A growing number of online entrepreneurs and businesses are realizing that even with a great SaaS, getting your offering the commitment it needs to bring you those high returns in a sea of very similar and competitive options is a huge undertaking.
You can absolutely focus on paid acquisition strategies and social media to deliver a short-lived stream of users. However, if you want long-term, self-sustaining, and scalable growth, your SEO game needs to be on point as it is the marketing foundation on which everyone else will thrive. Below are some things that you should really do when you want to finish your SEO and make your SaaS stand out.
Understand your buyer's journey
Most SaaS buyer journeys are non-linear, meaning they don't always come to your website for a solution to their problem. Sometimes they do, but often they have no idea you are offering one, and that's how they find you through questions asked online. These questions are invariably asked through Google by searching long and short queries that are relevant to customer issues. "How do I make X faster," how to make X easier, "seeks in this sense.
Your search engine optimization should therefore be multi-layered and contain different content that focuses on different phases of the journey. The initial phase includes blog content that focuses on the targeted keywords included in your customers' problem-solving searches. This blog content should start as an informative description aimed at conveying information and take you step-by-step through how your particular SaaS is the solution to the problem.
Content is aimed at those in the second floor The journey is for those who know there are SaaS solutions to their problems but are shopping for vendors. Your SEO at this stage should focus on mid-sales funnel keywords describing what your service offers – "the best email reach," "the best CRM," "the best productivity measurement tool". Instead of the educational tone you would use at the beginning of the customer's buying journey, focus on specific features, integratability, and product categories.
The one at the last stage (i.e. knowing what the buyer needs, why they need it, and what specific products meet those requirements) requires yet another content approach. Here, buyers compare and contrast their shortlist to find out which one makes the most sense for them. This is where you should target product-conscious buyers with keywords that focus on comparisons and alternatives – "Versus" lists and "Alternatives to" lists.
Link Building: The other important piece of the puzzle
SEO is really a double process. It's about content creation – which we just covered – and link building. Layered content that tries to reach your target market at different stages of the buying journey is critical. But that and a steady supply of solid backlinks from relevant high DR websites will take your SEO to the next level.
However, in contrast to content, link building is more laborious and requires more specialist knowledge. It's a much more systematic process, and the investment required to learn, perform, and scale it (not just money, but time and opportunity costs) is too high for many companies to do in-house. If you are serious about increasing your visibility drastically, you should check out a solid link building service, especially one that specializes in creating high quality SaaS links.
Most reputable link builders will work with you on a pay-per-link agreement. This means that a budget is created and a fee is charged every time a link is created. The more solid DR websites you link to your SaaS pages (whether it's your homepage or specific content pages), the higher up in Google search results your website will appear when people search for keywords that include relate to your service.
Don't forget HARO
People who use HARO (Help a Reporter Out) love it or hate it. Pitching HARO queries takes time and it can take a while before this investment pays off. Sometimes the articles you want to appear in may go unpublished for four, six, or even twelve weeks. What makes HARO so valuable, however, is that it is free. Everyone can register with HARO and answer questions from bloggers and journalists.
HARO shouldn't be the only way to create links for your SaaS, but it certainly should be one of them. The ability to get free DR links from relevant websites for free is too important to miss. If you have real expertise in your niche and can write a good ~ 200 word quotable answer that answers the questions of a query or offers unique insights, then you are it can land some really solid links. Try to leverage both your personal expertise and the relevance of your niche (either together or separately) when choosing which questions to answer.
Build a social media presence
YouTube is the second largest search engine on the Internet after Google (the parent company). It has over 2 billion monthly users and is the next big SEO frontier. When was the last time you searched Google and the best results were YouTube videos on the subject? These results could (and should) be you. If you have a SaaS and you want to convince potential customers that they should buy it, show them how it works on your YouTube branded channel.
You can create YouTube content from “sisters” to accompany your blog posts (which you can also cross-promote) and use the same SEO keyword tactic to create the titles and descriptions of your videos. Your YouTube content may contain "how to" videos about the various features of your service. Troubleshoot videos, and you can even use YouTube as a feedback spot that can be incorporated into future patches and themes. You can count on brutally honest YouTube users to tell you what the shortcomings of your service are and what you might be changing to improve your UI and UX.
When SEO is done right, it is absolutely the best way to create an affordable, long-term marketing plan that can scale over time and that, if done right, is self-sustaining. Getting your search engine optimization up and running takes time and money. However, if you choose who to work with and where to allocate your resources, you can build a large pool of potential customers who will offer exactly what your service does in the marketplace. Keep the tips above in mind and you will absolutely kill it with your SEO for your SaaS.