinement. Utilize tools for rank tracking and Google Analytics to assess audience engagement and establish conversion tracking. Make necessary adjustments, refine content, experiment with different keywords, and stay current on SEO trends for ongoing optimization. This allows for adaptability in response to evolving results and changes in the search landscape.


How To Conduct a SaaS Website Audit?

Crawl Your Website

Efficient execution of technical SEO is greatly facilitated by leveraging specialized tools to assess and optimize a SaaS website. Through years of experience, we have identified vital instruments that effectively simulate search engine interactions, aiding in detecting and resolving performance issues.

Firstly, it is essential to establish and configure the Google Search Console. This complimentary tool from Google is a critical resource, enabling website owners to oversee and manage their site’s visibility in Google search results. With functionalities such as sitemap submission, identification of crawl issues, and notifications regarding security or manual actions, Google Search Console plays a pivotal role in enhancing technical SEO.

To ensure optimal utilization, it is imperative to correctly verify the suitable version of your site (www or non-www), and for HTTPS-enabled sites, the verification process should be appropriately conducted.

Following the Google Search Console setup, consider employing one or more of the following tools for a comprehensive site crawl:

Screaming Frog (Formerly DeepCrawl)


These tools efficiently replicate search engine behavior and assist in pinpointing potential issues affecting your website’s performance.

Subsequently, addressing high-priority issues identified during the crawling process is crucial. This involves a systematic approach to resolve and optimize the technical aspects influencing the website’s search engine performance.

Subsequently, addressing high-priority issues identified during the crawling process is crucial. This involves a systematic approach to resolve and optimize the technical aspects influencing the website’s search engine performance.

Resolve Technical Issues

Here’s a priority list of technical issues to tackle, along with practical solutions:

404 Errors (Page Not Found):

Promptly address broken pages to enhance user experience. If feasible, fix the page or use a 301 redirect to guide visitors to a relevant page.

Slow Page Load Time:

Page loading times exceeding 2 seconds can affect rankings and conversions. Use Google PageSpeed Insights to identify and fix speed issues for improved overall site performance.

Lack of Responsiveness:

Your website must display well on all devices. A responsive design should be compatible with all devices to provide a positive user experience and align with Google’s mobile-friendly guidelines.

Duplicate Content:

Resolve confusion in Google’s indexing by implementing rel=canonical link tags. Specify the preferred page version to avoid deprioritizing both versions.

Thin Content:

Enhance pages with minimal content by adding relevant information. Alternatively, consider consolidating such pages with others to create more comprehensive and valuable resources.

JavaScript Blocking Navigation:

Ensure navigability with JavaScript disabled. Adjust your site so links render in HTML or a navigable format, even when JavaScript is turned off.

Absence of Sitemap.xml File:

Improve Google’s understanding of your site by providing a sitemap.xml file. This file outlines URLs, their significance, and update frequency, facilitating comprehensive indexing.

Missing Robots.txt File:

Safeguard Google’s crawl budget using a well-structured robots.txt file to specify pages that should not be crawled or indexed. Exercise caution when editing this file to avoid unintended consequences, as errors could lead to the deindexing of your entire site.

Technical Monitoring and Maintaining Proper Technical Structure

After implementing the technical best practices outlined in this guide and considering insights from our SEO tools, performing a thorough site re-crawl is crucial. This step allows us to confirm the live implementation of changes and pinpoint any new issues that may have surfaced. Additionally, it’s prudent to configure our selected crawling tool to conduct regular re-crawls based on our chosen schedule.

For websites undergoing frequent updates or extensive restructuring, opting for a more frequent crawl cycle is advisable. On the other hand, if our site experiences minimal changes or content additions, a less frequent crawl cycle should suffice.

It’s worth noting that issues may arise over time. Our objective is not to achieve a flawless, issue-free website but to proactively manage and address the most critical issues. This proactive approach ensures that these issues don’t hinder our website’s performance as we continue to add content and build links in the future.

How to Create a SaaS Content Marketing Strategy?

Developing an impactful SaaS content marketing strategy involves three key phases: content organization, content production strategy, and content production planning.

Content Organization:

Efficiently organize your website content for a seamless user experience and improved search engine rankings. Group-related content logically employs a hierarchical structure, is designed for easy navigation, and maintains consistency in style across commercial and educational pages.

