But you can’t rely on technical fixes to get site rankings. A typical SaaS website is tiny when you compare it with E-commerce and other B2C business websites. To get to the top of the search results, you’d instead focus energies on the non-technical aspects of search engine optimization. With further ado, let’s learn about the strategies that will help you get there:
Basic on-page optimization is an essential SaaS SEO strategy. Here’s a quick checklist:
- At least one keyword-optimized H1 on every page of the website.
- Use of H2s and H3s in descending order of priority.
- Optimized page titles and descriptions.
- Keyword optimized page URLs.
- Easy to navigate and intuitive website structure.
- Keyword optimized content but no keyword stuffing.
- Implemented Schema Markup on key website pages.
One of the things that add to your content’s search relevance is creating links on your website’s pages. Internal linking can take different forms:
- Linking blog posts that are related to each other.
- Promoting product and service pages to the relevant blog posts.
- Ongoing linking between new and old pages.
One of the key benefits of an internal linking strategy is that it adds structure to your site and its content. A sound internal linking strategy helps the audience find information with ease and adds to their overall site experience. Let’s understand this with the help of an example: Suppose you’re creating content pieces around the following related topics:
‘lead generation strategies’
‘building an email list’
‘optimizing a landing page for lead generation’
‘implementing live chat on a website’
Inter-linking these posts helps the audience get in-depth insights into the broader subject here: lead generation. Similarly, you can include a link to the most relevant product page, say, a ‘landing page creation tool’. A quarterly or a half-yearly internal-linking audit is a worthy technique to figure out if you have already linked all the relevant posts and pages.
Acquiring Quality Backlinks
With a string of Google Algorithm updates, it makes a lot of sense to build backlinks through quality content. Earn links through authentic relationships with authority niche websites. The process demands SaaS marketers to be a lot more creative and patient in the link-building approach.
a. Write Guest Posts
Writing high-quality guest posts is still the most effective way to acquire quality links. You can start with the low hanging fruit first. Pitch to and write for lower DR websites and slowly move up the ladder. As you move forward, aim to write for top tier niche sites. One of the things to note is that you need to understand each site you’re targeting. Read through their contributor guidelines and learn about their content-style.
b. Tip Journalists on Platforms like HARO
A brilliant strategy to earn quality links is to connect with journalists in your niche. You can sign-up for a free platform like HARO and browse through relevant queries. Reach out with case studies and tips to get featured on the best of niche publications. For every ten queries, you’re likely to earn at least one link or brand mention.
c. Co-Promote Complementary Businesses
This is a relatively new link-building technique, but it works quite well for some SaaS businesses. You can tie up with complementary businesses and exchange mentions. Try and make this as natural as possible. For instance, you can link to a guide published by another non-competing niche business in exchange for a similar link to one of your content pieces.
d. Publish Original Research
You must have come across B2B companies like HubSpot and Moz publishing original studies based on primary research. Such content pieces are aimed at understanding the current state of an industry or stuff like consumption patterns.
9 out of 10 companies who do original research found that it’s successful.
When you publish original research, you’re diving deep into an industry’s problems and producing valuable data. Take a look at this example of a piece of original research from Redfin, a real estate platform:
Such data has the potential to create news and get featured in the best of publications. Do you get the drift? Original research does not come easy. You need to have a specialized team to produce one. Plus, you need a dedicated outreach team to ensure the right amount of visibility for it. Original research is a content type that can truly make you an authority in your niche.
e. Become a Guest on Niche Podcasts
Imagine yourself appearing in one of your favourite podcasts and sharing expert tips! Now, beyond the celebrity feel, this strategy is an excellent way to get quality links for your SaaS business. Podcasting is a trending content format, quite popular among today’s time-pressed audience.
55% (155 million) of the US population has listened to a podcast – up from 51% in 2019.
Podcast guesting is a cool way to display your niche expertise and acquire links for your site. To start building links through this channel, you can hire a podcast booking agency to get you on top of industry podcasts.
Audit Content Regularly
Getting SaaS content to rank on search engines is no piece of cake. The first obvious step is to keyword optimize whatever you publish.
Did you know?
Thirty percent of Microsoft’s content had never been visited. And they wouldn’t have known until a content strategist conducted an audit.
To understand its worth, you’ve got to re-check branded content regularly. Here’s the stuff that you need to track while performing an audit:
- Content pieces that do not need the searcher-intent for the targeted key-phrase.
- Content pieces that aren’t educational.
You need to make a list of content pieces that won’t work so that the team can rewrite or edit them. Keep track of blog posts that are ranking or slowly moving up the organic search results. These are the best of the lot. Also, look for ways to upgrade existing pieces. Maybe you can replace outdated information and stats with the latest ones. Try including new examples and case studies to make old posts more valuable.