Software-as-a-Service, or SaaS, has become an extremely viable business model for startups and established enterprises alike. Companies can continuously update their software to cater to clients’ needs while maximizing profit with monthly or yearly fees. However, even the best SaaS companies need great SEO to get noticed. To help SaaS companies stand out in an increasingly competitive market, SaaS SEO consultants employ several strategies.
SaaS SEO Consultants: 5 Strategies to Consider
1. Off-Page SEO & Backlinking
Backlinks are links to your website from other pages, and while their role has been diminished somewhat due to the abundance of link spam, they are still an essential component of a complete SEO strategy. SEO is essentially an arms race between website developers and copywriters, and search engines. When it became clear that backlinks boosted a site’s results, backlink farms emerged. Now, Google has taken steps to limit the impact of low-quality backlinks. So, what strategy works now?
Google considers the quality of the site where the backlink is found. An otherwise useless page won’t boost your site’s score with a backlink. Meanwhile, a backlink from a highly reputable site will have a significant impact. The best strategy, then, is to build another high-quality site. We call this off-page SEO. It’s off your main page, but its intent is to help lift your main page in the search rankings.
2. Website SEO Optimization and Audits
Although building off-page SEO will help your main page, it can’t overcome glaring issues with your SEO. Your main page must be well-designed and follow all SEO best practices. Even if you’ve had your website updated in the last few years, an SEO audit is a good idea. SEO best practices are in constant evolution. What worked three years ago may be hurting you today! SaaS SEO consultants can give your page a thorough review and address any issues.
SEO now goes beyond keywords and proper heading use. You need to also consider how much text you have, where it is, and how easy it is to read. Your site may need to be rewritten entirely for best results. However, the impact of moving up in the search rankings will greatly outweigh the relatively low cost of retooling your website to meet modern SEO standards. Learn more about how to update your SEO.
3. Targeting Your Competitors
The explosive growth in the SaaS market has created a very competitive SEO environment. How can you make your site stand out from those of your competitors? Targeting specific phrases or common questions can be a viable SEO strategy. Does your brand have specific terms or language that you want everyone to associate with you? Search the phrase “Go off and do something wonderful,” and you’ll find Intel immediately. This creates a coherent connection between your branding and your SEO.
However, you can also play with competitors’ phrases and steal some of their thunder. Search “Life’s Good,” LG’s slogan, and you’ll find a company, “Life is Good” firmly above LG in the rankings. Aim to lock down SEO for terms that you compete for and try to steal some views from competitor’s sites by targeting some of their phrases. SEO is a turf war; the more words you own, the more your business grows.
4. Increasing Engagement
Engagement, also known as retention, is one of the biggest drivers for Google’s algorithms. Retention determines which YouTube videos are recommended and which sites rise to the top of search results. The more time someone spends on your website, the more engaged they are. More engagement equals better rankings. The algorithm assumes that if you spent a while at a site, it must have satisfied your search. So, how can you boost engagement and increase user retention?
One way is to incorporate multimedia into your website. Short videos or clever graphics that catch attention and keep people on the page for even a few more seconds can be very helpful. Avoid popups or aggressive pushes to provide personal information, as these tend to make users hit the back button. Also, consider using a heat mapping tool to see where your users spend most of their time. Build around those areas to encourage more activity.
5. SEO for Sales
The goal isn’t just to get more clicks on your site. You want to convert those clicks into leads and those leads into sales. SEO plays an important role in sales conversion. The pages you pour the most effort into must have an easy way to get in touch with your company. For instance, in many international markets where WhatsApp is used, main pages will feature a button that immediately opens WhatsApp messenger.
By eliminating as many barriers as possible between finding your site and expressing interest, you increase the chances of clicks becoming sales. All the SEO in the world does no good if people can’t figure out how to become clients. With a thorough examination of your website, it’s possible to turn it into a supercharged SEO sales funnel.