One of the most difficult parts about running a SaaS company is getting it in front of the right people. While building out a software solution with a specific market in mind is a challenge in its own right, getting the software to actually be adopted by users and companies can often feel insurmountable.
Aside for hiring a crack sales team that aggressively goes after leads, one of the best ways to find new customers is through the use of SEO.
An SEO SaaS strategy requires a different mindset than other types of SEO, such as local SEO or e-commerce. This is because the types of people you are trying to convert need to be specific for your SaaS product. For example, if you have marketing automation software, you’ll be competing with the likes of Hubspot and ActiveCampaign.
However, a good SaaS company can slice off a chunk of their market share by appealing to a specific demographic that may need marketing automation software, such as small businesses or b2b businesses.
The best way to find exactly where you can niche down with your keyword is to actually look at the SERPs. The SERPs, or search engine result pages, are the pages that come up from Google and other search engines after you search for a particular keyword.
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For SaaS companies, this can be anything from guides on how their software can help solve a specific problem, to product pages for users who are already looking for a piece of software and don’t need to be warmed up by content.
This ultimately depends on the keyword and requires you to holistically evaluate the other results in the SERP in order to best determine how you can rank for that particular keyword.
Of course, not all SERP results are created equal. In order to best rank for it, a SaaS company needs to understand how the websites that are ranking above it for target keywords are doing it.
The best way to do this is to actually analyze the content of the pages that are ranking. In absence of anything greater, Google and other search engines will sometimes rank things that are a little less relevant to the keyword. This is a great opportunity for a SaaS business to create a guide or large content asset that explores the keyword in-depth.
While doing so, they’ll want to make sure to tastefully sprinkle the keyword throughout the text of the content and also optimize headings, image assets, and more toward the keyword.
Analyzing the SERP competitors is a key way for SaaS companies to gain an edge over the competition. Not only does it allow them to niche down and see what their target demographic is searching for, but it also allows them to see what Google and other search engines deem relevant to these users.
Once they have this information in hand, SaaS companies can best position themselves to take advantage of the SERPs and make sure that a well-optimized page on their website ranks among then.
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