Content Production Strategy:

After organizing your content, focus on a consistent production strategy. Understand your audience’s buying journey, set clear objectives, conduct a content audit, leverage keyword research, design a content calendar, and assign responsibilities. Craft precise, concise, SEO-friendly content, track performance metrics, and continuously refine your strategy.

Remember, SaaS content marketing is dynamic, requiring constant adaptation to the unique needs of your audience and business goals. Diligently following these steps will guide you toward a successful strategy.


How to Create a SaaS Link Building Strategy?

Building an effective SaaS link-building strategy is vital for SEO success. Here is our step-by-step approach:

Identify Target Pages For Link Building:

Initiate your strategy by determining which pages on your site will be the focus of your link-building efforts. You can either leverage existing high-performing pages or create new ones, ensuring a balanced approach for optimal results.

Leveraging Existing Pages: For those starting their SEO journey or with a relatively new site, existing popular pages are valuable assets. Use tools like Ahrefs for backlink analytics to identify top-performing pages that can benefit from additional traffic. Some pages may require optimization for target keywords before initiating link building.

Creating New Pages: Expanding your site with new pages gives it a fresh appearance and attracts more visitors. Utilize keyword research to identify the most valuable target keywords for these new pages.

Choose Between Commercial and Educational Pages:

When selecting target pages, it is essential to Understand the distinction between building links for commercial and educational pages. While commercial pages are more challenging, focusing on educational pages can be strategic. However, it is essential to pay attention to commercial pages.

Choose a Link Building Method

Choosing a suitable link-building method is critical to crafting an effective SaaS link-building strategy. This decision significantly influences the caliber of backlinks you secure, ultimately providing desired SEO results.

Let’s explore link-building techniques to identify the most suitable approach for your SaaS business goals.

Editorial Link Building: When strategically boosting the rankings of specific target URLs, editorial link building takes the lead. This method involves persuading another site’s editor to link back to your site, either through your editorial influence or the merit of your content. It proves effective when aiming to enhance rankings for specific keywords, typically garnering links from sites with moderate authority. Success in editorial link-building hinges on factors like keyword difficulty, SERP composition, competition authority, and your website’s authority.

Guest Posting: Guest posting involves convincing the editor of another website to allow you to contribute content, offering value to their audience in exchange for a link to your site.
Guest posts usually link to your homepage through the author bio rather than incorporating contextual links. It is a common practice to pitch relevant topics that resonate with the host site’s audience when arranging guest posts.

Exchanging Guest Posts or Links: The exchange of mutual backlinks can be facilitated through guest posts or link exchanges. Guest post exchanges involve creating new content, while link exchanges entail inserting external links into existing content. Google generally accepts these tactics when the links are relevant. However, it is crucial to avoid irrelevant exchanges to prevent penalties. Quality assessment of the site you are exchanging links with is essential.

Authority Link Building: Authority link building involves acquiring links from high-authority and credible domains, such as educational, government, and news sites. While these backlinks improve domain rating and authority, they may not yield immediate high-ranking placements for target keywords. Authority sites uphold rigorous editorial standards, and their links are often nofollow, offering PR value without direct SEO benefits. Considering the PR value outweighs this limitation carefully.

Internal Links and Their Role in Link Building

Internal links are the links that are embedded within the same website. Here’s a closer look at their role in SEO and link building:

Sharing Authority: Internal links help share the authority gained from external backlinks. Linking from a strong page to others boosts their rankings.

User-Friendly Navigation: They make it easy for visitors to navigate, keeping them engaged. For instance, linking to related articles can increase the time spent on your site.

Improving Page Discovery:For more significant sites, internal links make sure all pages get noticed by search engines. Linking from popular pages can help ‘orphan’ pages get indexed.

Keyword Optimization:Internal links with relevant anchor text strengthen keyword relevance, aiding search engines in understanding the linked page’s content.


As of now, we fully understand SaaS SEO and how it works. And it is a must if you want your SaaS Platform to stand out from the competition. The challenges and opportunities within the SaaS industry necessitate a customized approach to search engine optimization, encompassing key components such as keyword research, technical SEO, content marketing, and link building for b2b saas marketing for your business.

Managing all these elements simultaneously can be tricky and challenging. Taking help from a SaaS SEO agency, like the professional team at Saffron Edge, one of the top SaaS marketing agencies, can customize your SaaS Strategy to help you reach your goals effectively.

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